中小企業綠色複合式商店與銷售通路策略聯盟之研究－以L公司為例

由於面對商業環境的快速變遷與高度競爭，經營模式也須跟著轉變，因此策略聯盟可成為中小企業未來事業發展的重要方向。L公司希望能透過策略聯盟之方式與現有客戶進行合作，並建構綠色複合式商店，同時透過相關企業及知名供應商之支持，期望能打入零售消費市場，也盼能藉由原有通路市場的佔有率提高消費者的認同度。本研究以美容業、補習班、餐廳與早餐店等為調查樣本，共發放350份問卷，有效問卷回收154份。由研究結果可以發現有超過五成之受訪業者願意與L公司策略聯盟；且大多數的受訪業者願意在店內販售的L公司商品為洗碗精、洗手乳與地板清潔劑等相關綠色環保清潔產品；此外，亦發現因店面類型不同在店內販售的環保商品也有所差異。最後，根據分析結果，本研究將針對L公司與銷售通路建構綠色複合式商店與策略聯盟合作之可行性提供具體建議。

關鍵字

夥伴特質；夥伴關係管理；夥伴關係績效；策略聯盟

並列摘要

Due to the rapid changes in a highly competitive business environment, business models must also change, so the strategic alliance will become an important direction for SME business development in the future. Differing from the distribution mode of the past, L Company hopes to use a strategic alliance to cooperate with existing customers and construct a green combination store. At the same time, through support from L Company's relevant enterprises and well-known suppliers, the company not only hopes to enter the retail consumer market but to increase consumer acceptance. Data were collected from 350 respondents in the beauty industry, a tutoring center, a restaurant and a breakfast restaurant. A total of 154 valid questionnaires were obtained. According to the study results, more than 50% of industry respondents were willing to form strategic alliances with L Company. Most industry respondents were willing to sell L Company's dishwashing detergent, hand wash, and floor cleaner in their shop; furthermore, the proprietors of different store types wanted to sell the different environmental products. Finally, according to the results of the analysis, the research will provide specific recommendations to L Company for constructing a green combination store and a strategic alliance with its sales channels.

並列關鍵字

Partnership Characteristic ； Partner Relationship Management ； Partnership Relationship Performance ； Strategic Alliances

國際替代計量

中小企業綠色複合式商店與銷售通路策略聯盟之研究－以L公司為例

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