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題名 行銷資訊與通路領袖關係之研究
作者 謝效昭
Hsieh, Hsiao-Chao
貢獻者 黃思明<br>洪順慶
Huang, Szu-Ming<br>Hung, Shun-Ching
謝效昭
Hsieh, Hsiao-Chao
關鍵詞 行銷資訊
通路領袖
行銷通路
Marketing information
Channel leader
Marketing channel
日期 1996
上傳時間 10-May-2016 18:50:19 (UTC+8)
摘要 行銷通路的研究，在企業涉及外在資源運用時，變得極為重要，而通路領導的研究又佔有重要的地位。然而，過去相關通路領導文獻中，分系行銷通路系統內行銷資訊者不多，並且對不同的通路角色掌握關鍵行銷資訊產生的影響等問題，尚未有學者深入研究。因此，本研究只在更精確的界定通路領導關鍵行銷資訊的意義，並劃分通路領袖與關鍵行銷資訊的類型，以進一步探討關鍵行銷資訊與通路領袖的相關性、分析通路成員應掌握哪些關係行銷資訊以成為通路領袖、採取什麼通路策略的通路成員比較容易掌握關鍵行銷資訊、以及通路角色對於關鍵行銷資訊和通路領袖關係的影響。
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描述 博士
國立政治大學
企業管理學系
資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002002626
資料類型 thesis
dc.contributor.advisor 黃思明<br>洪順慶zh_TW
dc.contributor.advisor Huang, Szu-Ming<br>Hung, Shun-Chingen_US
dc.contributor.author (Authors) 謝效昭zh_TW
dc.contributor.author (Authors) Hsieh, Hsiao-Chaoen_US
dc.creator (作者) 謝效昭zh_TW
dc.creator (作者) Hsieh, Hsiao-Chaoen_US
dc.date (日期) 1996en_US
dc.date.accessioned 10-May-2016 18:50:19 (UTC+8)-
dc.date.available 10-May-2016 18:50:19 (UTC+8)-
dc.date.issued (上傳時間) 10-May-2016 18:50:19 (UTC+8)-
dc.identifier (Other Identifiers) B2002002626en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/96229-
dc.description (描述) 博士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description.abstract (摘要) 行銷通路的研究，在企業涉及外在資源運用時，變得極為重要，而通路領導的研究又佔有重要的地位。然而，過去相關通路領導文獻中，分系行銷通路系統內行銷資訊者不多，並且對不同的通路角色掌握關鍵行銷資訊產生的影響等問題，尚未有學者深入研究。因此，本研究只在更精確的界定通路領導關鍵行銷資訊的意義，並劃分通路領袖與關鍵行銷資訊的類型，以進一步探討關鍵行銷資訊與通路領袖的相關性、分析通路成員應掌握哪些關係行銷資訊以成為通路領袖、採取什麼通路策略的通路成員比較容易掌握關鍵行銷資訊、以及通路角色對於關鍵行銷資訊和通路領袖關係的影響。zh_TW
dc.description.tableofcontents 論文提要..........i
序言..........iv
圖目錄..........x
表目錄..........xi
第一章 緒論..........1
第一節 研究動機..........1
第二節 研究問題與研究目的..........5
第三節 研究限制..........9
第二章 文獻探討與個案研究..........11
第一節 通路領導..........12
一、通路領袖的定義..........12
二、通路領導理論的發展..........14
三、通路領袖的類型..........26
四、組織領導的構面..........31
五、小結..........33
第二節 通路策略..........36
一、企業策略的類型..........36
二、通路策略的類型..........37
三、小結..........42
第三節 通路角色..........43
一、通路角色的類型..........43
二、通路角色執行的功能..........44
三、小結..........48
第四節 關鍵行銷資訊..........51
一、資訊的重要性..........51
二、關鍵行銷資訊..........53
三、小結..........60
第五節 國內個人電腦行銷通路..........62
一、國內個人電腦行銷通路的結構..........62
二、國內個人電腦行銷通路的機構..........65
第六節 個案研究..........68
一、通路領袖的類型..........68
二、關鍵行銷資訊..........76
第七節 本章重要推論..........82
第三章 研究架構與研究方法..........84
第一節 研究架構..........84
一、關鍵行銷資訊的類型..........85
二、通路領導的構面..........94
三、關鍵行銷資訊與通路領袖的關係..........97
四、通路策略與關鍵行銷資訊的關係..........97
五、通路角色對關鍵行銷資訊與通路領袖關係之影響..........101
第二節 研究方法..........103
一、研究變數..........104
二、研究執行的程序..........107
第四章 通路領袖類型和關鍵行銷資訊類型的分析..........127
第一節 通路領袖類型的分析..........127
第二節 關鍵行銷資訊類型的分析..........154
第五章 研究命題的發展..........160
第一節 通路領袖與關鍵行銷資訊的分析..........162
一、通路領袖與非通路領袖的差異分析..........162
二、個案公司成為通路領袖的條件分析..........168
三、命題的發展..........174
第二節 通路領袖類型與關鍵行銷資訊類型關係的分析..........176
一、控制型通路領袖與參與型通路領袖在不同類型關鍵行銷資訊應用上的差異..........176
二、控制型通路領袖與參與型通路領袖在認知不同類型關鍵行銷資訊重要性的差異177
三、命題的發展..........178
第三節 通路策略與關鍵行銷資訊的分析..........181
一、分析個案公司採取的通路策略..........181
二、分析通路策略與關鍵行銷資訊的關係..........183
三、命題的發展..........185
第四節 通路角色對關鍵行銷資訊和通路領袖關係的影響分析..........188
一、製造商對關鍵行銷資訊與通路領袖關係之影響..........188
二、批發商對關鍵行銷資訊與通路領袖關係之影響..........191
三、零售商對關鍵行銷資訊與通路領袖關係之影響..........193
四、命題的發展..........194
第六章 結論與建議..........201
第一節 研究結論..........201
第二節 理論與實務涵義..........207
第三節 對後續研究之建議..........211
參考文獻..........216
一、中文部分..........216
二、英文部分..........219
附錄一 專家評選問卷..........235
附錄二 通路領袖問卷..........245
附錄三 非通路領袖問卷..........255
附錄四 通路成員問卷..........261
附錄五 通路領導之評估..........264
附錄六 關鍵行銷資訊之分析..........273
附錄七 個案公司資料..........279		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002002626en_US
dc.subject (關鍵詞) 行銷資訊zh_TW
dc.subject (關鍵詞) 通路領袖zh_TW
dc.subject (關鍵詞) 行銷通路zh_TW
dc.subject (關鍵詞) Marketing informationen_US
dc.subject (關鍵詞) Channel leaderen_US
dc.subject (關鍵詞) Marketing channelen_US
dc.title (題名) 行銷資訊與通路領袖關係之研究zh_TW
dc.type (資料類型) thesisen_US
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