批發商名稱訊號與零售商通路成本、合作傾向關係之研究

作為行銷通路成員，批發商位居製造商與零售商間，扮演中間聯繫的角色，因非直接面對消費者，其品牌行銷策略、品牌資產等問題，並未受到重視。然就代理問題混亂、平行輸入現象充斥的市場來說，恐需由接觸貨源、肩負服務支援角色的批發商提供補強資訊與品質保證。因此，直指消費者市場，塑造強勢形象，可能是批發商因應競爭環境所做的策略性突破。在此情況下，批發商名稱的外顯性增加，藉由在消費市場塑造、累積的聲譽，不僅可宣示產品品質，對與合作的零售商來說，更可發揮聲譽遞移效果，形成互利共生關係，共同實踐與分享經營利潤。再者，擁有強勢生育的批發商，挟著在消費者市場、零售通路的雙重優勢，對製造商形成批貨壓力，象徵其通路權力的提昇。而這些因批發商聲譽所產生的品質訊號、聯盟式合作關係訊號，以及通路權利訊號，皆可能降低合作零售商的通路成本，進而增進其長期合作意願。本研究已212家通訊產品零售昌為實證對象，由零售商知覺，探討批發商名稱訊號對零售商通路成本、合作傾向的影響，結果顯示批發商名稱所表徵的訊號，確實可帶給合作零售商通路成本優勢，進而提升其合作與加盟意願。

關鍵字

批發昌名稱訊號；功能成本；監督成本；搜尋成本

並列摘要

Treating such industry characterized by multiple agents and parallel import as research setting, his study examines the relationships among the signaling effects of wholesaler’s name retailers’ distributive; cost advantages, and their cooperative intentions. In such market, the well-known wholesaler built reputation to signal product quality. Wholesaler’s prominent reputation may result in positive carryover effects on allied ‘retailers. This effect reveals the mutually beneficial relationship between retailer and the well-known wholesaler. In addition, the advantageous positions wholesaler possessing relative to both retailers and suppliers signal its channel power. All of these signals resulted from wholesaler’s reputation built in consumer market may enhance retailers’ distributive cost advantages, and in turn their cooperative intentions. Given the favorable test results, which are based on data from 212 mobile phone retailers, suggestions for further explicating are offered.

並列關鍵字

The Signaling Effects of Wholesaler's Name ； Functional Cost Advantages ； Monitoring Cost Advantages ； Searching Cost Advantages

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