• 作者： 謝效昭；洪順慶；黃思明
• 作者服務機構： *Department of International Business Soochow University **Department of Business Administration National Cheng-Chih University Taipei, Taiwan, R.O.C.
• 中文摘要： The purpose of this paper is to define and classify more precisely the various types of channel leaders and critical marketing information, to analyze the key marketing information of which various types of channel leaders should be mastering, to evaluate the relationship between channel leaders and critical marketing information, as well as to access the influence of channel roles on this relationship. Qualitative case studies and quantitative analytical methods are adopted and used to support a structural framework built amongst critical marketing information, channel leadership and channel roles. This paper further expounds and verifies three hypotheses based on the conceptual framework.
• 英文摘要： 本文旨在更精確的界定通路領導和關鍵行銷資訊的意義，並劃分通路領袖與關鍵行銷資訊的類型，以進一步探討關鍵行銷資訊與通路領袖的相關性，分析不同類型的通路領袖應掌握哪些關鍵行銷資訊，以及通路角色對於關鍵行銷資訊和通路領袖關係的影響。為深入了解此議題，本文同時採用定性的個案研究和定量分析進行探討，以建立關鍵行銷資訊、通路領袖、通路角色之研究架構，並實證所引申出三個主要的研究假說。
• 中文關鍵字： Marketing Information; Channel Leader; Channel Leadership; Channel Role
• 英文關鍵字： 行銷資訊；通路領袖；通路領導；通路角色