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題 名 | 促銷聯盟管理的實證研究=An Empirical Research on Managing the Promotion Alliance |
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作 者 | 方世榮; 許淑寬; 方世杰; | 書刊名 | 中山管理評論 |
卷 期 | 11:3 民92.秋 |
頁 次 | 頁433-462 |
分類號 | 555.77 |
關鍵詞 | 促銷聯盟; 聯盟管理; 合作型態; Promotion alliance; Managing alliance; Cooperative type; |
語 文 | 中文(Chinese) |
中文摘要 | 聯合促銷(促銷聯盟)是近年來常見的促銷手法,且促銷方式非常多樣。促銷聯盟(屬於行銷聯盟)可為合作夥伴帶來不少生意上的契機,但如何管理促銷聯盟專案,促使聯盟績效達到最大,實有深入探討之意義。 本研究以策略聯盟的觀點並考量促銷特性,建構一個促銷聯盟成功管理之架構,並以服務業為實證對象。實證結果大致皆支持研究假設。因此本文所建構的觀念架構或可作為理論與實務的參考依據。另外,經實證分析後,有一特別研究發現,即進行促銷聯盟的廠商可分為兩群,包括關係導向的促銷聯盟與交易導向的促銷聯盟,且其在成功的聯盟管理架構會有不同的強調重點。 |
英文摘要 | Joint Sales Promotion (promotion strategy) brings not a few commercial opportunities for partners. It has been the rather general and popular promotion strategy in recent years. This research begins with the viewpoint of strategic alliance and tries to consider the traits of promotion. In addition, a successful management structure for promotion alliance will to be constructed. Furthermore, in the study, service industry will be chosen as our concrete objects to examine our hypotheses. After this study is accomplished, it almost supports our hypotheses. In order to erect a successful promotion alliance management, our managerial implications for the service industry are to achieve promotion alliance with prominent satisfaction (relational exchange orientation) and to achieve promotion alliance with sound sales performance (transaction exchange orientation) |
本系統中英文摘要資訊取自各篇刊載內容。