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題名:影響企業買賣關係運作的關係連結之探討
書刊名:東海管理評論
作者:方世榮 引用關係張士峰
作者(外文):Fang, Abs Shyh-rongChang, Shih-feng
出版日期:2003
卷期:5:1
頁次:頁43-70
主題關鍵詞:買賣關係關係連結關係運作競爭優勢Relation bondRelation operatingBuyer-seller relationshipCompetitive advantage
原始連結:連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
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  • 點閱點閱:24
以往,買方與賣方之間的往來僅限於「買賣關係」的層認;然而,隨著彼此的互動頻繁,再加上競爭日益激烈,使雙方極欲透過關係的連結來提升競爭優勢。即使,Cannon&Perreault(1999)曾揭示上述之概念,且提出影響買賣雙方關係管理與發展的六個關鍵因素;不過,其在做法的建議上仍稍嫌不夠具體和不夠完整,且已不符合因應現今動態與複雜的環境之需求。 本文承襲Cannon&Perreault(1999)所提出的模型及概念,並嘗試結合Berry&Parasuraman(1991)的財務鏈、結構鏈及社會鏈之觀點來探討企業間的關係連結運作,且強調這類關係連結對企業績效的影響。此外,亦探討前置因素與其之關聯性。而且,為了驗證理論與實務的差異,本研究針對業界的標竿企業-F公司進行個案研究式的深入探索,期能因此提出一個瞭解攸關企業買賣關係本質與發展之新觀點。 結果發現:(1)當市場和情境因素愈充滿動態性或不確定性時,則買方和賣方愈會透過專屬性投資來加強彼此間的財務鏈;(2)當產業的特性為企業間的相互依賴性愈來愈高時,則買方和賣方愈會透過緊密地作業性連結或愈會訂定明確的法律契約來加強彼此間的結構鏈;(3)當關係型態愈傾向於關係交易時,則買方和賣方愈會透過約定遵定共同的規範或愈會透過頻繁的資訊交換來加強彼此間的社會鏈;(4)當買方和賣方進行愈多的專屬性投資時,則雙方愈能達到較佳的的財務績效;(5)當買方和賣方進行愈緊密地作業性連結或訂定的法律契約愈明確時,則雙方愈能達到較佳的財務績效;(6)當買方和賣方愈遵守共同的規範或進行愈頻繁的資訊交換時,則雙方愈能達到較佳的關係績效。
In the past, buyer and seller exchange only at the “buyer-seller relationsihp” level; however, as each other contact more frequently, and competing more violently, each other want to use relation bond to promote competitive advantage. Even though, Cannon&Perreault (1999) disclose above concept, and bring up six key factors about influencing buyer-seller relationship management and improvement; however, it’s not concrete and not completely in the suggestion, and it’s not conformable to the demand of today’s active and complicated environment. We adopt the concept and the model from Cannon&Perreault (1999), and trying to integrate Berry&Parasuraman (1991) bringing up the viewpoint of finance chain, structure chain and social chain to explore inter-firm relation bond operating, and emphasize this kind of relation bond will affect firm’s performance. Otherwise, we will explore the relationship between the antecedent factors and affecting ones. And, we make case study of F firm to test and verify theory and practice, and expecting to bring up a new viewpoint of understanding the nature and evelopment of firm’s buyer-seller relationship. Finally, we find: (1)when market and situation factors are more actively or uncertainly, buyer and seller will make more specific investment to strengthen each other’s finance chain; (2)when the nature of industry about inter-firm interdependence is higher, buyer and seller will make operation link more intensely or make contract more clearly to strengthen each other’s structure chain; (3)when the type of relation trends relationship exchange, buyer and seller will obey common norm more often and make information exchange more frequently to strengthen each other’s social chain; (4)when buyer and seller make more specific investment, they will make finance performance better; (5)when buyer and seller make operation link more intensely or make contract more clearly, they will make finance performance better; (6)when buyer and seller obey common norm more often and make information exchange more frequently, they will make relationship performance better.
