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系統識別號 U0026-1406201111322000
論文名稱(中文) OEM供應商如何吸引顧客得到訂單? 以注意力觀點探討
論文名稱(英文) How OEM suppliers attract customers? : An Attention-based View
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 99
學期 2
出版年 100
研究生(中文) 張祐瑄
研究生(英文) Yu-Hsuan Chang
學號 R46984140
學位類別 碩士
語文別 英文
論文頁數 66頁
口試委員 指導教授-方世杰
指導教授-蔡惠婷
口試委員-曾娟娟
口試委員-蔡振義
中文關鍵字 買賣方關係  注意力  關係專屬投資  產品創新 
英文關鍵字 buyer-supplier relationship  attention  relational specific investment  product innovation 
學科別分類
中文摘要 本研究在探討代工廠商如何付出時間和努力獲取品牌大廠的訂單。找尋顧客訂單需要花費成本及時間,因此,本研究將以注意力觀點專注在買方與賣方關係中的「知覺」和「探索」兩大部分,並區分代工廠商的三個注意力構面:探索注意力、代理注意力以及名聲注意力。本研究採取個案研究法,以四家臺灣高科技代工廠商進行探討。研究結果發現,探索注意力以及名聲注意力會幫助代工廠商獲取訂單,而代理注意力對代工廠商風險較高。而關係專屬投資及產品創新,有利於增強品牌大廠對代工廠商的注意力,進而取得品牌大廠的訂單。最後,本研究亦針對代工廠商的注意力議題提出未來的研究建議。
英文摘要 This study investigates how OEM suppliers invest time and effort to obtain OEM buyers’ orders. Pervious literature mentioned that the relationship between OEM buyer-supplier is asymmetric; therefore, we tend to find out how OEM suppliers attract OEM buyers’ attention to cooperate. We use attention-based view to discuss “awareness” and “exploration” in five phases of the buyer-supplier relationship due to searching buyers is not without cost. Interviewing with four executives of high-technology firms, we developed nine propositions and found out three significant conclusions. First, we define exploitable attention, agency attention and reputation attention as three elements of OEM suppliers’ attention to obtain OEM buyers’ orders. Second, we emphasized that relational specific investments of TC will facilitate OEM supplier to obtain orders. Third, we defined product innovation as firm competences and resources which will reinforce OEM suppliers attracting potential buyers. We conclude with discussions and implications.
論文目次 摘 要 I
Abstract II
誌 謝 III
Contents IV
Figure and Table Contents VI
Chapter 1. Research Background 1
Chapter 2. Literature Review 4
2.1 Buyer-supplier relationship 4
2.2 Attention-based view 8
2.3 TCE in buyer and supplier relationship 11
2.4 RBV in firms 15
Chapter 3. Methodology 20
Chapter 4. Case Study 24
1.W Company 24
2.P Company 26
3.L Company 30
4.C Company 33
Chapter 5. Research results 38
5.1 Define OEM supplier “obtain” orders 38
5.3 Relational specific investment and product innovation in case studies 42
5.4 Control measuring problems 43
5.5 OEM suppliers’ attention vs. obtaining orders 46
5.6 Relational specific investments on the relationship between OEM suppliers’ attention and obtaining OEM buyers’ orders 49
5.7 Product innovation on the relationship between OEM suppliers’ attention and obtained OEM buyers’ orders 50
5.8 Applying the Framework 53
Chapter 6. Discussion 55
6.1 Implications for Theory 55
6.2 Implications for practice 57
6.3 Limitations and future research 58
Reference 59
Appendix: Interview Questions 66
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