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研究生:呂德璁
研究生(外文):Lu, De Tsung
論文名稱:B2B電子商務夥伴關係管理關鍵結合力:探索性研究
論文名稱(外文):Measuring the Strength of Partner Relationship in B2B EC: An Exploratory Research
指導教授:李有仁李有仁引用關係
指導教授(外文):Li, Eldon
學位類別:碩士
校院名稱:國立政治大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文出版年:2007
畢業學年度:96
語文別:中文
論文頁數:91
中文關鍵詞:電子商務B2B夥伴關係管理結合力
外文關鍵詞:ECB2BPRMBondbuyer-supplier relationship
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隨著資訊技術的崛起與發展,傳統的商業模式已經完全不同於以往,電子商務的興起已逐年快速蓬勃發展,這樣的新興商業模式無論是在B2B或是B2C的領域都讓企業運作變的更加有效率,並且為企業創造了更多的利潤,但除了資訊科技以外仍需其他革命性變革與創新才能造就如此欣欣向榮的環境,供應鏈管理即是極佳的例子,在供應鏈管理的運作之下的企業相互合作和共享資訊與資源,資訊科技扮演連接整個供應鏈的重要角色,並且讓供應鏈更加有效率的運作,這是B2B電子商務極致表現的一個相當好的範例,但企業之間的合作決計不僅僅只依靠資訊科技的連結而變的更有效率,企業需要的是尋找良好的廠商作為合作夥伴,本研究的目的就在於發掘出企業間建立夥伴關係中重要的因素,並嘗試將夥伴關係分級,如此一來夥伴關係管理將不只是空談,企業可以有效的評估合作的廠商並加以分級管理,夥伴關係管理的運作將為企業創造更多的價值。
在不同的產業中會有不同的夥伴關係出現,當然當中關鍵的結合力因素也將不同,在本研究中將會把目標放在處於資訊科技產業中的買與賣的關係之上,因為這個產業有著強調速度與效率的特性,而且電子商務的應用與發展也最蓬勃,本研究將採用深度的訪談分析,並讓受訪問的企業對重要的結合力因素作評比,如此一來研究者將可以分析瞭解重要的結合力並將夥伴關係做等級上的劃分,以利未來其他研究者能針對不同等級的夥伴關係做各類管理方法之研究。

關鍵字:電子商務、B2B、夥伴關係管理、結合力
In the wake of information technology (IT), business model is taking a paradigm shift. Electronic commerce is an emerging business model that streamlines the operations of a business and results in efficiency and profitability. In addition to the increased dependency on information technology, changes in management will be needed to maximize the effects of electronic commerce. The concept of Supply Chain Management (SCM) tells management to utilize the new found capabilities of IT integration and information sharing between business partners. The concept reveals that a connection beside the tangible IT link should exist to bind a business with its suppliers and customers tightly. Businesses should have a good relationship with their business partners to increase the total revenue. In this research, we are trying to find the critical bonds between business partners. After identifying the bonds, we can use them to categorize partner relationships and differentiate the degree of integration between business partners.


Keywords: EC, B2B, PRM, partner relation management, bond, buyer-supplier relationship
摘要 5
ABSTRACT 6
1 前言 7
2 研究動機與目的 10
3 文獻探討 12
3.1 B2B 電子商務 12
3.2 供應鏈管理 15
3.3 關係行銷 18
3.4 B2B夥伴關係 22
3.5 夥伴關係建立 27
3.6 夥伴關係之衡量 30
4 研究方法 35
4.1 研究架構與研究設計 35
4.2 問題設計 36
4.3 資料蒐集 38
5 分析與討論 41
5.1 受訪企業介紹 41
5.2 資料分析 46
5.2.1 資訊產品生產者 AT & TA 46
5.2.2 筆記型電腦代工製造者 SS & DA 58
6 研究比較與結論 81
6.1 研究比較 81
6.1.1 產品生命週期與採購數量 81
6.1.2 產品生命週期與產品特性 85
6.2 結論 87
7 研究限制與未來展望 89
8 參考文獻 91

圖目錄
圖 1 產業邁向協同供應鏈示意 資料來源: [18] 9
圖 2 供應鏈活動整合示意圖 16
圖 3 關係行銷忠誠度階梯 [7] 22
圖 4 企業活動與B2B互動示意圖 23
圖 5 關係行銷中的關係交換 25
圖 6 關係建立過程與重要因素 資料來源: [54] 29
圖 7 本研究中研究對象關係圖 41
圖 8 AT & TA 夥伴關係關鍵結合力雷達圖 58
圖 9 SS & DA 夥伴關係關鍵結合力雷達圖 69
圖 10 DS & XP夥伴關係關鍵結合力雷達圖 80
圖 11 產品生命週期與採購數量構面示意圖 82
圖 12 SS、DA & TA三企業夥伴關係關鍵結合力雷達圖 83
圖 13 AT & DS企業夥伴關係關鍵結合力雷達圖 84
圖 14 XP企業夥伴關係關鍵結合力雷達圖 85
圖 15 單位價格與採購數量構面示意圖 86
圖 16 AT & XP 夥伴關係關鍵結合力雷達圖 87




表目錄
表 1 B2B 和 B2C 電子商務比較 13
表 2 電子商務市集比較表 14
表 3 傳統行銷與關係行銷 19
表 4 關係行銷三層次 20
表 5 關係行銷五層次 21
表 6 傳統企業合作與供應鏈夥伴關係比較 27
表 7 B2B夥伴關係生命週期 29
表 8 B2B 與 B2C 關鍵結合力 32
表 9 研究問題列表 36
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