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系統識別號 U0002-1007200610155200
中文論文名稱 傳統通路與電子通路下資訊通路商行銷資源差異性之研究
英文論文名稱 Marketing Resource Analysis for Information Technology Distributors between the Traditional Channel and the Web-based Channel
校院名稱 淡江大學
系所名稱(中) 管理科學研究所企業經營碩士在職專班
系所名稱(英) Executive Master's Program of Business Administration in Management Sciences
學年度 94
學期 2
出版年 95
研究生中文姓名 陳曉佩
研究生英文姓名 Hsiao-Pei, Chen
學號 792590167
學位類別 碩士
語文別 中文
口試日期 2006-06-15
論文頁數 77頁
口試委員 指導教授-李培齊
委員-方世榮
委員-廖述賢
中文關鍵字 資源基礎理論  核心能力  多行銷通路  通路商 
英文關鍵字 Resource-Based Theory  Core Competence  Multi-channel  Distributor 
學科別分類 學科別社會科學管理學
中文摘要 消費者的購買習慣的改變,造成多重行銷通路的盛行,改變傳統通路的資訊通路商的競爭環境,加上網路資訊科技衝擊著企業的經營方式,及資訊商品低價化及微利時代來臨,面臨如此艱辛的環境,如何在不同通路特性下,通路商應該具備的不同核心能力,成為資訊通路商在競爭市場中成功的關鍵因素。
核心能力的建立以資源基礎理論為研究的文獻理論,配合傳統通路及電子通路,尤其是中立的電子市集的不同特性及優勢,找出傳統通路及電子通路的資訊通路商應該擁有的資源為何?才能建立其核心能力。
從研究結果的主要建議有:
1.傳統通路的資訊通路商必須藉由資訊系統的建立,增加作業的效率,配合人力資源-開放的組織環境、開放溝通的環境、組織發展有共識、CEO對於企業發展目標的承諾、組織的彈性;及重視企業資源-供應商關係重視及與供應商資訊系統連結、資訊系統訓練及重視、持續性的流程再造以改善效率、重視溝通系統、重視標竿管理。
2.電子通路的資訊通路商必須有資訊系統以進行電子交易,配合人力資源-開放的組織環境、開放溝通的環境、CEO對於企業發展目標的承諾與組織的彈性;及重視企業資源-重視顧客關係、電子化交易關係、持續性的流程再造以改善效率、重視標竿管理。
英文摘要 Multi-channel retailing and consumer behavior have changed, so that traditional channel distributors are forced to compete with more channel members. Information technology influences and computer product low average selling prices, low-profit impact, so distributors are hard to survive. How to succeed at different type of channels by developing of various core competences is the key successful factor.
To explore resource-based theory and its core competence,with different characteristics and advantages in the traditional channel and the web-based(pure player) channel, this study tries to find out what kind of essential resource is needed for each channel to establish its core competence.
The research supports the following finding:
1.Traditional channel distributors must have integrated IT system, human resource and business resource, such as:open organization, open communication, consensus, CEO commitment, flexibility, supplier relationships, supplier-driven IT, IT training, process re-design, work as team, benchmark, in order to possess unique core competence.
2.Web-bases distributors must have updated IT system, human resource and business resource, such as:open organization, open communication, consensus, CEO commitment, flexibility, partner relationships, customer relationships, process re-design, benchmark, and in order to possess unique core competence
論文目次 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與研究問題 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 資源基礎理論 5
一、      資源基礎理論 5
二、      核心能力 9
第二節 通路型態特性及優勢 17
一、      通路型態 17
二、      通路行銷特性 22
三、      通路優勢 25
第三節 傳統通路與電子通路之資源配置 32
第三章 研究方法 36
一、      研究設計 36
二、      訪談對象 37
三、      訪談流程 39
第四章 資料分析 41
第五章 結論與建議 50
一、      結論 50
二、      建議與後續研究 55
三、      研究限制 56
參考文獻 57
中文部分 57
英文部分 59
附 錄 66
附錄一 深度訪談問卷 66
附錄二 深度訪談內容 69
表 目 錄
表2-1 策略性資源之內涵 15
表2-2 行銷通路的特性 24
表2-3 傳統通路與電子通路之比較 30
表2-4 傳統通路與電子通路人力資源建立核心能力比較表 33
表2-5 傳統通路與電子通路企業資源建立核心能力比較表 34
表2-6 訪談內容整理表 47
圖 目 錄
圖1-1 本研究流程圖 4
圖2-1 SWOT分析、資源基礎模式與產業吸引力模式之間的關係 5
圖2-2 異質性資源與不可移動性、有價值、稀少性、不能完成 8
模仿與替代性資源的關係,及持續性競爭優勢
圖2-3 企業核心競爭力的建立 13
圖2-4 通路階層 17
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