隨著資訊科技的發展、消費者的消費型態改變與產品的互相競爭，行銷通路的選擇相當重要。本研究欲瞭解產險業在各通路中之經營狀況，探討在訂立不同的通路策略、通路滿意度的高低對於通路之銷售績效之關係。
本研究以產物保險業銀行行員為調查的對象，總共發出300 份問卷，回收有效問卷246 份，有效問卷回收率為82%，採用SPSS與AMOS 統計軟體作為統計分析工具，以因素分析、描述性統計、皮爾森相關分析、線性結構方程式等等方法，研究結果如下：
一、產險公司採取非強制策略或允諾策略，均對經濟滿意度產生正向且顯著的影響，
二、就通路策略而言，不管產險公司訂定策略方式為何，均對通路績效產生正向且顯著的影響。
三、通路經濟滿意度不會對通路績效產生正向且顯著的影響，而通路社會滿意度對通路績效產生正向且顯著的影響。

Due to the rapid development of information technology, the consumers’ consuming pattern changes, and the products compete with each other, the marketing channel selection is quite important. This study desires to understand the operational condition of the property insurance industry in every channel and explores the relationship of setting up different channel strategies and the high and low channel satisfaction to the channel sales performance.

This study adopts the bank staff of the property insurance industry as the investigation object. The study sent out altogether 300 questionnaires, recovered 246 valid questionnaires, and the valid questionnaire recovery percentage was 82%. The study uses the SPSS and AMOS statistical software as the statistical analysis tool and makes an analysis by the factor analysis, descriptive statistics, Pearson correlation analysis and linear structural relational model. The findings are as follows:

1.The property insurance company adopts the non-enforcement strategy or admission strategy, both of which have positive and significant influence on the economic satisfaction.
2.As far as the channel strategy is concerned, no matter how the property insurance company sets up the strategy, it has positive and significant influence on the channel performance.
3.The channel economic satisfaction will not have positive and significant influence on the channel performance, but the channel social satisfaction will

目 錄
目錄	Ⅰ
表次	Ⅲ
圖次	Ⅳ
第一章　緒論	1
　　第一節　研究背景與動機	1
　　第二節　研究目的	5
　　第三節　研究範圍	6
第二章　文獻探討	8
　　第一節　行銷通路的意涵與類型	8
　　第二節　通路策略的意涵與類型	9
　　第三節　通路滿意度的衡量構面	14
　　第四節　通路績效的內涵與衡量	17
    第五節　變項間之關係	23
第三章　研究方法	28
　　第一節　研究架構	28
　　第二節　研究假設	29
　　第三節　變項之定義與衡量	31
　　第四節　研究對象與抽樣設計	36
　　第五節　資料分析方法	37
第四章　資料分析與結果	41
　　第一節　預試分析	41
    第二節　樣本基本資料之分析與討論	44
　　第三節　信度及效度分析與因素分析	49
　　第四節　通路策略、通路滿意度及通路績效間的分析	56
    第五節　路徑分析	57
    第六節　研究假設之驗證	62
第五章　結論與建議	65
　　第一節　結論	65
　　第二節　管理意涵	66
　　第三節　研究限制	67
    第四節　建議	68
參考文獻	71
附錄：問卷	80

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