期刊論文
1.Li, F.、Greenberg, B. A.、Li, T.(1997)。Toward a General Definition of Relationship Marketing。AMA Educators' Proceedings: Enhancing Knowledge Development in Marketing Chicago: American Marketing Association,8,238-244。  new window
2.Wilson, David T.(1995)。An Integrative Model of Buyer-Seller Relationship。Journal of Marketing Science,23(4),335-345。  new window
3.Bonoma, T. V.(1976)。Conflict, Cooperation, and Trust in Three Power Systems。Behavioral Science,21(6),499-514。  new window
4.Hall, R.(1993)。A framework linking intangible resources and capabiliites to sustainable competitive advantage。Strategic Management Journal,14(8),607-618。  new window
5.Kaufmann, P. J.、Stern, L. W.(19880900)。Relational exchange norms, perceptions of unfairness, and retained hostility in commercial litigation。The Journal of Conflict Resolution,32(3),534-552。  new window
6.Macneil, Ian R.(1981)。Economic Analysis of Contractual Relations: Its Shortfalls and the Need for a Rich Classificatory Apparatus。Northwestern University Law Review,75(6),1018-1063。  new window
7.Jap, S. D.(2001)。Perspectives on Joint Competitive Advantage in Buyer-Supplier Relationships。International Journal of Research in Marketing,18,19-35。  new window
8.Morris, M. H.、Brunyee, J.、Page, M.(1998)。Relationship Marketing in Practice: Myths and Realistic。Industrial Marketing Management,27(4),359-372。  new window
9.Robicheaux, R. A.、Coleman, James E.(1994)。The Structure of Marketing Channel Relationships。Journal of the Academy of Marketing Science,22(1),38-51。  new window
10.Dyer, J. H.(1996)。Specialized Supplier Networks as a Source of Competitive Advantage: Evidence from the Auto Industry。Strategic Management Journal,17(4),271-291。  new window
11.Heide, Jan B.、John, George(1992)。Do norms matter in marketing relationships?。Journal of Marketing,56(2),32-44。  new window
12.Lusch, Robert F.、Brown, James R.(1996)。Interdependency, Contracting, and Relational behavior in Marketing Channels。Journal of Marketing,60(4),19-38。  new window
13.Mohr, J. J.、Nevin, J. R.(1990)。Communication strategies in marketing channels: a theoretical perspective。Journal of Marketing,54(4),36-51。  new window
14.Stern, L. W.、Reve, T.(1980)。Distribution Channels as Political Economies: A Framework for Comparative Analysis。Journal of Marketing,44(3),52-64。  new window
15.Czepiel, John A.(1990)。Service Encounters and Service Relationships: Implications for Research。Journal of Business Research,20(1),13-21。  new window
16.Oliver, Christine(1990)。Determinants of interorganizational relationships integration and future directions。The Academy of Management Review,15(2),241-265。  new window
17.Grossman, Sanford J.、Hart, Oliver D.(1986)。The Costs and Benefits of Ownership: A Theory of Vertical and Lateral Integration。Journal of Political Economy,94(4),691-719。  new window
18.Dwyer, F. Robert、Schurr, Paul H.、Oh, Sejo(1987)。Developing Buyer-Seller Relationship。Journal of Marketing,51(2),11-27。  new window
19.Berry, Leonard L.(1995)。Relationship Marketing of Services: Growing Interest, Emerging Perspectives。Journal of the Academy of Marketing Science,23(4),236-245。  new window
20.Anderson, Erin、Weitz, Barton(1992)。The use of pledges to build and sustain commitment in distribution channels。Journal of Marketing Research,29(1),18-34。  new window
21.Gundlach, Gregory T.、Murphy, Patrick E.(1993)。Ethical and Legal Foundations of Relational Marketing Exchanges。Journal of Marketing,57(4),35-46。  new window
22.Kumar, Nirmalya、Scheer, Lisa K.、Steenkamp, Jan-Benedict E. M.(1995)。The Effects of Supplier Fairness on Vulnerable Resellers。Journal of Marketing Research,32(1),54-65。  new window
23.Cannon, Joseph P.、Perreault, William D. Jr.(1999)。Buyer-Seller Relationships in Business Markets。Journal of Marketing Research,36(4),439-460。  new window
24.Li, F.、Nicholls, J. A. F.(2000)。Transactional or Relationship Marketing: Determinants of Strategic Choices。Journal of Marketing Management,10,449-464。  new window
學位論文
1.鄭勝忠(1997)。價值鏈體系網路組織合作關係之研究--國內汽車零組件製造業之實證(碩士論文)。國立成功大學。  延伸查詢new window
2.陳盟元(1997)。買賣雙方關係發展影響因素之研究--廣告業為例(碩士論文)。國立中山大學。  延伸查詢new window
圖書
1.Houston, F. S.、Gassenheimer, J. B.、Maskulka, J. M.(1992)。Marketing exchange transactions and relationships。Westport, Connecticut:Quorum。  new window
2.方世榮(2000)。行銷學。三民書局。  延伸查詢new window
3.游啟源(1998)。財訊1998股市總覽萬用手冊。臺北:財訊理財顧問股份有限公司。  延伸查詢new window
4.Kasulis, J.、Balazs, A.(1997)。Relationship Marketing: A Synthesis of Three Research Arenas。University of Oklahoma, Michael F. Price School of Business。  new window
5.Mcneil, I. R.(1980)。The New Social Contract。Yale University Press。  new window
6.Porter, Michael E.(1985)。Competitive Advantage: Creating and Sustaining Superior Performance。New York, NY:Schuster Inc.。  new window
7.Berry, L. L.、Parasuraman, A.、Zeithaml, V. A.(1991)。Marketing Services: Competing through Quality。New York:The Free Press。  new window
8.Pfeffer, Jeffrey、Salancik, Gerald Richard(1978)。The external control of organizations: A resource dependence perspective。Harper & Row。  new window
9.Williamson, Oliver E.(1985)。The Economic Institutions of Capitalism: Firms Markets, Relational Contracting。Macmillan, Ltd:Free Press。  new window
 
 
 
 
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