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  • 學位論文

行銷通路特性、通路策略運用與通路績效關係之研究-彩妝業實證

A Study on the Relationship between Marketing Channel Characteristics, Channel Strategy and Channel Performance - An Empirical Investigation of the Cosmetic Industry

指導教授 : 胡同來

摘要


在二十一世紀的今天,科技日新月異,各國企業皆面臨自由開放地全球性競爭市場,每家企業都希望在如此競爭激烈的大環境中,達到高獲利能力及產品市場佔有率之目標;現今市場中之企業成長需秉持一個原則,也就是掌握行銷通路,即能更貼近消費者需求,因此如何透過權力運用來維持關係和諧之通路氣候,提高彼此的信任及關係之持續,並且創造一個讓企業獲利與符合市場所需的通路策略,達成供應商與經銷商間雙贏局勢,是當今處在全球化競爭劇烈環境的企業得以生存發展的重大關鍵,進而提升整體通路績效。 彩妝業為目前全球熱門的產業之一,未來彩妝品牌也將與生物科技等專業技術結合,造就人們更加豐富、多元化及美麗生活的體驗,彩妝品市場發展迅速、且競爭激烈,因此供應商與經銷商為求高的獲利率,則更需要相互合作,將行銷通路功能發輝到極致,創造高通路績效。 本研究將經由相關文獻探討,整合過去學者著作及相關研究,發展一行銷通路關係的理論架構,以台灣地區彩妝業行銷通路之經銷商為研究對象,透過問卷調查法,並以LISREL線性結構模式探討該產業之通路權力來源下,供應商與經銷商間之通路策略以及通路氣候對通路績效所產生之影響。 研究發現:通路權力對通路策略有正向影響;而通路權力對通路氣候之影響不顯著;通路氣候對通路氣候為正向關係;通路策略與通路氣候皆對通路績效有正向影響。 本研究以彩妝品通路商為實證對象,探討各變數之關係,並研擬行銷策略提供業界做為參考,期能對通路成員關係之促進有所貢獻。

並列摘要


Technology innovation day by day in the 21 century, worldwide enterprises all face openly competition in global marketing, each of enterprises hope to reach high profit and arise marketing share in such competitive environment, they need getting closer to consumer needs more and accuracy controlling marketing channel which it’s a principle for enterprises must have in market at present. So how does the channel power to keep a good relationship in channel climate, enhancing a trust among each other, and creating a channel strategy which can be fitted marketing needs? To achieve a win-win situation among supplier and dealer to arise overall channel performance that is a key point for each of enterprise to survival in such competitive global marketing. Cosmetic is one of hottest industry in the world. In the future, cosmetic will cooperate with biotechnology to provide customers more optional, plentiful experiences in beauty life, Due to cosmetic marketing develop rapidly and competitive. So, to get high-advantages, suppliers have to collaborate with dealers to extend marketing channel functions so as to create higher effective channel. This research integrated with academic books and related references has developed a marketing channel relationship and theory construction; base on marketing channel of cosmetic dealer as research target in Taiwan. To base on LISREL and using questionnaire to probe into channel power in cosmetic industry, finding the channel strategy and channel climate has significant influence channel performance between supplier and dealer. Main empirical findings are summarized as follows: 1.Channel power has significant influence on channel strategy. 2.Channel power has insignificant on channel climate. 3.Channel strategy has significant influence on channel climate. 4.Channel strategy and channel climate both have significant influence on Channel performance. This research has verified by cosmetic channel dealer to research the relationships on any variability, also providing a marketing strategy for reference, and expect to have contribution on channel membership enhancement.

參考文獻


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被引用紀錄


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王聖佑(2010)。通路策略、通路權力、通路結構與通路績效之研究-以化妝保養品產業實證〔碩士論文,國立臺北科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0006-1706201016164500

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