淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


下載電子全文限經由淡江IP使用) 
系統識別號 U0002-0201201210511400
中文論文名稱 台灣植保藥劑市場通路結構與通路績效之研究
英文論文名稱 A Study of Channel Structure and Channel Performance for the Market of Crop Protection Products in Taiwan
校院名稱 淡江大學
系所名稱(中) 管理科學學系企業經營碩士在職專班
系所名稱(英) Executive Master’s Program of Business Administration(EMBA) in Management Sciences
學年度 100
學期 1
出版年 101
研究生中文姓名 劉千瑟
研究生英文姓名 Chien-Se Liu
學號 798620166
學位類別 碩士
語文別 中文
口試日期 2011-12-17
論文頁數 89頁
口試委員 指導教授-李月華
共同指導教授-婁國仁
委員-藍俊雄
委員-姚瞻海
委員-莊忠柱
中文關鍵字 植保藥劑  目標行銷  通路結構 
英文關鍵字 Crop Protection Products  Target Marketing  Channel Structure 
學科別分類
中文摘要 兩岸經濟合作架構協議(ECFA)、精緻農業政策推動與全球暖化影響,造成部分台灣農民耕種農作物類別改變。根據農產品消費市場分析,本研究將農產品市場區隔出兩個不同的市場區隔,在此區隔下,植保藥劑廠商以在台灣地區銷售植保藥劑為主要目的,分析不同類別農作物在農產品消費市場上之定位,將種植不同類別農作物的農民歸類出不同的目標族群,以目標行銷的方式進行台灣植保藥劑市場行銷通路的設計與擬定。

台灣植保藥劑市場因植保藥劑產品多樣化及品質、成效的差異不大,造成業內的高度競爭,又因植保藥劑廠商本身不具植保藥劑原體之研發能力,大部分植保藥劑原體仰賴進口,缺乏創造成本領導及差異化的能力,因此本研究以焦點差異化的觀點,依目標族群之特性、通路發展、通路特性、通路成員關係之經營與通路成本之考量,設計符合台灣植保藥劑市場之雙重通路模式,創造焦點差異化的利基,改變目前植保藥劑廠商以單一通路為主之通路型態。

通路績效的表現程度取決於通路模式、通路管理與通路策略的運用;通路模式、管理與策略間相互影響,進而影響通路績效。本研究以目前台灣植保藥劑市場之主要通路為基礎,分析植保藥劑廠商企業個體採行雙重通路之通路策略下,為增加品牌能見度、擴大銷售績效及強化未來發展,如何合理的運用通路管理,進行管理通路成員之關係、減少通路成員之衝突並降低通路成本,以增進植保藥劑廠商企業個體於台灣植保藥劑市場之通路績效表現。
英文摘要 Due to the influence of ECFA (Economic Cooperation Framework Agreement), quality agriculture and global warming have caused some of the Taiwanese farmers to change the crops that they traditionally cultivated. According to the analysis of crop production market, this study has divided this market into two segments. Under this structure, with the aim to promote Crop Protection Products, the formulators (or importers) in Taiwan have classified target groups by different types of farmers and the economic position of crops in the consumer market. This study has designed and formulated the marketing channel by target marketing (STP; Segmentation, Targeting and Positioning).

With a variety of crop protection products, but with little difference in quality and effectiveness, has caused a highly competitive market for crop protection products in Taiwan. None of the crop protection formulators (or importers) in Taiwan has an ability to research and develop a brand new product. Since almost all technical grade products are imported, they all lack ability in cost control and uniqueness. From the view of focus difference, in this study we consider characteristics of goal marketing, channel development, channel characteristics, channel-member relationship and channel costs. We have designed a dual channel structure for crop protection products in Taiwan. Focus difference will create a niche market to change the present status of a single channel structure for crop protection formulators (or importers) in Taiwan.

