頁籤選單縮合
題名 | 影響國際行銷通路整合之因素的實證研究=An Empirical Study of the Antecedents of International Marketing Channel Integration |
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作者 | 方世榮; 方世杰; 陳玟蘭; | 書刊名 | 科技學刊 |
卷期 | 10:4 2001.07[民90.07] |
頁次 | 頁289-305 |
分類號 | 496.5 |
關鍵詞 | 通路整合; 關係績效; 國際行銷; Channel integration; Relationship performance; International marketing; |
語文 | 中文(Chinese) |
中文摘要 | 在21世紀的企業經營不論是基於本國市場飽和或新競爭對手的介入,均促使企業邁向全球化。企業在國際市場上所採取的通路整合程度會影響其國際行銷通路的控制及資源需求,而承擔的風險也將有所不同。然而,企業應採取何種的通路整合程度,其影響的因素為何,乃是本研究的主要重點。另外,本研究亦探討通路整合程度、關係管理對關係績效的影響。本研究以歐、美、日三地在臺投資的製造業作為研究對象,經由實證,得到以下的重要發現:1.當企業愈重視市場定位策略、設備資產特性,且國家風險與技術環境不確定性高、當地市場環境可預測時,則企業傾向選擇較低的通路整合。2.通路整合程度的高低對關係績效的影響並未達顯著水準,但高度整合的廠商其關係績效較佳。 |
英文摘要 | It's necessary for business to globalize on 21 century. The degree of channel integration influences international marketing. And the antecedents of channel integration influences business's decision about channel integration, further influences its performance in foreign markets. The study sectionalize two parts, first part is about the antecedents of channel integration and the degree of channel integration. Second part is about the degree of channel integration impact on relationship performance. The major conclusions of this research are summarized as follows: 1.When business emphasize on marketing position strategy、 specific physical assets. and country risk and technology environment are in high uncertainty the host environment could be predictable, business prefer the low degree of channel integration. 2.Whatever the degree of channel integration is, the relationship performance is not different significantly. But the higher the degree of channel integration, the relationship performance is better. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。