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題名 探討通路商合作程度對於品牌供應商促銷活動銷售量之干擾作用
A study of how cooperation level between retailor and supplier impacts the sales performance during promotion period
作者 李文瑋
貢獻者 洪叔民
李文瑋
關鍵詞 通路商合作程度
促銷折扣幅度
品牌價位別
日期 2012
上傳時間 2-Sep-2013 15:13:39 (UTC+8)
摘要 自1988年荷商與台灣豐群集團合作成立萬客隆正式開啟台灣零售量販店以來，至今量販通路已成為台灣民眾生活不可或缺之一環。然而就在2013年Fortune 500最新公佈沃爾瑪成為美國所有企業之榜首時，台灣的量販通路業者或因市場飽和，或因其他通路型態之興起而面臨劇烈之競爭導致營收衰退。在這樣的背景下，量販通路經營的最重要夥伴，品牌供應商亦面臨在量販通路中業績持續增長之瓶頸，因此如何維繫消費者之忠誠度以求企業經營績效之不墜，即為一門極重要的課題。本研究即欲透過實證研究，了解量販通路商如何藉由與品牌供應商之合作程度高低對於在促銷活動下，品牌價位別及促銷折扣幅度之影響，進而對最終的銷售量有所幫助。
為使得研究結果在信度上強而有力以作為實務參考，本研究選擇台灣主要品牌供應商與量販通路商各一，並實際以一年期之銷售資料作為研究分析之標的，採取量化方法，以多變數迴歸分析法實際檢測通路商合作程度此一干擾變數對於供應商品牌價位別及促銷折扣幅度兩自變數，及通路商銷售量此一應變數之影響。
研究結果顯示，在各品牌有促銷之前提且以賣場面積及消費者可支配所得為控制變數下，干擾變數對於兩自變數均無顯著影響，即通路商合作程度對於品牌價位別及促銷折扣幅度對於最終銷售量均無顯著影響，而在無干擾變數的情況下，促銷折扣幅度對於銷售量有顯著之正向相關。本研究結果對於品牌供應商與通路商之未來實務操作方向有參考作用，亦對單以問卷作量化研究之相關學術研究提供重要之研究成果。
參考文獻 參考文獻
一、中文部分:
1. 王又鵬（1996），廠商促銷活動策略、消費者對促銷活動的認知價值與購買 行為間關係之研究，台北市：華泰書局
2. 王佩瑜 (2002)，消費者價格搜尋行為與價格知識之探討─以量販為例，成功大學國
際企業研究所，碩士論文
3. 方文昌、王俊人(1998)商業概論，龍騰文化。
4. 天下雜誌第496期 (2012)，”1000大調查”。
5. 李文德 (2002)，「量販店之經營管理與競爭策略(以大潤發為例) 」，國立
清華大學科技管理研究所，碩士論文
6. 林建煌(2008)，行銷管理，台北市：華泰。
7. 林怡蒨 (2003)，「台灣量販店成長策略、競爭策略與行銷組合關係之研究」，
中原大學企業管理學系，碩士論文
8. 陳浩文 (2002)，「量販店之價值定位與關係結合策略配適之研究」，國立
東華大學企業管理研究所，碩士論文
9. 徐玉霞 (2002)，「知識管理應用於顧客關係關管理之探索研究-以國內量販
店為例」，國立彰化師範大學商業教育學系在職進修專班，碩士論文
10. 曾光華(2004)，行銷管理：理論解析與實務應用，台北：前程企管。
11. 經濟部統計處(2012)，工商企業經營概況，「100年商業及服務業動態調查年
報」
12. 經濟部商業司 (2012)，「2002年流通業產業研究報告」
13. 經濟部投資業務處 (2012)，「批發零售業招商說帖」
14. 趙義隆(1994) ，「專門店與零售店之發展對我國行銷通路演變之策略涵
義」，全國零售通路現代化研討會論文集。
56
15. 陶德霖 (1996)，「量販店業之環境分析及其發展策略」，淡江大學管理科
學研究所，碩士論文
16. 黃家蔚 (2003)，「促銷方式、產品涉入程度與促銷情境對消費者品牌評價
與購買意願之影響」，國立成功大學企業管理學系，碩士論文。
17. 黃渝晴（2001）台灣量販店之私品牌產品行銷策略研究，台北大學企管研究所，碩
士論文
18. Kantar Worldpanel Taiwan (2012)，”好市多來勢洶洶 量販業勢力重新洗
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默譯，行銷學，台北市：商周出版。
57
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4. Alexander, A. A. and Muhlebach, F. R. (1992), Shopping Center Management, Inst of Real Estate Management; 2nd edition, Inst of Real Estate Management: Chicago
5. Anderson, James C. & James A. Narus (1984), A model of the distributor firm and manufacturer firm working partnership, Journal of Marketing, 54(1), 42-58.
