行銷通路權力、協力關係、成員滿意度與通路績效關係之研究-第三代行動電話廠商實證

A Study on Marketing Channel Power, Collaborative Relationship, Satisfaction and Channel Performance – An Empirical Investigation of the Third Generation Mobile Phone Industry

王仁怡(Jen-Yi Wang)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/工業工程與管理系所/碩士(2005年)

摘要

近年來，台灣企業行銷策略發生重大的變革，過去依賴價格之策略已非現今刺激消費唯一法門，適當的通路系統將使消費者更為貼近產品服務，方能成為企業致勝的關鍵。過去冗長之通路結構近年亦已慢慢精簡縮短，除此之外，由於配銷市場蓬勃發展的影響下，市場通路結構中已非完全由製造商為主導角色，製造商與經銷商間由競爭關係傾向夥伴關係，因此製造商與經銷商應保持密切的合作互動關係，藉以達成整體通路的經濟效益，提升整體通路績效。
行動通訊為目前全球熱門產業之ㄧ，未來第三代行動電話將與網際網路功能結合，造就人們更加豐富、多元化及趣味性的通訊內容，在行動電話市場發展如此迅速、競爭激烈下，製造商與通路商為求高獲利率，更應並肩協力合作，以使行銷通路功\能能有所發揮，創造高通路績效。
本研究將經由相關文獻探討，整合過去學者著作及相關研究，發展一行銷通路關係的理論架構，以台灣地區通訊產業第三代行動電話行銷通路之經銷商為研究對象，透過問卷調查法，並以LISREL線性結構模式探討該產業經濟性與非經濟性之不同權力來源下，製造商與經銷商間之協力關係以及成員滿意度對通路績效所產生之影響。
研究發現：經濟與非經濟權力對協力關係均有正向影響；非經濟權對成員滿意度有正向影響，而經濟權來源則不顯著；協力關係對成員滿意度之影響不顯著；協力關係與成員滿意度皆對通路績效有正向影響。
本研究以第三代行動電話通路商為實證對象，探討各變數之關係，並研擬行銷策略提供業界做為參考，期能對通路成員關係之促進有所貢獻。

關鍵字

權力來源 ； 協力關係 ； 成員滿意度 ； 通路績效

並列摘要

In recent years, marketing strategies have developed greatly. The strategy which depended on the price in the past is not the only way to get more consumers. Proper marketing channel which makes consumers realize production service easier is a key factor of successful business. The long construct of channel in the past has condensed recently. In addition, now market is dominated by distribution factors greatly, i.e., manufacturers are not main characters any more. So the manufacturers need to build perfect partnerships with other members to attain the whole channel effect.
Mobile communication is the most popular industry in the whole world. In the future, the 3rd generation mobile phone is going to be combined with a function of internet that enhances people to own richer, various and interesting communication. Under the fast growing in mobile phone market and intensely competition, to gain higher benefit, manufacturers and distributors should cooperate together in order to develop marketing channel function so as to create higher effective channel.
On the basis of the analytical framework and the developed operational model, the primary data are collected through a questionnaires survey from the 3rd Generation Mobile Phone dealers in Taiwan to carry out the empirical test.
The important findings are:
1.Economic and non-economic power has positive effect to collaborative.
2.Non-economic power has positive effect on member’s satisfaction but nor does the source of economic power.
3.Collaborative is not obvious on member’s satisfaction.
4.Both collaborative and member’s satisfaction has positive effect on channel effect.
The survey takes the 3rd generation mobile phone sales as an example to discover the relationships in different variables. The findings contribute to provide business marketing strategy for reference and expect improve the relationships among channel members.

並列關鍵字

power sources ； collaborative relationship ； satisfaction ； channel performance

參考文獻

1.方世杰，方世榮（2002），從交易成本與代理理論探討醫藥行銷通路--以行為規範與控制機制為調節變數，管理評論，21(7)，1-24。

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