鋁門窗供應商與零售商夥伴關係建構之研究

The Study of Establishing Partnership Relation in Between Aluminum Windows and Doors Manufacturers and Retailers

劉南宏(Nan-Hung Liu)

指導教授 ： 陳家祥 博士

元智大學/管理學院/管理研究所/碩士(2004年)

摘要

本研究針對鋁門窗產業的行銷通路現況、營運模式、產業特色、廠商型態與其所面臨的代理情境及通路衝突問題、來探討鋁門窗供應商所提供的代理誘因及通路衝突之探討，並以網際網路在鋁門窗產業的發展與運用進行了解。由文獻探討及進行鋁門窗零售商的訪談，歸納整理完成「個案分析」與「研究發現」並提出四個命題，說明鋁門窗供應商在競爭的市場競爭下如何與零售商建構夥伴關係，以及在產業中如何有效提供代理誘因避免通路衝突擅用網際網路工具等來維持夥伴關係的策略。

關鍵字

代理誘因 ； 通路衝突 ； 網際網路 ； 夥伴關係

並列摘要

This study is to aim at the conditions of retailing channels, format of operation, characteristic of the industries, and the willingness of the aluminum windows and doors manufacturers, together with problems encountered, such as conditions of the selling agents and conflicts of the outlet channels.
Further discussion of the interests of agents and the conflict of outlet channels of aluminum window and door manufacturers leads to the understanding of the growing application of Internet, amount the aluminum window and door manufacturing industries.
From research of literature and visiting the retailers of aluminum window and door, materials have been summarized as ” Cases Analysis “ and “ Discoveries of the Study “. Four (4) topics had been suggested for explaining how the aluminum window and door manufacturers, within the competitive market situation, be able to establish partnership relation with the retailers.
In addition, within the industry, how to be effectively provided (sufficient interests) to the agents, and avoid conflicts of outlet channels, as well as the strategy of diligently use of the tool of Internet to maintain the partnership relations were examined.

並列關鍵字

Agent Theory ； Channel Conflict ； Internet ； Supplier Relationship