碩士 / 國立嘉義大學 / 行銷與流通管理研究所 / 91 / In recent years, most enterprises in Taiwan focus on the development of internationalization for connecting with the global economics and gaining advantage in the international market. To take part in the international market, the enterprises need to properly plan the marketing strategies to provide the most suitable products and services for local market and carefully meet the customers’ demands. However, how to choose a high performance channel of trade is a very important and complicated issue for various marketing strategies. It is not only relative to the infrastructure of the company, but also relative to the network structure between the company and its agents. Since many newly designed computer technologies have been widely used for marketing, rapid transmission of information and products in the network will cause most enterprises to accelerate the electronicalization engineering. To summarize, this research investigates the overseas channel development from the viewpoint of the network structure of the enterprise. We also explore the influence of e-business degree upon the choice of channels by a company. We hope that our results can provide a suggestion for an enterprise, which widely applies computer technologies on its business conduct, to properly choose the channels of trade and network structures for marketing.
In order to reach the above-mentioned goals, this research investigates: (1) the important considerations of choosing international marketing channels, (2) the network structures between the international enterprise and its overseas agents, (3) the influence of e-business development upon the choice of international marketing channels, and (4) the changes of international marketing channel performance on the different network structures and e-business degrees. We visit three companies for case studies, and modify the original model together with its variables according to the analysis of visiting reports. Then we use the questioner as the second stage investigation. The results of numeric analysis can help us verify the correctness of the theoretical model, and can provide a comparison with the case studies and previous works.
1.From the case study, we found that the demand of target market (market factor) and the resource payout of the company (company factor) are the main considerations when choosing their channel forms for most companies. The present study shows that the main differences among network structure formed by different channel forms are resulted from the various extents of centralization; while no significant dissimilarities exist among the degrees of inter-trust, inter-profit and community. On the other hand, the degree of e-business of an enterprise would have positive effects on its flexibility for communication and interaction mechanism. The e-business may help improve the performance of enterprise; however, e-business is just a tool. The long-term development of enterprise mainly still depends on the enhancethe foundance.
2.From the statisfactory analysis, we found that the market situations, the company conditions, the environment of local areas, and the cooperation for channel members are the most appreciated factors for a company when choosing their channel. Various channel forms will result in different degrees of inter-trust, inter-profit, centralization, and formulization between enterprise and abroad working point. The degree of e-business might degrade the effect of the channel forms on the network structure. The effect of network structure on the channel performance might also be affected by the extent of e-business. More differences exists for the effects of business population with various degrees of e-business on the degree of necogation and cooperation of channel merber and company financial performance, although the difference for network structure relation is not significant. Various network structure relation group would result in significant differences for the the degree of necogation and cooperation of channel merber and the sales service level.
This research help through different view to analysis the international enterprise marketing channel situation and the channel performance centerly cause, and provide the stateic suggestions relation to the management of international marketing channel, make it manage goodly international channel and persuit higher abroad working profits.
Key word： internatinal marketing channel, network structure relation, the degree of e-business, channel performance.
| Identifer | oai:union.ndltd.org:TW/091NCYU0691006 |
| Date | January 2003 |
| Creators | 王怡臻 |
| Contributors | 張心馨 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 149 |
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