對許多的製造商來說，擁有優異的行銷通路來銷售公司產品，已成為其經營成敗的關鍵因素。但近年來，廠商往往會發現其所面對的是變動迅速且競爭越來越激烈的通路環境。不論是大型通路商的興起及擁有的強大的通路權力，或是資訊系統帶來的改變。製造商認知到其與通路商之間往往是同時具備合作與競爭的衝突關係。
本研究的主要目的就是在此一前提下，探討通路廠商間是否可藉由發展彼此社會互動的關係鑲嵌，及改變彼此合作基礎的資源依賴關係來降低通路廠商間的通路衝突情況，並同時探討通路衝突程度對通路績效的影響效果。本研究所得之重要結論如下：
(1)製造商與通路商在通路合作中，可藉由發展關係鑲嵌中的信任、資訊分享及問題共同解決來降低通路衝突程度。
(2)製造商與通路商在通路合作中相互依賴程度的高低將會影響通路衝突的程度。
(3)製造商與通路商之間的情緒衝突程度的高低將會影響通路績效的表現。

For manufacturers, with good marketing channels is key issue to be successful. In recent years, manufacturers find that they face dynamic and competitive channel environment. Like more and more powerful retailers arise and IT systems develop. Manufacturers will find their relationship with marketing channel coexist with cooperation and competitiveness.
The main purpose of this study is to examine that can channel companies develop social relation such as Relational Embeddedness and resource-based Resource dependence Theory to decrease channel conflict. Besides, this study will also analysis the relation of channel conflict and channel performance.
The main results of this research are as follow:
(1)Manufacturers and distributors can develop trust, information sharing and joint problem-solving to decrease channel conflict.
(2)Manufacturers and distributors can develop mutual dependence to decrease channel conflict.
(3)Channel conflict level between channel members will influence channel performance.

Adler, PS, & Kwon, SW. (2002). Social capital: Prospects for a new concept. Academy of management review, 27(1), 17-40.
Amason, AC. (1996). Distinguishing the effects of functional and dysfunctional conflict on strategic decision making: Resolving a paradox for top management teams. Academy of management Journal, 39(1), 123-148.
Amason, AC, & Sapienza, HJ. (1997). The effects of top management team size and interaction norms on cognitive and affective conflict. Journal of management, 23(4), 495.
Anderson, JC, & Narus, JA. (1990). A model of distributor firm and manufacturer firm working partnerships. the Journal of Marketing, 54(1), 42-58.
Barney, JB. (1991). Firm resources and sustained competitive advantage. Journal of management, 17(1), 99-120.
Bearden, WO, Ingram, TN, & LaForge, RW. (2004). Marketing: principles & perspectives: McGraw-Hill/Irwin.
Bradford, KD, Stringfellow, A, & Weitz, BA. (2004). Managing conflict to improve the effectiveness of retail networks. Journal of Retailing, 80(3), 181-195.
Brown, JR, & Day, RL. (1981). Measures of manifest conflict in distribution channels. Journal of Marketing Research, 18(3), 263-274.
Brown Robert, F, & James, R. (1995). Power and relationship commitment: their impact on marketing channel member performance. Journal of Retailing, 71(4), 363-392.
Buchanan, L. (1992). Vertical trade relationships: the role of dependence and symmetry in attaining organizational goals. Journal of Marketing Research, 29(1), 65-75.
Burt, RS. (1980). Models of network structure. Annual Review of Sociology, 6, 79-141.
Burt, RS. (1983). Corporate profits and cooptation: Networks of market constraints and directorate ties in the American economy: Academic Press New York.
Burt, RS. (1997). The contingent value of social capital. Administrative science quarterly, 42(2).
Burt, RS. (2000). The network structure of social capital. Research in organizational behavior, 22, 345-423.
Casciaro, T, & Piskorski, MJ. (2005). Power imbalance, mutual dependence, and constraint absorption: A closer look at resource dependence theory. Administrative science quarterly, 50(2), 167-199.
Cavusgil, ST, & Zou, S. (1994). Marketing strategy-performance relationship: an investigation of the empirical link in export market ventures. the Journal of Marketing, 58(1), 1-21.
CET N, MO, & HACIFAZLIO LU, O. (2004). ACADEMICS¡¦CONFLICT MANAGEMENT STYLES.
Coughlan, AT, Anderson, E, Stern, LW, & El-Ansary, AI. (2001). Marketing channels (Vol. 590): Prentice Hall Upper Saddle River, NJ.
Crosby, LA, & Stephens, N. (1987). Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry. Journal of Marketing Research, 24(4), 404-411.
Dacin, MT, Ventresca, MJ, & Beal, BD. (1999). The embeddedness of organizations: Dialogue & directions. Journal of management, 25(3), 317.
Dant, RP, & Schul, PL. (1992). Conflict resolution processes in contractual channels of distribution. the Journal of Marketing, 56(1), 38-54.
Das, TK, & Teng, BS. (1998). Between trust and control: Developing confidence in partner cooperation in alliances. Academy of management review, 23(3), 491-512.
Day, GS. (1994). The capabilities of market-driven organizations. the Journal of Marketing, 58(4), 37-52.
