本研究旨在探討廠商決定採行策略聯，在既定聯明型態下，考量策聯盟決策因素時，經濟誘因與信任的相對重要性是否有差異？本文採用兩種研究方法，第一部份採用個案研究法，發現臺灣清涼飲料產業的策略聯盟可分為生產契約I、生產契約型II、配銷協定型、產品線延伸型、品牌授權型等五種型態。第二部份採用郵寄問卷訪問法，研究發現採用生產契約型I與生產契約型II策略聯明的廠商，在考量策略聯盟決策因素重要性時，經濟誘因的重要性高於聯盟夥伴的信任；採用配銷協定型與品牌授權型策略聯盟的廠商，在考量策略聯盟決策因素的重要性時，聯盟夥伴信任的重要性高於經濟誘因。採用產品線延伸與品牌授權型策略聯盟的廠商，在考量策略聯盟決策因素的重要性時，聯盟夥伴社會關係的重要性高於經濟誘因。
This essay explore whether the difference exist between relative importance of economic inventive and partner’s trust under different types of strategic alliance. This essay can be divided into two parts. The first part is the case study, the result was that there are five types of strategic alliances existing in the Taiwan soft drinks industry, hereinafter referred to as “Production Contract I”, “Production Contract II”, “Distribution Agreement”, “Product Extension” and “Brand Authorization”. A mail survey approach was used in the second part, resulting in the following findings: Companies, which chose “Production Contract I” and “Production Contract II” considered economic incentive more important than alliance partners’ trust. Companies, which chose “Distribution Agreement”, determined alliance partners’ trust more important than economic incentive. Companies, which chose “Product Extension” and “Brand Authorization”, considered alliance partners’ social relationship more important than economic incentive.
