Basic Search / Detailed Display

Author: 林勇易
YUNG-I LIN
Thesis Title: 3C通路衝突管理
3C Channel Conflict Management
Advisor: 王孔政
Kung-Jeng Wang
Committee: 陳正綱
none
葉瑞徽
none
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2016
Graduation Academic Year: 104
Language: 中文
Pages: 70
Keywords (in Chinese): 通路管理賽局理論通路衝突
Keywords (in other languages): Channel management, Game theory, Channel conflict
Reference times: Clicks: 528Downloads: 32
Share:
School Collection Retrieve National Library Collection Retrieve Error Report
  • 本論文探討3C通路之衝突管理,並以宏碁、全國電子、燦坤合縱聯盟的個案故事為例闡述之。研究目的係以賽局理論以及通路權力與衝突理論,探討通路管理與通路發展之決策。本論文含括個案內容和教學指引兩大部分。透過個案的分析與探討,藉由三家公司主管在面臨通路衝突與業務拓展由市場到組織到通路的轉變,在過程中所應考慮的各種關鍵要點,提供給可能面臨類似狀況的企業經理人參考與啟發。


    This thesis analyses the conflicts in 3C channel management with the case of Acer, E-life and TK3C constructive alliances. The purpose of this study is to investigate the management decision making aspects to consider for channel management and development path by applying game theory and the theory of power and conflict path.
    This thesis consists of two sections, the case content and teaching guidelines. Through the case study and analysis, one can understand the key factors affecting the executive officers from three different corporations, when facing channel conflict, market development and the transition from organization to channel structures. This study provides a holistic picture for executive managers when facing a similar situation and conflict.

    摘要 I ABSTRACT II 誌謝 III 圖目錄 VI 表目錄 IX 壹、個案本文 1 1.1 重啟合作 1 1.2 市場背景 2 1.3 行銷會議 7 1.4 通路霸主的崛起 – 燦坤 10 1.5 最多門市的連鎖通路 – 全國電子 12 1.6 通路概況 14 1.7 敲磚 (故事起源) 18 1.8 進退兩難 19 1.9 阻斷來者 21 1.10 開創新局 23 貳、個案教學指引 24 2.1 個案總覽 24 2.2 教學目標與適用課程 25 2.3 學生課前討論問題 26 2.4 個案背景 27 2.5 個案分析 32 2.6 教學建議 42 2.7 板書規劃 43 參考文獻 47 附錄 53

