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  • 學位論文

合作、衝突與配銷商承諾之研究-以台灣菸酒公司為例

A Study of Cooperation,Conflict and Distributors’Commitment- Taiwan Tobacco and Liquor Corp.as a case

指導教授 : 沈慶龍博士

摘要


在技術與知識快速變化的今天,掌握通路即是贏家,企業能有效掌握行銷通路已成為市場競爭致勝之關鍵因素,幾乎沒有企業可以單打獨鬥,合作成為必然選項,而衝突無所不在,如果處置不當,都會有毀滅性後果。因此,如何適切的滿足配銷商之需求,避免造成配銷商叛離之風險?面對此種考驗,著手於加強與顧客關係之提昇與維持,減少交易過程之不確定性,增加彼此之資訊對稱性,能為通路商帶來利潤,亦能為顧客帶來利益。本研究將探討製造商對配銷商關鍵因素,分別從製造商的產品品質暨製造商對配銷商知識移轉、信任對配銷商合作之影響;製造商對配銷商調適、非強制權力對配銷商衝突之影響,並進而探討配銷商合作、衝突對製造商承諾之影響,以此作為本研究之架構。 本研究針對發放問卷,並以郵寄問卷或e-mail的方式進行實證。問卷一共寄發700份,有效回收問卷為401份,回收率達到57.29%。另外,本研究使用SAS 9.1套裝軟體來進行實證並驗證本研究所提出之各項假設。 本研究主要透過線性結構方程模式(SEM)之統計分析方法,經分析後本研究主要結論包括:(1) 製造商對配銷商知識轉移,會使配銷商合作的意願呈正向影響關係。(2) 製造商產品品質,對配銷商合作的意願呈正向影響關係。(3) 製造商與配銷商間的信任,會對配銷商合作的意願呈正向影響關係。(4) 製造商對配銷商的調適,會對配銷商衝突呈負向影響關係。(5) 製造商對配銷商行使非強制權力,會使配銷商衝突呈負向影響關係。(6) 製造商對配銷商的合作意願,會對配銷商承諾呈正向影響關係。(7) 製造商對配銷商的衝突,會對配銷商承諾呈負向影響關係。除此之外,本研究並對實務界提出實務之建議。

關鍵字

知識移轉 信任 調適 衝突 承諾

並列摘要


In the modern day where the technology and knowledge rapidly change, those who master distribution channels are the winners. Enterprises’ ability to effectively grip marketing channels has become the key factor of market competition. Since there is almost no enterprise that can do everything alone, cooperation is inevitable. However, ubiquitous conflicts will cause devastating consequences without proper disposal. Therefore, the way to appropriately meet customer demands without facing the risk of customer betrayal has become quite the challenge that guides enterprises to strength and maintain relationship with customers, reduce the uncertainty in transaction process and increase symmetry information between each other. It can provide distributors with profits, and also profit gains for customers. In this study, the key factors, such as manufacturers’ product quality to knowledge transfer from the manufacturers to distributors, impact to the cooperated distributor by trust and impact of manufacturers’ adjustment and non-mandatory power to distributors’ conflict will be examined and have distribution co-operation and the impact of conflict on the commitment of the manufacture further explored as the research framework. In this study, experimental questionnaires were distributed by mail or e-mail. A total of 700 questionnaires were delivered and 401 valid questionnaires were returned with a recovery rate of 57.29%. In addition, this study adopted the SAS 9.1 packaged software to get evidence and verify all assumptions proposed in this study. In this study, the following conclusions are found after the Structural Equation Models (SEM) statistical analysis: (1) The knowledge transfer from manufacturers to distributors generates positive effect on distributor’s willingness to cooperate; (2) Manufacturers’ product quality generates positive effect on distributor’s willingness to cooperate; (3) Trust between manufacturers and distributors generates positive effect on distributor’s willingness to cooperate; (4) Adjustment manufacturers made generates negative effect on distributor’s conflicts; (5) Non-coercive power manufacturers exercise to distributors generates negative effect on distributor’s conflicts; (6) Manufacturers’ cooperation willingness with distributors generates positive effect on distributor’s commitments; (7) Manufacturers’ conflict with distributors generates negative effect on distributor’s commitments. Moreover, this research shall propose practical suggestions.

並列關鍵字

knowledge transfer trust adaptation conflict commitment

參考文獻


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