夥伴關係緊密程度與夥伴關係績效之相關性分析－以台灣電子產業為例

A Study of Partnership Tightness and Relationship Performance-The Case of Electronic Industry in Taiwan

楊明璧(Mirng-Bih Yang)；莊建峰(Jiang-Fong Chwan)

夥伴關係管理 ； 夥伴關係緊密程度 ； 夥伴關係績效 ； Partner relationship management ； relationship tightness ； relationship performance

企業管理學報

63期（2004 / 12 / 01）

121 - 158

繁體中文

本研究想了解企業在不同的產業環境變數下，夥伴關係的緊密程度和夥伴關係績效之間的相關性，並以台灣電子產業的製造商為研究對象。四個主要環境變數分別為雙方權力結構關係、產品資訊需求程度、產品所在生命週期以及產品標準化程度；而關係緊密程度則用十個構面來表示，績效則分行為基礎績效和結果基礎績效。本研究先用因素分析由十個構面萃取出六個主要構成夥伴關係的因素，再用集群分析分出四種夥伴關係策略；並分析在何種環境下採用那個關係策略的績效會較好。研究發現，當雙方權力結構較為平衡、資訊需求程度愈高時較易發展緊密的夥伴關係，另兩個環境因素對關係的緊密程度影響較不顯著。而當客戶較具權力下，企業宜採用重視客戶問題解決及平衡關係發展之並行策略；當企業本身較具權力下，則偏向採用重視客戶問題的解決策略；對資訊需求低的產品，宜採用重視平衡關係發展策略。另外，當產品在導入階段時應建立與客戶良好的關係而非要求實質的回報，而在產品成長期及成熟期階段，則應重視彼此的信任與承諾。在產品標凖化程度關係變數方面，則不論產品標準化程度高或低時，應採用重視平衡關係發展策略。

The main purpose of this study is to explore the effectiveness of different partner relationship strategies (relationship tightness) under different industrial environment, using electronic industry in Taiwan as our study focus. Four industrial environment variables discussed in this study are power structure in buyer/seller relationship, degree of product information needs, position of the product in its life cycle, and product standardization level. The tightness of partnership is measured based on ten variables, while the performance matrices used are behavior-based performance and result-based performance. By applying factor analysis, we solicit six main factors that are further used to determine four different relationship strategies. The results show that, when power structure is more balanced between two parties and the degree of information needs is higher, both parties will have tighter partner relationship. In addition, different relationship strategies should be matched with different industrial environment.

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