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政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/10092

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/10092

Title:	中小企業應用軟體的行銷通路--交易成本與代理理論觀點
Other Titles:	Marketing Channels of Application Software for SMEs-Transaction Cost and Agency Theory Viewpoints
Authors:	黃思明;耿慶瑞 Hwang, Syming;Keng, Ching-Jui
Keywords:	應用軟體;行銷通路;交易成本;代理理論 Application Software;Marketing Channel;Transaction Cost Analysis;Agency Theory
Date:	2001-12
Issue Date:	2008-11-25 10:15:41 (UTC+8)
Abstract:	本研究由交易成本與代理問題觀點來看應用軟體行銷通路，探討各應用軟體行銷通路結構的交易成本及代理問題，進而分析其通路績效，以作為應用軟體通路設計的參考。本研究利用個案研究法，研究發現：應用軟體行銷通路結構皆屬於直接通路，而通路的角色可分為開發者、中間者、使用者。中間者的角色可分為技術介入、財務介入、資訊介入等三種。應用軟體行銷通路結構可分為使用者自製、資訊部門自製、單純外包、中介外包，包括內部介入、外部介入等型態。基本上應用軟體行銷通路設計會影響交易成本與代理問題，而交易成本與代理問題又會影響應用軟體行銷通路績效。 This paper analyzed the transaction costs and agency problems of each types of software application channel using the transaction cost analysis and agency theory and investigated their effectiveness of channel performance. We found three types of marketing channel structures for application software, including in-house, outsourcing, and intermediate-involving channels and concluded that the designing of the application channel will influence the transaction costs and agency problems which will also influence the effectiveness of channel performance between the user and the designer.
Relation:	企業管理學報, (51), 53-86
Data Type:	article
Appears in Collections:	[企業管理學系] 期刊論文

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