工業性行銷通路中供應商對經銷商關係連結作法之研究

An Investigation of Supplier-Dealer Relationship Bonds in Industrial Marketing Channels

林俊昇(Chris Jiun-Sheng Lin) ； 簡永讚(David Chien)

《行銷科學學報》 6卷2期 (2010/12) Pp. 141-163

摘要

對企業而言，在顧客忠誠度極易變動，獲得新顧客的成本又遠大於維繫原有顧客成本的今日，如何去維繫原有的顧客關係已成為其主要行銷議題之一，也使得關係行銷顯得日益重要。關係行銷最重要的目的，在於如何使顧客成為企業忠誠的長期顧客，並使企業獲得顧客的終身價值，而常見作法為關係連結，包含財務性、社交性、客製化及結構化等方面。由於現今關係連結的相關研究大多以消費者為研究對象，工業性產品相關研究則相當少見，因此本研究以工業性產品之行銷通路為研究焦點，依相關理論基礎，透過質化訪談，探討供應商與經銷商間之各種關係連結做法，提供學界及實務界進一步參考。

關鍵字

工業性產品 ； 行銷通路 ； 關係行銷 ； 關係連結

並列摘要

Relationship marketing has been characterized as a fundamental reshaping in industrial marketing. Suppliers are recognizing the value of relationship marketing as a means of retaining existing customers in marketing channels, illustrating relationship bonds as important strategies to increase customers' long term loyalty and benefits. Scholars have probed relationship bonds by financial bonds, social bonds, customization bonds, and structure bonds respectively. However, research exploring the relationship bonds in industrial marketing channels remains limited. In this article, we attempt to fill this research gap by investigating how relationship bonds are initiated, built, nurtured and sustained between suppliers and dealers in industrial channels through qualitative studies. Results, implications and directions for future research are then discussed.

並列關鍵字

Industrial Marketing Channel ； Relationship Marketing ； Relationship Bonds

參考文獻

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