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題名 企業內虛擬通路與實體通路整合行為之研究-以雄獅旅行社為例
Multichannel Integration Within Firm : A Case Study of Lion Travel
作者 邱柏儒
貢獻者 黃秉德
邱柏儒
關鍵詞 自有通路
策略協調
整合行為
通路整合
日期 2013
上傳時間 21-Jul-2014 15:33:44 (UTC+8)
摘要 由於網路資訊科技的發展，現今企業使用各種虛擬與實體的多重通路已成為極普遍的現象，然而在企業將多重通路納入策略考量的重要性提升之下，目前學術界對其並無足夠完整的研究，尤其企業內自有通路整合之領域。

本研究首先探討虛實通路的設計考量與分工，接著透過關鍵整合行為，對應四項執行重點─組織結構、資源分配、資訊整合、績效評估，以個案訪談法的質性研究方式，深入探究國內龍頭旅遊業者─雄獅旅行社如何實際整合實體與虛擬通路，了解其何以透過整合減緩或避免通路衝突，並進一步於策略上進行協調以達成更佳的通路使用效益。

本研究發現企業在面對顧客時，將實體與虛擬通路以主動、被動的性質來區分，有助於減少通路間之衝突，還有，資源集中控管也有助減少虛實通路於資源分配上產生歧異，另外，企劃本部與經營企劃單位的設立，有助於部門間溝通協調，並確保虛實通路能順暢的營運。本研究亦提供個案公司以虛實通路整合為基礎，納入策略考量後在實務上展現的具體作法，期望本研究可成為未來企業於虛實通路整合時作為參考的依據。
參考文獻 英文部分：
Achrol, R. S., & Kotler, P. (1999). Marketing in the network economy. Journal of Marketing, 63, pp. 146-163.
Anderson, E., & Coughlan, A. T. (1987). International Market Entry and Expansion via Independent or Integrated Channels of Distribution. Journal of Marketing, 51(1), pp. 71-82.
Anderson, J. C., & Narus, J. A. (1990, January). A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54, pp. 42-58.
Ansari, A., Mela, C., & Neslin, S. (2008). Customer Channel Migration. Journal of Marketing Research, 45(1), pp. 60-76.
Barclay, D. (1991, May). Interdepartmental conflict in organizational buying: The impact of the organizational context. Journal of Marketing Research, 28, pp. 145-159.
Blattberg, R. C., Kim, B., & Neslin, S. A. (2008). Database Marketing: Analyzing and Managing Customers. New York: Springer.
Bolton, R. N. (2003). From the editor. Journal of Marketing, 67, pp. 1-3.
Brown, J. R., & Day, R. L. (1981, August). Measures of manifest conflict in distribution channels. Journal of Marketing Research, 18, pp. 263-274.
Brown, J. R., & Fern, E. F. (1992, April). Conflict in marketing channels: The impact of dual distribution. International Review of Retail, Distribution and Consumer Research, 2, pp. 121-132.
Bucklin, P. L. (1966). A Theory of Distribution Channel Structure. Institute of Business and Economic Research. University of California,Berkeley.
Campbell, D., & Frei, F. (2006). The Cost Structure, Customer Profitability, and Retention Implications of Self-Service Distribution Channels: Evidence from Customer Behavior in an Online Banking Channel. Cambridge, MA: Harvard Business School.
Cespedes, F. V., & Corey, E. R. (1990, July–August). Managing multiple channels. Business Horizons, pp. 67-77.
Chiu, H. C., Hsieh, Y. C., Roan, J., Tseng, K. J., & Hsieh, J. K. (2011). The challenge for multichannel services: Cross-channel free-riding behavior. Electronic Commerce Research and Applications, 10, pp. 268–277.
Churchill, J. G. (1995). Marketing Research：Methodological Foundation (6 ed.). Fort Worth: Dryden Press.
