臺灣博碩士論文加值系統

氣體工業於全球經濟發展史上一直扮演著舉足輕重的角色。就臺灣國內的工業發展歷程中舉凡從農業、輕工業、重工業、鋼鐵業、塑化業乃至於今日的電子科技業、生技醫療業和食品業、航太等產業，氣體原料的充分供應都是支撐每一個行業蓬勃發展與達成高生產效率與產品使用安全上不可或缺的重要元素。
聯華氣體公司以設備規模、產品產能和氣體技術運用等三方面上一向為臺灣氣體產業的領先者或稱被模仿者。但自2008年起國內各產業面臨全球化的競爭和臺灣經濟成長減緩的衝擊，而故氣體產業過去所仰賴的設備規模與運用技術及產品品質或服務技術似乎已不再是市場供應上競爭獲利的保證。
因此聯華氣體公司有感於市場競爭及客戶需求條件改變，於近二、三年來，開始注重行銷通路的適配性及如何透過通路策略來提升通路績效，進而讓公司整體的營業績效都能達成每年的預期目標上獲得預期的成長與成果。在行銷通路運作時，通路型態、通路權力之運用、通路管理機制也都會對通路績效產生一些或深或淺影響，故本研究主要目的是以聯華氣體工業股份有限公司作個案分析，來探討顧氣體產業之通路策略。並針對現有氣體產業的通路運作現況做一實際之分析。並提出對於聯華氣體公司乃至氣體產業同業於行銷通路上有效能之運作策略，及有利氣體產業發展之參考建議。

The gas industry has been playing the most significant role in the history of global economic development. In Taiwan's domestic industrial development, adequate supply of raw material gases is the most critical element factor supporting every industry booming and achieving high production efficiency with product safety. We can see the examples clearly from agriculture, light industry, heavy industry, steel industry, plastic industry, and even in today's electronic technology industry, biotechnology industry and food industry, aerospace and other industries.

LLH (Linde LienHwa Industrial Gases Co., Ltd.) has always been a leader imitated by others in the gas industry in Taiwan, among three areas from equipment size, product capacity and utilization of gas technologies. But since 2008 the domestic industries facing global competition and the impact of Taiwan's economic growth slowed, the gas industry can no longer rely on the use of technology and equipment size and quality of products or services technology to guarantee its profits from market supply competition.

Facing with market competition and changing of customer demand conditions, LLH began to focus on adaptation of marketing channels through channel strategy to improve path performance in the past two or three years, thereby allowing the company's overall business performance can reach the expected growth and the expected results of the annual target achievement. During operation of marketing channels, channel type and utilizing the power of channel and channel management mechanism will somehow have certain impacts on the channel performance. The purpose of this study is to take LLH as a case study for the gas industry to explore channel strategy, and to conduct an actual analysis of the current situation for the operation of the existing path of the gas industry. It’s made for the gas industry as well as LLH and companies in the same industry. The marketing channel strategy can be operating effectively and to provide some reference or suggestion to the proposed development in favorable of the gas industry.

目錄
書名頁 i
審定書 ii
授權書 iii
中文摘要 vi
英文摘要 vii
致謝 viii
目 錄 ix
表目錄 x
圖目錄 xi
第一章 緒論 1
第一節 研究背景 1
第二節 研究目的 3
第三節 研究範圍 4
第四節 研究流程 4
第二章 文獻探討 6
第一節 行銷通路 6
第二節 通路策略 8
第三節 通路權力 12
第四節 通路績效 17
第三章 產業分析 22
第一節 全球氣體產業概況 22
第二節 氣體產品類別 27
第三節 工業氣體製程技術 29
第四節 氣體供應模式 31
第四章 個案分析 33
第一節 個案公司介紹 33
第二節 通路策略 38
第五章 結論與建議 53
參考文獻 55

