百貨公司對服飾品牌廠商關係承諾之影響因素

The Impact Factors Of Relationship Commitment for Department Store to Apparel Company

詹佳玲(Chia-Lin,Jan)

指導教授 ： 黃曼琴

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2015年)

https://doi.org/10.6846/TKU.2015.00344

摘要

百貨公司營業額成為反映民間消費重要指標之一,近十年來營業額逐年均呈正成長,2014年營收更超越3,000億大關,近幾年百貨公司服飾品牌的大量發展,受到網路購物興起、消費者喜好變化快速,再加上快速流行時尚的國際品牌進入百貨戰場後,更壓縮許多服飾品牌的業績及佔有率,由於產業競爭激烈,服飾品牌業者如何能夠在百貨公司佔有一席之地,百貨公司或服飾品牌廠商如何將這種合作關係延續,百貨公司在選擇服飾品牌廠商會有哪些影響關係承諾之因素值得研究探討。
本研究乃質化研究,透過相關文獻理論,運用個案訪談法,將訪談內容依次分類並整理,歸納出結果有以下重要發現：
1.影響百貨業者對服飾品牌廠商關係承諾,最重要者為關係利益。而百貨公司業者是屬大型集團連鎖或單店型百貨,所注重關係利益會有差異,大集團連鎖百貨注重業績收入,而單店型的百貨業者則較注重品牌知名度。
2.長期關係維護是百貨業者對品牌服飾廠商的關係承諾的影響因素之一,其重要性已越來越少。
3.影響百貨業者對服飾品牌廠商關係承諾之因素,及其重要性的排序,最重要者為關係利益、聲譽及相對績效,其次是信任、滿意及關係交易特別投資,再其次是替代選項、溝通及關係長度,較不重要的是關係衝突及投機行為。
4.另外發現其他影響因素,包括百貨公司的地理位置、百貨公司文化及百貨公司主管的個人因素。

關鍵字

百貨公司 ； 服飾品牌廠商 ； 關係行銷 ； 關係承諾

並列摘要

The turnover of a department store is one of the most important indicators for private consumption. During the past decade, the turnover has witnessed a positive increase year by year. The turnover of the year 2014 even exceeded NTD 300 billion. During the recent years, the performance and market share of many apparel companies in many department stores have been challenged by the rise of the Internet shopping, rapid changes of tastes of consumers as well as the entrance of international brands of fast fashion into department stores. Since the competition is extremely fierce, it is worthwhile to conduct research on how apparel companies can survive in the department stores, and how can department stores or apparel companies maintain their cooperative relationships and what are the impact factors of relationship commitment for department stores to choose apparel companies.
This research is a qualitative research. Through relative literature theories and case interview method, the interview contents are classified and systemized with findings as follows:
1.The most important factor impacting the relationship commitment for department stores to apparel companies is relationship benefit. Dealers in department stores are large-scale chain stores or single-store department store, so they focus on different relationship benefit. Dealers in large group chain department stores focus on performance income, while dealers in single-store department stores focus on the brand recognition.
2.Long-term relationship maintenance is one of the factors impacting the relationship commitment for department stores to apparel companies, but its importance is decreasing.
3.As to the importance of the factors impacting the relationship commitment for department stores to apparel companies, the most important are relationship benefit, reputation and relative performance. The next are trust, satisfaction and relationship transaction specific investment, which follows by alternatives , communication and length of relationship, and the least important one is relationship conflict and. Opportunism.
4.Other impact factors are also discovered, which include the location, culture of the department stores and the personal factors of the executives of the department stores.

並列關鍵字

department store ； Apparel company ； Relationship marketing ； Relationship commitment

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