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題名:通路權力與通路氣候對夥伴關係影響合作績效之研究:以某醫藥公司為例
書刊名:健康管理學刊
作者:林誠許淑珠
作者(外文):Lin, ChenHsu, Shu-chu
出版日期:2010
卷期:8:2
頁次:頁121-135
主題關鍵詞:通路權力通路氣候夥伴關係合作績效Channel powerChannel climatePartnershipCooperation performance
原始連結:連回原系統網址new window
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  • 點閱點閱:26
本研究藉由藥品專櫃夥伴關係的建立和結盟,建構一個醫藥產業合作夥伴界定通路策略行銷關係架構,瞭解在通路權力及通路氣候透過夥伴關係中介因素影響合作績效之關係。達成的主要目的有三,(1)專櫃行銷通路權力及通路氣候對夥伴關係的聯繫合作機制及其影響;(2)專櫃行銷通路夥伴關係對醫藥產業合作績效的影響;(3)專櫃行銷通路權力與通路氣候對夥伴關係影響合作績效之研究。研究結果顯示:(1)醫藥公司對經銷商在通路權力運用程度愈高不會直接影響合作績效,但可透過夥伴關係中介因素提升彼此合作績效;(2)醫藥公司與經銷商通路氣候良好,對彼此間夥伴關係不受影響,但可直接提升彼此合作績效;(3)醫藥公司對經銷商夥伴關係程度愈高時,彼此合作績效愈高。
This study try to understand the relationship between Taiwan's domestic pharmaceutical company and partner, which achieves the cooperation mechanism counter between marketing channel power, channel climate and cooperation achievements. The results showed that: (1) when the pharmaceutical companies exert more channel power to distributors, the performance of cooperation will not be affected directly, but enhanced the more through partnership; (2) when the channel climate runs well between pharmaceutical companies and the distributors, the partnership remains stable and directly upgrade its performance each other; (3) the more tighter the partnership between pharmaceutical companies and distributors is, the higher the performance of cooperation is.
期刊論文
1.Morgan, Robert M.、Hunt, Shelby D.(1994)。The Commitment-Trust Theory of Relationship Marketing。Journal of Marketing,58(3),20-38。  new window
2.湯玲郎、吳可汗(2003)。台北與北京之通路特性與通路績效研究--以行動電話為例。中華管理評論,6(4),92-110。  延伸查詢new window
3.Anderson, E.、Weitz, B.(1992)。The Use of Pledges to Build and Sustain Commitment in Distribution Channels。Journal of Marketing Research,29,18-34。  new window
4.Lusch, R. F.(1976)。Sources of Power: Their Impact on Intrachannel Conflict。Journal of Marketing Research,13,382-390。  new window
5.Mohr, J.、Spekman, R.(1994)。Characteristics of Partnership Success: Partnership Attributes, Communication Behavior, and Conflict Resolution Techniques。Strategic Management Journal,5,135-152。  new window
6.Gaski, John F.、Nevin, John(1985)。The differential effects of exercised and unexercised power sources in marketing channel。Journal of Marketing Research,22(2),130-142。  new window
7.Mohr, J. J.、Nevin, J. R.(1990)。Communication strategies in marketing channels: a theoretical perspective。Journal of Marketing,54(4),36-51。  new window
8.El-Ansary, Adel I.、Stern, Louis W.(1972)。Power Measurement in the Distribution Channel。Journal of Marketing Research,9(1),47-52。  new window
學位論文
1.胡育華(2001)。行銷通路權力、通路氣候與團結合作之研究--台灣PDA產業實証(碩士論文)。國立高雄第一科技大學。  延伸查詢new window
圖書
1.邱皓政(2003)。結構方程模式:LISREL的理論、技術與應用。臺北市:雙葉書廊。  延伸查詢new window
2.French, J. R. P.、Raven, B. H.(1959)。The Base of Social Power。Studies in Social Power。Ann Arbor, Michigan:University of Michigan Press。  new window
3.Raven, B. H.、Kruglanski, A. W.(1970)。Conflict and Power。New York:Academic Press Inc。  new window
 
 
 
 
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