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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/117631
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/117631

    Title: 品牌代理商降低拉式策略威脅之研究:三方交換關係觀點
    An investigation on how distributors reduce pull strategy threats: A triadic exchange relationship perspective
    Authors: 林智偉
    Contributors: 巫立宇

    Keywords: 三方交換關係
    Triadic exchange relationships
    Pull strategy
    Asset specificity
    Brand image
    Date: 2018
    Issue Date: 2018-06-12 16:58:28 (UTC+8)
    Abstract: 有越來越多品牌商除了管理直接客戶(代理商)外,也會積極與非直接客戶(下游客戶)建立關係,這樣的拉式策略不但能夠幫助品牌商取得市場資訊,也可藉此讓下游客戶對品牌商產生偏好,讓代理商因此對品牌商的產品產生需求;在這樣的情況下,代理商可能套牢在與該品牌商的關係中。本論文探究在品牌商的拉式策略下,對於品牌商、代理商與下游客戶的三方交換關係所造成的影響,以及處於中樞地位的代理商應如何降低負面衝擊。
    Increasing numbers of brand owners are actively investing marketing resources in not only their direct customers(distributors), but also those customers’ customers (downstream customers). This indirect customer marketing approach follows the “pull strategy” principle proposed in the channel literature. This kind of strategy provides the brand owner with valuable market information, creates product preference among the downstream customer, and aims to stimulate derived demand. Thus, the distributor faces a lock-in situation, and this leads to the brand owner occupying a stronger position and enhancing its profits. Under such a situation, the distributor may change its cooperative behaviors with the brand owner.
    The study interviewed 177 independent distributors who sell brand owners' products to downstream customers. The dissertation has two sub-studies. Study One is from the brand owner's perspective to investigate how the brand owner get stronger position in the channel system when it expands in overseas markets. The result showed specific investments from the brand owner to the downstream customer and the brand owner's good brand image may increase the downstream customer's relationship commitment to the brand owner. If the downstream customer’s commitment to the brand owner is high, the distributor may increase its dependent on the brand owner. In addition, the research also found that the number of distributors plays a moderating role in this study. If there are multiple distributors, the positive relationship between commitment of the downstream customer to the brand owner and the dependence of the distributor on the brand owner may become stronger.
    Study Two of the dissertation is from the distributor’s perspective. The brand owner's pull strategy may cause a decrese in the relationship performance of the distributor to the downstream customer. In order to solve this difficult situation, the study provides the distributor with the following solutions. The distributor can make specific investments to the downstream customer or improve its responsive ability to decrease the difference of commitment between the downstream customer to the distributor and the downstream customer to the brand owner. Moreover, the distributor can develop personal guanxi with the downstream customer or try to align with the brand owner to reduce the negative impact from this commitment disparity.
    Reference: 王泰允(1992),國際合作實用:企業國際化指南,台北市:遠流。







    彭台光、高月慈、林鉦棽(2006),管理研究中的共同方法變異:問題本質、影響、測試和補救,管理學報,第23 卷1 期,77-98。


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    Appears in Collections:[企業管理學系] 學位論文

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