1.胡同來、許士軍、魏啟林(2001)，「行銷通路特性、溝通流程與通路績效之研究-資訊業個人電腦實證」，《管理學報》，第18卷，第3期，頁395-419。
2.胡同來、翁景民譯(2002)，《行銷通路》，初版，臺北，華泰文化事業股份有限公司。
3.楊必立、陳定國、黃俊英、劉水深、何雍慶(1999)，《行銷學》，臺北：華泰文化事業股份有限公司。
4.島口充輝(1995)，黃晏雄譯，《創造顧客滿意行銷：21th追求企業成長的新建構》，洪建全基金會出版。
5.謝文雀(1998)編譯，《行銷管理--亞洲實例》，初版，華泰書局，頁256-276。
6.Anderson, James C. and James A. Narus(1984), ”A Model of the Distributors Perspective of Distributor-manufacturer Working Relationships”, Journal of Marketing , Vol.48, No.4, pp.62-74.
7.Bennett Roger(1998), ” Queues, Customer Characteristics and Policies for Managing Waiting-lines in Supermarkets”, International Journal of Retail and Distribution Management, Vol.26, No.1, pp.78-90.
8.Boyle, Brett, F. Robert Dwyer, Robert A. Robicheaux, and James T. Simpson(1992), ”Influence Strategies in Marketing Channels: Measures and Use in Different Relationship Structures”, Journal of Marketing Research, Vol.29, No.3, pp.462-473.
9.Bucklin, L.P. (1966), ”A theory of distribution channel structure”, Berkeley: University of California, Institute of Business and Economic Research, p.5
10.Buchanan, Lauranne(1992), ”Vertical Trade Relationships: The Role of Dependence and Symmetry in Attaining Organizational Goals, Journal of Marketing Research, Vol.29, No.3, pp.65-75.
11.Cannon, Joseph P. , Ravi S. Achrol and Gregory T. Gundlach(2000), ” Contracts, Norms, and Plural form Governance”, Academy of Marketing Science, Vol.28, No2, pp.180-195.
12.Dahl, R. A. (1957),”The concept of power”, Behavior Sciences, 2, 201-215.
13.El-Ansary, Adel I, and Louis W. Stern(1972), ”Power Measurement in the Distribution Channel”, Journal of Marketing Research, Vol.9(February), 47-52.
14.El-Ansary,Adel I.(1975). ”AModel for Evaluating Channel Performance”, Unpublished paper, Louisiana State University. 10-11
15.Emerson, Richard M (1962), ”Power-Dependence Relations”, American Sociological Review, Vol.27(February), pp.31-41.
16.Etgar, Michael(1976), ”Channel Domination and Countervailing Power in Distribution Channel”, Journal of Marketing Research,Vol.14,(Aug),pp. 254-262.
17.Fifield, Anna(1992), ”Marketing strategy”, Jordan Hill, Oxford: Butter-worth-Heinemann Ltd.
18.Frazier, Gary L. and John O. Summers (1984), ” Interfirm Influence Strategies and Their Application in Distribution Channels”, Journal of Marketing, Vol.48, No3, pp.43-55.
19.Frazier, Gary L. and Raymond C. Rody(1991), ”The Use of Influence Strategies in Interfirm Relationships in Industrial Product Channels”, Journal of Marketing, Vol.55, No.1, pp.52-69.
20.Frazier, Gary, James Gill, and Sudhir Kale(1989), ”Dealer Dependence Levels and Reciprocal Actions in a Channel of Distribution in a Developing Country”, Journal of Marketing, Vol.53, No.1, pp.50-69.
21.French, John and Bertram Raven(1959), ”The Bases of Social Power, in Studies Social Power”, Dorwin Cartwright, ed., Ann Arbor, MI: University of Michigan Press, pp.150-167.
22.Gaski, J, F. (1984),”The theory of power and conflict in channels of distribution”. Journal of Marketing, 48 (3), 9-29.
23.Gaski, John F., and John Nevin(1985), ”The Differential Effects of Exercised and Unexercised Power Sources in Marketing Channel.”, Journal of Marketing Research,22(May),130-142.
24.Gassenheimer, J. B., & Scandura, T. A. (1993). ”External and internal supplier influence: Buyer perceptions of channel outcomes”, Journal of the Academy of Marketing Science, 21, 155−160.
25.Geyskens, Steenkamp & Kumar(2000), ”Economic and Social Satisfaction: Measurement and Relevance to Marketing Channel Relationships”, Journal of Retailing,76(1):11-32
26.Guirdham, M. (1972), ”The management of distribution channels. ” Oxford:N.Y.:Program Press,Guirdham，Maureen, Marketing,“ The Management of Distribution Channels ,”Oxford,N.Y.: Program Press . ,106
27.Hardy, Kenneth G. and Allan J. Magrath(1988), ”Marketing Channel Management: Strategic Planning and Tactics”, Illinois: Scott Publishing.
28.Hunt, Shelby and John Nevin(1974), ”Power in a Chanel of Distribution: Sources and Consequences, Journal of Marketing Research”, Vol.11, No.2, pp.186-193.
29.Jain, Subhash C.(1990), ”Marketing Planning and Strategy(3rd ed.) ”, Cincinnati, Ohio: South-Western Publishing.
30.Kast, Fremont E. and James E. Rosenzweig(1972), ”General Systems Theory: Applications for Organization and Management”, Academy of Management Journal, Vol.15, No.4, pp247-266.
31.Kolter, Philip(1999). ”Marketing Management”, 10th Edition.