Coughlan, A. T., Anderson, E., Stern, L. W., & El-Ansary, A. I. (2001). Marketing channels (6 ed.). Upper Saddle River, NJ: Prentice Hall.
Coughlan, A. T., Anderson E., Stern L. W. & El-Ansary A. I. (2008). Marketing Channels. Upper Saddle River, NJ: Prentice Hall.
Danaher, Peter J., Wilson, Isaac W. & Davis, Robert A. (2003). A Comparison of Online and Offline Consumer Brand Loyalty. Marketing Science, 22(4), pp. 461–476.
Denzin, N. K. & Lincoln, Y. S. (Eds.). (2005). The Sage Handbook of Qualitative Research (3 ed.). Thousand Oaks, CA: Sage.
Dholakia, U. M., Kahn, B. E., Reeves, R., Rindfleisch, A., Stewart, D., & Taylor, E. (2010). Consumer Behavior in a Multichannel, Multimedia Retailing Environment. Journal of Interactive Marketing, 24, pp. 86-95.
DoubleClick. (2004, March). Retail Details: Best Practices in Multi-Channel Integration. New York: DoubleClick, Inc.
Falk, T., Schepers, J., Hammerschmidt, M., Bauer, H. (2007). Identifying cross-channel dissynergies for multichannel service providers. Journal of Service Research, 10(2), pp. 143–160.
Frazier, G. L. (1999). Organizing and managing channels of distribution. Journal of the Academy of Marketing Science, 27, pp. 226-240.
Geyskens, I., Gielens, K., & Dekimpe, M. G. (2002). The market valuation of internet channel additions. Journal of Marketing, 66, pp. 102-119.
Gulati, R., & Garino, J. (2000, May–June). Harvard Business Review, 78(3), pp. 107–114.
Hardy, K. G., Magrath, A. J. (1988). Planning for better channel management. Long Range Planning, 21(6), pp. 30-37.
Hitt, L. M. & Frei, F. X. (2002). Do Better Customers Utilize Electronic Distribution Channels? The Case of PC Banking. Management Science, 48(6), pp. 732–748.
Jain, S. C. (1990). Marketing planning & strategy (3 ed.). Cincinnati, OH: South-Western.
Kotler, P. (1994). Marketing management: Analysis, planning, implementation, and control (8 ed.). Englewood Cliffs, N.J.: Prentice Hall.
Kotler, P. (2003). A framework for marketing management (2 ed.). Upper Saddle River, N.J.: Prentice Hall.
Kumar, V. & Venkatesan, R. (2005). Who Are Multichannel Shoppers and How Do they Perform? Correlates of Multichannel Shopping Behavior. Journal of Interactive Marketing, 19(2), pp. 44-61.
Kumar, V., & Shah, D. (2009). Expanding the role of marketing: from customer equity to. Journal of Marketing, 73(6), pp. 119-136.
Kushwaha, T. L. & Shankar, V. (2008). Single Channel vs. Multichannel Retail Customers: Correlates and Consequences. Working Paper, Texas A&M University, TX.
Magrath, Allen J., & Hardy, Kenneth G. (1988). A Strategic Framework for Diagnosing Manufacturer-Reseller Conflict. Cambridge, MA: Marketing Science Institute.
Maltz, E., & Kohli, A. K. (2000). Reducing marketing`s conflict with other functions: The differential effects of integrating mechanisms. Journal of the Academy of Marketing Science, 28(4), pp. 479-492.
Moriarty, R. T., & Moran, U. (1990, November–December). Managing hybrid marketing systems. Harvard Business Review, 146−155.
Myers, J., Metre, E.V., & Pickersgill, A. (2004, October). Steering Customers to the Right Channels. The McKinsey Quarterly: McKinsey on Marketing.
Neslin, S. A., & Shankar, V. (2009). Key Issues in Multichannel Customer Management: Current Knowledge and Future Directions. Journal of Interactive marketing, 23, pp. 70-81.