De Dreu, CKW, & Weingart, LR. (2003). Task versus relationship conflict, team performance, and team member satisfaction: A meta-analysis. Journal of Applied Psychology, 88(4), 741-749.
Dhanaraj, C, Lyles, MA, Steensma, HK, & Tihanyi, L. (2004). Managing Tacit and Explicit Knowledge Transfer in IJVs: The Role of Relational Embeddedness and the Impact on Performance. Journal of International Business Studies, 35(5), 428-443.
Dhar, SK, & Hoch, SJ. (1997). Why store brand penetration varies by retailer. Marketing Science, 16(3), 208-227.
Duarte, M, & Davies, G. (2003). Testing the conflict-performance assumption in business-to-business relationships. Industrial Marketing Management, 32(2), 91-99.
Dwyer, FR, Schurr, PH, & Oh, S. (1987). Developing buyer-seller relationships. the Journal of Marketing, 51(2), 11-27.
Dyer, JH, & Chu, W. (2003). The role of trustworthiness in reducing transaction costs and improving performance: Empirical evidence from the United States, Japan, and Korea. Organization science, 14(1), 57-68.
Dyer, JH, & Hatch, NW. (2006). Relation specific capabilities and barriers to knowledge transfers: creating advantage through network relationships. Strategic Management Journal, 27(8), 701-719.
Dyer, JH, & Singh, H. (1998). The relational view: Cooperative strategy and sources of interorganizational competitive advantage. Academy of management review, 23(4), 660-679.
Eliashberg, J, & Michie, DA. (1984). Multiple business goals sets as determinants of marketing channel conflict: An empirical study. Journal of Marketing Research, 21(1), 75-88.
Emerson, RM. (1962). Power-dependence relations. American sociological review, 27(1), 31-41.
Etzel, MJ, Walker, BJ, & Stanton, WJ. (2004). Marketing, 13th: Boston: McGraw-Hill Irwin, pp31-37, p115, pp125-136.
Frazier, GL. (1983). Interorganizational exchange behavior in marketing channels: A broadened perspective. the Journal of Marketing, 47(4), 68-78.
Frazier, GL. (1999). Organizing and managing channels of distribution. Journal of the Academy of marketing Science, 27(2), 226.
Frazier, GL, Maltz, E, Antia, KD, & Rindfleisch, A. (2009). Distributor Sharing of Strategic Information with Suppliers. Journal of Marketing, 73(4), 31-43.
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. the Journal of Marketing, 58(2), 1-19.
Gaski, JF. (1984). The theory of power and conflict in channels of distribution. the Journal of Marketing, 48(3), 9-29.
Granovetter, M. (1985). OEconomic Action and Social Structure: The Problem of EmbeddednessO. American journal of sociology, 91(3), 481-510.
Granovetter, M. (1992). Economic institutions as social constructions: A framework for analysis. Acta sociologica, 35(1), 3-11.
Gulati, R. (1999). Network location and learning: The influence of network resources and firm capabilities on alliance formation. Strategic Management Journal, 20(5), 397-420.
Gulati, R, & Singh, H. (1998). The Architecture of Cooperation: Managing Coordination Costs and Appropriation Concerns in Strategic Alliances. Administrative science quarterly, 43(4), 781-784.
Gulati, R, & Sytch, M. (2007). Dependence asymmetry and joint dependence in interorganizational relationships: effects of embeddedness on a manufacturer's performance in procurement relationships. Administrative science quarterly, 52(1), 32-69.
Gulati, R, & Wang, LO. (2003). Size of the pie and share of the pie: Implications of network embeddedness and business relatedness for value creation and value appropriation in joint ventures. Research in the Sociology of Organizations, 20, 209¡V242.
Gundlach, GT, & Cadotte, ER. (1994). Exchange interdependence and interfirm interaction: research in a simulated channel setting. Journal of Marketing Research, 31(4), 516-532.
Heide, JB. (1994). Interorganizational governance in marketing channels. the Journal of Marketing, 58(1), 71-85.
Heide, JB, & John, G. (1992). Do norms matter in marketing relationships? the Journal of Marketing, 56(2), 32-44.
Heide, JB, & Miner, AS. (1992). The shadow of the future: Effects of anticipated interaction and frequency of contact on buyer-seller cooperation. Academy of management Journal, 35(2), 265-291.
Hill, CWL. (1990). Cooperation, opportunism, and the invisible hand: Implications for transaction cost theory. Academy of management review, 15(3), 500-513.
Jap, SD, & Ganesan, S. (2000). Control mechanisms and the relationship life cycle: Implications for safeguarding specific investments and developing commitment. Journal of Marketing Research, 37(2), 227-245.
Jehn, KA. (1994). Enhancing effectiveness: An investigation of advantages and disadvantages of value-based intragroup con ict. International Journal of Con ict Management, 5(3), 223¡V238.
Jehn, KA. (1995). A multimethod examination of the benefits and detriments of intragroup conflict. Administrative science quarterly, 40(2).
Jensen, MC. (2003). A theory of the firm: Governance, residual claims, and organizational forms: Harvard Univ Pr.