The degree of channel performance is decided by the application of channel structure, channel management and channel strategy. Structure, management and strategy influence each other. Furthermore, they will influence channel performance. Based on the main channel of crop protection products in the Taiwanese market, we analyzed a group of crop protection formulators (or importers), as if it adopts the strategy of dual channels to increase the visibility of its brand, expands sales performance and strengthens future development. In conclusion, the formulators (or importers) when using channel management to manage channel-member relationship, reduced conflict between channel members and increased cost effectiveness in the channel to improve channel performance.
論文目次 謝辭 I
中文摘要 II
英文摘要 III
目錄 V
圖目錄 VII
表目錄 VIII

第一章 緒論
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究對象 3
第四節 研究範圍 3

第二章 文獻回顧
第一節 目標行銷 4
第二節 競爭力 7
第三節 通路策略 13
第四節 通路結構 18
第五節 通路關係 20
第六節 通路衝突 23
第七節 通路績效 25

第三章 研究設計
第一節 研究架構 28
第二節 研究方法 28
第三節 訪談對象 31

第四章 資料分析
第一節 市場區隔與目標行銷 35
第二節 通路結構與策略 41
第三節 通路績效 48
第四節 資料分析歸納 51

第五章 結論與建議
第一節 結論 58
第二節 建議 62
第三節 未來研究發展與限制 65

參考文獻 67

附錄
附錄一 精緻農業、農業產銷班及農產品認證標章 73
附錄二 植保藥劑及台灣植保藥劑產業簡介 77
附錄三 海峽兩岸經濟合作架構協議 80
附錄四 訪談大綱 85

圖目錄
圖 2-1 三種一般性策略 8
圖 2-2 決定產業獲利能力的五種競爭力 10
圖 2-3 產品市場之行銷通路 19
圖 3-1 觀念性架構圖 28
圖 3-2 「個案研究」方法與程式 30
圖 3-3 訪談流程圖 33

表目錄
表 2-1 市場區隔、選擇目標市場及市場定位的步驟 5
表 2-2 市場區隔的步驟 5
表 2-3 「競爭力」定義彙總表 7
表 2-4 一般性策略的風險 9
表 2-5 產業結構的元素 11
表 2-6 行銷通路功能與內容 14
表 2-7 行銷功能之策略問題內容 15
表 2-8 通路整合的類型模式之文獻及實證研究 18
表 2-9 承諾的組成因素分類 23
表 2-10 通路衝突之因素 24
表 2-11 通路組織效率之定義與適用時機 26
表 2-12 通路績效評估之效能模型 27
表 3-1 受訪對象代表之通路層級及背景 32
表 4-1 植保藥劑廠商市場機會之環境因素影響 51
表 4-2 農民族群之目標市場區隔 52
表 4-3 目標市場族群之市場定位 53
表 4-4 一般農家與精緻農業產銷班之通路發展與限制 54
表 4-5 植保藥劑雙重通路之發展與限制 55
表 4-6 通路結構之產品競爭性與限制 55
表 4-7 直營通路之通路關係與衝突 56
表 4-8 傳統二階通路之通路關係與衝突 57
表 4-9 雙重通路結構之通路關係與衝突 57
參考文獻 一、中文部分
1.山中幸信 (2001),「行銷規劃工具書」,中國生產力中心。
2.方世榮(2003),「行銷學」,臺北:三民書局。
3.吳智遠 (2009),農藥劑型發展趨勢,農政與農情,第209期。
4.尚榮安 (1999),「個案研究」,原著Yin, Robert K.,
臺北: 智宏文化,47頁。
5.林建煌 (2005),「行銷通路」,臺北:華泰文化,383頁。
6.翁景民與胡同來編譯 (2002),「行銷通路」, 原著Stern, L.
W., El-Ansary, and Coughlan, A.T.,臺北:華泰文化。
7.徐慧芬(1999),以鑽石模式建立國際港埠競爭力評估準則之研
究,交通大學運輸管理系碩士論文。
8.陳章真(2008),台灣茶農前進中國談起,全球台商e焦點,
第 102 期。
9.陳武雄(2010),推動精緻農業—打造健康、卓越、樂活的新農
業,研考雙月刊,第 34 卷第 3 期,81-85頁。
10.陳瑜清與林宜萱譯(2004) 「通路管理的第一本書」 ,
原著Linda Gorchels, Edward Marien and Chuck West,美商麥
格羅.希爾國際。
11.湯鈴郎與吳可汗(2003),臺北與北京之通路特性與通路績效之研
究,中華管理評論,第 6 卷第 4 期,92-110頁。
12.曹萱治(2002),國際通路策略之研究—以高科技公司在歐洲為
例,政治大學企業管理系碩士論文。
13.楊純明(2009),「兩岸經濟合作架構協議(ECFA)」與農業生產─
從農業科技面觀點,作物、環境與生物資訊,第 6 期,
247-252頁。
14.潘淑滿(2003),「質性研究:理論與運用」,
臺北:心理出版社。
15.賴志明(2008),夥伴的信任-承諾關係對於電子商務策略規劃之
影響,台灣科技大學資訊管理系博士論文。