Neslin, Scott A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., & Verhoef, P. C. (2006). Challenges and Opportunities in Multichannel Management. Journal of Service Research, 9(2), pp. 95-112.
Pondy, L. R. (1967). Organizational conflict: Concepts and models. Administrative Science Quarterly, 12, pp. 296-320.
Raven, B. H., & Kruglanski, A. W. (1970). Conflict and power. In Swingle, P. (Ed.). The Structure of Conflict (pp. 69-109). New York: Academic Press.
Rosenbloom, B. (2004). Marketing channels (7 ed.). Mason, OH: Southwestern.
Shankar, V., Smith, A. K., & Rangaswamy, A. (2003). The Relationship between Customer Satisfaction and Loyalty in Online and Offline Environments. International Journal of Research in Marketing, 20(2), pp. 153–175.
Stern, L. W., & EI-Ansary, A. I. (1992). Marketing channels (4 ed.). Englewood Cilffs, New Jersey: Prentice-Hall.
Stern, L. W., & El-Ansary, A. I., & Brown, J. R. (1989). Management in Marketing Channels. Englewood Cliffs, NJ: Prentice Hall.
Teerling, M. L., & Huizingh. (2004). How About Integration: The Impact of Online Activities on Store Satisfaction and Loyalty. Research Institute SOM (Systems, Organisations and Management) Research. Groningen, Holland.
Thomas, J. S., & Sullivan, U. Y. (2005). Managing Marketing Communications with Multichannel Customers. Journal of Marketing, 69(4), pp. 239-251.
Verhoef, P. C., Neslin, S. A., & Vroomen, B. (2007). Multichannel Customer Management: Understanding the Research-Shopper Phenomenon. International Journal of Research in Marketing(24), pp. 129-148.
Wallace, D. W., Giese, J. L., & Johnson, J. L. (2004). Customer Retailer Loyalty in the Context of Multiple Channel Strategies. Journal of Retailing, 80(4), pp. 249–263.
Webb, K. L., & Lambe, C. J. (2007). Internal multi-channel conflict: An exploratory investigation and conceptual framework. Industrial Marketing Management, 36, pp. 29-43.
Weigand, R. E. (1977, January–February). Fit products and channels to your markets. Harvard Business Review, 95-105.
Weinberg, B. D., Parise, S., & Guinan, P. J. (2007). Multichannel marketing: mindset and program development. Business Horizons, 50(5), pp. 385-394.
Yin, R. K. (1994). Case Study Research: Design and Methods (2 ed.). London: Sage.
Zhang, J., Farris, P. W., Irvin, J. W., Kushwaha, T., Steenburgh, T. J., & Weitz, B. A. (2010). Crafting Integrated Multichannel Retailing Strategies. Journal of Interactive Marketing, 24, pp. 168-180.
Zikmund, W. G. (1994). Business Research Methods (4 ed.). Fort Worth: Dryden Press.


