建議

本研究針對八位受訪者進行深度訪談，經由開放編碼及主軸編碼後；繼續探討 關聯出之類別，並以更精煉的方式呈現出三個階段，分別為策略規劃期、關係整合 期及結果，其建構出資訊商品建立多通路策略關鍵成功因素模式。研究過程中盡可 能追求理論之飽和，就資訊商品中的四個類型來看，本研究選擇了企業單位以及個 人家庭用戶較常接觸的商品來做分析與探討。此類商品在市場中也具有規模性，分 別為第二類系統產品及第三類週邊產品，研究中將兩類型商品於文中詳實的做出分 析及詮釋，並於文中提出必要時之解決方案來提升通路貢獻度。

而對於未來有興趣參與質性研究之同好，建議可加入第一類零組件以及第四類 數據傳輸商品來探討，並將訪談成員增加至二組(零階至二階成員為一組)來分析比 對不同類別中產品差異價值，加以提高質性研究中之信度及效度，在完善商品廣度 中，可為資訊商品產業做出更深更精闢之見解，打開全面向之分析與探究。

參考文獻

文崇一(2001)。社會及行為科學研究法。台北市：東華書局。

朱 成(2011)。行銷人必備的最後 1 本書。台北市：創見文化。

朱柔若(2000)。社會研究方。台北市：揚智文化。

余朝權(2005)。現代行銷學。台北市：五南圖書。

吳思華(1996)。策略九說：策略思考的本質。台北市：臉譜出版社。

林志宏、蘇高毅(2000)。我國資訊市場發展趨勢分析。台北市：財團法人資訊工業 策進會。

胡幼慧(2008)。質性研究：理論、方法及本土女性研究實例。台北市：巨流圖書。

陳玉娟(2004)。用資料庫行銷深耕女性消費市場。數位時代，87，23-26。

陳向明(2002)。社會科學質的研究。台北市：五南圖書。

黃俊英(2011)。行銷管理：策略性的觀點。台北市：華泰文化。

蕭湘文(2005)。廣告傳播。台北市：威仕曼文化事業。

蕭瑞麟(2007)。不用數字的研究：鍛鍊深度思考力的質性研究。台北市：台灣培生 教育。

謝佳慧、林宜萱譯(2002)。麥肯錫的專業思維：透析全球頂尖顧問公司的管理與問 題解決技巧。台北市：美商麥格羅．希爾華文出版社。

Aaker, D. A. (2005). Strategic Market Mangement (7e ed.). New York: John Wiley &

Sons, Inc.

Albrecht, C. C., Dean, D. L., & Hansen, J. V. (2005). Marketplace and technology standards for B2B e-commerce: progress, challenges, and the state of the art.

Information & Management, 42(6), 865-875.

Anderson, E., Day, G. S., & Rangan, V. K. (1997). Strategy Channel Design. Sloan Management Review, 38(4), 59-69.

Brown, J. R., & Darrel, D. M. (1983). Conflict and Power-Dependence Relations in Retailer-Supplier Channels. Journal of Retailing, 59(4), 53-80.

Bucklin, L. P. (1996). A Theory of Distribution Channel Structure. California: IBER Special Publications.

Chang, K. H., & Gotcher, D. F. (2010). Conflict-coordination learning in marketing channel relationships: The distributor view. Industrial Marketing Management, 39, 287-297.

Coughlan, A. T., Anderson, E., Stern, L. W., & El-Ansary, A. I. (2001). Marketing Channel, (6th ed.). New Jersey: Prentice-Hall.

Fifield, P. (1992). Marketing strategy. Jordan Hill, Oxford: Butterworth-Heinemann Ltd.

Frazier, G. L., & Antia, K. D. (1995). Exchange Relationships and Interfirm Power in Channel of Distribution. Journal of the Academy of Marketing Science, 23(4), 321-326.

Hage, J. (1990). Organizational theory and the problem of the shift in the Phillips Curve.

Journal of Behavioral Economics, 19(3), 285-304.

Hansotia, B., & Rukstales, B. (2002). Incremental value modeling. Journal of Interactive Marketing, 16(3), 35-46.

Hansotia, B. J., & Rukstales, B. (2002). Direct marketing for multichannel retailers:

Issues,challenges and solutions. The Journal of Database Marketing, 9(3), 259-266.

Hwang, H., Jung, T., & Su, E. (2004). An LTV model and customer segmentation based on customer value: a case study on the wireless telecommunication industry. Expert Systems with Applications, 26, 181-188.

Kevin, Z., Gao, G. Y., Yang, Z., & Zhou, N. (2005). Developing strategic orientation in China: antecedents and consequences of market and innovation orientations. Journal of Business Research, 58(8), 1049-1058.

Moron, D. K., & Haan, J. d. (2011). Improving supply chain performance to satisfy final customers: ‘Leagile’ experiences of a polish distributor. Int. J. Production Economics, 133, 127-134.

Kotler, P. (1994). Marketing Management: Analysis, Planning, Implementation, and (8th ed.). New Jersey: Prentice Hall.

Kotler, P. (2003). A Framework for Marketing Management ( 2nd ed.). New Jersey:

Prentice-Hall.

Kotler, P., Ang, S. H., Leong, S. M., & Tan, C. T. (1999). Marketing Management: An Asian Perspective (2nd ed.). New Jersey: Prentice Hall.

Lee, J., & Kim, J. (2007). Grounded theory analysis of e-government initiatives:

Exploring perceptions of government authorities. Government Information Quarterly, 24(1), 135-147.

Magnini, V. P., & Karande, K. (2011). Understanding consumer services buyers based upon their purchase channel. Journal of Business Research, 64, 543–550.

Miller, A., & Dess, G. G. (1996). Strategic Management. New York: McGraw-Hill

Osmonbekov, T., Bello, D. C., & Gilliland, D. I. (2009). The impact of e-business infusion on channel coordination, conflict and reseller performance. Industrial Marketing Management, 38, 778-784.

Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. (1997). Exploring the implications of the internet for consumer marketing. Journal of the Academy of Marketing Science, 25(4), 329-346.

Porter, M. E. (1985). Competitive Advantage. New York: The Free Press.

Robicheaux, R. A., & Coleman, J. (1994). The Structure of Marketing Relationships.

Journal of the Academy of Marketing Science, 22(4), 28-51.

Rosenbloom, B. (1973). Conflict and Channel Efficiency: Some Conceptual Models for the Decision Maker. Journal of Marketing, 26-30.

Rosenbloom, B. (2007). Multi-channel strategy in business-to-business markets:

Prospects and problems. Industrial Marketing Management, 36, 4-9.

Runyan, R. C., Sternquist, B., & Chung, J. E. (2010). Channel relationship factors in cross-cultural contexts: Antecedents of satisfaction in a retail setting. Journal of Business Research, 63, 1186-1195.

Stern, L. W., EI-Ansary, A. I., & Coughlan, A. T. (1996). Marketing channels (5th ed.).

New Jersey: Prentice-Hall.

Strauss, A., & Corbin, J. (1990). Basics of Qualitative Research-Grounded Theory Procedures and Techniques. New York: Sage Publications.

Xiao, T., & Choi, T. M. (2009). Purchasing choices and channel structure strategies for a two-echelon system with risk-averse players. Int. J.Production Economics, 120, 54-65.

.