The Model of Marketing Strategic Alliance for Maintaining Partner Relationship of Retail Industry

[[abstract]]在動態競爭的市場環境下，企業不再僅以自有的核心資源來面臨市場的競爭，因此行銷策略聯盟成為企業經營的重要策略之一，然而多數文獻著重在行銷策略聯盟合作夥伴的選擇上，鮮少有針對合作夥伴關係維持的研究，故本研究採用社會交換理論為基礎，延伸出信任、承諾以及溝通品質三大構面，透過三大構面建立出合作夥伴關係維持之評估決策模型。 本研究針對三大連鎖便利商店7-ELEVEn、Family Mart、Hi-Life作為實證分析對象，透過專家訪談確認本研究決策模型。採用模糊語意偏好關係法來測量關係維持層級架構模型的因素與屬性之總權重值，以及合作夥伴表現的績效值，透過總權重值乘以績效值，計算出合作夥伴的表現得分值。本研究更運用業界評估關係維持強度的標準，將其分為黃、綠、紅三種燈號警示，來判斷合作夥伴的關係是否有達到繼續維持合作的標準。 最後，本研究發現7-ELEVEn、Family Mart首重在預購合作夥伴的行銷策略聯盟；Hi-Life則是著重在鮮食合作夥伴部分，因此本研究發展兩種關係維持的層級架構模型，並歸納兩種關係維持評鑑表，以提供業界使用。透過模糊語意偏好關係法計算出，不管是7-ELEVEn、Family Mart或Hi-Life都是以創新屬性的權重值為最高，意旨無論在預購合作夥伴或是鮮食合作夥伴，產品的創新研發都是行銷策略聯盟合作夥伴關係維持的首要考量因素。[[abstract]]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 allianc