通路權力與通路氣候對夥伴關係影響合作績效之研究——以某醫藥公司為例

A Study on Marketing Channel Power, Channel Climate, Partnership and Cooperation Performance: To a Pharmaceutical Company as an Example

本研究藉由藥品專櫃夥伴關係的建立和結盟，建構一個醫藥產業合作緩辦界定通路策略行銷關係架構，了解在通路權力及通路氣候透過夥伴關係中介因素影響合作績效之關係。達成的主要目的有三，（1）專櫃行銷突哢權力及通路氣候對夥伴關係的療系合作機制與影響；（2）專櫃行銷通路夥伴關係對醫藥產業合作績效的影響；（3）專櫃行銷通路權利與通路氣候對夥伴關係影響合作績效之研究。研究結果顯示：（1）醫藥公司對經銷商在通路全力運用程度愈高不回直接影響合作績效，但可透過夥伴關係中介因素提升彼此合作績效；（2）醫藥公司與經銷通路氣候良好，對彼此間夥伴關係不受影響，但可直接提升彼此合作績效；（3）醫藥公司對經銷商夥伴關係程度愈高時，彼此合作績效愈高。

This study try to understand the relationship between Taiwan’s domestic pharmaceutical company and partner, which achieves the cooperation mechanism counter between marketing channel power, channel climate and cooperation achievements. The results showed that: (1) when the pharmaceutical companies exert more channel power to distributors, the performance of cooperation will not be affected directly, but enhanced the more through partnership; (2) when the channel climate runs well between pharmaceutical companies and the distributors, the partnership remains stable and directly upgrade its performance each other; (3) the more tighter the partnership between pharmaceutical companies and distributors is, the higher the performance of cooperation is.