Dağıtım kanallarında bayileri motive eden faktörlerin incelenmesi:Trakya Birlik örneği
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Date
2012
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Trakya Üniversitesi Sosyal Bilimler Enstitüsü
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info:eu-repo/semantics/openAccess
Abstract
Dağıtım kanalları, işletmelerin ekonomik sistemlerinin işleyişinde önemli rolleri olan, sosyal ve davranışsal sistemlerdir. Ekonomik faydaların yaratılabilmesi ve ticari işlemlerin hızlandırılabilmesi için sistem içerisindeki unsurların bu yönde motive edilmesi gerekmektedir. Bu araştırmanın amacı, dağıtım kanalında önemli bir yeri olan bayi sisteminin daha iyi işleyebilmesi ve satışları arttırabilmesi için, bayileri motive eden faktörleri inceleyerek bayiler açısından önem derecelerini ortaya koymaktır. Çalışmada öncelikle, dağıtım kanalı kavramının tanımı ve içeriğine dair literatür incelenmiş, dağıtım kanalı yapısı ve unsurları ele alınmıştır. Daha sonra motivasyon kavramı, önemi ve motivasyon teorileri ile çalışmanın ana iştigal konusu işletme olan Trakya Birlik hakkında bilgilere yer verilmiştir. Oluşturulan anket formu satış yöneticileri ile yapılan toplantılarda olgunlaştırılmıştır. Daha sonra bir pilot araştırma yapılarak anket formuna son hali verilmiştir. Yapılan faktör analizi sonucunda katılımcıların değerlendirdikleri kanal destek faaliyetleri; “Lojistik ile İlgili Destek Faaliyetleri”, “Tutundurma ile İlgili Destek Faaliyetleri”, “Bilgi ve İletişim Desteği”, “Kampanyalar ve Maddi Destek Faaliyetleri” ve “Reklam ile İlgili Destek Faaliyetleri” olarak(olmak üzere) beş faktör altında gruplandırılmıştır. Anahtar Kelimeler: Dağıtım Kanalı, Bayi, Motivasyon.
Abstract
The distribution channels that play important roles in the functioning of economic systems are social and behavioral systems. In order to speed up commercial transactions and be able to create economic benefits, factors in the system need to be motivated in this direction. The purpose of this research is to reveal the degree of importance to dealers by examining the factors which motivate dealers, for both increasing sales and a better functioning of dealer system which has an important place in the distribution channel. Primarily in the study, examined the literature on the content and definition of distribution channel, distribution channel structure and its elements were discussed. Afterwards, the concept of motivation and its importance, theories of motivation and the information were given about Trakya Birlik whose main activitiy subject is operation. Questionnaire formed was maturated in the meetings made with sales managers. Then the questionnaire was finalized by a pilot study. As a result of factor analysis performed, channel support activities evaluated by the participants were grouped under five factors as "Support Activities Related To Logistics", "Support Activities Related To Promotion", "Information and Communication Support", "Campaigns and Financial Support Activities" and "Support Activities Related To Advertising".Keywords: Distribution Channel, Dealer, Motivation.
Abstract
The distribution channels that play important roles in the functioning of economic systems are social and behavioral systems. In order to speed up commercial transactions and be able to create economic benefits, factors in the system need to be motivated in this direction. The purpose of this research is to reveal the degree of importance to dealers by examining the factors which motivate dealers, for both increasing sales and a better functioning of dealer system which has an important place in the distribution channel. Primarily in the study, examined the literature on the content and definition of distribution channel, distribution channel structure and its elements were discussed. Afterwards, the concept of motivation and its importance, theories of motivation and the information were given about Trakya Birlik whose main activitiy subject is operation. Questionnaire formed was maturated in the meetings made with sales managers. Then the questionnaire was finalized by a pilot study. As a result of factor analysis performed, channel support activities evaluated by the participants were grouped under five factors as "Support Activities Related To Logistics", "Support Activities Related To Promotion", "Information and Communication Support", "Campaigns and Financial Support Activities" and "Support Activities Related To Advertising".Keywords: Distribution Channel, Dealer, Motivation.
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Dağıtım Kanalı, Bayi, Motivasyon, Trakya Birlik
