Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/20801
標題: 國際行銷通路的選擇對績效的影響:以廠商間網絡關係為調節變數
Selection of International Marketing Channel and the Impact on Performance: The Moderating Role of Inter-firm Network Relationship
作者: 方柔蘋
Fang, Roe-Ping
關鍵字: 國際通路選擇因素
choice factors in international channel
國際通路結構
群聚網絡關係
行銷績效
international channel structure
cluster
network relationship
marketing performance
出版社: 企業管理學系所
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摘要: Taiwan develops by the small and medium-sized enterprises majorly, but limited to the resources, therefore they will risk developing the marketing channels individually. Promote the common brand or the establishment shared channels by the industrial cluster, by concentrates the marketing resources, and establishes Taiwan''s firms in international market competitive power effectively. Therefore this research will want to discuss, first, what is the choice factors under the different international channels; second, inter-firm network relationship whether to mediate the decision-making which will choose to the international channels; third, when the international channels choice factors and the international channels structure fit, the influence of the marketing performance between the manufacturers. About the research technique, proof of the hypothesis by the binary logistic regression analysis and the multiple regression analysis, the research conclusion demonstrated that when the manufacturer enters the overseas market, it's decision-making of the international channels structure, most takes product standardization degree, channel members serviceability and international managerial experience in company; the inter-firm network relationship have the mediation effect in the choice factor and the channel structure; when the choice factor and the channel structure fit, then the marketing performance of inter-firm have the remarkable difference.
台灣發展以中小企業居多,限於企業資源有限,個別發展行銷通路風險大。透過產業群聚推出共同品牌或是建立共用通路,以集中行銷資源,可有效建立台灣在國際市場上的競爭力。所以本研究欲探討一、中衛體系之廠商在不同的國際通路之下,其選擇因素為何;二、廠商間的網絡關係是否會調解其對國際通路選擇的決策;三、國際通路選擇因素與國際通路結構配適時,對廠商間行銷績效之影響。 研究方法以二元羅吉斯迴歸分析與多元迴歸分析來驗證假說,研究結論顯示當廠商進入海外市場,其在執行國際通路結構之決策時,最重視產品標準化程度、中間商服務能力及公司國際管理經驗等因素;廠商間網絡關係在選擇因素與通路結構間具有調解效果;當選擇因素與通路結構配適時,則廠商間行銷績效具有顯著差異。
URI: http://hdl.handle.net/11455/20801
其他識別: U0005-0307200901391700
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-0307200901391700
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