依賴結構對通路促銷活動之偏好、執行與效益分析

The Impacts of Dependence Structure on the preference, Implementation and Perceived Outcomes of Trade promotions.

許茗慈(Ming-tzu Hsu)

指導教授 ： 蘇婉如

元智大學/管理學院/企業管理學系/碩士(2003年)

摘要

本研究是一項關於通路行銷的探索性研究，主要目的在於探討日常消費用品與包裝食品產業中，供應商在面臨不同的依賴結構之下是否會影響不同通路行銷策略的偏好與執行以及各項通路行銷活動效果認知。
利用訪談與問卷調查的方式，將目前實務界所常見的通路促銷活動作一概略性的整埋，並將各種通路活動的效果歸納為四個主要的效果：負面效果，品牌維持與刺激消費者採購、提升業績與改善雙方關係、合理且值得的投資。本研究發現，在四種不同依賴結構下，供應商對於通路促銷活動的偏好與選擇各有不同。在低度對稱的依賴結構之下，對於價格導向的通路促銷活動執行頻率會較高。相對而言，在高度對稱的依賴結構之下，對於能夠提升業績且改善雙方關係的活動執行頻率會較高。在非對稱的依賴結構之下，若是零售商居主導地位，供應商較會因應零售商所提出的要求去執行通路活動。而在供應商主導的情況下，供應商傾向將通路促銷視為整合行銷的一環，因此對於能夠維持品牌且刺激消費者需求的活動執行頻率較高。
本研究除了將目前產業界在行銷實務操作的通路活動與效益作一歸納整理與分析之外，並依照不同通路環境條件做進一步的探討，旨在協助實務界針對通路行銷資源配置與運用作進一步之改善。

關鍵字

通路促銷 ； 依賴結構 ； 效益分析

並列摘要

This research focuses on the effectiveness of suppliers’ trade promotion activities with key retail accounts in the retail channels of the fast-moving-consumer-good market in Taiwan. This research also investigates how the suppliers’ preferences, implementation, and perceptions about major trade promotions vary under different independence structures of supplier-retailer relationships.
In-depth interviews and surveys are conducted with marketing managers on the supplier side to collect data about their current trade promotion practice with key retail accounts. Twenty-five major trade activities are identified and further data analyses reveal four major categories of trade promotion outcomes which include three positive outcome categories (brand building and consumer demand stimulation, sales building and relationship improvement, and reasonable and worthy investment) in addition to the negative outcome category. Suppliers under different structures indicate different preference and attitude toward trade promotion activities. Major differences include the following. Under symmetric low dependence structure, the frequencies of price-oriented trade activities are higher; on the other hand, under symmetric high dependence structure, those trade activities that help stimulate sale and improve relationship with the retailer are used more frequently. Under the asymmetric dependence structure, the retailer’s dominance leads to more frequent implementation of those trade activities requested by retailers. In supplier-dominating situation, however, suppliers take trade promotion as a part of integrated marketing communication and thus those trade activities which help build brand and stimulate consumer demand are implemented more frequently.
This study intends to provide a systematic overview and analysis of the suppliers’ trade promotion practice with retail key account in the industry. The differences in preferences, implementation and perceived outcomes under different channel dependence structures are further discussed. This study provides important implications for both suppliers and retailers regarding the effective allocation and utilization of trade marketing resources.

並列關鍵字

trade promotions ； dependence structure ； key account

參考文獻

2.Buchanan, Lauranne (1992), “Vertical Trade Relationships: The Role of Dependence and Symmetry in Attaining Organizational Goals,” Journal of Marketing Research, 29（February）, 65-75.

3.Cannon, J.p. and perreault, W.D.(1999), “Buyer-Seller Relationships in Bussiness Markets,” Journal of Marketing Research,36(November), 439-460

4.Daugherty, patricia J(2002), “The Role of Customer Service in Trade promotion Decisions;” International Journal of Logistics Management, 13(1); 43-56.

5.Duncan, T. and Moriarty, S. E.（1998）,”A Communication —Base Marketing Model for Managing Relationships,” Journal of Marketing, 62(April), 1-13.

7.Ganesan, S.（1994）,”Determinants of Long-Term Orientation in Buying-Seller Relationships,” Journal of Marketing, Vol. 58(April), 1-19.