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題 名 | 臺灣家電業行銷通路衝突之研究=A Research on the Marketing Channel Conflict in Taiwan's Household Electric Appliance Industry |
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作 者 | 應國卿; 王繼成; 劉瑛展; | 書刊名 | 華梵學報 |
卷 期 | 4:1 1997.05[民86.05] |
頁 次 | 頁81-90 |
分類號 | 484.52 |
關鍵詞 | 行銷通路; 外顯衝突; 家電業; Marketing channel; Manifest conflict; Household electric appliance; |
語 文 | 中文(Chinese) |
中文摘要 | 在入關 (GATT) 諮商時,各國業者已擺明對臺灣家電市場的興趣,未來降稅無法 避免,國內家電業將難敵進口貨的強烈價格競爭,因此健全的行銷通路實為未來市場競爭獲 勝的關鍵之一,而如何避免且解決通路衝突則為廠商亟需研究的重要課題。本研究以人員直 接問卷對大臺北地區家電經銷商進行隨機抽樣, 有效問卷共計三十一份, 以李克特 (Likert) 七尺度評量法, 分析行銷通路衝突原因、各階段之發展、通路成員對製造商的衝 突,並尋求行銷通路衝突避免與解決之道。 本研究之重要結果如下述:1. 「經銷商成立年 數」與「外顯衝突」具有顯著差異,呈現負相關。 2. 「經銷商是否樂於經銷目前所經銷之 品牌」與「外顯衝突」具有顯著差異,呈現正相關。 3. 「經銷商與製造商合作年數」與「 外顯衝突」具有顯著差異,呈現負相關。 4. 「經銷商登記資本額」與「強制權」具有顯著 差異,呈現負相關。 5. 目前的家電業,製造商與經銷商之間的確存在著衝突,其中又以來 自於結構上的衝突水準較為重要。 6. 認知衝突水準與外顯衝突水準經檢定結果的確呈現正 相關。7. 認知衝突水準與非強制權呈現負相關。 |
英文摘要 | During the negotiation for Taiwan's admission to GATT, the member countries had shown keen interest in Taiwan's house-hold electric appliance market, which makes Taiwan obliged to lower its customs tariff in the future and the local products are surely going to have a hard time competing with the imported ones. Accordingly, the establishment of a wholesome marketing channel has become crucial to winning the competition and how to avoid and solve marketing channel conflicts has become a key issue for the local manufacturers. The present survey is the result of a random sampling made, via direct questionnaire, on the household electric appliance distributors of the Taipei area. The collected thirty-one valid questionnaires were then analyzed with the Likert's seven-point rating scales to explore the reasons for the marketing channel conflicts, the development of different phases and the conflict caused by the channel members to the manufacturers, and the ways for avoiding and solving the conflicts have also been proposed. Here are the important results of the survey: 1.There exist a statistically significant difference at α =.05 level and a negative correlation between "The years of establishment of the distributor" and "manifest conflict." 2.There exist a statistically significant difference at α =.05 level and a positive correlation between "The enthusiasm of the distributor to promote the particular brand" and "manifest conflict." 3.There exist a statistically significant difference at α =.05 level and a negative correlation between "The years of cooperation between the distributor and the manufacturers" and "manifest conflict." 4.There exist a statistically significant difference at α =.05 level and a negative correlation between "The registered capital" and "control power." 5.The conflicts between the manufacturers and distributors do exist in the current household electric appliance industry, among which the conflict level originated from the whole structure is the most important factor. 6.A positive correlation, as the result of our examination, does exist between "the level of felt conflict" and "the level of manifest conflict." 7."The level of felt conflict" show a negative correlation with "the non-control power." |
本系統中英文摘要資訊取自各篇刊載內容。