供應商影響策略與零售商促銷支援之研究

Influence Strategies and Promotion Support in Supplier-Retailer Relationships

林俊昇(Chris Jiun-Sheng Lin) ； 詹蕙如(Hui-Ju Chan)

《行銷科學學報》 2卷2期 (2006/10) Pp. 113-134

摘要

在現今通路中，由於零售商具有直接接觸並影響消費者的能力，其通路權力亦不斷擴大，供應商必須藉助零售商的支援與配合才能使促銷活動的效益達到最大。因此，如何有效地執行通路策略，促使零售商支援通路促銷活動，便成為供應商在通路管理上的重要課題。本研究試圖探討供應商之影響策略，透過通路成員間的行為性因素，對零售商支援供應商促銷活動的影響。研究結果顯示，不論供應商採用高壓與非高壓影響策略，均會影響供應商與零售商間的信任、衝突與承諾，進而影響零售商對通路促銷的支持。

關鍵字

影響策略 ； 通路促銷 ； 零售商支援 ； 通路關係

並列摘要

As retailers have gained increasing power to influence channel activities, their decisions to support channel promotion has become a key issue for suppliers. Therefore, suppliers employ a variety of compliance-gaining influence strategies to achieve desired support from retailers and secure their cooperation. This study developed a research framework to empirically explore the relationships among influence strategies, channel relationship factors and retailers' support of channel promotion. Results show that influence strategies affect retailer's promotional support through channel relationship factors.

並列關鍵字

Influence Strategy ； Retailer Support ； Channel Promotion ； Channel Relationships

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