The Study of The Effects of Outsourcing Logistics Partnership and E-Business on the International Marketing Performance of Taiwan Medium and Small Enterprises

碩士論文[[abstract]]論文提要內容： 本研究依據2002年中小企業協會會員廠商名錄的320家出口外銷廠商為其研究對象，進行問卷調查，透過迴歸分析探討台灣中小企業委外運籌合作夥伴關係與電子化程度對國際行銷績效影響。 研究發現：委外運籌合作夥伴關係的策略聯盟關係、契約關係與電子化程度均對國際行銷績效有正向的影響，又委外合作夥伴關係與電子化程度的組合對國際行銷績效也有正向的影響。此外，全球經營佈局愈多，會增強委外合作夥伴關係與電子化程度的組合對國際行銷績效對國際行銷績效的影響。因此，為了即時取得資訊、快速回應市場需求與有效率的降低企業運作成本，製造商至供應商對產銷需求與供應必須及時因應(Just In Time)，客戶、供應商與製造商應結合成親密的合作夥伴關係。企業藉由與合作夥伴的全球經營佈局，透過電子化系統交換資訊，快速的提供及時的配銷運送服務，可滿足客戶的各種即時需求，也因而提昇了市場競爭的利基與優勢。[[abstract]]Abstract: This study investigates the effects of outsourcing logistics partnership and e-business on the international marketing performance of Taiwan medium and small enterprises by regression analysis. The questionnaire is collected based on the exporting enterprises of 320 members of Taiwan Medium and Small Enterprises Association in 2002. The result indicates the strategic alliance relationship, contract relationship of outsourcing logistics partnership and e-business with positive effects on international marketing performance, the combination of outsourcing logistics partnership and e-business are also found with positive effects on international marketing performance. In addition, more global operation reaches will strengthen the effects to international marketing performance for the combination of outsourcing logistics partnership and e-business. For that, in order to get information in time, take response quickly to market demand and reduce operation cost of enterprise effectively. The manufacturers and suppliers shall take response in time for products sale & offer and combine together such as the close partner relationship. The enterprises are able to satisfy any immediate demands of their customers, and also increase the niche and advantage of market competition through the exchanged information of e-business system & the quick offer service of sale & delivery logistic by global operation reaches with partner