6. Beem, E. R. and Shaffer, H. J. (1981), Triggers to customer action-some elements in a theory of promotional inducement, Marketing Science Institute.
7. Bell, D. R., Chiang, J. W., & Padmanabhan, V. (1999). The decomposition of promotional response: An empirical generalization, Marketing Science, 18(4), 504–526.
8. Billesbach, Thomas, Harrison, Alan, Croom-Morgan, Simm (1991), Just-in-Time: A United States-United Kingdom Comparison, International Journal of Operations & Production Management, 11(10), 44 – 57.
9. Bitta Della, A.J.; Monroe, K.B. and Mcginnis, J. M. (1981), Consumer perceptions of comparative price advertisement, Journal of Marketing Research, 18, 416-427.
58
10. Blattberg, R. C., Eppen, G. D., & Lieberman, J. (1981), A theoretical and empirical evaluation of price deals for consumer nondurables, Journal of Marketing, 45(1), 116–129.
11. Blattberg, R. C., & Neslin, A. (1990), Sales promotion concepts, methods and strategies, NJ: Prentice-Hall. Chapman,
12. Buchanan, Lauranne (1992), Vertical trade relationships: The role of dependence and symmetry in attaining organization goals, Journal of Marketing Research, 29, 65-75
13. Chapman, R. G. (1986), Assessing the profitability of retailer couponing with a low-cost field experiment, Journal of Retailing, 62(1), 19-39.
14. Diamond, William D. (1989), Scheman determine the incentive value of sale promotions, Psychology and Marketing, 7(3), 163-175
15. Dyer, Jeffery H. and Singh, Harbir (1998), The relational view: cooperative strategy and sources of inter-organizational competitive advantage, Academy of Management Review, 23(4), 660-679
16. Engel, J. F., Blackwell, R. D. and Miniard, P. W. (2001), Consumer Behavior, 11th ed, Forth Worth: Dryden
17. Erickson, G. M., & Johansson, J. K. (1995), The role of price in multi-attribute evaluations product, Journal of Consumer Research, 12, 195-199
18. Frazier, GL. (1999), Organizing and managing channels of distribution, Journal of the Academy of Marketing Science, 27(2), 226-240
19. Ganesan, S. (1994), Determinants of long-term orientation in buyer-seller relationship, Journal of Marketing, 58(2), 1-19.
20. Glynn, Mark S., Brodie, Roderick J., Motion, Judy (2012), The benefits of manufacturer brands to retailers, European Journal of Marketing, 46(9), 1127 – 1149
59
21. Guadagni, P. M., & Little, J. D. C. (1983), A logit model of brand choice calibrated on scanner data, Marketing Science, 2(3), 203–238.
22. Keller, K. L. (1993), Conceptualizing, measuring and managing customer-based brand equity, Journal of Marketing, 57(1), 1-22
23. Kopalle, Praveen K. , Kannanb, P.K., Boldt, Lin Bao , Arora, Neeraj (2012), The impact of household level heterogeneity in reference price effects on optimal retailer pricing policies, Journal of Retailing, 88, 102-114
24. Kotler, P. (1991), Marketing Management: Analysis, Planning, Implementation, and Control, 7th edition, Englewood Cliffs, N.J.: Prentice Hall.
25. Kotler, P. (1999), Marketing Management an Asian Perspective, 2nd. ED.,Prentice Hall (Singapore) Pte Ltd
26. Kotler, P. (2000), Marketing Management, 11th edition, New Jersey : Prentice-Hall
27. Kotler, P. (2003), Marketing Management, 11th edition, Upper Saddle River, N.J.: Pearson Education International.
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29. Kunkel, J. H. & Berry, L. L. (1968), A behavioral conception of retail image, Journal of Marketing, 32(4), 21-27.
30. Leavy, B. (1994), Two strategies perspective on the buyer-supplier relationship, Production and Inventory Management Journal, 35(2), 47-47
31. Lehmann, Donald, Gupta, Sunil, and Mela, Carl (1997), The long-term impact of promotion and advertising on consumer brand choice, Journal of Marketing Research 34, 248-261.
32. Lindquist, J. D. (1975), Meaning of image: a survey of empirical and hypothetical evidence, Journal of Retailing, 50(4), 29-38.