二、英文部分
1.Anderson, J. E. and Narus, J. A. (1990), “A Model of Distributor Firm a Manufacturer Firm Working Partnerships”, Journal of Marketing, Vol.54, pp.42-58.
2.Bagozzi, R. P., Rosa, J. A., Celly, K. S. and Coronel, F. F. (1998), “Marketing Management”, New Jersey : Prentice-Hall, Inc.
3.Berman, B. (1996), “Marketing Channels”, New York: John Wiley & Sons, Inc.
4.Best, R. J.﹙2004﹚, “Market-based Management: Strategies for Growing Customer Value and Profitability”, New Jersey: Pearson Education, Inc.
5.Brinkerhoff, J. M. (2002), “Assessing and Improving Partnership Relationships and Outcomes: a Proposed Framework”, Evaluation and Program Planning, Vol.25, No. 3, pp.215-231.
6.Brown, J. R. and Day, R. L.(1981), “Measures of Manifest Conflict in Distribution Channels”, Journal of Marketing Research, Vol.18, No.3, pp. 263 of pp.263-274.
7.Buckley, P. J. (1988), "The Limits of Explanation: Testing the Internalization Theory of the Multinational Enterprise", Journal of International Business Studies, Vol. 19, pp.181 – 193.
8.Bucklin, L.P.(1965), “Postponement, Speculation and the Structure of Distribution Channels”, in Jagdish N. Sheth el., ed., Marketing Theory: Classic and Contemporary Readings(1986), Ohio: South-Western Publishing Co.
9.Burns, T. and Stalker, G. M.(1961), “The Management of Innovation”, London : Tavistock, pp.119-125.
10.Cameron, K. S. (1984), “The Effectiveness of Ineffectiveness in B. M. Staw and L. L. Cummings”, eds., Research in Organizational Behavior, Vol.6, pp.276.
11.Crosby (1990), “Relationship Quality in Services Selling: An Interpersonal Influence Perspective”, Journal of Marketing, Vol.54, No.3, pp.68.
12.Dwyer, F. R. and O. C. Walker Jr. (1981), “Bargaining in an Asymmetrical Power Structure,” Journal of Marketing, Vol.45, winter, pp.104-115.
13.Ellram, L. M. (1991), ”Supply Chain Management- The Industrial Organization Perspective”, International Journal of Physical Distribution & Logistics Management , Vol.21 , No.1, pp.13-22.
14.Etgar, M. (1979), “Sources and Types of Intra-channel Conflict”, Journal of Retailing, Vol.55, No.1, pp.61-78.
15.Frazier, G. L. and Summers, J. O. (1986), “Perceptions of Inter-firm Power and its Use within a Franchise Channel of Distribution, Journal of Marketing Research, Vol.23, pp.169-176.
16.French, Jr. R. P., and Raven, B. H. (1959), “The Bases of Social Power. In D. Cartwright Ed.”, Studies in Social Power,. Ann Arbor, Mich., Institute for Social Research, pp.150–167.
17.Ganesan, S. (1994), “Determinants of Long-Term Orientation in Buyer-Seller Relationships”, Journal of Marketing, Vol. 58, pp.1-19.
18.Gaski, J. F. and Navin, J. R. (1985), “The Differential Effects of Exercise and Unexercised Power Sources in a Marketing Channel”, Journal of Marketing Research, Vol.22, pp.130-142.
19.Geyskens, I., Steenkamp, J. B. E. M., Scheer, L.K. and Kumar, N. (1996), “The Effects of Trust and Interdependence on Relationship Commitment: A Trans-Atlantic Study”, International Journal of Research in Marketing,Vol.13, No.4, pp.303-317.
20.Guirdham, M. (1972), ”Marketing: the Management of Distribution Channels”, Oxford: Pergamon.
21.Hardy K. G. and Magrath A.J. (1988), “Planning for Better Channel Management”, Long Range Planning Vol. 21, Issue.6, December, pp.30-37.
22.Haytko, D. L. (1994),”Integrated Marketing Communication in a Public Service”, Mahwah, N.J. : Lawrence Erlbaum Associates. pp. 233-242.
23.Hill, C.W. and Jones, G. R., (1995), “Strategic Management Theory”. Boston: Houghton Mifflin.
24.Jain, S. C. (1990), “Marketing Planning and Strategy”, 3rd ed., Cincinnati, Ohio: South-Western Publishing Co.
25.Kohli, A. K. and Jaworski, B. J. (1990), “Market Orientation: The Construct, Research Propositions, and Managerial Implications”, The Journal of Marketing, Vol. 54, No. 2
26.Kotler, P. (1984),”Marketing Management: Analysis, Planning and Control”, New Jersey: Prentice-Hall Inc., pp.497-510.
27.Kotler, P. (1991), ”Marketing Management: Analysis, Planning, Implementation, and Control & quot”, 7th Ed., New York:Prentice-Hall Inc.
28.Kotler, P. (1997), “Marketing management:Analysis, Planning, Implementing, Control”, 10th ed, New York:Prentice-Hall Inc.
29.Kotler, P. and Armstrong G. (1997),”Marketing: An Introduction”, 4th ed.. Upper Saddle River: Prentice-Hall Inc., pp.251.
30.Kumar, N., Stern, L. W. and Achrol, R. S. (1992), “Assessing Resaler Performance from the Perspective of the Supplier”, Journal of Marketing Research, Vol.29, pp.238-253.
31.Kumar, N., Hibbard J. D. and Stern, L. W.(1994), “The Nature and Consequences of Marketing Channel Intermediary Commitment”, (MSI Working Paper No. 94-115), Cambridge: Marketing Science Institute.
