環境、廠商策略、多元通路結構與通路績效關係之研究

The Study of Multi-Channel Structure Fit with Channel Environment and Business Strategy

張尚禮(Shang-Li Chang)

指導教授 ： 林婷鈴

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

網路的普及性提高網路購物與拍賣的快速發展，使得消費者使用網路經驗更為豐富，但卻也使現今企業原有的通路型態受到威脅，因之，為配合此趨勢發展使廠商在通路設計上不得不朝向多元通路的發展。總體環境的急速變化，使得行銷的本質快速改變，導致許多公司在通路策略上亟需思考新的競爭策略，以防禦競爭對手，為企業開創新的成長機會，尋求一片藍海。混合通路(多元通路)的通路結構之有關研究在1990年，已有多位學者提出混合矩陣(hybrid matrix)的模型，是以行銷任務來建構多元通路的概念。回顧文獻，多數學者皆僅提出多元通路的概念，但鮮少對多元通路結構做實證研究，直到近期才開始有發展。
本篇研究乃整合環境與廠商策略面，來探討多元通路結構與廠商策略、通路環境之間的關聯，並進一步確認其通路績效。本研究設計是以台灣廠商為樣本，配合立意抽樣方式與郵寄等方式發放廠商問卷，共計發放500份問卷，回收158份問卷，有效樣本數為117份，有效樣本回收率為23.4%。本研究實證模式以結構方程模型(structure equation model, SEM)作為統計方析方法探討整體模型之關係。
研究結果，發現在環境複雜度越高，企業之通路設計並非趨於高度集權化的設計，其可能原因為通路成員中存在契約、信任等機制存在。而採行差異化策略的廠商下，企業的通路設計會愈趨於低度正式化、低度集權化及低度專業化的組織設計；反之，則為成本領導策略。實證結果亦顯示，高度正式化及低度專業化的組織設計，會有較好的通路績效表現。此外，對於發展多元通路設計的廠商採行成本領導策略，相信在上是一條不錯的途徑。相信，此研究成果對有關的產業進行多元通路設計將提供實務上的參考價值。

關鍵字

環境複雜度 ； 廠商策略 ； 多元通路結構 ； 通路績效

並列摘要

The common use of the Internet in recent years has enhanced the rapid development of internet purchasing and auction. While this development enriches the experience of consumers in the use of the Internet, it also threatens the current pattern of the original marketing channels of enterprises. Accordingly, with a view to coordinating with the development of this trend, the firms have no choice but to incline to the development of a multi-channel marketing strategy on formulating their marketing channels. Rapid changes in the general environment have led to rapid changes in the nature of marketing, thereby making it necessary for many companies to think of new competitive strategies to protect themselves against their competitors, and to create new opportunities for growth in their search for a portion of the blue ocean. Research on the hybrid channel (multi-channel) marketing structure was already done in 1990 and several scholars came up with a hybrid matrix model, using marketing responsibility as a basis for formulating the multi-channel marketing concept. On reviewing the relevant literature, it is found that most scholars merely mentioned the multi-channel marketing concept, but they seldom conducted any positive evidentiary research on the multi-channel marketing structure until recently when research thereon started to develop.
The present study integrates the environment and business strategy aspects to investigate the link between the multi-channel marketing structure and business strategy and, further, to ascertain the channel performance. The present study is designed on using Taiwanese firms as samples. Altogether 500 questionnaires were sent out in coordination with a random sampling method and a mailing method, and a total of 158 questionnaires were returned and received. Of the questionnaires returned, there were 117 effective samples and the return rate of the effective samples was 23.4%. As regards the positive evidence model, the present study applies the structure equation model as a statistical analysis method to investigate the relationship of the integrated model.
The present study discovers that, where there is a higher degree of environment complexity, the formulation of the marketing channels of an enterprise does not tend to be one with a high degree of centralization, probably because of the existence of mechanisms such as contract, trust among the channel members. Where a firm adopts a differential strategy, the formulation of the marketing channels of the firm tends to be an organizational formulation with a low degree of formalization, a low degree of centralization, and a low degree of specialty. Conversely, the formulation is one where cost comes before strategy. The positive evidentiary results also indicate that an organizational formulation with a high degree of formalization and a low degree of specialty has a relatively better channel performance. Furthermore, it is believed that the adoption of a cost before strategy policy by a firm on formulating a multi-channel marketing strategy is not a bad path for the firm. We believe that the results of the present study are of referential value in practice to an enterprise on the formulation of a multi-channel marketing strategy.

並列關鍵字

Environment complexity ； business strategy ； multi-channel structure ； channel performance

參考文獻

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