虛實策略、品牌權益、通路衝突與通路績效之研究－以量販業為實證

A Study of Relationship on Clicks and Mortar Strategy, Brand Equity, Channel Conflict and Channel Performance－An Empirical Investigation of the Hypermarkets Industry

商培萱(Pei-Hsuan SHANG)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/經營管理系碩士班/碩士(2014年)

https://doi.org/10.6841/NTUT.2014.00430

摘要

現今台灣社區型超市與便利商店崛起、宅經濟發燒、量販市場趨近飽和等，均導致量販店的業績呈現緩慢爬升。另一方面，網路的蓬勃發展帶動虛擬通路的商機。基於上述兩大跡象顯示，量販店業者須善加運用網路的力量來有效結合虛實整合通路並在新經濟中維持競爭力成為當今最重要的課題之一。而在多重通路管理下，當虛實整合未盡理想時，就會產生通路衝突；反之，當通路整合完善時，除了增加現有通路外，也能提高品牌能見度。因此，本研究以量販店業者為實證對象，透過問卷調查法，並以結構方程式模型來探討該產業中虛實策略、品牌權益、通路衝突與通路績效之關連性。
　　研究結果發現，虛實策略對品牌權益與通路衝突及品牌權益對通路績效皆有顯著之正向影響；通路衝突對通路績效有顯著之負向影響；而虛實策略對通路績效則無顯著之影響。研擬行銷策略來提供業界作為參考，期能對通路成員關係之促進有所貢獻。

關鍵字

虛實策略 ； 品牌權益 ； 通路衝突 ； 通路績效

並列摘要

Nowadays Taiwan local rise of supermarkets and convenience stores, Otaku economy fever, hypermarkets becoming saturated, etc., all led to the hypermarket’s performance presented slowly climbed. On the other hand, the rapid development of Internet drives the virtual channel of business opportunities. Based on the above two indications, hypermarkets are required to reference of using the power of the Internet to effectively combined with the actual situation and to maintain the competitiveness of the integration channel to become one of the most important topics in the new economy. And under the multiple channel management, when the actual integration not ideal, it will generate channel conflict; Conversely, when channels integrated perfect, in addition to increasing the existing channel, but also can enhance brand visibility. In this study, an empirical investigation of the hypermarkets industry to explore the relationship between the variables, and to develop marketing strategy for the industry as a reference, hoping to contribute to the development of its strategy. The most significant findings are:
1.There is a significant and positive correlation between clicks and mortar strategy and brand equity.
2.There is a significant and negative correlation between clicks and mortar strategy and channel conflict.
3.There is no significant and positive correlation between clicks and mortar strategy and channel conflict.
4.There is a significant and positive correlation between brand equity and channel performance.
5.There is a significant and negative correlation between channel conflict and channel performance.

並列關鍵字

clicks and mortar strategy ； brand equity ； channel conflict ； channel performance

參考文獻

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