國際行銷通路關係管理的探討

Relationship Management of International Marketing Channel-An Empirical Study

方世榮(Shyh-Rong Fang)

《臺大管理論叢》 13卷1期 (2002/12) Pp. 97-125

https://doi.org/10.6226/NTURM2002.13.1.97

摘要

企業在國際市場土所採取的通路整合程度會影響其國際行銷通路的控制及資源需求，而且承擔的風險也將有所不同。然而，企業應採取何種的通路整合程度，乃是本研究的主要重點。另外，本研究亦探討通路整合程度、關係管理對關係績效的影響。本研究以歐、美、日三地在台投資的製造業作為研究對象，經由實證，得到以下的重要發現：
1.通路整合程度的高低對關係績效的影響雖未達顯著水準，但高度整合的廠商其關係績效較佳。
2.若企業希望獲得繼續合作的承諾，則應重視關係認知與關係規範；若希望此關係變得重要，以進行策略性整合規劃，則應加強關係承諾；若不希望產生更換夥伴的意向，則應重視關係認知。

關鍵字

通路整合 ； 關係管理 ； 關係績效 ； 國際行銷

並列摘要

The degree of channel intrgation influences international marketing. The channel integration and channel relationship management would influence it's performance in foreign markets. This thesis mainly study the degree of channel integration and relationship management impact on relationship performance. The research target is the manufacturer that Europe、U.S.A. and Japan to invest in Taiwan. The major conclusions of this research are summarized as follows:
1. Whatever the degree of channel integration, the relationship performance is not different significant; But the higher the channel integration, the relationship performance is better.
2. If business want to earn continual cooperation commitment, they should emphasis on relationship understanding and relationship norm; if they want the relationship become more important to do strategic integration, should enforce relationship commitment; if they don't change partner, they should emphasis on relationship understanding.

並列關鍵字

Channel Integration ； Relationship Management ； Relationship Performance ； International marketing

參考文獻

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