3C供應商通路權力與通路氣候對合作績效之影響-夥伴關係中介效果之研究

隨著市場的高度競爭，夥伴關係已成為行銷致勝關鍵，企業應建構有價值的夥伴關係，使成為持久性的競爭優勢，供應商該如何運用夥伴關係來建立與零售商之通路關係，達成雙贏局勢成為重要關鍵。本研究主要目的探討通路權力及通路氣候藉由夥伴關係中介因素影響合作績效之關係，透過問卷調查法，以臺灣地區零售通路商採購人員及主管為研究對象，並以SPSS及PLS偏最小平方法 (partial least squares ) 線性結構模式驗證其關係。研究結果發現：(1)通路權力、通路氣候、夥伴關係及合作績效間皆有顯著影響；(2)夥伴關係在通路權力、通路氣候與合作績效之中介效果有顯著影響，並扮演相當重要的中介角色。關鍵詞：偏最小平方法、行銷通路、中介效果、夥伴關係

關鍵字

偏最小平方法；行銷通路；中介效果；夥伴關係

並列摘要

With the high competition in the market, partnership has become the key to marketing success. Enterprises are supposed to build valuable partnerships to have sustainable competitive advantages. Consequently, the way for suppliers to apply partnerships to establish channel relationships with retailers and achieve a win-win situation has become a crucial issue. The main purpose of this study is to explore the relationship between channel power and channel climate via the influence of partnership mediation factors on cooperative performance. Through the questionnaire survey method, the retail channel purchaser and supervisors in Taiwan are the research objects; the SPSS and the Linear Structural Relations Model of PLS (partial least squares) method are adopted to verify their relationships. The results of the study revealed that: (1) channel power, channel climate, partnership and cooperative performance have significant effects; (2) partnership has a significant impact on the mediated effect of channel power, channel climate and cooperative performance, indicating that it plays an essential mediated role. Keywords: partial least squares method, marketing channel, mediated effect, partnership