通路依賴關係演變歷程之探究—以P公司為例

Research on Changes of Channel Dependence Relationship--A Case Study of P Company

曹薇茵(Weiyin TSAU)

指導教授 ： 李雨師

中原大學/商學院/企業管理研究所/碩士(2022年)

https://doi.org/10.6840/cycu202200014

摘要

在競爭激烈的市場上，企業為了與通路維持長期性的合作關係，企業除了需要讓產品站在市場前端，亦會採用許多關係行銷等方式，進而與通路可以達到更深厚，甚至是超出交易關係之情誼，使得合作關係較不會因為產品而有所變動。由於過去無將泛家族主義之概念套用至通路關係之相關文獻，本研究係以涵蓋在泛家族主義中的家長式領導行為，作為企業經營通路關係之手段，藉以形成通路對企業的情感依賴。本研究藉由個案訪談之方式，得出之研究結果發現，當企業在正式互動行為中，衍伸出非正式互動行為，並應用家長式領導行為，將會使得通路對企業產生情感上之依賴，進而讓合作關係更為緊密。且企業所作之非正式互動行為，超出其正式互動行為之範圍時，通路對企業的情感依賴會超越原先的產品依賴，形成難以割捨之合作關係，並且亦有如同老朋友或是家人般之情感產生。

關鍵字

通路依賴關係 ； 泛家族主義 ； 家長式領導 ； 正式互動行為 ； 非正式互動行為

並列摘要

In a highly competitive market, In order to maintain a long-term cooperative relationship with the channel, the company needs to stay ahead of the curve, using the relationship marketing to become closer to its partnership companies, even deeper than the normal transactional relationship, it will make the partnership less likely to change because of the product. Since there is no relevant literature that applies the concept of pan-familism to the channel relationship in the past, this study uses the paternalistic leadership behavior covered in pan-familism as a means of enterprise management channel relationship, so as to form the emotional dependence of the channel on the enterprise. Through case interviews, the research results of this study found that when enterprises develop informal interaction behaviors in formal interaction behaviors and apply paternalistic leadership behaviors, channels will become emotionally dependent on enterprises, thereby making the partnership closer. Moreover, when the informal interaction behavior of the enterprise exceeds the scope of its formal interaction behavior, the emotional dependence of the channel on the enterprise will exceed the original product dependence, forming a cooperative relationship that is difficult to part, and also has feelings like old friends or family.

並列關鍵字

Channel dependence ； Paternalistic Leadership ； Pan-familism ； Formal interaction ； Informal interaction

參考文獻

鄭伯壎、周麗芳、樊景立（2000）。家長式領導：三元模式的建構與測量。本土心理學研究，14，3-64。

樊景立、鄭伯壎（2000）。華人組織的家長式領導：一項文化觀點的分析。本土心理學研究，13，127-180。

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