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題名 | 市場導向對通路合作關係影響之研究=The Cooperative Relationships between Distributors and Suppliers: The Effect of Market Orientation |
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作者 | 曾義明; Tseng, Yi-ming; |
期刊 | 淡江人文社會學刊 |
出版日期 | 20011200 |
卷期 | 9 2001.12[民90.12] |
頁次 | 頁25-45 |
分類號 | 496.5 |
語文 | chi |
關鍵詞 | 經銷商; 市場導向; 合作關係; Distributor; Cooperative relationship; Market orientation; |
中文摘要 | 近年來通路研究已逐漸以信任與合作關係為重心,通路成員間的信任與合作使上下游之間建立長期性的關係。但是少有研究針對市場導向與合作關係的要求形式與程度加以探討,本文即針對經銷商的市場導向程度對於其產品供應商的配合度認知之關係作瞭解,結果顯示兩者關係間呈現部份顯著性,在某些市場導向因素較強的狀況下,確會對產品供應商有不同的合作要求,本研究最後對市場導向與合作關係做出結論與對未來研究之建議。 |
英文摘要 | Intensive competition encourages channel members to cooperate with each other. Market-orientation has been proved to have positive effects on a business’s profitability. Based on the concept of market-orientation, this research develops an empirical approach to evaluate the effects of orientation on the effects of coordination of channel members. Regression analysis and LISREL are the main methods for analyzing data. Findings of the research include: Factors that affect distributor’s compliance include “channel commitment”, “channel trust”, “cooperative norms”, and “cooperative willingness”. The empirical test results suggest that distributor's market orientation is positively associated with the trust and perception of cooperative norms and commitment to suppliers. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。