半導體通路商的差異化因子-以價值為基礎的觀點

Differentiation Factors for Distributors in the Semiconductor Industry-Value-Based Perspectives

吳美儀(Mei-Yi Wu)

指導教授 ： 孫碧娟

大同大學/經營設計學院/事業經營學系所/碩士(2008年)

摘要

電子資訊通訊及電子半導體產業是台灣目前最有競爭力的產業，且半導體是電子產品的重要核心，該產業的產品屬於工業產品，工業產品市場的特性是顧客較單純，且貢獻度大，屬長期合作關係、客戶多具有主導權，因此在買賣關係中的客戶價值更顯重要。本研究以半導體零組件通路商的價值基礎，探討通路商如何從關係利益的構面中尋找出那些因子對顧客是較為重要的並可以讓企業和客戶間的買賣關係長久持續。又根據過去學者Wolfgang & Andreas 2006 年的研究結果關係價值的創造來源不是降低客戶成本，就是為客戶提供關係利益；而關係成本是相對較薄弱的差異化因子， 故本研究針對關係利益中探討那一種利益因子才能為真正顧客創造價值 ? 在此同時也探討關係價值對買賣關的持續性的影響程度。是故，本研究的研究目的如下：
一、 探討關係利益的核心提供物對關係價值的影響。
二、 探討關係利益的採購過程對關係價值的影響。
三、 探討關係利益的客戶營運程對關係價值的影響。
四、 探討關係價值對關係持續性的影響。
本研究首先透過文獻探討, 參考關係行銷、關係利益、關係價值及融合學者研究建立出研究架構 ; 以台灣的半導體產業中的零組件通路商的下游顧客-- 電子製造或代工廠為研究對象，先進行問卷前測調查，確認題項後, 再發放300 份正式問卷, 收回104 份, 回收率34.67% 。 以SPSS 統計軟體進行基本資料分析與探索性因素分析, 接著根據Anderson & Gerbing(1998) 之tow-step approach, 以AMOS 5.0 統計軟體進行衡量模式的驗證, 再進行結構式的驗證, 其研究結果如下:　
一、 關係利益的核心提供物與關係價值只有邊際顯著正向關係。
二、 關係利益的採購過程與關係價值有顯著的正向關係。
三、 關係利益的客戶營運程與關係價值有顯著的正向關係。
四、 關係價值與關係持續性有顯著的正向關係。
最後本研究依據理論架構與資料分析結果提出研究結論、對學術及企業界之貢獻與建議，以及研究限制和後續研究方向。

關鍵字

關係持續性 ； 關係價值 ； 關係利益 ； 關係行銷

並列摘要

The electronics, IT, communications and semiconductor industries are currently most competitive among all the Taiwanese industries. Semiconductor is the core of electronic products. In industrial market, comparing with consumer market, the number of customers is fewer, the purchasing amount of single coustomer is larger, and the transaction is more repeatedly. The relationship with customers in industrial mareketing is a long-term cooperative one, in which the customer is usually more powerful. Therefore, the value creation for customers is even more important in developing and maintaining buyer-seller relationship. This paper tackles issues on the basis of value of semiconductor component distributors and explores how distributors identify the factors that matter to their customers in the relationship-benefit dimensions and make the buyer-seller relationship between distributors and their customers everlasting. According to Wolfgang & Andreas (2006), the creation of the relationship value is either the reduction of costs for customers or the provision of benefits to customers. The cost shows the weakest potential for differentiation factor. Therefore, this paper examines which benefit factors in the discussion of relationship and benefits that can really create value for customers. Meanwhile, it also explores the level of influence of relationship value to the continuation of the transaction relationship. Therefore, this paper sets out its research purposes as follows:
1. The examination of the influence of the core offering of relationship- benefit on the relationship value;
2. The study of the influence of the sourcing process on the basis of relationship- benefit on the relationship value;
3. The exploration of the influence of the customer operations on the basis of relationship-benefit on the relationship value;
4. The assessment of the influence of the relationship value on the relationship continuity.
This paper establishes its research structure through the review and integration of literature in relationship marketing, relationship benefit and relationship value. It studies on the down-stream customers of the semiconductor component distributors, i.e. electronics manufacturers or OEMs. A questionnaire pre-testing survey was performed to confirm the questions before the issue of 300 formal questionnaires. A total of 104 questionnaires were recovered, with a recovery rate of 34.67%. This paper uses SPSS, statistical software, to analyze basic data and performs exploratory factor analysis. Afterwards, it applies the two-step approach of Anderson & Gerbing (1998) by running AMOS 5.0, statistical software, to validate the measurement model. Finally, a structural validation is performed. The finding is as follows:
1. There is marginally significant correlation between the core offering of relationship benefit and relationship value;
2. There is significant positive correlation between the sourcing process of relationship benefit and relationship value;
3. There is significant positive correlation between the customer operations of relationship benefit and relationship value;
4. There is significant positive correlation between relationship value and the relationship continuity.
Finally, this paper presents its conclusions on the basis of the theoretic structure and data analysis results and makes its contributions and recommendations to the academics and corporate. It also summarizes its research limitations and suggests directions for future researches.

並列關鍵字

Relationship continuity. ； Relationship value ； Relationship benefit ； Relationship market

參考文獻

陳方元(2005)「台灣地區航空公司顧客關係利益與忠誠度關係之研究」國立成功大學交通管理學系碩博士班博士論文。　

蔡博宸(2006)「買賣關係中信任之前置因素及結果-台灣電信產業之實證研究」大同大學事業經營研究所碩士論文。

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