影響行銷通路夥伴關係之研究:以家電業供應商-經銷商體系為例

THE IMPACTS ON PARTNERSHIP AMONG MARKETING CHANNEL MEMBERS:HOME APPLIANCE MARKET SUPPLIER-DEALER SYSTEM AS AN EXAMPLE

林清錦(CHING-CHIN, LIN)

指導教授 ： 陳銘薰 ； 林婷鈴

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

行銷通路的變革，使國內家電市場的銷售通路處於高度競爭的狀況，早期傳統的經銷商漸為大型3C量販店與賣場所取代，使傳統經銷商的市場佔有率大幅萎縮，此造成供應商與其通路夥伴關係、利益與市場價格秩序維持的困難。因此，維繫供應商與經銷商間的夥伴關係，並藉以制衡3C量販店，進而確保夥伴雙方利潤，成為台灣家電產業之重要議題。
夥伴關係可藉由降低交易成本與資源分享，為長期導向的組織帶來競爭優勢，進而使雙方獲取利益、藉由經營槓桿以產生致勝的利基。本研究藉由整合資源依賴觀點與交易成本理論，探討影響行銷通路夥伴間關係品質關鍵因素，並提出整合性之研究架構。
依研究對象，藉由前測與後測問卷調查巳回收有效問卷，依序進行樣本結構與變數統計量分析，以及為驗證假設之多元迴歸分析。實證結果發現供應商功能的執行績效與組織之間的互賴性，顯著地影響傳統家電市場供應商與經銷商之間夥伴關係形成與維持組織間長期關係品質，尤其供應商執行功能中，業務人員能力，財務支援與價格政策及服務品質等功能對經銷商互賴關係產生正向影響且提升經銷商滿意度與承諾度並降低衝突，成為建構有價值的夥伴關係的關鍵因素。

關鍵字

夥伴關係 ； 組織互賴 ； 關係品質

並列摘要

As of change with marketing channel, it has led to highly intense competition among sales channels of home electric appliances in Taiwan. As for conventional dealers, they are being gradually replaced by large-scale 3-C hypermarket and mall, while its market share is tremendously reduced, making it hard for to maintain supplier and channel partnership relationship as well as the order of interest and market pricing. Therefore, it has become an important issue for home electric appliance industry of Taiwan to maintain the partnership between supplier and dealer so as to check and balance 3-C hypermarket to ensure interests for both partners.
Building valuable partnerships between suppliers and dealers can help lower cost and resource sharing, and it brings competitive edge for the organization in the long-run as well as generates the winning basis for both parties to obtain benefit with leverage management. The aim of this study is to find out the crucial main factors of quality that influence the partnership of marketing channels through resource-dependent perspective and transaction cost theory, and put forth the integrative structure of research.
As viewed from the research subjects, investigation of valid questionnaire from pre-test and post-test questionnaire is conducted, while sample structure and variable statistic analysis are carried in sequence as well as multiple regressions for the assumption of corroboration. And it is found from the substantial results that the mutual reliance between performances implemented regarding the functions of the supplier and organization should prominently affect the partnership formulation between supplier and dealer of conventional home electric appliance and so as the maintenance of long-term quality of relationship in the organization. Most of all, among execution capability of supplier the competence of salesperson, financial support, pricing policy, and service quality and other functions which should affect positive influence upon reliance relationship of dealer, enhance satisfaction of dealer and commitment, and reduce conflict. And these factors are critical that help to construe valuable partnership.

並列關鍵字

Partnership ； Partnership quality ； Inter-organizational dependency

參考文獻

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