外銷通路權力來源與通路控制力之研究

The Relationship between Sources of Power and Channel Control in International Marketing Channel

劉水深(Shuei-Shen Liu)

《大葉學報》 1卷1期 (1992/12) Pp. 141-160

https://doi.org/10.7119/JDYU.199212.0141

摘要

通路管理是成功地執行行銷組合策略之要件。而通路管理之優劣則深受通路系統中不同階層成員之互動關係，以及他們間存在之權力關係所影響。本研究旨在探討外銷廠商對其中間商或工業用戶所能施展之通路權力項目，及其所需運用之權力來源。170份樣本資料以系統抽樣方式取自於台灣地區電工器材同業公會會員名冊，以因素分析萃取主成分，再進一步以規則相關分析及變異數分析驗證假設。結果證實外銷廠商之通路控制力及其權力來源隨其規模及客戶類型而有不同。

關鍵字

權力來源 ； 通路控制 ； 通路管理 ； 國際行銷通路

並列摘要

Channel management is the determinant factor in successfully implementing marketing mix strategy. However, the effectiveness of channel management is, in turn, influenced by the interactions among channel members and their existing power structure. This study aims to explore the power and the sources of power developed by manufacturer to exert and influence on its foreign distributors or industrial users. Some 170 sample units are systimatically selected from the Buyers' Guide of Taiwan Electric and Electronic Trade Union. Factor analysis is used to extract principal components and canonical correlation analysis and ANOVA are further used to test the hypotheses. The result indicates that the manufacturer's power and its sources of power vary with its scale and with the type of its clients.

並列關鍵字

sources of power ； channel control ； channel management ； international marketing channel