 
中文部分：
司徒達賢(2013)。管理學的新世界。台灣：天下文化。
林子正(2006)。OEM/ODM廠商轉型自有品牌經營之行銷通路建構歷程研究─以明基電通為例。國立政治大學科技管理研究所碩士論文。
林宏偉(1985)。出版業配銷通路之研究。中國文化大學企業管理研究所碩士論文。
林雄川(1993)。工業產品通路策略與通路選擇之研究─以塑膠產業為例。國立中興大學企業管理研究所碩士論文。
張紹勳(1998)。社會科學個案研究、調查研究、及實驗研究方法的比較。民意研究季刊，205，頁1-14。
張錫元(1994)。通路結構之決策─台北地區鞋廠內銷市場為例。國立中興大學企業管理研究所碩士論文。
陳向明(2002)。社會科學質的研究。台北：五南出版社。
陳學怡(1992)。新企業建立配銷通路之研究。中國文化大學企業管理研究所碩士論文。
楊育書(2002)。外銷通路衝突管理之探討─以快速開發國家台灣為例。國立中央大學企業管理研究所碩士論文。
蕭瑞麟(2006)。不用數字的研究：鍛鍊深度思考力的質性研究。台北：培生。
戴國良(2000)。通路行銷與管理─實戰與本土案例 (第 二 版)。台北市：鼎茂圖書。
描述 碩士
國立政治大學
企業管理研究所
101355046
102
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101355046
資料類型 thesis
dc.contributor.advisor 黃秉德zh_TW
dc.contributor.author (Authors) 邱柏儒zh_TW
dc.creator (作者) 邱柏儒zh_TW
dc.date (日期) 2013en_US
dc.date.accessioned 21-Jul-2014 15:33:44 (UTC+8)-
dc.date.available 21-Jul-2014 15:33:44 (UTC+8)-
dc.date.issued (上傳時間) 21-Jul-2014 15:33:44 (UTC+8)-
dc.identifier (Other Identifiers) G0101355046en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/67565-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 101355046zh_TW
dc.description (描述) 102zh_TW
dc.description.abstract (摘要) 由於網路資訊科技的發展，現今企業使用各種虛擬與實體的多重通路已成為極普遍的現象，然而在企業將多重通路納入策略考量的重要性提升之下，目前學術界對其並無足夠完整的研究，尤其企業內自有通路整合之領域。

本研究首先探討虛實通路的設計考量與分工，接著透過關鍵整合行為，對應四項執行重點─組織結構、資源分配、資訊整合、績效評估，以個案訪談法的質性研究方式，深入探究國內龍頭旅遊業者─雄獅旅行社如何實際整合實體與虛擬通路，了解其何以透過整合減緩或避免通路衝突，並進一步於策略上進行協調以達成更佳的通路使用效益。

本研究發現企業在面對顧客時，將實體與虛擬通路以主動、被動的性質來區分，有助於減少通路間之衝突，還有，資源集中控管也有助減少虛實通路於資源分配上產生歧異，另外，企劃本部與經營企劃單位的設立，有助於部門間溝通協調，並確保虛實通路能順暢的營運。本研究亦提供個案公司以虛實通路整合為基礎，納入策略考量後在實務上展現的具體作法，期望本研究可成為未來企業於虛實通路整合時作為參考的依據。		zh_TW
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 2
第三節 研究流程 4
第二章 文獻探討 5
第一節 通路選擇考量、功能與特性 5
第二節 通路衝突 13
第三節 通路整合行為 18
第三章 研究設計 21
第一節 研究架構 21
第二節 研究方法 22
第三節 資料蒐集方式 23
第四節 個案訪談 24
第五節 訪談問題設計 25
第四章 個案描述與分析 26
第一節 個案背景 26
第二節 個案分析 40
第五章 結論與建議 68
第一節 研究結論 68
第二節 經營建議 71
第三節 研究貢獻 73
第四節 研究限制 73
第五節 後續研究建議 74
參考文獻 75		zh_TW
dc.format.extent 2739112 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101355046en_US
dc.subject (關鍵詞) 自有通路zh_TW
dc.subject (關鍵詞) 策略協調zh_TW
dc.subject (關鍵詞) 整合行為zh_TW
dc.subject (關鍵詞) 通路整合zh_TW
dc.title (題名) 企業內虛擬通路與實體通路整合行為之研究-以雄獅旅行社為例zh_TW
dc.title (題名) Multichannel Integration Within Firm : A Case Study of Lion Travelen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 英文部分：
Achrol, R. S., & Kotler, P. (1999). Marketing in the network economy. Journal of Marketing, 63, pp. 146-163.
Anderson, E., & Coughlan, A. T. (1987). International Market Entry and Expansion via Independent or Integrated Channels of Distribution. Journal of Marketing, 51(1), pp. 71-82.