60
33. Morgan, R. M. and Hunt, S. D. (1994), The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
34. Norton, Paley (1989), The Manager’s Guide to Competitive Marketing Strategies, American Management Association
35. Olshavaky, R. W., Aylesworth, A. B., & Kempf, D. S. (1995), The Price-Choice Relationship: A Contingent Processing Approach, Journal of Business Research, 33(3), 207-218
36. Pierre, Chandon , Wansink, Brain and Laurent, Gilles (2000), A benefit congruency framework of sales promotion effectiveness, Journal of Marketing, 64, 65-81
37. Rahmani, Zeinolabedin, Mojaveri, Hamidreza Salmani & Allahbakhsh, Amin (2012), Review the impact of advertising and sale promotion on brand equity, Journal of Business Studies Quarterly, 4(1), 64-73
38. Raghubir, Priya and Kim, Corfman, (1999), When do price promotions affect pretrial brand evaluations? Journal of Marketing Research, 36(2), 211-222.
39. Raju, J. S. (1992), The effect of price promotions on variability in product category sales, Marketing Science, 11(3), 207–220.
40. Rao, A. R. and Monroe, K. B. (1988), The moderating effect of prior knowledge on cue utilization in product evaluations, Journal of Consumer Research, 15(2), 253-264.
41. Schonberger, Richard J (1986), World Class Manufacturing, Simon and Schuster press
42. Wilken, Robert, Jacob, Frank, Prime, Nathalie (2012), The ambiguous role of culture moderators in intercultural business negotiations, International Business Review, 22(4), 736-753
61
43. Shimp, T. A. (1990), The theory of reasoned action applied to coupon usage, Journal of Consumer Research, 11(11), 795-809
44. Shimp, T. A. (1997), Advertising, Promotion and Supplemental Aspects Integrated Marketing Communications, 4th ed, Harcourt Brace Chicago: Dryden Press
45. Steenkamp, J-B.E.M.(1989), Product Quality: An Investigation in to the Concept and How it is Perceived by Consumers, The Netherlands: Van Gorcum,
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47. Urbany, Joel E., Dickson, Peter R. and Karapurakal, Rosemary (1996), Price search in the retail grocery market, Journal of Marketing, 60(2), 91-104
48. Verlegh, P. W. J. & Steenkamp, J. B. E. M. A. (1999), A review and meta-analysis of country of origin research, Journal of Economic Psychology, 20(5), 521-546.
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62
三、 網路資料
1. 大潤發網站 (2013): http://www.rt-mart.com.tw/ (參考日期：2013/6/15)
2. 主計處台灣地區家戶收支調查: http://win.dgbas.gov.tw/fies/quick100.asp (參考日期：2013/5/22)
3. 中華民國行業標準分類 (2006)，行政院主計處，第八次修訂，民國100年3月
修正， http://www.dgbas.gov.tw/ct.asp?xItem=28854&ctNode=5479&mp=1 (參
考日期：2013/6/15)
4. 家樂福網站 (2013): http://www.carrefour.com.tw/ (參考日期：2013/6/15)
5. 愛買網站 (2013): http://www.fe-amart.com.tw/ (參考日期：2013/6/15)
6. American Marketing Association, Dictionary, http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=P (參考日期2013/6/22)
7. Fortune 500: http://money.cnn.com/magazines/fortune/fortune500/ (參考日期2013/6/22）
描述 碩士
國立政治大學
企業管理研究所
96355004
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0096355004
資料類型 thesis
dc.contributor.advisor 洪叔民zh_TW
dc.contributor.author (Authors) 李文瑋zh_TW
dc.creator (作者) 李文瑋zh_TW
dc.date (日期) 2012en_US
dc.date.accessioned 2-Sep-2013 15:13:39 (UTC+8)-
dc.date.available 2-Sep-2013 15:13:39 (UTC+8)-
dc.date.issued (上傳時間) 2-Sep-2013 15:13:39 (UTC+8)-
