通路策略、通路權力、通路氣候對夥伴關係與合作績效的影響

A Study on the Impact of Marketing Channel Strategy, Channel Power, and Channel Climate to Partnership and Cooperation Performance

陳氏香(Tran Thi Huong)

指導教授 ： 蔡明智

義守大學/管理學院/企業管理學系/碩士(2017年)

摘要

2000年越南正式加入WTO，對越南的經濟而言是重大機會，同時也給越南帶來許多挑戰。各產業為了維持發展，必須要克服技術、專業、以及管理等相關問題。目前越南工業正蓬勃發展，企業為維持其競爭力，會以各種方式來提升其績效，其中通路管理是關鍵的活動，是企業提升競爭力時，特別重要的一環。藉由評估影響通路活動的因素，來提升通路管理，以促進企業發展，是企業追求的目標。故本研究探討來源廠商與目標廠商之間的關係，以了解通路策略、通路權力、及通路氣候等因素，如何影響其夥伴關係與合作績效。透過問卷調查方式，以越南工業從業人員為受測對象，共發出 400 份問卷，回收 300 份，有效問卷 256 份，有效回收率為 85% 。研究結果顯示：
1. 非強制型通路策略對通路氣候有正向影響
2. 非強制型通路策略對夥伴關係有正向影響
3. 通路氣候對夥伴關係有正向影響
4. 通路權力對夥伴關係有正向影響
5. 夥伴關係對合作績效有正向影響
6. 通路權力對合作績效有正向影響
7. 通路氣候對合作績效有正向影響
針對研究結果，本研究亦提出相關建議，供越南企業之經營者，做為未來營運之參考

關鍵字

通路策略 ； 通路權力 ； 通路氣候 ； 夥伴關係 ； 合作績效

並列摘要

Vietnam's formal accession to the WTO in 2000 was a major opportunity for Vietnam's economy, and it also brought many challenges to Vietnam. In order to maintain development, industries must overcome technical, professional, and management issues. At present, Vietnamese industry is booming. To maintain their competitiveness, enterprises must enhance its performance by a variety of ways. Channel management is a particularly important activity to enhance the competitiveness of enterprises. By assessing the factors that affect the activities of the channel, to improve channel management, to promote enterprise development, is the goal of business. Therefore, this study explores the relationship between the source vendor and the target manufacturer to understand how the factors such as channel strategy, channel power, and channel climate affect their partnership and cooperation performance. A total of 400 questionnaires were distributed, 300 were collected and 256 were valid questionnaires. The effective recovery rate was 85%. Results reveal that:
1. Non-mandatory channel strategy has a positive impact on channel climate.
2. Non-mandatory channel strategy has a positive impact on partnership.
3. Channel climate has a positive impact on partnership.
4. Channel power has a positive impact on partnership.
5. Partnership has a positive impact on Cooperation Performance.
6. Channel power has a positive impact on Cooperation Performance.
7. Channel climate has a positive impact on Cooperation Performance.
Base on the research results, this study also provides some useful suggestions for the managers in Vietnamese industry as their reference for their future business.

並列關鍵字

Channel Strategy ； Channel Power ； Channel Climate ； Partnership ； Cooperation Performance

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