多國籍企業海外行銷通路、網絡關係及電子化程度對通路績效之實證研究

An Empirical Study of the Multinational Enterprises' International Marketing Channel, Network Structure and the Level of e-Business Activity on the Channel Performance

張心馨(Hsin-Hsin Chang) ； 王怡臻(I-Chen Wang)

《資訊管理學報》 15卷2期 (2008/04) Pp. 47-83

https://doi.org/10.6382/JIM.200804.0004

摘要

本文以國際企業行銷通路為考量因素，探討多國籍企業的海外營運據點與網絡關係對多國籍企業之通路之績效，以及企業電子化程度對國際行銷通路、網絡關係、通路績效之干擾效果。研究方法首先深入訪談三個企業個案，經由理論基礎與質性分析結果，建立研究模式之雛型架構，再進行第二階段的問卷調查及計量分析，以驗證研究假設。個案研究發現多數企業選擇通路時，最重視目標市場的需求和公司資源配置，不同的通路形式間所形成的網絡關係，主要在集權化程度上的差距；電子化程度對網絡關係主要的影響在於溝通互動的機動性，企業必須加強電子化基礎架構才能提升整體網絡關係與海外通路之績效。統計分析發現，不同的通路類型會造成企業與海外營運據點間互信互惠、集權化及正式化程度之差異；電子化在通路類型對網絡關係具有抑制作用。各電子化程度族群與網絡結構關係群體在通路商協調合作績效和通路成員銷售服務亦上有顯著的差異。

關鍵字

網絡結構 ； 企業電子化 ； 國際行銷通路

並列摘要

This study investigates the factors influencing the choice of international marketing channels, overseas network relationship, the level of e-business, and international marketing channel performance. Case study visit three companies for modify the original model according to the analysis of the case study reports, and then follow-up with questionnaire investigation. Statistical analysis of the latter can help to verify the correctness of the theoretical model, and can provide a comparison with cases and previous work. From the case study organizations, found that the demands of the target market factor and the resource payout for the company factor are the main considerations when choosing channel forms for most companies. The main differences among networks result from the various extents of centralization. Results of data analysis, the market situations, the company conditions, and the cooperation of channel members are the most appreciated factors for a company when choosing their channel. Various channel forms will result in different degrees of inter-trust, inter-profit, centralization, and formulization between the enterprise and its overseas contacts. This research analyses the international marketing channel from the perspective of e-business and network infrastructure, in the hope that it will provide insight into its management for higher foreign earnings.

並列關鍵字

Network relationship ； e-Business ； international marketing channel performance

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