行銷通路是由一群互相依賴的組織所組成的系統，主要任務是將產品或勞務從生產點移動至消費端，近年逐漸演變成與顧客的接觸點，也開始涵蓋行銷溝通的功能。行銷通路的發展與管理對台灣企業拓展市場、建立自有品牌，甚為重要。本課程目的是希望學生對現代企業的行銷通路運作、管理、以及通路夥伴之間的合作協調、全通路與生態系建立具有基本的知識並瞭解產業的通路管理實務，以培養學生的行銷通路管理能力。
本課程目標，要讓學生瞭解：
1. 行銷通路的經濟與價值創造功能。
2. 行銷通路的規劃與管理基本理論及知識。
3. 全通路系統的發展與數位科技的應用。
4. 通路的專業化功能：批發功能、零售功能、連鎖加盟運作。
5. 通路的垂直整合與專業分工。
6. 通路的協調、領導、與控制：組織間的領導與統御。
7. 通路的企業間的合作與夥伴關係管理。
8. 物流系統運作與管理：物流系統化、自動化、與資訊化。
9. 國際市場擴展的通路管理策略。
The marketing channel is a system composed of a group of interdependent organizations. The main task is to move products or operations from production points to consumer ends. In recent years, it has gradually evolved into contact with customers and has also begun to cover the function of marketing communication. The development and management of marketing channels are very important for Taiwanese enterprises to expand their market and establish their own brands. The purpose of this course is to hope that students will establish basic knowledge and understand the industry's channel management practices and management of modern enterprises, as well as cooperative coordination between channel partners, the entire channel and the ecological system, so as to cultivate students' marketing channel management capabilities.
The purpose of this course is to let students understand:
1. Economic and value creation functions of marketing paths.
2. Basic theories and knowledge of marketing channels.
3. Development of full-channel systems and the application of digital technology.
4. Professional functions of the channel: wholesale function, retail function, and locked franchise operation.
5. Vertical integration of the path and professional division of labor.
6. Coordination, leadership, and control of the path: leadership and sturdiness between the organization.
7. Cooperation and partner relationship management between the enterprise in the channel.
8. Logistics system operation and management: logistics systemization, automation, and informationization.
9. Channel management strategy for international market expansion.
1. Palmatier, R. W., Sivadass, E., Stern, L. W., & El-Ansary, A. L. (2020). Marketing channel strategy: An omni-channel approach (9th Ed.). New York: Routledge.（華泰代理）
2. 邱繼智、李筱嵐 著（2022）。通路管理：邁入全通路行銷時代（第三版）。新北市：華立圖書。
1. Palmatier, R. W., Sivadass, E., Stern, L. W., & El-Ansary, A. L. (2020). Marketing channel strategy: An omni-channel approach (9th Ed.). New York: Routledge. (Huatai Agent)
2. Written by Qiu Ruizhi and Li Xiaoyan (2022). Passage management: Entering the era of full-channel marketing (third edition). New Taipei City: Hualien Book.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 平時作業及課堂報告平時作業及課堂報告 Regular work and class reports |
40 | |
| 期中考（或期中報告）期中考（或期中報告） Midterm exam (or midterm report) |
20 | |
| 期末考（或期末報告）期末考（或期末報告） Final exam (or final report) |
20 | |
| 課堂參與及出席率課堂參與及出席率 Class attendance and attendance |
20 |