32.Kumar, Nimalya, Louis Stern, and Ravi Achrol (1992). ”Assessing Reseller Performance from Perspective of the Supplier”, Journal of Marketing Research, 29(2),238-253.
33.Lewis, M. Christine and Douglas M. Lambert(1991), ”A Model of Channel Member Performance, Dependence, and Satisfaction”, Journal of Retailing,Vol.67 No.2, pp.205-225.
34.Magrath, Allean J. and Kenneth G.Hardy.(1987), ”Selecting Sales and Distribution Channels”, Industrial Marketing Management, 16, 273-278.
35.March, J. G. (1955),”An introduction to the theory and measurement of influence” American Political Science Review, 49, 433−451.
36.Mohr, J. and Sepkman, R. (1994), ”Characteristics of partnership success: Partnership attributes communication behavior and conflict resolution techniques” Strategic Management Journal, 15, 135-152.
37.Mohr, Jakki and John R. Nevin(1990), ”Communication Strategies in Marketing Channels: A Theoretical Perspective”, Journal of Marketing, Vol.54, No.4,pp.36-52.
38.Morris, Barbara(1988), ”Accommodating Multiple Objectives in the Design of Customer Treatment Operations”, Internation Journal of Operation and Production Management, Vol.8, No.3, pp.86-95.
39.Pegram, R. M.(1965), ”Selecting and Evaluating Distributors”, The Conference Board, Business Policy Study, pp.16-21.
40.Quinn, Robert E. and John A. Rohrbaugh(1983), ”A Spatial Model of Effectiveness Criteria: Toward A Competing Values Approach to Organizational Effectiveness”, Management Science, Vol.29, No3, pp.363-377.
41.Rangan, V. K., Menezes, M. A., & Maier, E. (1992). ”Channel selection for new industrial products: a framework, method, and application”, The Journal of Marketing, 69-82.
42.Rawwas, M. Y. A., Vitell, S. J., & Barnes, J. H. (1997),”Management of conflict using individual power sources: A retailer's perspective”, Journal of Business Research, 40, 49−64.
43.Raven, B. H., & Kruglanski, A.W. (1970), ”Conflict and power”, In Paul Swingle (Ed.), The structure of conflict NY: Academic Press.
44.Robicheaux, Robert A. and Adel I. El-Ansary (1975), ”A General Model for Understanding Channel Member Behavior”, Journal of Retailing, Vol.52, No4, pp.13-30.
45.Rosenbloom, Bert.(1990), ”Marketing channels: A Management View (5th ed.)”, New York: The Dryden Press.
46.Rosenbloom, Bert(1999). ”Marketing Channels: A management view. 6th ed”, Fort Worth, Tex: Dryden Press.
47.Raven, B. H. (1965),”Power and leadership. In: C. I. Steiner & M. Fishbein (Eds), Current studies in social psychology (pp. 371–382)”. New York,NY: Holt, RineHart and Winston.
48.Scheer, Lisa K. and Louris W. Stern(1992), ”The Effect of Influence Type and Performance Outcomes on Attitude Toward the Influencer”,Journal of Marketing Research, Vol.29, No.1, pp.128-142.
49.Sheu, J. B., & Hu, T. L. (2008). ”Channel power, commitment and performance toward sustainable channel relationship”, Industrial Marketing Management,38, 17-31.
50.Simon, H. (1953). ”Notes on the observation and measurement of power”, Journal of Politics, 15, 500-18.
51.Stern, Louis and Adel I. El-Ansary(1992), ”Marketing channels(4th ed.) ”, Englewood Cliffs, New Jersey: Prentice-Hall.
52.Stern, Louis, Adel El-Ansary, and Anne Coughlan.(1996). ”Marketing Channels, 5th ed”, Englewood Cliffs, NJ: Prentice-Hall.
53.Stern, Louis W., Adel I. El-Ansary, and Anne T. Coughlan(1996), ”Distribution Channels: A Social System Approachin Louis W. Stern, ed., Distribution Channel: Behavior Dimensions”, Boston: Houghton Miffin, 6-19.
54.Van de Ven, Andrew H. and Diane L.Ferry.(1980), ”Measuring and Assessing Organizations”, NY: John Wiley & Sons, Inc.
55.Venkatesh, R., Ajay K. Kohli, and Gerald Zaltman(1995), ”Influence Strategies in Buying Centers”, Journal of Marketing, Vol.59, No.4, pp.71-82.
56.Walker, Bruce, and James Cross(1988), ” Franchise Failures: More Question Than Answers in Robert Dwyer,(ed.) ”, Forging Partnerships For Competitive Adnantage, Proceedings of Society of Franchising Cincinnati, OH: University of Cincinnati.
57.Wilkinson, Ian and David Kipnis (1978),”Interfirm Use of Power”, Journal of Applied Psychology, Vol.63, No.3, pp.315-320.
58.Wren, B. M.(2007), ”Channel structure and strategic choice in distribution channels”, Journal of Management Research ,7, 78-86 .
59.Zhuang, G., Xi, Y., & El-Ansary, A. I. (2008),”The impact of interpersonal Guanxi on exercise of power in a Chinese marketing channel”, Journal of Marketing Channels, 15, 185-210.