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Title:	環境特質對行銷通路影響關係之研究
Authors:	張中秋
Contributors:	劉水深張中秋
Date:	1990 1989
Issue Date:	2016-05-03 14:11:20 (UTC+8)
Abstract:	論文摘要「通路革命」已是目前國內行銷專家朗朗上口的流行名詞，殊不論其代表的真實意義為何，此也部份反映了國內現有的行銷通路結構正在慢慢的變化之中。而存在通路結構外的環境特質到底會對通路成員的行為造成什麼樣的影響？這些影響又以何種方式表現出來？垂直式行銷通路系統的出現又代表了什麼樣的意義？這些乃構成本研究探討的主題。本研究的研究目的有: (1) 探討行銷通路的環境特性因素對通路成員行為的影響。(2)探討行銷通路的環境特性因素對通路階層選擇的影響。(3) 探討行銷通路的環境特性因素對通路成員行為的影響是否會透過通路階層影響之。(4) 探討垂直式的行銷通路組織在環境特性因素上的知覺是否異於傳統式的行銷通路。研究對象以國內家電、電腦資訊及週邊設備、鐘錶、眼鏡、西藥、食品等六個產業的製造商為主，採配額抽樣，以郵寄問卷方式收集資料，回收有效樣本計88份。經以因素分析找出代表環境特性中異質性的因素有：營運限制、產品限制、電腦化、零售情況；代表環境變動性的因素有：消費者需求、非價格競爭、資源供應、價格競爭。用以代表通路行為的因素有：集中化程度、正式化程度、參與程度。經統計分析後，本研究主要的結果如下: (1)當通路行銷環境的異質性愈高時，則通路將會探取較高程度的決策參與。 (2) 當行銷通路環境的變動性愈大時，則通路將可能會探取較集權式及正式化的決策結構，與較低程度的決策參與。 (3) 垂直式行銷通路與傳統式行銷通路在環境異質性與變動性的知覺可能不同。 (4) 垂直式行銷通路與傳統式行銷通路在集權式的決策結構上不同。
Reference:	參考文獻一、中文部分 1: 李秀鳳，「通路定江山」，突破雜誌，五十一期，民國七十八年十月，頁11。 2: 陳明璋，「企業環境、策略、結構對其組織效能關係之研究-機械電子石化三種產業之實證探討」，（台北：國立政治大學企業管理研究所未出版之博士論文，民國70年) ，頁119 。 3: 劉水深，台灣地區零售經營方式演變之研究(台北，行政院國家科學委員會未出版之研究計劃，民國七十八年十月) ，頁2-5。 4: Michael E. Porter (Competitive Strategy : 1980)，蔡正雄譯(台北，華泰書局，民國七十七年二版)頁24。 5: 謝安田著，企業研究方法(台北：謝安田出版，民國七十二年一版) ，頁183-185。二、英文部分 1: Achrol Ravi Singh , Torger Reve , & Louis W.Stern , "The Environment of Marketing Channel Dyads: A Framework for Comparative Analysis" , Journal of Marketing, Vol.47 (Fall 1983). 55-67. 2: Achrol Ravi S. & Louis W.Stern. "Environmental Determinants of Decision-Making Uncertainty in Marketing Channel", Journal of Marketing Research, Vol. XXV (February 1988). 36-50. 3: Aldag Romon J. & Timothy M. Stearns, Management, (Cincinnati: South-Western Publishing,Co., 1987). p.28. 4: Anderson Erin, Leonard M. Lodish, & Barton A. Weitz, "Resource Allocation Behavior in Conventional Channels", Journal of Marketing Research, Vol.XXIV, (February 1987), 85-97. 5: Arndt Johan, "The Political Economy of Marketing Systems: Reviving the Institutional Approach", Journal of Macromarketing, 1 (Fall 1981), 36-47. 6: Arndt Johan, "The Political Economy Paradigm: Foundation for Theory Building in Marketing", Journal of Marketing, Vol. 47 (Fall 1983), 44-54. 7: Bell Martin L. & Julian W. Vincze, Managerial Marketing: Strategy and Casess, (New York: Elsevier Science Publishing Co., Inc., 1988), p.477. 8: Benson J.Kenneth, "The Interorganizational Network as a Political Economy", Administrative Science Quarterly, 20 (June 1975), 229-249. 9: Buzzell Robert D., "Is Vertical Integration Profitable?" Harvard Business Review, Vol.61(January-February 1983), 92-102. 10:Davidson William R., "Change in Distributive Institutions", Journal of Marketing, Vol.34 (January 197B), 7-10. 11: Dess Gregory G. & Donald W. Beard, "Dimensions of Organizational Task Environments", Administrative Science Quarterly, 29(1984), 52-73. 12: Downey H.K. & J.W.Slocum, "Uncertainty: Measures, Research & Sources of Variation.", Academy of Management Journal, Vol.18, 1975, 562-578. 13: Dwyer F. Robert & M. Ann Welsh, "Environmental Relationships of the Internal Political Economy of Marketing Channels", Journal of Marketing Research,Vol.XXII (November 1985), 397-414. 14: Etgar Michael, "Channel Environment and Channel Leadership", Journal of Marketing Research, Vol. XIV (February 1977), 69-76. 15: Jacobs David, "Dependency and Vulnerability: An Exchange Approach to the Control of Organization", Administrative Science Quarterly, 19(1974), 45-59. 16: Kotler Philip, Marketing Management: analysis planning implementation and control, 6th ed, (New Jersey: Prentice-Hall, Inc., 1988), p.529. 17: Pfeffer Jeffrey & Gerald R.Salancik. The External Control of Organizations: A Resource Dependence Perspective, (New York: Harper & Row Publishers Inc ., 1978), p.73. 18: Stern Louis W. & Torger Reve. "Distribution Channels as Political Economies: A Framework for Comparative Analysis", Journal of Marketing, Vol.44(Summer 1988), 52-54. 19: Stern Louis W. & Adel I. EI-Ansary, Marketing Channel 3rd ed, (New Jersey: Prentice-Hall. Inc ., 1988). p.351. 20: Stern Louis W., Adel I . EI-Ansary. and James R. Brown, Management in Marketing Channels, (New Jersey: Prentice-Hall. Inc., 1989). p.18 .
Description:	碩士國立政治大學企業管理學系
Source URI:	http://thesis.lib.nccu.edu.tw/record/#B2002005240
Data Type:	thesis
Appears in Collections:	[Department of Business Administation] Theses

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