dc.identifier (Other Identifiers) G0096355004en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/59210-
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) 96355004zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) 自1988年荷商與台灣豐群集團合作成立萬客隆正式開啟台灣零售量販店以來，至今量販通路已成為台灣民眾生活不可或缺之一環。然而就在2013年Fortune 500最新公佈沃爾瑪成為美國所有企業之榜首時，台灣的量販通路業者或因市場飽和，或因其他通路型態之興起而面臨劇烈之競爭導致營收衰退。在這樣的背景下，量販通路經營的最重要夥伴，品牌供應商亦面臨在量販通路中業績持續增長之瓶頸，因此如何維繫消費者之忠誠度以求企業經營績效之不墜，即為一門極重要的課題。本研究即欲透過實證研究，了解量販通路商如何藉由與品牌供應商之合作程度高低對於在促銷活動下，品牌價位別及促銷折扣幅度之影響，進而對最終的銷售量有所幫助。
為使得研究結果在信度上強而有力以作為實務參考，本研究選擇台灣主要品牌供應商與量販通路商各一，並實際以一年期之銷售資料作為研究分析之標的，採取量化方法，以多變數迴歸分析法實際檢測通路商合作程度此一干擾變數對於供應商品牌價位別及促銷折扣幅度兩自變數，及通路商銷售量此一應變數之影響。
研究結果顯示，在各品牌有促銷之前提且以賣場面積及消費者可支配所得為控制變數下，干擾變數對於兩自變數均無顯著影響，即通路商合作程度對於品牌價位別及促銷折扣幅度對於最終銷售量均無顯著影響，而在無干擾變數的情況下，促銷折扣幅度對於銷售量有顯著之正向相關。本研究結果對於品牌供應商與通路商之未來實務操作方向有參考作用，亦對單以問卷作量化研究之相關學術研究提供重要之研究成果。		zh_TW
dc.description.tableofcontents 第一章 緒論…………………………………………………………………………1
第一節 研究動機與背景…………………………………………………1
第二節 研究對象及範圍…………………………………………………5
第三節 研究流程…………………………………………………………6
第二章 文獻探討……………………………………………………………………7
第一節 量販店之相關文獻………………………………………………7
第二節 促銷之相關文獻…………………………………………………13
第三節 通路商與供應商合作關係之相關文獻…………………………17
第三章 研究方法……………………………………………………………………20
第一節 觀念性架構………………………………………………………20
第二節 研究假設…………………………………………………………21
第四章 資料分析……………………………………………………………………25
第一節 敘述性統計………………………………………………………25
第二節 多元迴歸分析……………………………………………………33
第三節 研究結果討論……………………………………………………42
第五章 結論與建議…………………………………………………………………47
第一節 結論與建議………………………………………………………47
第二節 研究貢獻…………………………………………………………50
第三節 研究限制…………………………………………………………52
第四節 結語………………………………………………………………54
參考文獻……………………………………………………………………………55		zh_TW
dc.format.extent 2514503 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/#G0096355004en_US
dc.subject (關鍵詞) 通路商合作程度zh_TW
dc.subject (關鍵詞) 促銷折扣幅度zh_TW
dc.subject (關鍵詞) 品牌價位別zh_TW
dc.title (題名) 探討通路商合作程度對於品牌供應商促銷活動銷售量之干擾作用zh_TW
dc.title (題名) A study of how cooperation level between retailor and supplier impacts the sales performance during promotion perioden_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 參考文獻
一、中文部分:
1. 王又鵬（1996），廠商促銷活動策略、消費者對促銷活動的認知價值與購買 行為間關係之研究，台北市：華泰書局
2. 王佩瑜 (2002)，消費者價格搜尋行為與價格知識之探討─以量販為例，成功大學國
際企業研究所，碩士論文
3. 方文昌、王俊人(1998)商業概論，龍騰文化。
4. 天下雜誌第496期 (2012)，”1000大調查”。
5. 李文德 (2002)，「量販店之經營管理與競爭策略(以大潤發為例) 」，國立
清華大學科技管理研究所，碩士論文
6. 林建煌(2008)，行銷管理，台北市：華泰。
7. 林怡蒨 (2003)，「台灣量販店成長策略、競爭策略與行銷組合關係之研究」，
中原大學企業管理學系，碩士論文
8. 陳浩文 (2002)，「量販店之價值定位與關係結合策略配適之研究」，國立
東華大學企業管理研究所，碩士論文
9. 徐玉霞 (2002)，「知識管理應用於顧客關係關管理之探索研究-以國內量販
店為例」，國立彰化師範大學商業教育學系在職進修專班，碩士論文
10. 曾光華(2004)，行銷管理：理論解析與實務應用，台北：前程企管。
11. 經濟部統計處(2012)，工商企業經營概況，「100年商業及服務業動態調查年
報」
12. 經濟部商業司 (2012)，「2002年流通業產業研究報告」
13. 經濟部投資業務處 (2012)，「批發零售業招商說帖」
14. 趙義隆(1994) ，「專門店與零售店之發展對我國行銷通路演變之策略涵
義」，全國零售通路現代化研討會論文集。
56
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三、 網路資料
1. 大潤發網站 (2013): http://www.rt-mart.com.tw/ (參考日期：2013/6/15)
2. 主計處台灣地區家戶收支調查: http://win.dgbas.gov.tw/fies/quick100.asp (參考日期：2013/5/22)
3. 中華民國行業標準分類 (2006)，行政院主計處，第八次修訂，民國100年3月
修正， http://www.dgbas.gov.tw/ct.asp?xItem=28854&ctNode=5479&mp=1 (參
考日期：2013/6/15)
4. 家樂福網站 (2013): http://www.carrefour.com.tw/ (參考日期：2013/6/15)
5. 愛買網站 (2013): http://www.fe-amart.com.tw/ (參考日期：2013/6/15)
6. American Marketing Association, Dictionary, http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=P (參考日期2013/6/22)
7. Fortune 500: http://money.cnn.com/magazines/fortune/fortune500/ (參考日期2013/6/22）		zh_TW