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題名：促銷聯盟管理的實證研究
書刊名：中山管理評論
作者：方世榮 引用關係／許淑寬 引用關係／方世杰 引用關係
作者(外文)：Fang, Shyh-rong／Hsu, Shu-kwan／Fang, Shih-chiech
出版日期：2003
卷期：11:3
頁次：頁433-462
主題關鍵詞：促銷聯盟；聯盟管理；合作型態；Promotion alliance；Managing alliance；Cooperative type
原始連結：連回原系統網址new window
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  • 共同引用共同引用:15
  • 點閱點閱:44
聯合促銷(促銷聯盟)是近年來常見的促銷手法，且促銷方式非常多樣。促銷聯盟(屬於行銷聯盟)可為合作夥伴帶來不少生意上的契機，但如何管理促銷聯盟專案，促使聯盟績效達到最大，實有深入探討之意義。 本研究以策略聯盟的觀點並考量促銷特性，建構一個促銷聯盟成功管理之架構，並以服務業為實證對象。實證結果大致皆支持研究假設。因此本文所建構的觀念架構或可作為理論與實務的參考依據。另外，經實證分析後，有一特別研究發現，即進行促銷聯盟的廠商可分為兩群，包括關係導向的促銷聯盟與交易導向的促銷聯盟，且其在成功的聯盟管理架構會有不同的強調重點。
Joint Sales Promotion (promotion strategy) brings not a few commercial opportunities for partners. It has been the rather general and popular promotion strategy in recent years. This research begins with the viewpoint of strategic alliance and tries to consider the traits of promotion. In addition, a successful management structure for promotion alliance will to be constructed. Furthermore, in the study, service industry will be chosen as our concrete objects to examine our hypotheses. After this study is accomplished, it almost supports our hypotheses. In order to erect a successful promotion alliance management, our managerial implications for the service industry are to achieve promotion alliance with prominent satisfaction (relational exchange orientation) and to achieve promotion alliance with sound sales performance (transaction exchange orientation)
期刊論文
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37.Hagedoorn, John(1993)。Understanding the Rationale of Strategic Technology Partnering: Interorganizational Modes of Cooperation and Sectoral Differences。Strategic Management Journal，14(5)，371-385。  new window
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會議論文
1.蔡正揚、劉代洋、許政郎(199210)。企業策略聯盟探討--照明設備個案研究。國立交通大學科技管理研究科技管理研討會。新竹。11-18。  延伸查詢new window
2.鍾人豪、陳金帶、陳義揚、袁建中(1992)。協同式策略聯盟特性研究。沒有紀錄。  延伸查詢new window
研究報告
1.Spekman, R. E.、Sawhney, K.(1990)。Toward a Conceptual Understanding of the Antecedents of Strategic Alliances。Cambridge, MA。  new window
學位論文
1.劉宜萍(1996)。形成策略聯盟之目標、選擇盟友準則與型態間相關性之研究--以台灣積體 電路產業為例(碩士論文)。國立交通大學。  延伸查詢new window
2.殷仲華(1997)。品牌聯盟動機、聯盟型態與品牌權益關係之研究--資源基礎觀點之研究(碩士論文)。中原大學。  延伸查詢new window
3.周昇聰(1995)。共同研發聯盟失靈型態與聯盟績效關係之研究(碩士論文)。中原大學。  延伸查詢new window
4.林玲君(1991)。策略聯盟形成因素與績效之研究：資訊電子業之實證(碩士論文)。國立臺灣大學。  延伸查詢new window
5.陳靜瑩(1996)。影響消費者對品牌聯盟評價因素之研究，0。  延伸查詢new window
圖書
1.Hill, C. W. L.、Jones, G. R.(2001)。Strategic Management Theory: An Integrated Approach。Boston, MA：Boston：Houghton Mifflin：Houghton- Mifflin Conpany。  new window
2.Pelton, L. E.、Strutton, D.、Lumpkin, J. R.(2001)。Marketing Channel: A Relationship Management Approach。Irwin, CA。  new window
3.MacNeil, Ian R.(1980)。The New Social Contract: An Inquiry into Modern Contractual Relations。Yale University Press。  new window
4.Pfeffer, Jeffrey、Salancik, Gerald Richard(1978)。The external control of organizations: A resource dependence perspective。Harper & Row。  new window
5.Williamson, Oliver E.(1985)。The Economic Institutions of Capitalism: Firms Markets, Relational Contracting。Macmillan, Ltd：Free Press。  new window
6.Killing, J. P.(1988)。Understanding Alliances: the Role of Task and Organizational Complexity。Cooperative Strategies in International Business。沒有紀錄。  new window
7.Muller, W. F.(1970)。A Primer on Monopoly and Competition。A Primer on Monopoly and Competition。New York, NY。  new window
其他
1.行政院主計處第三局(1999)。重要經社指標，沒有紀錄。  延伸查詢new window
圖書論文
1.Dymsza, W. A.(1988)。Successes and Failures of Joint Ventures in Developing Countries: Lessons from Experience。Cooperative Strategies in International Business。D.C. Heath and Company。  new window
2.Porter, M. E.、Fuller, M. B.(1986)。Coalitions and Global Strategy。Competitive in Global Industries。Boston, MA：Harvard Business School Press。  new window
 
 
 
 
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