Anderson, J. C., & Narus, J. A. (1990, January). A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54, pp. 42-58.
Ansari, A., Mela, C., & Neslin, S. (2008). Customer Channel Migration. Journal of Marketing Research, 45(1), pp. 60-76.
Barclay, D. (1991, May). Interdepartmental conflict in organizational buying: The impact of the organizational context. Journal of Marketing Research, 28, pp. 145-159.
Blattberg, R. C., Kim, B., & Neslin, S. A. (2008). Database Marketing: Analyzing and Managing Customers. New York: Springer.
Bolton, R. N. (2003). From the editor. Journal of Marketing, 67, pp. 1-3.
Brown, J. R., & Day, R. L. (1981, August). Measures of manifest conflict in distribution channels. Journal of Marketing Research, 18, pp. 263-274.
Brown, J. R., & Fern, E. F. (1992, April). Conflict in marketing channels: The impact of dual distribution. International Review of Retail, Distribution and Consumer Research, 2, pp. 121-132.
Bucklin, P. L. (1966). A Theory of Distribution Channel Structure. Institute of Business and Economic Research. University of California,Berkeley.
Campbell, D., & Frei, F. (2006). The Cost Structure, Customer Profitability, and Retention Implications of Self-Service Distribution Channels: Evidence from Customer Behavior in an Online Banking Channel. Cambridge, MA: Harvard Business School.
Cespedes, F. V., & Corey, E. R. (1990, July–August). Managing multiple channels. Business Horizons, pp. 67-77.
Chiu, H. C., Hsieh, Y. C., Roan, J., Tseng, K. J., & Hsieh, J. K. (2011). The challenge for multichannel services: Cross-channel free-riding behavior. Electronic Commerce Research and Applications, 10, pp. 268–277.
Churchill, J. G. (1995). Marketing Research：Methodological Foundation (6 ed.). Fort Worth: Dryden Press.
Coughlan, A. T., Anderson, E., Stern, L. W., & El-Ansary, A. I. (2001). Marketing channels (6 ed.). Upper Saddle River, NJ: Prentice Hall.
Coughlan, A. T., Anderson E., Stern L. W. & El-Ansary A. I. (2008). Marketing Channels. Upper Saddle River, NJ: Prentice Hall.
Danaher, Peter J., Wilson, Isaac W. & Davis, Robert A. (2003). A Comparison of Online and Offline Consumer Brand Loyalty. Marketing Science, 22(4), pp. 461–476.
Denzin, N. K. & Lincoln, Y. S. (Eds.). (2005). The Sage Handbook of Qualitative Research (3 ed.). Thousand Oaks, CA: Sage.
Dholakia, U. M., Kahn, B. E., Reeves, R., Rindfleisch, A., Stewart, D., & Taylor, E. (2010). Consumer Behavior in a Multichannel, Multimedia Retailing Environment. Journal of Interactive Marketing, 24, pp. 86-95.
DoubleClick. (2004, March). Retail Details: Best Practices in Multi-Channel Integration. New York: DoubleClick, Inc.
Falk, T., Schepers, J., Hammerschmidt, M., Bauer, H. (2007). Identifying cross-channel dissynergies for multichannel service providers. Journal of Service Research, 10(2), pp. 143–160.
Frazier, G. L. (1999). Organizing and managing channels of distribution. Journal of the Academy of Marketing Science, 27, pp. 226-240.
Geyskens, I., Gielens, K., & Dekimpe, M. G. (2002). The market valuation of internet channel additions. Journal of Marketing, 66, pp. 102-119.
Gulati, R., & Garino, J. (2000, May–June). Harvard Business Review, 78(3), pp. 107–114.
Hardy, K. G., Magrath, A. J. (1988). Planning for better channel management. Long Range Planning, 21(6), pp. 30-37.
Hitt, L. M. & Frei, F. X. (2002). Do Better Customers Utilize Electronic Distribution Channels? The Case of PC Banking. Management Science, 48(6), pp. 732–748.
