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題名：網路結構分析方法於通路夥伴關係管理之研究--以台灣汽車產業為例
作者：陳碩珮
作者(外文)：Shuo-Pei Chen
校院名稱：國立成功大學
系所名稱：企業管理學系碩博士班
指導教授：吳萬益
學位類別：博士
出版日期：2005
主題關鍵詞：行銷通路；夥伴關係；網路層級分析；詮釋結構模式；Marketing channel；Partnership management；ANP；ISM
原始連結：連回原系統網址new window
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　　汽車是一種高資本高技術和高產品整合的產業，同時也在台灣的經濟發展上扮演重要的角色。汽車製造商為了因應激烈的產業競爭，取得競爭優勢，建立長期良好通路的夥伴關係已成為汽車產業通路成員間的一個重要課題。
　　本研究結合結合ISM與AHP/ANP析方式，以和泰、中華、裕隆、福特及三陽汽車公司為對象，利用問卷針對汽車業界專家進行調查，以ISM法建構發展最適製造商與經銷商的夥伴關係，取得發展關係的階段性與各階段的影響因素，再以AHP/ANP分析求得影響因素的權重，並以實際的案例加以分析驗證。
　　由ISM分析結果顯示，目前台灣的汽車產業最適通路夥伴關係的發展可以分為三個階段，第一階段為夥伴的選擇，第二階段夥伴關係的建立及第三階段夥伴關係的維持。其中第一階段與第二階段的部分因素會影響關係的維持，而關係維持的因素間會相互影響而形成一個網路。
　　進一步以AHP/ANP進行權重的評估，結果發現最適夥伴關係的發展以第一階段的選擇最為重要，關係維持次之，因為關係建立的期間很短，所以建立階段比重相對較低。本研究並由受訪的專家匿名評選四家經銷商，就本研究所提出的架構加以驗證，結果發現，由模式所選出的最佳經銷商與專家所選的結果相比，十位中有七位的選擇是一致。
　　最後進行群組差異分析，其結果可以提供十分有用的資訊作為管理的參考，結果發現，管理能力、權力與相互依賴是權重較高而且群組間差異較大的因素，適合個別經銷商發展其特色，而潛在利益與終止成本則是差異較小之因素。
　　Automobile industry is a high capital high technology and high product-integrated industry. It also plays a very important role in the development of Taiwan domestic economics. Automobile manufacturers have to manipulate their relationships with distributors deliberately and delicately to pursue their common goal. One of the major issues for Taiwan automobile manufacturers is to establish partnerships with their down-stream distributors. This study presents a framework that effectively considers the issues of evaluating partnerships of automobile manufacturers and distributors. The aim of this dissertation is to apply ISM to establish an integrated model of the development of interrelationships between automobile manufacturers and distributors in Taiwan. It then investigates the major influential factors in every developing stage. After the determination and identification of developing stages and their factors, the importance and interaction among major influential factors in different stages are analyzed by the AHP/ANP method.
　　Twenty system factors are considered in this single research. The study has concluded that the development of an automobile manufacturer-distributor partnership is a multi-stage development, including Stage I: Partner Selection, Stage II: Partnership Establishment, and Stage III: Partnership Maintenance. High independent behaviors are found in Stage I, as High interrelated behaviors are found in Stage III. The importance weights of each individual stage and system factors at each stage could be calculated by AHP or ANP. This is an empirical study about using ISM and AHP/ANP to analyze an automobile manufacturer-distributor partnership. The preliminary finding is quite interesting and valuable.
　　The empirical results were used to validate the feasibility of the procedure proposed in this study. This procedure identified the same distributor as the experts did in seven out of ten empirical cases. Therefore, the proposed procedure provides a reasonable tool to help managers make appropriate decisions in the management of manufacturer-distribution partnerships. To further examine the characteristics of distributors, all distributors are divided into four groups. The group differentials represent the heterogeneity of distributors on influencing factors. The results identified that the most investment-worthy factors are be management strength, power, and dependence, which have the largest importance weights as well as rather large group differentials. On the other hand, potential benefit and termination cost are factors that managers should be careful about investing too much additional effort on increasing potential benefit and termination cost. The analysis based on the group differentials on individual factors reveals some useful messages to managers who are responsible for a company’s manufacturer-distributor partnerships.
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