ERP 數位學習與實體教學間的通路掠奪:
以SAP、Oracle、鼎新為例

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鄭正梧(Cheng-Wu Cheng) 查詢紙本館藏

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資訊管理學系在職專班

論文名稱

ERP 數位學習與實體教學間的通路掠奪: 以SAP、Oracle、鼎新為例
(ERP e-Learnning and physical teaching for channel's Cannibalization :The example of SAP,Oracle and Ding-Sing )

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摘要(中)

台灣企業普遍需要電子〈e〉化以增強競爭力，而大陸地區企業也逐漸體認欲與國際接軌需有適當的e 化系統，兩岸企業也都對e 化人才需求孔急，而企業e 化的核心在企業資源規劃〈ERP〉系統。在學界的理論知識與業界的軟體經驗配合下，共同針對ERP 領域進行合作發展，使企業能夠從學界很快地找到所需要的人才，這是大專院校引進ERP 系統用於教學與研究的主要原因之一，如何擴展之是本研究所要探討的問題。網際網路興起後，廠商為了擴大市場佔有率，結合網際網路的多通路行銷，但是所面臨到的問題是無法確定網際網路是否會增加整體的銷售量，或者只是發生掠奪的情形 — 即原本在實體通路消費的消費者被吸引到網際網路上，但整體的銷售量並沒有增加。本研究以ERP 系統為探討對象，
發展出通路間掠奪程度的量化模型，衡量數位學習對原本實體教室教學市場佔有率的掠奪程度，藉由發展效用函數及對數選擇模型，來評估通路間彼此的銷售掠
奪，並探討哪些因素會造成數位學習掠奪實體教室教學。本研究使用離散選擇實驗法，將造成數位學習掠奪實體教室教學的因素分為ERP 系統選擇因素（品牌知名度與品牌忠誠度、ERP 系統內容屬性）、通路選擇因素（價格折扣、實體教室教學與數位學習提供的就業程度）、及個人特性（價格敏感度、就業敏感度、年齡、性別、家庭年收入、學歷及職業等）。受測者為國立中央大學資管系與企管系的碩士在職專班、資訊軟體業及製造業，共有104 份有效樣本（回應率為89.66%）。研究結果發現，選擇實體教室教學，SAP 的機率最高7.89%，選擇數位學習，Oracle 的機率最低4.34%。研究結果顯示數位學習會掠奪實體教室教學約35%~43%的市場佔有率，但總數量並沒有顯著的變化（只有鼎新增加了
3.56%，其他則減少了2%~4%）。研究顯示數位學習折扣與就業機會會影響通路間的銷售掠奪；本研究也證明，ERP 系統就業機會與消費者的選擇效用之間呈現正向的關係。雖然數位學習不能為軟體業者增加收益，但卻能為軟體業者減少成本、增加知名度；研究建議軟體業者可以考慮使用加值服務，如免費的認證考試、提高就業機會來增加市場佔有率。

摘要(英)

Enterprises of Taiwan generally need electronization , in order to strengthen the
competitiveness, and China local enterprise realize and want to be in line with
international standards to need to have proper e systems gradually , the enterprises of
two sides are all urgent to the e talent of demand , enterprise resources plan is
enterprise’’s e core System. Under the circumstances that the theory knowledge of the
educational circles cooperates with experience of the software industry, enter into cooperation and develop commonly to ERP field, make enterprise can from educational circles talent needed to find quickly, this the main reason that the universities and colleges select ERP system and is used in the teaching and research,
how to expand volume is the problem that should probe into. After the internet rises, the vender combines marketing of muti-channels of the internet, in order to expand the occupation rate of market, but it is unable to confirm the sales volume whether the internet will increase the whole that to face the problem of getting, or only cannibalization to happen, namely, physical channel is it get internet to attract, but the
sales volume of the whole has not increased . This research probes ERP system, develop the quantization model cannibalization the degree among the channels , study the degree of cannibalization to the occupation rate of market of physical teaching, choice model with development utility function and logit model, come to assess among the channels is cannibalized , discuss which factors can cause e-Learnning to cannibalize physical teaching . This research uses discrete-choose experiment, will cause the factors of e-Learnning cannibalized physical teaching and divide into ERP system choose, channel choose, and personal characteristic. The result of study finds,
choose physical teaching, highest 17.89% of probability of SAP, choose the e-Learnning, lowest 4.34% of probability of Oracle. The result of study shows the e-Learnning cannibalizes occupation rate of market of about 35%~43% of physical teaching, but total quantity hasn’t apparent change (DS increase 3.56% only, another reduce about 2%). Research show discount and employment opportunity will effect
cannibalization of channels. This research, prove with employment opportunity and
the utilities is significant relation. Though e-Learnning can’’t increase incomes for the
software venders, can reduce the cost , increase popularity for the software venders;
The research who advises software venders may consider using the adding value to
serve , as free authenticating examination , improving the employment opportunity to
increase the occupation rate of market.

關鍵字(中)

★ 通路
★ 銷售掠奪
★ 企業資源規劃
★ 電子化
★ 離散選擇實驗
★ 對數選擇模型
★ 數位學習

關鍵字(英)

★ ERP
★ Marketing Channel
★ Cannibalization
★ Logit Model
★ Discrete-choose experiment
★ Electronization

論文目次

目錄
論文摘要 I
目錄 IV
表目錄 VI
表目錄 VII
第一章緒論 1
1. 研究背景 1
2. 研究動機 2
3. 研究問題 2
4. 研究目的 11
5. 研究範圍 12
6. 研究程序 12
第二章文獻探討 15
1. 企業資源規劃系統 15
2. 行銷通路的選擇 16
3. 通路的衝突 19
4. 消費者採購的選擇 21
5. 組織採購的選擇 27
6. Logit Model的引用 28
第三章計量模型 36
1. 應用MNLM估計通路間的銷售掠奪 37
2. 應用Nested-MNLM估計通路間的銷售掠奪 40
3. 發展效用函數 42
4. 研究假說 49
第四章研究設計 51
1. 前測 52
2. 前測結果 55
3. 問卷設計 59
第五章資料分析 65
1. 樣本基本資料分析 65
2. 效度與信度檢測 68
3. 模型分析 74
4. 通路間銷售掠奪之評估 84
第六章結論與建議 87
1. 研究結論與管理實務建議 87
2. 研究限制 89
3. 未來研究方向 89
參考文獻 91
附錄 98

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指導教授

蘇柏全(Bo-chiuan Su)

審核日期

2006-6-29

推文