Jain, S. C. (1990). Marketing planning & strategy (3 ed.). Cincinnati, OH: South-Western.
Kotler, P. (1994). Marketing management: Analysis, planning, implementation, and control (8 ed.). Englewood Cliffs, N.J.: Prentice Hall.
Kotler, P. (2003). A framework for marketing management (2 ed.). Upper Saddle River, N.J.: Prentice Hall.
Kumar, V. & Venkatesan, R. (2005). Who Are Multichannel Shoppers and How Do they Perform? Correlates of Multichannel Shopping Behavior. Journal of Interactive Marketing, 19(2), pp. 44-61.
Kumar, V., & Shah, D. (2009). Expanding the role of marketing: from customer equity to. Journal of Marketing, 73(6), pp. 119-136.
Kushwaha, T. L. & Shankar, V. (2008). Single Channel vs. Multichannel Retail Customers: Correlates and Consequences. Working Paper, Texas A&M University, TX.
Magrath, Allen J., & Hardy, Kenneth G. (1988). A Strategic Framework for Diagnosing Manufacturer-Reseller Conflict. Cambridge, MA: Marketing Science Institute.
Maltz, E., & Kohli, A. K. (2000). Reducing marketing`s conflict with other functions: The differential effects of integrating mechanisms. Journal of the Academy of Marketing Science, 28(4), pp. 479-492.
Moriarty, R. T., & Moran, U. (1990, November–December). Managing hybrid marketing systems. Harvard Business Review, 146−155.
Myers, J., Metre, E.V., & Pickersgill, A. (2004, October). Steering Customers to the Right Channels. The McKinsey Quarterly: McKinsey on Marketing.
Neslin, S. A., & Shankar, V. (2009). Key Issues in Multichannel Customer Management: Current Knowledge and Future Directions. Journal of Interactive marketing, 23, pp. 70-81.
Neslin, Scott A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., & Verhoef, P. C. (2006). Challenges and Opportunities in Multichannel Management. Journal of Service Research, 9(2), pp. 95-112.
Pondy, L. R. (1967). Organizational conflict: Concepts and models. Administrative Science Quarterly, 12, pp. 296-320.
Raven, B. H., & Kruglanski, A. W. (1970). Conflict and power. In Swingle, P. (Ed.). The Structure of Conflict (pp. 69-109). New York: Academic Press.
Rosenbloom, B. (2004). Marketing channels (7 ed.). Mason, OH: Southwestern.
Shankar, V., Smith, A. K., & Rangaswamy, A. (2003). The Relationship between Customer Satisfaction and Loyalty in Online and Offline Environments. International Journal of Research in Marketing, 20(2), pp. 153–175.
Stern, L. W., & EI-Ansary, A. I. (1992). Marketing channels (4 ed.). Englewood Cilffs, New Jersey: Prentice-Hall.
Stern, L. W., & El-Ansary, A. I., & Brown, J. R. (1989). Management in Marketing Channels. Englewood Cliffs, NJ: Prentice Hall.
Teerling, M. L., & Huizingh. (2004). How About Integration: The Impact of Online Activities on Store Satisfaction and Loyalty. Research Institute SOM (Systems, Organisations and Management) Research. Groningen, Holland.
Thomas, J. S., & Sullivan, U. Y. (2005). Managing Marketing Communications with Multichannel Customers. Journal of Marketing, 69(4), pp. 239-251.
Verhoef, P. C., Neslin, S. A., & Vroomen, B. (2007). Multichannel Customer Management: Understanding the Research-Shopper Phenomenon. International Journal of Research in Marketing(24), pp. 129-148.
Wallace, D. W., Giese, J. L., & Johnson, J. L. (2004). Customer Retailer Loyalty in the Context of Multiple Channel Strategies. Journal of Retailing, 80(4), pp. 249–263.
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