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    题名: 通路結構對電子商務應用決策影響之探索性硏究-以國內資訊產品市場為例
    作者: 彭鴻川
    贡献者: 別蓮蒂
    彭鴻川
    日期: 2002
    上传时间: 2018-09-27 14:25:04 (UTC+8)
    摘要: 製造商與通路商之間始終存在著既合作又競爭的關係，因此，通路權力、通路控制及通路衝突的議題一直受到實務界及學術界的多方關注。近來，多數學者以關係的觀點探討通路關係的研究，一些學者從信任及承諾理論的觀點討論雙方的合作行為但對於日趨頻繁與重要的網際網路於行銷通路上所扮演之角色，並未有太多的著墨。因此，本研究的重點即是針對國內電子資訊廠商，探討通路結構對電子商務應用決策之影響。
    經由相關的文獻探討，本研究歸納出從通路結構及通路權利的觀點，以及近來利用關係行銷和信任及承諾理論的觀點，探討製造商與通路廠商對於電子商務應用決策之考慮。其次，本研究透過對於國內資訊電子業內包括製造商與通路廠商之深入訪談與調查，探討企業對於電子商務投資的看法，得到以下的結論：
    1. 銷通路階層數目、通路密度愈高以及與通路的相對權力程度高之廠商，其投入電子商
    務應用之意願愈高。
    2. 通路依賴程度高之廠商，對於投入電子商務應用之意願呈現兩極化發展，並傾向於立
    即投入B2B之電子商務應用。
    3. 廠商的主要客戶比重高，或對於現有通路合作夥伴關係信任程度以及對通路之承諾較
    高的廠商，因為對於投入電子商務應用之顧慮較多因此投入之意願較低，傾向限於投
    入B2B的電子商務應用的發展。
    根據研究發現，本研究建議：
    1. 製造商及品牌原廠的行銷通路階層數目往往較多層，因此通路密度愈高之廠商，對於
    可能之應用方案皆保持持續之評估外，則可能必須慎重考慮涉入B2C應用發展之影
    響與可能的衝擊；若是本身通路的相對權力程度高，為了後續發展預作準備為考慮，可以思量對於投入電子商務應用的方式較為多樣化嘗試的可能性，同時發展其他各種可能之應用。
    2. 代理商及配銷商中經營效率較高者之通路密度往往也愈高，對於可能之應用方案保持
    持續評估的同時，可能要特別慎重衡量涉入B2C應用發展可能的衝擊；若同時亦為
    通路依賴程度高之廠商，立即投入B2B之電子商務應用的決策則需先行考慮，對於
    其他應用發展的決策考慮，則與本身是否有足夠的實力與把握的情況下，考慮本身的主要客戶比重、與現有通路合作夥伴關係的信任程度、對通路之承諾程度等因素來決定是否繼續深化各項通路相關的佈局。
    3. 最後，加值經銷商呈現主要客戶比重高的情形，由於往往對於現有通路合作夥伴關係
    信任程度也高，傾向認為長期合作關係的可信任程度高，於是主要必須考慮投入B2B
    電子商務應用的發展，對於投入電子商務應用可能造成的影響之顧慮應該是較多，傾向維護現有的關係與約定，以及和客戶之間的後續合作程度，於是對於額外可能干擾
    到原先約定的因素，在衡量各方條件與可能之影響評估的情況下，遂自然考慮以B2B為優先或唯一的應用發展，建議仍必須基於主要業務內容、組織特長與客戶需要，同時考慮投入成為應用服務供應商（ASP）的角色與業務發展。
    參考文獻: 一、中文部分
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    2.吳怡靜譯，「流通業化敵為友」，天下雜誌，民國八十七年四月，pp.218-222。
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    描述: 碩士
    國立政治大學
    企業管理學系
    90
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G91NCCV4522012
    数据类型: thesis
    显示于类别:[企業管理學系] 學位論文

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