    Adams, D. J., Dwyer, T. M., & Hille, B. E. R. T. I. L. (1980). The permeability of endplate channels to monovalent and divalent metal cations. The Journal of general physiology, 75(5), 493-510.
    Axelrod, R., & Hamilton, W. D. (1981). The evolution of cooperation. Science, 211(4489), 1390-1396.
    Brown, J. R., & Frazier, G. L. (1978). The application of channel power: its effects and connotations. Research frontiers in marketing: Dialogues and directions, 260-270.
    Brown, J. R., Johnson, J. L., & Koenig, H. F. (1995). Measuring the sources of marketing channel power: A comparison of alternative approaches.International Journal of Research in Marketing, 12(4), 333-354.
    Brown, J. R., Johnson, J. L., & Koenig, H. F. (1995). Measuring the sources of marketing channel power: A comparison of alternative approaches.International Journal of Research in Marketing, 12(4), 333-354.
    Brown, J. R., Lusch, R. F., & Muehling, D. D. (1983). Conflict and power-dependence relations in retailer-supplier channels. Journal of retailing, 59(4), 53-80.
    Brown, J. R., Lusch, R. F., & Nicholson, C. Y. (1996). Power and relationship commitment: their impact on marketing channel member performance. Journal of retailing, 71(4), 363-392.
    Bucklin, L. P. (1973). A theory of channel control. The Journal of Marketing, 39-47.
    Coughlan A.T., Anderson E., Stern L. W., EI-Ansary A. I. Marketin Channels(6th ed). N.J.: Prentice-Hall Inc, 21.
    Coughlan, Anne T., Anderson, Erin, Stern, Louis W. and Adel I. El-Ansary (2001), Marketing Channels, New Jersey, Prentice-Hall.
    Dant, Rajiv P. and Gregory T. Gundlach (1998), The challenge of autonomy and dependence in franchised channels of distribution. Journal of Business Venturing, 14(1): 35-67.
    Day, George and Saul Klein (1987), Cooperative behavior in vertical markets: the influence of transaction cost and competitive strategies. Journal of Marketing, 24(1), 39-66.
    Lee, D. Y. (2001). Power, conflict and satisfaction in IJV supplier - Chinese distributor channels. Journal of Business Research, 52(2), 149-160.
    Dwyer, F. R. (1980). Channel-member satisfaction-laboratory insights. Journal of Retailing, 56(2), 45-65.
    Dwyer, F. R., & Oh, S. (1987). Output sector munificence effects on the internal political economy of marketing channels. Journal of marketing research, 347-358.
    Dwyer, F. R., & Welsh, M. A. (1985). Environmental relationships of the internal political economy of marketing channels. Journal of Marketing Research, 397-414.
    El-Ansary, A. I., & Stern, L. W. (1972). Power measurement in the distribution channel. Journal of Marketing research, 47-52.
    Etgar M. (1978) Selection of an effective channel control mix. Journal of Marketing 42(7), 53-78.
    Etgar, M. (1977). Channel environment and channel leadership. Journal of Marketing Research, 69-76.
    Etgar, M., Cadotte, E. R., & Robinson, L. M. (1978). Selection of an effective channel control mix. The Journal of Marketing, 53-58.
    Etgar, M. (1979). Sources and types of intra-channel conflict. Journal of retailing, 55(1), 61-78.
    Frazier, G. L. (1999). Organizing and managing channels of distribution. Journal of the Academy of marketing Science, 27(2), 226-240.
    Frazier, G.L. and K.D. Anita (1995). Exchange relationships and inter-firm power in channels of distribution. Journal of the Academy of Marketing Science, 23(4), 321-326.
    French, J. R., Raven, B., & Cartwright, D. (1959). The bases of social power.Classics of organization theory, 311-320.
    Gaski, J. F. (1984). The theory of power and conflict in channels of distribution. The Journal of Marketing, 9-29.
    Gaski, J. F., & Nevin, J. R. (1985). The differential effects of exercised and unexercised power sources in a marketing channel. Journal of marketing research, 130-142.
    Geyskens, I., Steenkamp, J. B. E., & Kumar, N. (1999). A meta-analysis of satisfaction in marketing channel relationships. Journal of marketing Research, 223-238.
    Hunt, S. D., & Nevin, J. R. (1974). Power in a channel of distribution: sources and consequences. Journal of marketing Research, 186-193.
    Johnson, J. L., Sakano, T., Cote, A., & Onzo, N. (1993). Japanese channel relationships. Journal of Marketing, 57, 1-10.
    Kasulis, J. J., Spekman, R. E., & Bagozzi, R. P. (1979). A taxonomy of channel influences: a theoretical-operational framework. In Future Directions of Marketing: Proceedings of Two European Colloquia, George Fisk et al (Eds.), Cambridge, MA: Marketing Science Institute (pp. 165-84).
