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研究生:余有軒
研究生(外文):Brian
論文名稱:品牌運動鞋經銷商成長策略之研究
論文名稱(外文):Growth Under Constraints: Strategies of Sports Apparel/Shoes Retailers in Taiwan
指導教授:于卓民于卓民引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:企業管理研究所(MBA學位學程)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:英文
論文頁數:80
中文關鍵詞:通路管理
外文關鍵詞:channel managementchannel conflict
相關次數:
  • 被引用被引用:0
  • 點閱點閱:183
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
由於每個通路有個有不通資源與策略,因此本研究探討各個通路遇到不同的品牌的成長策略。
Marketing channels are part of an important assets to a branded firm. They directly affect a firm’s overall positioning strategy in a market. Naturally one of the members in the system are the retailers, as retailers are engaged to the consumers directly. In this regard the collaboration of the retailers and branded firms become crucial to the development of both parties. This is especially true in overseas markets when branded firms are in an unfamiliar environment, and must rely on the expertise of local retailers to get closer to the consumers and to better serve the consumers. Branded firms manage their channel members (retailers) in accordance with their strategies while taking their resources into consideration. One of the most common management methods the branded firms impose on the retailers is through series of constraints. Different branded firms and retailers have different objectives in terms of business goals, and conflicts arise when constraints are in place. Therefore, this study is motivated by the following research question: how do local Taiwanese retailers adjust their strategies when dealing with different branded firms each with different strategies and different resources?

Five in-depth case studies including both branded firms and retailers were conducted to assist the answering of the research question. The findings illustrated that the management of channel system is dictated by the bargaining power of a retailer; and that when a retailer has other business outside of its core competence it is less subjected to the power of the branded firm. The theoretical contribution and managerial findings can be referred to the topic of channel power. To summarize, the firm with dominate power will be able to better implement their strategies in the channel system.

Chapter One Introduction 1
Section 1 Background of the study 1
Section 2 Research Purpose & Questions 2
Section 3 Research Process and Chapters Introductions 3
Chapter Two Literature Review 5
Section 1 Concept of Power 5
Section 2 Definition of Conflict 10
Section 3 Causes of Conflicts and Resolutions 11
Section 4 Retailers’ Strategies 18
Section 5 Resource Based View 23
Chapter Three Research Methodology 26
Section 1 Research Framework 26
Section 2 Case Study 28
Section 3 Information Gathering 30
Chapter Four Case Description and Analysis 34
Section 1 Company A 34
Section 2 Company B 45
Section 3 Company C 50
Section 4 Retailer A 53
Section 5 Retailer B 55
Section 6 Case Analysis 60
Chapter Five Conclusions & Suggestions 74
Section 1 Conclusions 74
Section 2 Suggestions for Local Retailers 75
Section 3 Suggestions for Future Research 76

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