臺灣博碩士論文加值系統

工業市場 (Industrial Market) 是一個廣大且富裕的市場，其交易金額超過消費市場 (Consumer Market) 很多，但是目前的行銷研究多數仍以消費市場為重心。本研究回顧過去 19 年來 B2B 行銷領域的相關文獻，目的在於成為 B2B 行銷研究的參考指標，並提供國內 B2B 行銷研究學者思考未來研究方向的參考依據。本研究採用文獻回顧分析法，彙整 1998 年至 2016 年於國內外行銷重要期刊所發表共 72 篇 B2B 行銷研究文獻，分為 「B2B 關係行銷」、「B2B 行銷策略」、「B2B 行銷通路」、「B2B 經營策略」、「B2B 銷售」和 「B2B 定價」 等六個子領域。研究結果顯示 「B2B關係行銷」 的文獻共有 28 篇，占所有 B2B 行銷文獻 38.89%，是 B2B 學者最重視也是研究最多的領域。“Journal of Marketing” 和 “Journal of the Academy of Marketing Science”等兩本期刊共有 54 篇 B2B 行銷相關文獻，占所有行銷文獻的 75.00%。國內 B2B 行銷文獻數量寥寥無幾，B2B 行銷的理論架構和實務方法相關研究嚴重不足。另外，國內學者較重視 「B2B 行銷通路」，國外學者較注重 「B2B 行銷策略」，在 72 篇 B2B 行銷文獻中未發現 「B2B 行銷推廣」 相關文獻。最後，本研究分別提出六個子領域未來值得研究的議題，供學者未來研究 B2B 行銷之參考。

The Industrial Market is a broad and rich market, and its sales volume is much greater than the Consumer Market. However, most marketing research focuses on the Consumer Market. This study reviews related literature in business-to-business (B2B) marketing in the past 19 years, and aims to contribute to B2B marketing research. This research is a literature review. It analyzes 72 publications about B2B marketing from domestic and international marketing journals from 1998 to 2016. Topics include B2B Relationship Marketing, B2B Marketing Strategy, B2B Marketing Channel, B2B Business Strategy, B2B Sales, and B2B Pricing. The results show that there are a total of 28 (38.89%) papers on B2B Relationship Marketing, which is a topic that has received most attention from marketing scholars. Moreover, the “Journal of Marketing” and the “Journal of the Academy of Marketing Science” have published 54 papers about B2B marketing, which account for 75% of the publications in the analysis. Research on B2B marketing theoretical framework and practical execution is scant. Generally, domestic B2B marketing research focuses on B2B Marketing Channel, but international B2B marketing research focuses on B2B Marketing Strategy. Finally, the present research has identified six topic areas for future investigations in the B2B marketing field.

中文摘要 .………………………………..…………………….…..…i
英文摘要 .………………………………………………….…....…ii
誌謝 .………………………………………………….………......iii
目錄 ……….…………………………………………………...……...iv
表目錄 .…………………………………………………….…..……..vi
圖目錄 ..……………………………………………….……...….vii
第一章 緒論 .……………………………………………..….….…1
1.1 研究背景 …….….………………...…….…......1
1.2 研究動機 .….…………………...…….…...…………5
1.3 研究目的 .…..………..…………………….......9
1.4 研究架構 ………………………………….……….……..…10
第二章 文獻探討 .……………………….……….….….……12
2.1 行銷概念演進與發展 …...…………….…………12
2.2 B2B行銷 …………….………………….…………….....19
2.3 B2B行銷文獻回顧 …..………………………………….27
第三章 研究方法 .……..……………….……….……………37
3.1 研究流程 ………...…………………………………...….37
2.3 研究方法 ………...………………………………….…...39
3.3 研究範圍 ………………………………………………......40
第四章 研究議題分析.………………..………………..….45
4.1 國內外 B2B 行銷研究慨況 …………….…………45
4.2 主題軸分析 ……………………….……………….………...59
4.3 時間軸分析 …………………….………………….….…...64
4.4 子領域議題分析 …………………....……………….…67
第五章 結論與建議 .………….…………………..……………82
5.1 研究結論 ………………………….………………………....82
5.2 研究建議 ………...…….…………………………….…….84
5.3 研究限制 ……………………….…………………….……...86
參考文獻 ……………………………………………………………......87

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3. 安石國際行銷顧問，B2B和B2C的不同(無日期)。民105年7月2日，取自: http://www.enspyre.com/%E8%A1%8C%E9%8A%B7%E9%8A%B7%E5%94%AE/B2B%E8%B7%9FB2C%E7%9A%84%E4%B8%8D%E5%90%8C
4. 吳育宏，工業行銷 (B2B Marketing) 的挑戰(2014年1月2日)，吳育宏的銷售智庫。105年11月23日，取自: http://oscar23.pixnet.net/blog/post/55331034-%E5%B7%A5%E6%A5%AD%E8%A1%8C%E9%8A%B7%EF%BC%88b2b-marketing%EF%BC%89%E7%9A%84%E6%8C%91%E6%88%B0
5. 品牌志編輯部，B2B產業-後臺英雄走向品牌路(2015年10月15日)，品牌志。105年11月23日，取自: http://www.expbravo.com/2563/%E5%93%81%E7%89%8C%E7%AD%96%E7%95%A5b2b%E7%94%A2%E6%A5%AD%E5%BE%8C%E5%8F%B0%E8%8B%B1%E9%9B%84%E8%B5%B0%E5%90%91%E5%93%81%E7%89%8C%E8%B7%AF.html
6. 楊芷盈，知己知彼找出差異，長久經營B2B銷售的５大心法(2016年10月28日)，人才培訓網。民106年1月11日，取自: https://www.smartlinkin.com.tw/article/2639
7. 葉淑慧，文獻(民101年10月)，圖書館學與資訊科學大辭典。民106年1月11日，取自: http://terms.naer.edu.tw/detail/1678620/