An Empirical Study on Type, Choosing Partner and Performance of Marketing Channel in Supply Chain of Taiwan Multinationa
陳冠霖、莊銘國
E-mail: [email protected]
ABSTRACT
This study empirically examines the TMC, CPMC and PMC in SC of taiwan multinational bicycle industry by using the method of quantification to analyze. And use the SPSS 12.0 statistic software to analyze the data to prove the mode of this study. The research uses purposive sampling and sending the questionary to the manager Yong-Chang Liu of GIANT bicycle in China, MERIDA bicycle in production coordinating center senior vice president Ben Yuan, in manufacture affair department senior vice president Leo Lai. There are 411 enterprises which number of enterprises was found from TBEA. Taiwanese bicycle industry on strait were the frame of sampling. 390 companies were requested to answer the questionnaires by mail and the effective respondents were 87 sets (22.3% response rate). The results indicate that TMC affects PMC, CPMC affects PMC and addition of SC interval variable into these modes, and there are influence on TMC, CPMC and PMC. The enterprises on cross-strait usually select their partner subjectively. “In same opinion, and doing same” is a common anticipant attitude by enterprises on cross-strait.
Keywords : type of marketing channel ; performance of marketing channel ; supply chain ; choosing partner of marketing channel ; taiwan bicycle exporters’ association
Table of Contents
中文摘要．．．．．．．．．．．．．．．．．．．．．． iii 英文摘要．．．．．．．．．．．．．．．．．．．．．．
iv 誌謝詞．．．．．．．．．．．．．．．．．．．．．．． v 表目錄．．．．．．．．．．．．．．．．．．．．．．
． viii 圖目錄．．．．．．．．．．．．．．．．．．．．．．． x 第一章 緒論．．．．．．．．．．．．．．．．
．．．．．1 第一節 研究背景與動機．．．．．．．．．．．．．．．1 第二節 研究目的．．．．．．
．．．．．．．．．．．4 第三節 研究範圍與對象．．．．．．．．．．．．．．．4 第二章 文獻探討．．
．．．．．．．．．．．．．．．． 5 第一節 行銷通路的定義與功能．．．．．．．．．． 5 第二節 供 應鏈文獻探討．．．．．．．．．．．．9 第三節 通路績效文獻探討 ．．．．．．．．．．．15 第四節 行銷通路夥伴選擇文獻探討．．．．．．．20 第三章 研究架構與研究方法．．．．．．．．．．．．．．26 第 一節 研究架構．．．．．．．．．．．．．．．． 26 第二節 研究假設．．．．．．．．．．．．．．．．
．27 第三節 變數定義與衡量．．．．．．．．．．．．．．．28 第四節 資料蒐集與抽樣方法．．．．
．．．．．．．．32 第五節 資料分析方法．．．．．．．．．．．．．．．．32 第六節 信度與效度之 檢定．．．．．．．．．．．．．．34 第四章 資料分析與結果．．．．．．．．．．．．．．．．．38 第一節 樣本特徵變項分析．．．．．．．．．．．．．．38 第二節 通路類型與供應鏈類型分析．．．．．．．．
．44 第三節 通路夥伴選擇分析．．．．．．．．．．．．．．．．49 第四節 通路類型及通路夥伴選擇 對通路績效影響．． 52 第五節 通路類型、通路夥伴選擇與供應鏈類型對通 路績效影響．．．．
．．．．．．．．．．．．．56 第五章 結論與建議．．．．．．．．．．．．．．．．．．61 第一節 研究 結論與意涵．．．．．．．．．．．．．．．．61 第二節 研究限制．．．．．．．．．．．．．．．．．67 第三節 研究建議．．．．．．．．．．．．．．．．．69 參考文獻 ．．．．．．．．．．．．．．．．．．．．
．71 附錄 研究問卷．．．．．．．．．．．．．．．．．．．．．81 表目錄 表 2-1 供應鏈之定義．．．．．．．．．
．．．．．．．．11 表 2-2 供應鏈定義之區分．．．．．．．．．．．．．．．．14 表 2-3 評估經銷商績效的效能模型．
．．．．．．．．．．．17 表 2-4 績效評估準則相關之研究彙總表．．．．．．．．．．．18 表 2-5 中間商選擇標準相關 文獻．．．．．．．．．．．．．．25 表 3-1 通路類型定義．．．．．．．．．．．．．．．．．．．．29 表 3-2 通路績 效定義．．．．．．．．．．．．．．．．．．．．． 30 表 3-3 供應鏈類型定義．．．．．．．．．．．．．．．．．
．．31 表 3-4 通路類型調整前之信度值．．．．．．．．．．．．．．35 表 3-5 通路類型調整後之信度值．．．．．．．
．．．．．．．．36 表 3-6 供應鏈類型調整前之信度值．．．．．．．．．．．．．36 表 3-7 供應鏈類型調整後之信度值
．．．．．．．．．．．．．36 表 3-8 通路夥伴選擇構面信度值．．．．．．．．．．．．．．37 表 3-9 通路積效調整前 之信度值．．．．．．．．．．．．．．37 表 3-10 通路績效調整後之信度值．．．．．．．．．．．．．．37 表 4-1 台 商自行車廠商地區別、廠商規模分析與大陸投資型態．．．．．．．．．．．．．．．．．．．．．．39 表 4-2 地區別主 觀績效平均值．．．．．．．．．．．．．．．．41 表 4-3 地區別客觀績效平均值．．．．．．．．．．．．．．．．43
表 4-4 通路類型因素分析．．．．．．．．．．．．．．．．．．． 45 表 4-5 通路類型集群分析．．．．．．．．．．．
．．．．．．．．．46 表 4-6 供應鏈類型因素分析．．．．．．．．．．．．．．．．．．．47 表 4-7 供應鏈類型集群分 析．．．．．．．．．．．．．．．．．．．49 表 4-8 通路夥伴選擇平均值．．．．．．．．．．．．．．．．．．．50 表 4-9 通路夥伴選擇因素分析．．．．．．．．．．．．．．．．．．．51 表 4-10 通路類型對通路績效之迴歸分析．．
．．．．．．．．．53 表 4-11 通路夥伴選擇對通路績效之迴歸分析．．．．．．．．．54 表 4-12 供應鏈類型為通路類型 與主觀績效之迴歸分析．．．57 表 4-13 供應鏈類型為通路類型與客觀績效之迴歸分析．．．57 表 4-14 供應鏈類型為通路 夥伴選擇與主觀績效之迴歸分析．59 表 4-15 供應鏈類型為通路夥伴選擇與客觀績效之迴歸分析．60 表 5-1 本研究假設檢 定結果彙整．．．．．．．．．．．．．．．63 圖目錄 圖 2-1 中間商的經濟效應．．．．．．．．．．．．．．．6 圖 2-2 四階通路．．．．．．．．．．．．．．．．．． 8 圖 3-1 研究架構圖．．．．．．．．．．．．．．．．．．26 REFERENCES
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