32.Kumar, N., Scheer, L.K., and Steenkamp , J. B. (1995), “The Effects of Supplier Fairness on Vulnerable Resellers”, Journal of Marketing Research,Vol.32, pp.54-65.
33.Lusch, R. F. and Brown, J. R. (1982), “A Modified Model of Power in Marketing Channel”, Journal of Marketing Research, Vol.19, No.3, pp.312-323
34.Magrath, A. J. and Hardy, K. G. (1988), “Marketing Channel Management”, 2nd ed., Scott, Foresman and Company.Mayer, R. C., Davis, J. H. and Schoorman, F. D.(1995), “An Integration Model of Organizational Trust”, Academy of Management Review, Vol. 20, pp.709-734.
35.Mohr, J. J. and Spekman, R. (1994), “Characteristics of Partnership Success: Partnership Attributes, Communication Behavior, and Conflict Resolution Techniques”, Strategic Manage. J., pp.135-152.
36.Moorman, C., Gerald, Z. and Rohit, D.(1992), “Relationship Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations,” Journal of Marketing Research, Vol.29, pp.314-328.
37.Morgan, R. M. and Hunt, S. D. (1994), “The Commitment-Trust Theory of Relationship Marketing”, Journal of Marketing, pp.20-38.
38.Narver J. C. and Slater S. F.(1990), “The Effect of a Market Orientation on Business Profitability”, The Journal of Marketing, Vol. 54, No. 4, pp.20–35.
39.Nermin, T. and Gloria P. (2007), “The Performance Implications of Designing Multiple Channels to Fit with Strategy and Environment”, Journal of Marketing, Vol. 71.
40.Pelton, L. E., Strutton, D. and Lumpkin, J. R. (1997) “Marketing Channels- A Relationship Management Approach”, Irwin.
41.Perlmutter, H. V. and Heenan, D. A. (1986), “Cooperate to Compete Globally”, Harvard Business Review, March-April, pp.136-152.
42.Porter M. E. (1980), “Competitive Strategy”, Techniques for Analyzing Industries and Competitors, New York, Free Press.
43.Porter, M. E. (1985), “Competitive Advantage:Creating and Sustaining Superior Performance”, New Jersey:Simon & Schuster Inc.
44.Porter, M. E. (1990), “The Competitive Advantage of Nations”, Harvard Business Review, March-April.
45.Pride, W. M. (1989), “Marketing Concepts and Strategies, 6th Ed.”, Houghton Mifflin Company.
46.Rangan, V. K., Corey, E. R., and Cespedes, F. (1993), “Transaction Cost Theory: Inferences from Clinical Field Research on Downstream Vertical Integration”, Organization Science, Vol.4, No.3.
47.Rempel, J. K., Holmes, J. G. and Zanna, M. P. (1985), "Trust in Close Relationships", Journal of Personality and Social Psychology, Vol.49, No.1, pp.95-112.
48.Raven, B. H. and Kruglanski, A. W. (1970), “Conflict and Power”, New York : Academic Press Inc.
49.Ruekert, R. W. (1992), “Developing a Market Orientation: An Organizational Strategy Perspectives”, International Journal of Research in Marketing, Vol. 9, pp.225-245.
50.Robicheaux, R. A. and EI-Ansary A. I. (1976), “A General Model for Understanding Channel Member Behavior,” Journal of Retailing, Vol.52, No.4, pp.437-442.
51.Rosenbloom, B. (1978), “Marketing Channels: A Management View”, Hinsdale, IL: Dryden Press.
52.Rosenbloom, B. (1999), “Marketing Channels: A Management View”, 6th Ed., Fort Worth, TX: Dryden Press.
53.Salancik, J. and Pfeffer, G. R. (1977), “Effects of Ownership and Performance of Executive Tenure in US Cooperation”, Academy of management Journal, Vol.23, pp.653-664.
54.Sharma, A. and Lambert, D. M. (1990), “Segmentation of Markets Based on Customer Service”, International Journal of Physical Distribution & Logistics Management, Vol. 20, No. 7.
55.Sheth, J. N., Bruce I. Newman and Barbara L. Gross (1991), “Consumption Values and Market Choices: Theory and Applications”, Prentic Hall Inc.
56.Siguaw, J. A., Simpson, P. M. and Baker, T.L.(1998), “Effects of Supplier Market Orientation on Distributor Market Orientation and the Channel Relationship: The Distributor Perspective”, The Journal of Marketing, Vol. 62, No. 3, pp. 99-111.
57.Smith, B. (1998), “Buyer-Seller Relationships: Bonds, Relationship Management, and Sextype”, Canadian Journal of Administrative Ssciences,Vol.15, No.1, pp.76-92.
58.Smith, W. R. (1956), “Product Differentiation and Market Segmentation as Alternative Marketing Strategies”, Journal of Marketing, Vol. 21, pp.3-8.
59.Stern, L. W. (1971), “quot: Channel Control, Inter-organization Management & quot in Willian G. Moller and David L. Wilemoned., Marketing Channels A System Viewpoint”, Homewood, Illinois, Richard Irwin D. Inc.
60.Stern, L. W., Adel I., EI-Ansary and Coughlan, A. T. (1996), “Marketing Channel”, 5th ed., Prentice-Hall Inc.
61.Walters, C. G. and Bergiel, B. J. (1989), "Consumer Behavior: A Decision-Making Approach", 1st ed., South-Western, pp.160-201.
62.Yin, R. K.(1984), “Case Study Research: Design and Methods” 3rd ed., Thousand Oaks, CA: Sage

