臺灣博碩士論文加值系統

本研究主要探討台灣鳳月堂企業最適當的產品配送通路策略及產品配送管理制度。本研究採用個案研究進行實證分析，並據以協助台灣鳳月堂企業導入創新的配銷通路策略。
透過文獻探討與實證分析，本研究結論有：在企業不同的營運規模下採取不同的配銷通路策略；在企業不同發展階段採取不同的配銷通路方式；及企業在訂定配銷通路策略時，最重視市場特性構面。
依據研究結論，提出建議如下：鳳月堂在目前營運階段，其產品配送通路策略可以採取拉式策略；鳳月堂採取連鎖加盟經營模式時，其產品配送通路策略可以採取推式策略；目前鳳月堂因為顧客特性不同，可以採取「零階通路」與「一階通路」等方式；鳳月堂在目前營運階段，產品配送通路方式可以採取相互依賴控制類型；鳳月堂建置「產品配送中心」時，可以採取「垂直配銷通路中心」；及鳳月堂發展連鎖加盟經營模式的初期，可以先利用「第三方配送中心」。

This study explores the most appropriate product distribution strategy and management of Fonyuetan. This study adopts the case study with Fonyuetan, and discussion distribution channel strategy.
After empirical analysis, we have the following conclusions: In different business operating scale, Fonyutan may adopt different product channel strategies; in Fonyutan different development stage may adopt different product channels; and construct a product distribution channel strategy, Fonyutan may emphasize market characteristics strategy dimension.
Based on the conclusions, we have the following suggestions: The firm that should adopt pull strategy as product distribution channel strategy; push strategy should be adopted when Fonyutan constructs franchise systems; due to different customer characteristics, the firm may take zero-order path and first-order path distribution channel; recently Fonyutan’s product distribution channel path may adopt an inter-dependent control type; vertical distribution channel center is suggested to employ when constructing the product distribution center; and the firm may adopt the third party distribution channel center when initialing franchise systems.

第一章 緒論
第一節 研究動機
第二節 研究目的與流程
第二章 糕餅產業的配銷通路
第一節 糕餅產業概述
第二節 產品配銷通路之探討
第三節 產品配銷通路與顧客服務之關係
第三章 研究方法
第一節 個案研究法
第二節 研究設計
第四章 實證分析結果
第一節 個案公司分析
第二節 產品配銷通路考量因素實證分析
第三節 鳳月堂產品配銷通路實證分析
第五章 結論與建議
第一節 研究結論
第二節 研究建議
參考文獻
附錄：問卷

