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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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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.

其他識別: U0005-0307200901391700
Appears in Collections:企業管理學系所

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