影響企業買賣關係運作的關係連結之探討

A study on Influencing Relation Bond of Firm's Buyer-Seller Relationship Operation

方世榮(Abs Shyh-Rong Fong) ； 張士峰(Shih-Feng Chang)

《東海管理評論》 5卷1期 (2003/07) Pp. 43-70

https://doi.org/10.29724/TMR.200307.0003

摘要

以往，買方與賣方之間的往來僅限於「買賣關係」的層次；然而，隨著彼此的互動頻繁，再加上競爭日益激烈，使雙方極欲透過關係的連結來提升競爭優勢。即使，Cannon & Perreault （1999）曾揭示上述之概念，且提出影響買賣雙方關係管理與發展的六個關鍵因素；不過，其在做法的建議上仍稍重穴夠具體首不夠完整，且已不符合因應現今動態與複雜的環境之需求。
本文承襲Cannon & Perreault（1999）所提出的模型及概念，並嘗試結合Berry & Parasuraman（1991）的財務鏈、結構鏈及社會鏈之觀點來探討企業間的關係連結運作，且強調這類關係連結對企業績效的影響。此外，亦探討前置因素與其之關聯性。而且，為了驗證理論與實務的差異，本研究針對業界的標竿企業-F公司進行個案研究式的深入探索，期能因此提出一個瞭解攸關企業買賣關係本質與發展之新觀點。
結果發現：（1）當市場和情境因素愈充滿動態性或不確定性時，則買方和賣方愈會透過專屬性投資來加強彼此間的閉務鏈；（2）當產業的特性為企業間的相互依賴性愈來愈高時，則買方和賣方愈會透過緊密地作業性連結或愈會訂定明確的法律契約來加強彼此間的結構鏈；（3）當關係型態愈傾向於關係交易時，則買方和賣方愈會透過約定遵守共同的規範或愈會透過頻繁的資訊交換來加強彼此間的社鏈；（4）當買方和賣方進行愈多的專屬性投資時，則雙方愈能達到蠅佳的財務績效；（5）當買方和賣方進行愈緊密地作業性連結或訂定的法律契約愈明確時，則雙方愈能達到較佳的財務績效；（6）當買方和賣方愈尊守共同的規範或進行愈頻繁的資訊交換時，則雙方愈能達到較佳的關係績效。

關鍵字

買賣關係 ； 關係連結 ； 關係運作 ； 競爭優勢

並列摘要

In the past, buyer and seller exchange only at the ”buyer-seller relationship” level; however, as each other contact more frequently, and competing more violently, each other want to use relation bond to promote competitive advantage. Even though, Cannon & Perreault (1999) disclose above concept, and bring up six key factors about influencing buyer-seller relationship management and improvement; however, it's not concrete and not completely in the suggestion, and it's not conformable to the demand of today's active and complicated environment.
We adopt the concept and the model from cannon & Perreault (1999), and trying to integrate Berry & Parasuraman (1991) bringing up the viewpoint of finance chin, structure chain and social chain to explore inter-firm relation bond operating, and emphasize this kind of relation bond will affect firm's performance. Otherwise, we will explore the relationship between the antecedent factors and affecting ones. And we make case study of F firm to test and verify theory and practice, and expecting to bring up a new viewpoint of understanding the nature and development of firm's buyer-seller relationship/
Finally, we find: (1) when market and situation factors are more actively or uncertainly, buyer and seller will make more specific investment to strengthen each other's finance chain; (2) when the nature of industry about inter-firm interdependence is higher, buyer and seller will make operation link more intensely or make contract more clearly to strengthen each other's structure chain; (3) when the type of relation trends relationship exchange, buyer and seller will obey common norm more often and make information exchange more frequently to strengthen each other's social chain; (4) when buyer and seller make more specific investment, they will make finance performance better; (5) when buyer and seller make operation link more intensely or make contract more clearly, they will make finance performance better; (6)when buyer and seller obey common norm more often and make information exchange more frequently, they will make relationship performance better.

並列關鍵字

relation bond ； relation operating ； buyer-seller relationship ； competitive advantage

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