在全球化競爭的行銷環境中,如何在通路成員的競爭關係中,營造良性的「競合關係」,建構合作的基礎,提升夥伴網絡,是非常重要的。在競爭關係中,如何透過不同的治理機制,使激勵策略發揮效果,提高通路績效。而權力關係亦是影響激勵策略效果產生的另一個重要因素。本研究探討對通路成員間的治理機制與權力關係對激勵策略的影響,促進通路整體的績效。本研究選擇在大臺北地區的智慧型手機產業之經銷商為研究對象,透過問卷調查法搜集所需資料,並以結構方程式模式(SEM)來分析。研究發現:通路成員間採取交易治理機制的程度越高,則經銷商知覺雙方認同會產生成效性激勵的程度越高,但卻會降低產生優惠性激勵的程度;若採取關係治理機制的程度越高,則產生優惠性激勵的程度越高,卻會降低產生成效性激勵的程度;而通路成員間的權力關係的不對稱將會顯著影響激勵策略產生的效果,當供應商的權力大於經銷商時,則經銷商知覺雙方認同會產生成效性激勵的效果會降低。反之,經銷商的權力大於供應商時,則經銷商知覺雙方認同會產生成效性激勵的效果會提高。當供應商的權力大於經銷商時,則經銷商知覺雙方認同會產生優惠性激勵的效果會降低。反之,經銷商的權力大於供應商時,則經銷商知覺雙方認同會產生優惠性激勵的效果會提高。通路激勵策略的產生與作用,會受到通路成員間不同的治理機制及權力關係而影響,三者均可透過激勵策略而提升通路績效。但優惠性激勵策略的效益高於成效性激勵策略的效益。
In marketing environment of global competition, how to create the benignancy of “competing relationship” in the competition between the channel members for the building of the basis for cooperation and enhancing partner network capacity is very important. The different governance Mechanism uses for incentive strategy and improve channel performance. Power relationship is another important factor generated by the impact of incentive strategies effect. This study investigated the impact of governance Mechanism and power relations in the pathway between the members of the incentive strategies to promote the channel performance. Trough the relevant literature review, this study consolidate in the past academic work and research, develop a theoretical framework of relationship marketing channels, select the smart phone industry marketing channel in greater Taipei area as study object, by the way of questionnaire survey method to collect the required information, and use structural equation model (SEM) of the industry between manufacturers and dealers. The study found: Transaction governance Mechanism, Relational governance Mechanism, and Power relationship will have the significant effect of incentive strategy, improve channel performance; and the effectiveness of incentive strategy can be to enhance the channel performance.