通路關係、爭議性商業行為與通路績效關係之研究─以台灣3C產業為例

A Study of Channel Relationship, Questionable Business Practices and Channel Performance - The Case of 3C Industry in Taiwan.

蔡進江(Jin-Jiang Tsai)

指導教授 ： 余明助 ； 林秋娟

長榮大學/管理學院/經營管理研究所(博)/碩士(2006年)

摘要

摘要
電子產業發展至今，由於3C產品技術成熟，發展更是比早期較為多元化，此一發展趨勢讓各自擁有3C內某一產業的銷售通路相互靠攏，原來只銷售1C的賣場變成2C甚至3C，如此的轉變也造就末端通路的集中化及大型化，因此零售商對代理商的採購金額大量提昇，間接的提高了零售商對代理商的談判籌碼，而在零售商面對代理商間採購過程的談判行為來看，其零售商的規模大小、聲譽以及在通路中的重要性皆可能影響其談判之力量籌碼。

本研究以問卷調查法進行研究，僅以台灣3C產業行銷通路中的代理商以及零售商為研究對象，共發放300份，代理商回收了139份，無效問卷4份，而零售商則回收了91份問卷，無效問卷2份，實得有效樣本為230份，代理商有效問卷回收率79.41%，零售商有效問卷回收率68.46%利用因素分析、複迴歸分析、變異數分析、路徑分析等資料分析方法進行各項假設驗証。研究結果發現：
一、 通路關係對促銷與通路部份的爭議性商業行為是具有正向影響，對產品與價格部份的爭議性商業行為則不具顯著影響。
二、 爭議性商業行為對通路的主觀績效部份是具有正向影響，對通路的客觀績效則不具顯著影響。
三、 通路關係對通路績效具有正向影響。
四、 不同資本額、年營業額、成立年資以及合作年資…等行銷通路商的企業特性，皆會在通路關係、爭議性商業行為以及通路績效等構面間存在部份顯著差異。其中僅有零售商於不同年營業額，對各構面皆無顯著的差異。
關鍵字：通路關係、爭議性商業行為、通路績效

關鍵字

通路關係 ； 爭議性商業行為 ； 通路績效

並列摘要

Abstract

Nowadays, due to long-term development of electronics industry, 3C products are even more diversified than in early days, since the technologies used to manufacture 3C products are mature. In light of such progressive trend, individual distribution channels that possess a certain sector of 3C have to close up, when the malls that sell 1C products evolve into 2C, even 3C malls, and the trend of centralized and large-sized end channels is inevitable as a result of such dramatic change. Therefore, retailers have greatly increased their procurement values to agents, which indirectly provide the retailers with more leverage to bargain with the agents. From the perspective of the retailers’ efforts to negotiate with the agents over the procurement process, the scale and reputation of retailers and their importance in the channels are the counters of strength that may have impact on their negotiation.

The methodology of questionnaire survey is adopted in this study, with the agents and retailers in distribution channels in Taiwanese 3C industry to be the object of this study. Totally 300 questionnaires have been issued to agents and retailers, and 139 questionnaires have been received from agents with 4 invalid ones; while 91 retailers have responded to the survey with 2 invalid questionnaires. So practically, a total of 230 valid samples have been obtained from this survey, with a valid questionnaire recovery rate of 79.41 percent from the agents and 68.46 percent from the retailers. To carry out hypothesis verification of various kinds, the ways of data analysis, including factor analysis, multi-regression analysis, analysis of variance and path analysis, have been applied. The research results show that:

1. Channel relationships can have positive impact on questionable business practices related to promotion and channels, but have no significant impact on questionable business practices in aspects of products and prices.
2. Questionable business practices can have positive impact on subjective channel performance, but have no noticeable impact on objective channel performance.
3. Channel relationships can have positive effect on channel performance.
4. Different corporate features of distribution jobbers, including different registered capital, annual revenues, founding year and years of cooperation, will make them visibly different from others in such aspects as channel relationships, questionable business practices and channel performance. Only retailers with different annual revenues make no difference in all aspects.

Keywords: Channel Relationship, Questionable Business Practices, Channel Performance

並列關鍵字

Channel Relationship ； Questionable Business Practices ； Channel Performance

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