Jensen, MC, & Meckling, WH. (1976). Theory of the firm: Managerial behavior, agency costs and ownership structure. Journal of financial economics, 3(4), 305-360.
Joshi, AW, & Campbell, AJ. (2003). Effect of environmental dynamism on relational governance in manufacturer-supplier relationships: a contingency framework and an empirical test. Journal of the Academy of marketing Science, 31(2), 176.
Kotler, P, & Keller, KL. (2001). A framework for marketing management: Prentice hall.
Kumar, N, Scheer, LK, & Steenkamp, JBEM. (1995). The effects of supplier fairness on vulnerable resellers. Journal of Marketing Research, 32(1), 54-65.
Kumar, N, Scheer, LK, & Steenkamp, JBEM. (1998). Interdependence, punitive capability, and the reciprocation of punitive actions in channel relationships. Journal of Marketing Research, 35(2), 225-235.
Larson, A. (1992). Network dyads in entrepreneurial settings: A study of the governance of exchange relationships. Administrative science quarterly, 37(1).
Lassar, WM, & Kerr, JL. (1996). Strategy and control in supplier-distributor relationships: an agency perspective. Strategic Management Journal, 17(8), 613-632.
Lusch, RF. (1976). Sources of power: their impact on intrachannel conflict. Journal of Marketing Research, 13(4), 382-390.
Lusch, RF, & Brown, JR. (1996). Interdependency, contracting, and relational behavior in marketing channels. the Journal of Marketing, 60(4), 19-38.
Macneil, IR. (1977). Contracts: adjustment of long-term economic relations under classical, neoclassical, and relational contract law. Northwestern University Law Review, 72, 854.
McEvily, B, & Marcus, A. (2005). Embedded ties and the acquisition of competitive capabilities. Strategic Management Journal, 26(11), 1033-1055.
Moran, P. (2005). Structural vs. relational embeddedness: Social capital and managerial performance. Strategic Management Journal, 26(12), 1129-1151.
Morgan, RM, & Hunt, SD. (1994). The commitment-trust theory of relationship marketing. the Journal of Marketing, 58(3), 20-38.
Nahapiet, J, & Ghoshal, S. (1998). Social capital, intellectual capital, and the organizational advantage. Academy of management review, 23(2), 242-266.
Pauwels, K, & Srinivasan, S. (2004). Who benefits from store brand entry? Marketing Science, 23(3), 364-390.
Pfeffer, J. (1972). Size and composition of corporate boards of directors: The organization and its environment. Administrative science quarterly, 17(2), 218-228.
Pfeffer, J, & Salancik, GR. (1978). The external control of organizations. New York, 263.
Pondy, LR. (1967). Organizational conflict: Concepts and models. Administrative science quarterly, 12(2), 296-320.
Reagans, R, & McEvily, B. (2003). Network structure and knowledge transfer: The effects of cohesion and range. Administrative science quarterly, 48(2), 240-267.
Reve, T, & Stern, LW. (1979). Interorganizational relations in marketing channels. Academy of management review, 4(3), 405-416.
Rose, GM, & Shoham, A. (2004). Interorganizational task and emotional conflict with international channels of distribution* 1. Journal of business research, 57(9), 942-950.
Rowley, T, Behrens, D, & Krackhardt, D. (2000). Redundant governance structures: An analysis of structural and relational embeddedness in the steel and semiconductor industries. Strategic Management Journal, 21(3), 369-386.
Simons, TL, & Peterson, RS. (2000). Task Conflict and Relationship Conflict in Top Management Teams: The Pivotal Role of Intragroup Trust* 1. Journal of Applied Psychology, 85(1), 102-111.
Thompson, J. (1967). Organizations in action. 1967. SHAFRITZ, Jay M.; OTT, J. Steven.
Tsay, AA, & Agrawal, N. (2004a). Channel Conflict and Coordination in the E Commerce Age. Production and Operations Management, 13(1), 93-110.
Tsay, AA, & Agrawal, N. (2004b). Modeling conflict and coordination in multi-channel distribution systems: a review. International Series in Operations Research and Management Science, 557-680.
Uzzi, B. (1996). The sources and consequences of embeddedness for the economic performance of organizations: The network effect. American sociological review, 61(4), 674-698.
Uzzi, B. (1997). Social structure and competition in interfirm networks: The paradox of embeddedness. Administrative science quarterly, 42(1).
Uzzi, B. (1999). Embeddedness in the making of financial capital: How social relations and networks benefit firms seeking financing. American sociological review, 64(4), 481-505.
Wathne, KH, & Heide, JB. (2004). Relationship governance in a supply chain network. Journal of Marketing, 68(1), 73-89.
Webb, KL, & Hogan, JE. (2002). Hybrid channel conflict: causes and effects on channel performance. Journal of Business & Industrial Marketing, 17(5), 338-356.
Williamson, OE. (1991). Comparative economic organization: The analysis of discrete structural alternatives. Administrative science quarterly, 36(2).
方世杰、方世榮(2008)，「組織間統治－回歸組織間關係研究之本質，兼論台灣期刊相關之研究」，管理評論，第二十七卷第一期，頁25-56。