三、網站資料
1.台灣區植物保護工業同業公會
http://tcpia.elive-mall.com/e-live/front/bin/ptlist.phtml?Category=100610
2.台灣資訊協會 環境資訊中心
http://teia.e-info.org.tw/
3.行政院全球資訊網
http://www.ey.gov.tw/mp?mp=1
http://www.ey.gov.tw/sp.asp?xdURL=search.asp&mp=1&searchxsl=y
4.行政院農業委員會
http://www.coa.gov.tw/show_index.php
http://www.coa.gov.tw/view.php?catid=21668
5.行政院農業委員會動植物防疫檢疫局 農藥資訊服務網 http://pesticide.baphiq.gov.tw/web/insecticides_Menultem1.aspx
6.行政院農業委員會 農業產銷班組織體系資料服務系http://agrapp.coa.gov.tw/agr-Sed/agrJsp/login.jsp
7.行政院投資台灣入口網 http://investtaiwan.nat.gov.tw/matter/show_chn.jsp?ID=999995&MID=4
8.經濟部國際貿易局 ECFA兩岸經濟合作架構協議http://www.ecfa.org.tw/RelatedDoc.aspx
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2012-02-09公開。
  • 同意授權瀏覽/列印電子全文服務,於2012-02-09起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2281 或 來信