通路權力來源、通路策略與通路績效關係之研究-手機產業實證

A Study on the Association among Power Source, Channel Strategy and Channel Performance - An Empirical Investigation of the Telecommunication Industry

Ha Thi Hong Loan(何氏紅鸞)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2010年)

摘要

由於近年來龐大的通路勢力抬頭，所有行銷活動幾乎都需要借助通路系統，包括：配銷商、批發商、經銷商、連鎖通路商、零售商...等，以最具效率的方式，將其產品與服務傳達至目標消費者手中。因此企業須籍由與通路上建立良好的夥伴關係來達成此一目標，製造商與其通路商建立穩定且長遠的關係將提昇通路績效。隨著資訊科技的發展，消費者的消費型態改變，產品的互相競爭，行銷通路的選擇相當重要。製造商為求達到更高的銷售水準，必須與其通路商相互協調合作，進而將行銷通路功能發揮到極致使製造商與通路客戶間達到雙贏的局面。
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，以台北地區手機產業行銷通路之經銷商為研究對象，透過問卷調查法，並以AMOS 線性結構模式探討該產業在不同的權力來源下，經銷商所採用的通路策略對通路績效所產生之影響。
研究發現：強制與非強制權力來源對通路策略有正向影響；通路策略對通路績效有顯著關係；強制與非強制權力來源對通路績效也有正向影響。本研究以手機通路商為實證對象，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

強制權力來源 ； 非強制權力來源 ； 通路策略 ； 通路績效

並列摘要

In recent years, the marketing channel has become more and more powerful. All marketing activities need channel system, which concludes distributor, wholesaler, dealer, retailer… etc. It transmits products and services to the consumers by efficient ways. Therefore, it is important to make a long term relationship with the channel partners. They have begun treating their channel partners as just partners. Along the development of information technology, some relative topics become very important, such as the changes of consumer’s form, mutual competition of products, and good selection of marketing channels. The manufacturers building good relationships with their channel partners will lead to better channel performance.
This research, integrated academic books and related references, has developed a marketing channel relationship and theory construction; which are based on marketing channel of telecommunication industry as research target in Taipei – Taiwan. Baseing on AMOS and using questionnaire to probe into channel sources and the channel strategy, this research has significant influence channel performance between supplier and dealer.
Main empirical findings are summarized as follows：
1. Coercive and non-coercive power sources have significant influence on channel strategy.
2. Channel strategy has significant influence on channel performance.
3. Coercive and non-coercive power sources have significant influence on channel performance.
This research has verified by researching the relationship on any variability via telecommunication channel dealers. It also provides a marketing strategy for reference, and expects to have contribution on channel membership enhancement.

並列關鍵字

power sources ； channel strategy ； channel performance

參考文獻

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