    Kasulis, J.J., Morgan, F.W., Griffith, D.E., and J.M. Kenderdine (1999). Managing trade promotions in the context of market power. Journal of the Academy of Marketing Science, 27(3), 320-332.
    Keysuk, K. (2000). On inter-firm power, channel climate, and solidarity in industrial distributor- supplier dyads. Journal of the Academy of Marketing Science, 28(3), 388-405.
    Kotler Philip (1999). Marketing Management (10th ed).
    Kotler Philip(2000). Marketing Management (The millennium edition) Prentice Hall International.
    Kumar, Nirmalya, Lisa K. Scheer, and J.E.M. Steenkamp (1992). The effects of supplier fairness on vulnerable resellers. Journal of Marketing Research, 32(1), 54-65.
    Laforet, S., & Saunders, J. (1999). Managing brand portfolios: why leaders do what they do. Journal of Advertising Research, 39(1), 51-51.
    Lee, D. Y. (2001). Power, conflict and satisfaction in IJV supplier-Chinese distributor channels. Journal of Business Research, 52(2), 149-160.
    Lovelock, C. and L. Wright (2002). Principles of service marketing and management (2nd ed), NY, Prentice- Hall.
    Lusch, R. F. (1976). Sources of power: their impact on intrachannel conflict. Journal of Marketing Research, 382-390.
    Lusch, R. F., & Brown, J. R. (1982). A modified model of power in the marketing channel. Journal of marketing research, 312-323.
    Michadel Etgar (1977). Channel environment channel leadership. Journal of Marketing Research Vol.14, 70.
    Mitchell, V.W. (2001). Re-conceptualizing consumer store image processing using perceived risk. Journal of Business Research, 54, 67-172.
    Mohr, John and John R. Nevin (1990). Communication strategies in marketing channels: a theoretical perspective. Journal of Marketing, 54(oct), 36-51.
    Nash, J. (1951). Non-cooperative games. Annals of mathematics, 286-295.
    Neumann, J. V., & Morgenstern, O. (1944). Theories of games and economic behavior.
    Olm, K. W., Eddy, G.G., and A.R. Adaniya (1998). Selecting franchisee prospects. Society of Franchising Proceedings II San Francisco: Society of Franchising.
    Raven, B. H., & Kruglanski, A. W. (1970). Conflict and power. The structure of conflict, 69-109.
    Rosenbloom B. Marketing Channgement els: A ManaView (6th ed ). T.X: Dryden Press,1999.
    Rosenbloom, Bert (1987), Marketing Channels: A Management View (3rd ed). NY: The Dryden Press.
    Stern, L. W., Schulz, R. A., & Grabner, J. R. (1973). The power base-conflict relationship: preliminary findings. Social Science Quarterly, 412-419.
    Tucker, A. W. (1959). Contributions to the Theory of Games (Vol. 4). Princeton University Press.
    Von Neumann, J. (1944). Morgenstern, 0. Theory of games and economic behavior, 3.
    Von Neumann, J., & Morgenstern, O. (1945). Theory of games and economic behavior. Bull. Amer. Math. Soc, 51(7), 498-504.
    Von Neumann, J., & Morgenstern, O. (2007). Theory of games and economic behavior. Princeton university press.
    Wilkinson, I. (1981). Power, conflict, and satisfaction in distribution channels-an empirical study. International Journal of physical distribution & materials management, 11(7), 20-30.
    周芳苑(2004,5月27日)。全國電子嗆聲要超越燦坤。今周刊,388。
    張順教(2014)。賽局與策略管理個案分析。
    廖德琦(2006,6月22日)。投資中國帶衰燦坤霉運不斷。新台灣新聞週刊,535。
    劉姿吟(2002)。通路品牌策略、通路控制力與通路績效關係之研究-以3C連鎖經營類型之資源基礎觀點分析(碩士論文,中原大學,2002)。台灣博碩士論文知識加值系統。
    盧希鵬(2009,7月14日)。社會關係的建立:社會交換理論。經理人月刊。
    蘇州河與嚴必行(2004,1月4日)。吳燦坤3C王國面臨考驗。今周刊,407。
    张黎(2004)。渠道權力理論與國外品牌服裝在我國的營銷渠道。南開管理評論,7(4),44-50。
    宏碁全國電子聯手破紀錄。(2003,8月7日)。聯合晚報。
    燦坤割喉戰。(2003,8月8日)。聯合報。
    3C通路戰,燦坤全國再嗆聲。(2004,4月14日)。經濟日報。
    燦坤全國纏鬥,延長優惠活動。(2004,4月20日)。經濟日報。
    燦坤全國電子火拼,意外創雙贏。(2004,5月5日)。經濟日報。
    多媒體展本周登場,點燃PC降價戰。(2004,7月5日)。經濟日報。
    燦坤宏碁消除歧見全產品線合作。(2005,7月16日)。工商時報。
    冰封2年燦坤宏碁再合作。(2005,7月20日)。聯合報。
    AMD 網站:www.amd.com
    Intel 網站:www.intel.com
    Net Market Share:https://www.netmarketshare.com/
    StatCounter 2016:http://gs.statcounter.com/
    公平交易法,公平交易委員會 http://www.ftc.gov.tw/internet/main/doc/docDetail.aspx?docid=167
    公開資訊觀測站。臺灣證券交易所 ( 2002-2006年全國電子公開財報)。線上檢索日期:2016年5月14日。網址:http://www.twse.com.tw/ch/index.php
    公開資訊觀測站。臺灣證券交易所(2003-2006年燦坤電子公開財報)。線上檢索日期:2016年5月14日。網址:http://www.twse.com.tw/ch/index.php
    公開資訊觀測站。臺灣證券交易所(2003-2006年燦坤電子公開財報)。線上檢索日期:2016年5月14日。網址:http://www.twse.com.tw/ch/index.php
    賽局理論-維基百科,自由的百科全書 http://zh.wikipedia.org/zh-tw/%E5%8D%9A%E5%BC%88%E8%AE%BA
    維基百科 https://zh.wikipedia.org/wiki/

    QR CODE