Responsive image
博碩士論文 etd-0823111-140839 詳細資訊
Title page for etd-0823111-140839
論文名稱
Title
驗證機構通路策略之研究
Research on Distribution Channel Strategies of Certification Body
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
71
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2011-06-02
繳交日期
Date of Submission
2011-08-23
關鍵字
Keywords
驗證機構、通路策略
Certification Body, Distribution Channel Strategies
統計
Statistics
本論文已被瀏覽 5744 次,被下載 0
The thesis/dissertation has been browsed 5744 times, has been downloaded 0 times.
中文摘要
隨著產業競爭日趨激烈,如何讓產品能成功的在國際市場上佔有一席之地,一直是行銷觸角遍及全球的廠商十分關切的議題。面對不同國家的文化與語言上的差異,以及各國繁瑣的產品法規及程序的多重限制,廠商要將產品拓展至全球市場一直面臨著極大的挑戰。對於全球驗證系統的需求日益增加,廠商若要快速取得全球市場,就必須積極讓產品迅速獲得各國的認證以贏得先機。
本研究的主要目的包含探討驗證機構不同通路的特性、探討驗證體系中不同通路的優缺點和評估驗證體系中不同通路選擇的考量因素。本研究採用個案研究法來進行實證分析,屬於個案設計與分析議題的設計模式。
本研究發現,不同的通路策略會對廠商及驗證機構造成不同的影響。驗證機構在擬定通路策略的同時,必須考量不同通路差異對廠商造成的影響,以期擬定的通路策略符合廠商的需求。不論是零階通路或一階通路,對廠商或驗證機構而言都有不同的優點和缺點,雖然零階通路是直接讓廠商和驗證機構配合與溝通的管道,然而,潛在的缺點還是存在的。在台灣的驗證體系中,不同的通路系統皆有其不同的適用情境。
Abstract
Following to the industrial competition which is getting along intense day by day, it is a deeply concerned subject to the manufacturer from spread global world, how to prove their product into the international market successfully. Facing in the culture and language of different country, as well as various countries’ tedious product laws, regulations and multiple limits in the procedure, the manufacturer confront the enormous challenge with the product development into the global market. Increasing by the demands of the global certification system gradually, in order to win the initiative, it is essential to let their product obtain various countries’ approval positively and rapidly.
The main purpose for this research contains the discussion in different circuit’s characteristic of certification body, different circuit’s shortcomings and advantages, and the choices’ estimation of consideration factor in certification systems. This pattern of research adopts personal methodology in processing empirical analysis which belongs to the personal design and analysis issue.
We discover that different circuit strategy causes the influence on the manufacturer and certification body. While the certification body draws up the circuit strategy to comply with the manufacturer’s demands, they must expect the effect to different circuit’s variation meanwhile. Speaking of the manufacturer or certification body, it causes different kinds of advantages and shortcomings no matter for the zeroth order circuit or the first-order circuit. Although the zeroth order circuit is a pipeline that lets the coordination and communication between manufacturer and the certification body directly, however, the latent shortcoming still exists. The different circuit system applies to different suitable situation in Taiwan.
Keywords: Distribution Channel Strategies, Certification Body
目次 Table of Contents
目 錄
論文審定書 i
論文摘要 ii
ABSTRACT iii
目 錄 iv
表 目 錄 vi
圖 目 錄 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 驗證產業概況分析 6
第二節 通路策略的相關理論 14
第三章 研究方法 25
第一節 個案研究法 25
第二節 研究過程 26
第四章 訪談整理與分析 30
第一節 零階通路 30
第二節 一階通路 36
第三節 通路選擇的考量因素 44
第五章 結論與建議 50
第一節 研究結論 50
第二節 研究建議 56
第三節 研究限制 58
參考文獻 59
附錄 訪談問題大綱 63
參考文獻 References
