通路策略、通路衝突、通路信任與通路績效之研究－汽車產業實證

A Study on Channel Strategy, Channel Conflict, Channel trust and Channel Performance – An Empirical Investigation of the Automobile Industry

梁益禕(Yi-Yi Liang)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2009年)

摘要

在現今的社會中，所有行銷活動幾乎都需要借助通路系統，此通路系統包括：配銷商、批發商、經銷商、連鎖通路商、零售商...等，以最具效率的方式，將其產品與服務傳達至目標消費者手中。隨著資訊科技的發展，消費者的消費型態改變，產品的互相競爭，行銷通路的選擇相當重要。企業面臨諸多的壓力及競爭相對的會更注重自我本身的利益，所以通路間彼此的衝突在所難免，以往有許多文獻皆有闡述衝突的產生對通路績效有負面的影響，但適當的解決衝突或許會對組織有更大的利益。
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，以台灣地區汽車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策略下，供應商與經銷商間之通路衝突以及通路信任對通路績效所產生之影響。
研究發現：通路策略對通路衝突有顯著關係；通路策略對通路信任有顯著關係；而通路衝突對通路信任的關係不顯著；通路衝突對通路績效的關係也不顯著；通路信任對通路績效有顯著關係。本研究以汽車通路商為實證對象，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。

關鍵字

通路策略 ； 通路衝突 ； 通路信任 ； 通路績效

並列摘要

In this society, all marketing activities need to channel system, and they conclude, distributor, wholesaler, dealer, retailer…, they transmit products and service to the consumers by the efficient way Along with the development of information technology, some relative topics become very important, such as the changes of consumer’s form, mutual competition of products, and good selection of marketing channels. Businesses are facing a lot of pressure and competition from line of work and the market so that they pay more attention to their own benefit. Under such condition, conflict between each member in the same channel occurs. According to past literatures, conflict will result to negative influence to the performance of marketing channel, but there may be greater benefit if the conflict is reconciled very well.
This research integrated with academic books and related references has developed a marketing channel relationship and theory construction; base on marketing channel of automobile dealer as research target in Taiwan. To base on LISREL and using questionnaire to probe into channel strategy in automobile industry, finding the channel conflict and channel trust has significant influence channel performance between supplier and dealer.
Main empirical findings are summarized as follows：
1. Channel strategy has significant influence on channel conflict.
2. Channel strategy has significant influence on channel trust.
3. Channel conflict has insignificant influence on channel trust.
4. Channel conflict has insignificant influence on channel performance.
5. Channel trust has significant influence on channel performance.
This research has verified by automobile 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.

並列關鍵字

channel strategy ； channel power ； channel trust ； channel performance

參考文獻

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