家電業供應商與零售商夥伴關係發展之影響因素的探討

A study on the factors that affect the development of the partnership of household electrical appliances suppliers and retailers

郭志遙(Chih-yao Kuo)

指導教授 ： 嚴秀茹 ； 陳偉如

元智大學/資訊學院/資訊傳播學系/碩士(2005年)

摘要

企業在經歷電子化、資訊透明化，整體商務環境大變遷，使得客戶的忠誠度下降；因此除了產品的銷售以外，關係的維護經營更為重要，尤其現代的競爭將是供應鏈之間的競爭；本研究從合作競爭的的角度切入，探討家電業供應商與零售商之間的關係發展的影響因素及其相關變項係數，並聚焦於資訊技術做深入的探討。
研究的目的：(一)找出影響家電業供應商與零售商關係發展的因素有那些？並瞭解在不同階段的關係發展下，這些因素成熟狀況及影響彼此發展的程度。(二)藉由業界的個案探討，提出一些模型來解釋這些因素在雙方關係發展過程中所扮演的角色。
研究的結果辨識出供應鏈的信賴、關係穩定性與承諾、客戶參與、成長型利益、互相依賴、庫存系統、資訊技術能力以及組織結構等，八個因素受到供應商與零售商關注的輕重程度而影響彼此的關係發展；個案研究也顯示不同類型的業者在不同發展程度的合作關係下，各個因素的成熟程度也都不一樣。經過跨個案的交叉分析，同時提出二種圖形與七個假設，構成家電業供應商與零售商關係發展及追求目標的模型；這些結果可提供企業管理者在檢視供應鏈各階段關係發展時，能迅速診斷出哪些因素需要加強改善，也讓企業經營者在決策時可以依據相關影響因素的位置與順序，將適當的資源更精準地落在企業的策略上，以建立供應鏈之間更密切且有效率的夥伴合作關係。

關鍵字

夥伴關係 ； 供應鏈 ； 供應商 ； 零售商 ； 顧客關係管理

並列摘要

As enterprises experience the electronic revolution and information transparency, the entire business environment undergoes drastic changes, causing the customers’ loyalty to decrease. Hence, besides the usual concerns of the company regarding how to increase the sales of the products, the maintenance and management of relationships should also be given importance, especially since the present competition in the market is the competition between supply chains. This research uses the partnership-competition perspective to study the factors that affect the development of the partnership between home-appliance suppliers and retailers and the related variables. The research also especially focused on information techniques for a more thorough study.

The research objectives are: 1. To find out what are the factors that influence the development of household electrical appliances suppliers and retailers and to understand the degree of maturity and influence on the development at its different stages. 2. To suggest several models to explain the roles of the factors throughout the partnership development using other case studies in the business world.

The results of this research recognized the credibility of the supply chain, the agreements and stability of the relationship, customers’ participation, long-term benefits, interdependence, storage system, information techniques abilities and organization structure, as the eight factors that suppliers and retailers are concerned about in various degrees that affects the development of the partnership. Case studies also show that different types of entrepreneurs experience different maturity degrees of the factors under different partnership developments. After a crosschecking analysis of the case studies, the research suggested two kinds of models and seven hypotheses, forming the model for household electronic appliances suppliers’ and retailers’ partnership development and goals. These results can help business managers in quickly recognizing which factors need further improvements in viewing the different stages of partnership development in the supply chain. Business managers can also accurately allot suitable resources on the enterprise’s strategies based on the positions and orders of related factors, in order to establish a closer and more effective partnership within the supply chain.

並列關鍵字

partnership ； supply chain ； supplier ； retailer ； customer relationship management

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