一.中文部分
許士軍,1990,管理學,台北,東華書局。
余朝權,1991,現代行銷管理,台北,五南圖書出版公司。
陳萬淇,1992,個案研究法,台北:華泰文化事業股份有限公司。
葉日武,1999,行銷學:理論與實務,台北:前程文化事業股份有限公司。
陳永琦,2008,直接通路與間接通路雙競爭下的最佳定價決策,國立中央大學工
業管理研究所碩士論文。
謝明彧,2010,跨國集團海外通路策略之研究 – 以古河電工台灣子公司為例,
國立中山大學館理學院高階經營碩士學程在職專班碩士論文。
二.西文部分
Anderson, E., & Coughlan, A. T., 1987. International entry expansion via independent
or integrated channel of distribution, Journal of Marketing, 14(6): 71-82.
Aspinwall, L. V., 1962. The characteristics of goods theory. In Managerial
marketing: perspectives and viewpoints. William Lazer and Eugene J. Kelley,
eds. Homewood, IL: Richard D. Irwin, Inc.
Berman, B., 1996. Marketing channels. John Willey & Sons.
Bowersox, D. J. & Copper, M. B., 1990. Strategic marketing channel management.
NY: McGraw-Hill.
Bucklin, L. P., 1966. A theory of distribution channel structure. Institude of
Business and Economic Research, University of California, Berkeley.
Bucklin, L. P., 1970. The classification of channel structure. In Vertical marketing
systems. IL: Scott, Foresman, Cunningham and Swift.
Eisenhardt, K. M., 1989. Case study theory research. Academy of Management
Review, 14(4): 5320550.
Guirdham, V. & Gupta, A., 2000. Analysis of the emerging global arena. European
Management Journal, 18(3): 274-284.
Hardy, K. G. & Magrath, A. J. 1988. Marketing channel management. Glenview, IL:
Scott. Foresman.
Lilien, G., 1979. Modeling the marketing mix decision for industrial products.
Management Science, 25: 191-204.
Miracle, G. E., 1965. Product characteristics and marketing strategy. Journal of
Marketing, 29: 18-24.
Peterson, R. A., Sridhar, B., & Bronnenberg, B. J., 1997. Exploring the implications
of the internet for consumer marketing. Academy of Marketing Science
Journal, 25(4): 329-346.
Rangan, V. K., Melvyn, A. J. M., & Maier, E. P., 1992. Channel selection for new
industrial products: a framework, method, and application. Journal of
Marketing, 56: 69-82.
Reibstein, D. J., 1985. Marketing: concepts, strategies, and decision. NY:
Pretice-Hall, Inc.
Rosenbloom, B., 1999. Marketing channels: a management view. Orlando: The
Dryden Press.
Stern, L. W., EI-Ansary, A. I., & Brown, J. R., 1989. Management in marketing
channels. NJ: Prentice Hall Inc., Englewood Cliffs.
Yin, R. K., 1987. Case study research: design and methods. Sage Publications.
KOTLER,PHILIP;KELLER,KEVIN LANE, 2006. Marketing Management.
Charles W.L. Hill & Gareth R. Jones, Strategic Management, Eighth Edition.
三.網路部分
TUV Rheinland Taiwan Ltd 網站,2011,<www.twn.tuv.com>。
TUV SUD Taiwan 網站,2011,<www.tuv-sud.tw>。
UL Taiwan 網站,2011,<www.ul.com.tw>。
Nemko Taiwan 網站,2011,<www.nemko.com>。
Intertek Testing Service Taiwan Ltd.,2011,<www.intertek-twn.com>。
電子全文 Fulltext
本電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。
論文使用權限 Thesis access permission:自定論文開放時間 user define
開放時間 Available:
校內 Campus:永不公開 not available
校外 Off-campus:永不公開 not available

您的 IP(校外) 位址是 3.236.142.143
論文開放下載的時間是 校外不公開

Your IP address is 3.236.142.143
This thesis will be available to you on Indicate off-campus access is not available.

紙本論文 Printed copies
紙本論文的公開資訊在102學年度以後相對較為完整。如果需要查詢101學年度以前的紙本論文公開資訊,請聯繫圖資處紙本論文服務櫃台。如有不便之處敬請見諒。
開放時間 available 已公開 available

QR Code