通路權力衝突對精品業通路策略之影響以德國徠佧集團台灣分公司為例

How the channel conflict influence luxury good business strategy–the example of Leica camera Taiwan branch

王國璋(Wang Kuo Chang)

指導教授 ： 李偉權

亞洲大學/管理學院/國際企業學系碩士班/碩士(2007年)

摘要

以往行銷通路的意義在於製造商將其生產的產品交給最終消費者，中間涉及的成員之間必定擁有許多連動之關係，但現在隨著資訊科技的發展，消費者消費型態改變，產品的競爭，行銷通路的選擇顯的格外重要。企業在面對眾多壓力及競爭之同時，相對會更注重自我本身的利益，所以與通路間的衝突是在所難免的，多數人認為衝突的產生對通路績效有負面的影響，但經研究發現適當的衝突也可能讓組織產生更大的利益。
企業是多種資源、能力以及競爭力的混合體，正是這些資源、能力和競爭力為企業創造出獨特的市場地位。企業核心競爭力其來源是對企業內外資源和知識的彙整。因此要改變企業定位，重塑企業形象，建立能獲得超額利潤的競爭能力，就必須不斷審視自身所擁有的資源和能力。本研究探討之重點及目標是在通路激烈的競爭及衝突下，如何善加利用通路衝突，為公司創造最大利益及提高績效。
本研究彙整國內外學者著作相關研究，並以相機市場最知名之品牌德國徠佧作為研究對象，透過與其台灣區最高主管之訪談及研究其通路改造計劃，以了解徠佧如何利用通路衝突創造公司最大利益。本論文亦將通路衝突區分為建設性衝突及破壞性衝突，並提供發生通路衝突之企業做出建議。
現今商場環境變動快速，如何有效的經營行銷通路成為市場成功的重要關鍵因素。目前並未被有關於通路衝突之實例研究，故本研究是透過以分析德國徠佧台灣分公司為實例，來舉証本研究之假說。

關鍵字

通路策略 ； 通路衝突 ； 行銷通路

並列摘要

In the past, the meaning of distribution channel is delivering the goods from a manufactory to an end user. In this process, there are many parties involved. However, due to the technology improvement, change of customer behavior, and compeitition of products, the distribution channel becomes very important today. When companies face competition, they now focus more on their own interest. Because of this, the channel conflict becomes unavoid. Most of people think the channel conflict has a negative impact to a business. However, based on the study of this thesis, a proper channel conflict can also bring benefit to a company.
Enterprise is a hybrid of resources, abilities and compatibilities which created an unique market place. Enterprise core competition is the original of integrating of inner and outer corporate resource and knowledge. Therefore, enterprise needs to review its resources and abilities continuously to change company’s position, rebuild company image, and build the strategic competitive capability to gain excess-profit. The main objective of this study is how to ulitize the channel conflict and maxmize the company interest and improve the business performance under a great channel competition and those channel conflicts.
This study collects domestic and international related researches. Meanwhile, this thesis takes the most famous camera brand “Leica” as an example for its study. By interviewing the Leica Taiwan branch top management and studying their channel restructure strategy to understand how Leica Taiwan deals use its channel conflict to maxzime their interest. This study also studys the channel conflict and classify the channel conflict into constructive channel conflict and destructive channel conflict, and provding suggestions to companies when they are facing the same situation.
Today, the bsiness environment change very fast. How to well managing distribution channels become one of the key elements for a business success.Until now, there is no profund case study on channel conflict. Therefore this thesis is based on a real case study of Leica Camera Taiwan Brach to prove my hypothesis of “using a strategy channel conflict can bring benefit to a company”.

並列關鍵字

distribution channel ； channel strategy ； channel conflict

參考文獻

余朝權 ，1991 ，競爭性行銷，台北，長城出版。

吳勝良，2006，寵物食品業面對多重通路衝突的行銷策略 - 以美商艾汾臺灣分公司為例，政治大學企業管理學系碩士論文。

陳靜瑤，2007，奢華的體驗 ─ 精品旗艦店之體驗行銷研究，淡江大學大眾傳播學系碩士論文。

Coughlan, Anderson, Stern, and EI-Ansary,2001, Marketing Channels, 6th ed., p.227.

Stern, L. W., A. I. El–Ansary and J. R. Brown ,1989, Marketing Channels, Englewood Cliffs, NJ: Prentice Hall International Editions, p.198-254.