司徒達賢 (1995)，《策略管理》。台北：遠流出版社。
邱志聖 (2006)，《策略行銷分析—架構與實務應用》。台北：智勝文化。
林建煌 (2008)，《行銷管理》。台北：華泰文化。
林豐瑞 (1995)，《行銷管理》。國立屏東科技大學。
林春吉 (2005)，《資訊科技能耐、服務氣候、社會資本對顧客關係管理績效關聯性之研究－以銀行業理財專員為例》，樹德科技大學經營管理學系碩士論文。
張德發 (1997)，《個人電腦配銷通路結構與通路績效之研究》，國立中興大學企業管理學研究所碩士論文。
黃文仙 (2002)，《顧客互動強度、顧客知識管理能力及顧客特性對新產品績效績效影響之研究—以台灣資訊軟產業為例》，中原大學企業管理學系碩士論文。
楊東震 (2003)，《行銷管理》。台北：高立圖書。
楊必立、陳定國、黃俊英、劉水深、何雍慶 (1999)，《行銷學》。台北：華泰文化。
蔡家豪 (1998)，《配銷通路中物流作業與資訊流程之探討—以A物流公司與B電腦公司為例》，國立中央大學資訊管理研究所碩士論文。
蔡維奇、吳姮憓 (2001)。《組織服務氣候對服務品質的影響:以員工正面情緒表達為中介變項》，《台大管理論叢》，12:1，頁149-169。
顏憶如、張淳智 (2005)，《物流管理、原理、方法與實例》。台北：前程文化。
魏啟林 (1993)，《策略行銷》。台北：時報文化出版術。
韓麗華 (2009)，《洋蔥配銷通路策略之研究—以恆春地區生產者為例》，國立屏東科技大學農企管理學系碩士論文。
Bucklin, L. P. (1966), A Theory of Distribution Channel Structure. Berkley, Califormia: IBER Special Publications.
Cronin, J. J., Jr. and S. A. Taylor (1992), “Measuring Service Quality: Are Examination and Extension,” Journal of Marketing, 56:3, pp. 55-68.
Gronroos, C. (1982), Strategic Management and Marketing in the Service Sector. Helsingfors: Swedish School of Economics and Business Administration.
Hardy, K. G. and A. J. Magrath (1988), Marketing Channel Management: Strategic Planning and Tactics. Illinois: Scott.
Hunt, H. K. (1997), CS/D-Overview and Future Research Directions, Conceptualization and Measurement of Consumer Satisfaction and Dissatisfaction in H. K. Miami: Marketing Science Institute.
Jain, S. C. (1990), Marketing Planning and Strategy. Cincinnati: South-Western.
Keaveney, S. M. (1995), “Customer Switching Behavior in Service Industries: An Exploratory Study,” Journal of Marketing, 59 (April), pp. 71-82.
Kim, M. K., M. C. Park, and D. H. Jeong (2004), “The Effects of Customer Satisfaction and Switching Barrier on Customer Loyalty in Korean Mobile Telecommunication Services,” Telecommunications Policy, 28, pp. 145-149.
Kotler, P. (1994), Marketing Management: Analysis, Planning Implementing and Control. New York: McGraw-Hill.
Lewis, R.C. and B. H. Booms (1983), “The Marketing Aspects of Quality in Emerging Perspectives on Service Marketing Association,” Journal of Marketing, 15, pp. 99-107.
Linda, G., M. Edward, and W. Chuck (2003), The Manager’s Guide to Distribution Channels. New York: McGraw-Hill.
Lovelock, C. H. and R. F. Young (1979), “Look to Customer to Increase Productivity,” Harvard Business Review, 57:3, pp. 168-180.
McCammon, B. C., Jr. (1963), Alternative Explanations of Institutional Change and Channel Evolution: Toward Scientific Marketing. Chicago: American Marketing Association.
Oliver, R. L. (1999), “Whence Consumer Loyalty,” Journal of Marketing, 63:4, pp. 33-34.
Parasuraman, A., V. A. Zeithaml, and L. L. Berry (1985), “A Conceptual Model of Service Quality and Its Implication for Future Research,” Journal of Marketing, 49:4, pp. 41-50.
Parasuraman, A., V. A. Zeitharml, and L. L. Berry (1988), “SERVQUAL: A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, 64:1, pp. 12~40.
Ravald, A. and C. Gronroos (1996), “The Value Concept and Relationship Marketing,” European Journal of marketing, 30:2, pp. 19-30.
Rust, R. T. and R. T. Olive (1994), “The Death of Advertising,” Journal of Advertising, 23:4, pp. 71-77.
Ruyter, K., J. Bloemer, and P. Peetets (1997), “Merging Service Quality and Service Satisfaction: An Empirical Test of an Integrative Model,” Journal of Economic Psychology, 26, pp. 387-406.
Sasser, W. E. Jr., R. P. Olsen, and D. D. Wycoff (1978), Management of Service Operations: Text and Cases. Boston: Allyn and Bacon.
Schneider, B. and D. E. Bowen (1985), “Employee and Customer Perception of Service in Banks: Replication and Extension,” Journal of Applied Psychology, 70, pp. 423-433.
Schneider, B., J. J. Parkington, and Y. M. Buxton (1980), “Employee and Customer Perception of Service in Banks,” Administration Sciences Quarterly, 25, pp. 252-267.
Schneider, B., J. K. Wheeler, and J. E. Cox (1992), “A Passion for Service: Using Content Analysis to Explicate Service Climate Themes,” Journal of Applied Psychology, 77:5, pp. 705-716.
Stern, L. W., A. I. Ansary, and J. R. Brown (1989), Management in Marketing Channels. Englewood Cliffs: Prentice-Hall.
Stern, L. W., A. I. Ansary, and A. L. Coughlan (1996), Marketing Channels. Englewood Cliffs: Prentice-Hall.
Woodside, A. G., L. F. Lisa, and T. D. Robert (1989), “Linking Service Quality, Customer, Satisfaction, and Behavioral Intentions,” Journal of HealthCare Marketing, 9, pp. 5-17.
Zeithaml. V. A., A. Parasuraman, and L. L. Berry (1985), “Problems and Strategies in Service Marketing,” Journal of Marketing, 49, pp. 33-46.
Zeithaml, V. A. and M. J. Bitner (1996), Service marketing. New York: McGraw-Hill.