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題名:以關聯層級結構化觀點探討行銷策略聯盟跨階段關係發展管理:以電信業為例
作者:唐嘉偉 引用關係
作者(外文):Jia-Wei Tang
校院名稱:國立高雄第一科技大學
系所名稱:管理研究所
指導教授:徐村和
學位類別:博士
出版日期:2012
主題關鍵詞:模糊語意偏好關係關係發展階段行銷策略聯盟詮釋結構模式電信產業Telecommunications industryMarketing strategic allianceFuzzy linguistic preference relationsRelationship development stage
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行銷策略聯盟相關研究成果近年來已逐漸受到重視,然而在探討行銷策略聯盟關係發展影響因素的研究中,仍著重於單一關係發展階段而缺少進行跨階段的分析與比較,並且將關係發展影響因素視為不具關聯性與交互作用的獨立因素,同時亦無法單純藉由文獻來釐清因素間的影響性。因此,本研究將關係發展生命週期的概念納入考量,將行銷策略聯盟關係發展區分為關係評估、關係建立與關係維持三階段,並以關係發展的相關理論推導出各個階段的影響因素,利用本研究提出「結構化關係發展因素互動分析模式」來比較跨階段的影響因素交互作用、影響性與重要性,並以台灣電信業龍頭「中華電信公司」作為實證研究對象,根據實證結果提出電信業行銷策略聯盟跨階段關係發展管理策略,以提供業者作為行銷策略聯盟關係管理的實務應用。本研究的結論重點為:
(1) 藉由「結構化關係發展因素互動分析模式」驗證行銷策略聯盟關係發展跨階段影響因素確實存在著關聯性與交互作用的現象,亦發現到在有無考量關係發展因素的交互影響性之情形下,會改變因素重要性的評估結果。根據電信業行銷策略聯盟關係發展跨階段分析,可歸納整理出各個階段的關鍵影響因素,包括:關係評估階段的關鍵影響因素是「合作專屬度」、「內部管理機制」與「企業資源」;關係建立階段的關鍵影響因素為「信任程度」、「衝突解決能力」和「溝通能力」;而關係維持階段的關鍵影響因素則是「公司政策」、「營運績效」與「承諾程度」。
(2) 依據電信業行銷策略聯盟關係發展跨階段之因素關聯層級結構、重要性與互動影響分析的研究結果,本研究認為在關係發展的相關理論中,以「交易成本理論」與「社會交換理論」最能夠作為行銷策略聯盟關係發展的理論基礎,以解釋關係發展生命週期與關係發展階段性的歷程,以及推導出關係發展各個階段的關鍵影響因素。
(3) 藉由實證研究結果,證明本研究提出的「結構化關係發展因素互動分析模式」不但可以解決目前研究無法判斷各項影響因素在各個行銷策略聯盟關係發展階段的關聯性與交互作用之限制,並且能夠解決評估行銷策略聯盟關係發展影響因素重要性時,需要考量因素項目過多與因素影響性之問題,以幫助決策者在評估因素重要性時,能夠提升評估品質與分析效率。
(4) 本研究提出電信業行銷策略聯盟三階段關係發展之管理策略建議,包括在關係評估階段中,行銷通路商必須專注企業資源於能夠發展長久合作關係的電信業者,以及需要定期檢驗企業內部負責維持行銷策略聯盟合作關係的管理機制;在關係建立階段中,電信業者與行銷通路商均需加強資訊傳達的效率,並加強雙方的企業人員對於衝突解決的能力;在關係維持階段中,特別需要增加雙方營運績效的目標完成率,以及電信業者的公司政策來支持行銷策略聯盟長期合作關係的發展。
In recent years, the studies of marketing strategic alliances had been paid much attentions by marketing management scholars, however, previous studies still focued on single stage but rather cross-stage for marketing strategic alliance relationship development. Moreover, the influence factors are assumed independent and not correlative, as well as these factors are in the same level of hierarchy relationships, and further can''t define clearly their correlations through literature reviewed. Thus, this study applied relationship life cycle concept and separated three stages including relationship evaluation, relationship development and relationship maintance to derivate influence factors in each stage based on relative theory for relationship development. This study proposed a model which called "Structural Relationship Development Factors Interactive Analysis Model", and apply this model to investigate and compare interaction, influence, and importance of different facors cross-stage for marketing strategic alliance relationship development by used Chunghwa Telecom Company as research object. According to research results, we will also provide three processes of relationship management strategies for managers of telecommunication companies. The main conclusion of this research are included:
1. The cross-stage influence factors of marketing strategic alliance development have correlation and interaction through examination by utilizing "Structural Relationship Development Factors Interactive Analysis Model" proposed by this study, and further the importance of influence factors will change when their interaction considered. According to analysis results, the key influence factors for marketing strategic alliance relationship evaluation are the cooperation exclusive, internal management mechanism, and management resources; the key influence factors for marketing strategic alliance relationship development are the degree of trust, ability of confict solved and the ability of communication; the key influence factors for marketing strategic alliance relationship mantaince are the company polices, performance of operation and degre of commitment.
2. According to the results of cross-stage factor relational hierarchical structural, importance and interaction effect analysis for telecommunication marketing strategic alliance, this study pointed out that "transaction cost theory" and "social exchange theory" are suitable to explan relationship life cycle and relationship development process as well as derivate key influence factors in each relationship development stage.
3. A "Structural Relationship Development Factors Interactive Analysis Model" is proved that this model not only breakthrough the limitations for examining corelation and interaction cross-stage of marketing strategic alliance relationship development but also overcome problems regarding to interdependent and efficiency for evaluating the importance of influen factors.
4. We will provide cross-stage relationship management strategies of marketing strategic alliance relationship development for managers of telecommunication companies in order to help managers to monitor the situation of relationship development. In relationship evaluation stage, marketing distributors should concentrate on management resources that can develop long-term relationship with telecommunication companies and also need to check internal management mechanism that is responsible for mantaining marketing strategic alliance relationship. In relationship development stage, telecommunication companies and marketing distributors all need to strengthen the efficiency of information delievery as well as the ability of communication. In relationship maintanc stage, telecommunication companies and marketing distributors have to increase completion rate of operation performance as well as telecommunication companies also need company policy to support long-term relationship development of marketing strategic alliance
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二、網路資料
1.中華電信官方網站,2011年度年報:http://www.cht.com.tw/ir/stockit-annualreport.html(101年5月)new window
2.台灣證券交易所公開資訊觀測站,中華電信與神腦國際各年度公開資訊查詢:http://mops.twse.com.tw/mops/web/index(101年4月)
3.中華電信官方網站,公司介紹:http://www.cht.com.tw/CompanyCat.php?CatID=274(101年4月)
4.神腦國際官方網站,2011年度年報資訊:http://www.senao.com.tw/web/invest_04.aspx(101年5月)
5.神腦國際官方網站,公司介紹:http://www.senao.com.tw/web/introduct_01.aspx(101年4月)
6.國家通訊傳播委員會網站,本會法令,法律,電信法:http://www.ncc.gov.tw/(100年11月)
7.國家通訊傳播委員會網站,本會法令,法規命令,第一類與二類電信事業管理規則:http://www.ncc.gov.tw/(100年11月)
8.國家通訊傳播委員會網站,統計資料專區,通訊類,第一類與第二類電信事業經營者名單暨其業務項目一覽表:http://www.ncc.gov.tw/(100年11月)
 
 
 
 
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