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    题名: 探討通路商合作程度對於品牌供應商促銷活動銷售量之干擾作用
    A study of how cooperation level between retailor and supplier impacts the sales performance during promotion period
    作者: 李文瑋
    贡献者: 洪叔民
    李文瑋
    关键词: 通路商合作程度
    促銷折扣幅度
    品牌價位別
    日期: 2012
    上传时间: 2013-09-02 15:13:39 (UTC+8)
    摘要: 自1988年荷商與台灣豐群集團合作成立萬客隆正式開啟台灣零售量販店以來，至今量販通路已成為台灣民眾生活不可或缺之一環。然而就在2013年Fortune 500最新公佈沃爾瑪成為美國所有企業之榜首時，台灣的量販通路業者或因市場飽和，或因其他通路型態之興起而面臨劇烈之競爭導致營收衰退。在這樣的背景下，量販通路經營的最重要夥伴，品牌供應商亦面臨在量販通路中業績持續增長之瓶頸，因此如何維繫消費者之忠誠度以求企業經營績效之不墜，即為一門極重要的課題。本研究即欲透過實證研究，了解量販通路商如何藉由與品牌供應商之合作程度高低對於在促銷活動下，品牌價位別及促銷折扣幅度之影響，進而對最終的銷售量有所幫助。
    為使得研究結果在信度上強而有力以作為實務參考，本研究選擇台灣主要品牌供應商與量販通路商各一，並實際以一年期之銷售資料作為研究分析之標的，採取量化方法，以多變數迴歸分析法實際檢測通路商合作程度此一干擾變數對於供應商品牌價位別及促銷折扣幅度兩自變數，及通路商銷售量此一應變數之影響。
    研究結果顯示，在各品牌有促銷之前提且以賣場面積及消費者可支配所得為控制變數下，干擾變數對於兩自變數均無顯著影響，即通路商合作程度對於品牌價位別及促銷折扣幅度對於最終銷售量均無顯著影響，而在無干擾變數的情況下，促銷折扣幅度對於銷售量有顯著之正向相關。本研究結果對於品牌供應商與通路商之未來實務操作方向有參考作用，亦對單以問卷作量化研究之相關學術研究提供重要之研究成果。
    參考文獻: 參考文獻
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    56
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    57
    二、英文部分
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    9. Bitta Della, A.J.; Monroe, K.B. and Mcginnis, J. M. (1981), Consumer perceptions of comparative price advertisement, Journal of Marketing Research, 18, 416-427.
    58
    10. Blattberg, R. C., Eppen, G. D., & Lieberman, J. (1981), A theoretical and empirical evaluation of price deals for consumer nondurables, Journal of Marketing, 45(1), 116–129.
    11. Blattberg, R. C., & Neslin, A. (1990), Sales promotion concepts, methods and strategies, NJ: Prentice-Hall. Chapman,
    12. Buchanan, Lauranne (1992), Vertical trade relationships: The role of dependence and symmetry in attaining organization goals, Journal of Marketing Research, 29, 65-75
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    59
    21. Guadagni, P. M., & Little, J. D. C. (1983), A logit model of brand choice calibrated on scanner data, Marketing Science, 2(3), 203–238.
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    60
    33. Morgan, R. M. and Hunt, S. D. (1994), The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
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    61
    43. Shimp, T. A. (1990), The theory of reasoned action applied to coupon usage, Journal of Consumer Research, 11(11), 795-809
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    62
    三、 網路資料
    1. 大潤發網站 (2013): http://www.rt-mart.com.tw/ (參考日期：2013/6/15)
    2. 主計處台灣地區家戶收支調查: http://win.dgbas.gov.tw/fies/quick100.asp (參考日期：2013/5/22)
    3. 中華民國行業標準分類 (2006)，行政院主計處，第八次修訂，民國100年3月
    修正， http://www.dgbas.gov.tw/ct.asp?xItem=28854&ctNode=5479&mp=1 (參
    考日期：2013/6/15)
    4. 家樂福網站 (2013): http://www.carrefour.com.tw/ (參考日期：2013/6/15)
    5. 愛買網站 (2013): http://www.fe-amart.com.tw/ (參考日期：2013/6/15)
    6. American Marketing Association, Dictionary, http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=P (參考日期2013/6/22)
    7. Fortune 500: http://money.cnn.com/magazines/fortune/fortune500/ (參考日期2013/6/22）
    描述: 碩士
    國立政治大學
    企業管理研究所
    96355004
    101
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0096355004
    数据类型: thesis
    显示于类别:[企業管理學系] 學位論文

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