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研究生:陳氏香
研究生(外文):Thi Huong Tran
論文名稱:通路策略、通路權力、通路氣候對夥伴關係與合作績效的影響
論文名稱(外文):A Study on the Impact of Marketing Channel Strategy, Channel Power, and Channel Climate to Partnership and Cooperation Performance
指導教授:蔡明智蔡明智引用關係
指導教授(外文):Ming-Chi Tsai
學位類別:碩士
校院名稱:義守大學
系所名稱:企業管理學系
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:2017
畢業學年度:105
語文別:中文
論文頁數:64
中文關鍵詞:通路策略通路權力通路氣候夥伴關係合作績效
外文關鍵詞:Channel StrategyChannel PowerChannel ClimatePartnershipCooperation Performance
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2000年越南正式加入WTO,對越南的經濟而言是重大機會,同時也給越南帶來許多挑戰。各產業為了維持發展,必須要克服技術、專業、以及管理等相關問題。目前越南工業正蓬勃發展,企業為維持其競爭力,會以各種方式來提升其績效,其中通路管理是關鍵的活動,是企業提升競爭力時,特別重要的一環。藉由評估影響通路活動的因素,來提升通路管理,以促進企業發展,是企業追求的目標。故本研究探討來源廠商與目標廠商之間的關係,以了解通路策略、通路權力、及通路氣候等因素,如何影響其夥伴關係與合作績效。透過問卷調查方式,以越南工業從業人員為受測對象,共發出 400 份問卷,回收 300 份,有效問卷 256 份,有效回收率為 85% 。研究結果顯示:
1. 非強制型通路策略對通路氣候有正向影響
2. 非強制型通路策略對夥伴關係有正向影響
3. 通路氣候對夥伴關係有正向影響
4. 通路權力對夥伴關係有正向影響
5. 夥伴關係對合作績效有正向影響
6. 通路權力對合作績效有正向影響
7. 通路氣候對合作績效有正向影響
針對研究結果,本研究亦提出相關建議,供越南企業之經營者,做為未來營運之參考
Vietnam''s formal accession to the WTO in 2000 was a major opportunity for Vietnam''s economy, and it also brought many challenges to Vietnam. In order to maintain development, industries must overcome technical, professional, and management issues. At present, Vietnamese industry is booming. To maintain their competitiveness, enterprises must enhance its performance by a variety of ways. Channel management is a particularly important activity to enhance the competitiveness of enterprises. By assessing the factors that affect the activities of the channel, to improve channel management, to promote enterprise development, is the goal of business. Therefore, this study explores the relationship between the source vendor and the target manufacturer to understand how the factors such as channel strategy, channel power, and channel climate affect their partnership and cooperation performance. A total of 400 questionnaires were distributed, 300 were collected and 256 were valid questionnaires. The effective recovery rate was 85%. Results reveal that:
1. Non-mandatory channel strategy has a positive impact on channel climate.
2. Non-mandatory channel strategy has a positive impact on partnership.
3. Channel climate has a positive impact on partnership.
4. Channel power has a positive impact on partnership.
5. Partnership has a positive impact on Cooperation Performance.
6. Channel power has a positive impact on Cooperation Performance.
7. Channel climate has a positive impact on Cooperation Performance.
Base on the research results, this study also provides some useful suggestions for the managers in Vietnamese industry as their reference for their future business.
謝辭 i
摘要 ii
Abstract iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節研究背景與動機 1
第二節 研究目的 1
第三節 論文架構 2
第二章 文獻探討 3
第一節 通路權力 3
第二節 非強制通路策略 7
第三節 通路氣候 9
第四節 夥伴關係 14
第五節合作績效 17
第三章 研究方法 19
第一節 研究架構 19
第二節 問卷設計 21
第三節 研究樣本 24
第四節 資料分析方法 24
第五節 基本資料 25
第四章 實證分析與討論 27
第一節 敘述性統計 27
第二節 因素分析 32
第三節 相關分析 35
第四節 迴歸分析 40
第五章 結論與建議 44
第一節 結論 44
第二節 管理意涵 45
第三節 研究限制與未來研究建議 46
參考文獻 47
中文部分 47
英文部分 47
附錄 52
附件A 卷調查表 52
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