以代理理論觀點探討製造商對零售通路的管理策略

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。

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.