關係行銷、網絡地位與價值創造關係之探討

Abstract

有鑑於關係行銷與網絡中心性的重要性，本論文主要在於探究關係行銷、網絡中心性對價值創造的影響。 本文的第一篇，主要在於探討企業對企業的關係，以及這些關係對價值創造的影響。經由交易成本理論、社會交換理論及以鑲嵌理論，本文發展一個完整的模型架構以探究供應-製造關係中漸進式創新的來源與發展。此外，本文亦探究製造商的網絡中心性對其漸進式創新績效的影響。 本文的第二篇，主要在於探討顧客-顧客-品牌間的關係，以及這些關係對品牌價值與顧客價值的影響。品牌社群包含了品牌與顧客間的關係，以及顧客與顧客間的關係，而這些關係根植於認同。據此，本文主要在於探討為何以及如何這種以認同為基礎的關係，能替所有的參與者產生價值。

In view of the increasing importance of relationship marketing and network position in marketing research, the broad objective of the paper, therefore, is to examine the roles of close relationships and network centrality in value creation. In the first part, we explore business-to-business relationships and their effects on value creation. Drawing from the literature on transaction cost economics (TCE), social exchange theory and embeddedness theory, this study has developed a comprehensive model that explains driving forces and incremental innovation generation in the supplier-manufacturer relationship. This study also investigates the effects of network centrality on incremental innovation. In the second part, we explore customer-customer-brand relationships and their effects on brand- and customer-related values. A brand community consists of the relationships between and across the brand and consumers (Muniz & O'Guinn, 2001), that are rooted in the customers’ identification (Bhattacharya & Sen, 2003; Ahuvia, Iacobucci, & Thompson, 2005). Specifically, we consider how and why such identification-based relationships which have values to all the participants.