DC 欄位 | 值 | 語言 |
dc.contributor.author | 翁景民 | zh_TW |
dc.creator | 翁景民 | zh_TW |
dc.date | 2001 | zh_TW |
dc.date.accessioned | 2006-07-25T05:10:58Z | - |
dc.date.accessioned | 2018-06-29T08:52:24Z | - |
dc.date.available | 2006-07-25T05:10:58Z | - |
dc.date.available | 2018-06-29T08:52:24Z | - |
dc.date.issued | 2001 | - |
dc.identifier | 892416H002103 | zh_TW |
dc.identifier.uri | http://ntur.lib.ntu.edu.tw//handle/246246/3053 | - |
dc.description.abstract | 零售通路在行銷體系的重要性與日俱
增,因此,在製造商-零售商間的關係也
面臨劇烈變動。在製造商及上市產品愈來
愈多的情形下,零售商的貨架爭奪日烈,
製造商的通路成本及相關的額外支出也更
為膨脹。而製造商也依賴零售商配合其行
銷策略,方能得到市場利潤。本研究擬用
代理理論來解釋零售商與製造商的關係,
在代理關係中,製造商委請零售商代為執
行某些功能或任務;主理人(製造商)因與代
理人(零售商)資訊不對稱而發生了代理問
題,從而使主理人蒙受風險與損失。而代
理理論認為,在零售通路的管理中,誘因
與監督可用以達成控制零售通路的目的;
此外,本研究加入社會學觀點,認為人際
依附也是一種管理策略。故本研究在製造
商-零售商間的關係架構下,討論誘因、
監督和人際依附的功能與效益,及三者間
的替代、互補等互動效果,以建立對零售通路的適當管理策略。 | zh_TW |
dc.description.abstract | The importance of developing more
productive relationships between
manufacturers and retailers is recognized
widely. The retailers' shelf space will be
more competitive by manufacturers. The
related cost for retail channels and additional
expenditures are costly. Therefore, a
particularly important aspect of these
relationships is retailer participation in
manufacturers-sponsored marketing
strategies or in-store display programs. These
manufacturers and retailers will get more
integrated channel profit. It is not surprising
that manufacturers consider gaining retailer
participation their single most important
problem regarding marketing strategies. In
the agency relationship, some manufacturers'
functions or tasks are worked by retailers.
The information asymmetric between
principals (manufacturers) and agents
(retailers) results in agency problems. The
manufacturers will suffer risk and loss due to
hazard risk and inverse selection. We adopt
agency theory to explain the practical
manufacturers-retailers relationship will clear
their relationship structure and problems.
Currently, several different research streams
focus on the antecedent conditions that
promotion certain relationship behaviors or
limit opportunism. Economic theory has
explored the capability of incentive structures
to produce certain patterns of behavior. Researchers in organization theory have
focused on monitoring, and sociological
research has explored the effects of social
networks and interpersonal attachments. We
will study the effect of incentives, monitoring,
and interpersonal attachment as well as the
interaction among these mechanisms in
manufacturers-retailers relationships. | en |
dc.format | application/pdf | zh_TW |
dc.format.extent | 35834 bytes | - |
dc.format.mimetype | application/pdf | - |
dc.language | zh-TW | zh_TW |
dc.language.iso | zh_TW | - |
dc.publisher | 臺北市:國立臺灣大學工商管理學系 | zh_TW |
dc.rights | 國立臺灣大學工商管理學系 | zh_TW |
dc.subject | 代理理論 | zh_TW |
dc.subject | 誘因設計 | zh_TW |
dc.subject | 監督 | zh_TW |
dc.subject | 人際依附 | zh_TW |
dc.subject | Agency Theory | en |
dc.subject | Incentive
Design | en |
dc.subject | Monitoring | en |
dc.subject | Interpersonal
Attachments | en |
dc.title | 以代理理論觀點探討製造商對零售通路的管理策略 | zh_TW |
dc.title.alternative | Managing Manufacturer-Retailer Relationships in an Agency Theoretic Per spective | en |
dc.type | report | en |
dc.identifier.uri.fulltext | http://ntur.lib.ntu.edu.tw/bitstream/246246/3053/1/892416H002103.pdf | - |
dc.coverage | 計畫年度:89
第二期;起迄日期:2000-08-01/2001-07-31 | zh_TW |
item.languageiso639-1 | zh_TW | - |
item.cerifentitytype | Publications | - |
item.grantfulltext | open | - |
item.fulltext | with fulltext | - |
item.openairecristype | http://purl.org/coar/resource_type/c_93fc | - |
item.openairetype | report | - |
顯示於: | 工商管理學系
|