The Model of Marketing Strategic Alliance for Maintaining Partner Relationship of Retail Industry
| Autor: | Tse-Yu Lin, 林澤宇 |
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| Rok vydání: | 2011 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 99 In a dynamic competitive business environment, companies no longer rely on their own core resources to face the competition. Therefore, the marketing strategic alliance has became one of the important strategies for businese. However, most of the literature focuses on the marketing strategic alliance for selecting partner of marketing strategic alliance, and lack the literatures related to maintain partner relationship for marketing strategic alliance. Therefore, this study utilizes social exchange theory as theoretical base to extend three dimensions including the trust, commitment and quality of the communication to establish an evaluation model for maintaining marketing strategic alliance partner relationship. This study utilizes three major convenience chain stores in Taiwan including 7-ELEVEn, Family Mart, and Hi-Life as objects for empirical investigation, and also constructs a hierarchical structure model by using expert interview. We use the fuzzy linguistic relations method to measure the weights of factors, attributes as well as performance value for the hierarchical structure model of maintaining partner relationship, then evaluate the score of maintaining partner relationship by multiplying performance value and total weight values of factors and attributes. Besides, we use the scores of maintenance which applied in practice to represent a standard value, and further we separate into yellow, green and red sign to judge the possibility of maintain relationship. According to the results of study, we find out that the marketing strategy of 7-ELEVEn and Family Mart focus on partners of pre-order product manufacturing for marketing strategic alliance, while the marketing strategy of Hi-Life focuses on partners of fresh food product manufacturing. Therefore, we develop two kinds of model and evaluation forms for maintaining partner relationship to allow companies for evaluating marketing strategic alliance partner strength. Base on the measure of fuzzy linguistic relations method, we find out that regardless of 7-ELEVEn, Family Mart and Hi-Life, the attribute of innovation is the highest weight values, it means that whether partners of pre-order product manufacturing or partners of fresh food product manufacturing, R&D for product innovation is the primary consideration for maintaining partner relationship of marketing strategic alliance. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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