影響配銷商績效因素探討

面臨資訊系統市場的需求日漸萎縮以及新產品科技的快速汰換下，通路廠商的生存空間愈趨狹小，配銷商代理多種知名大廠品牌產品的銷售壓力也愈大。為提升銷售績效，透過品牌產品的知名度與專業技術服務，建立與經銷商群的事業夥伴關係。由於產品的複雜性，須透過業務員與顧客良好互動來銷售，獲得良好的顧客滿意度，提升產品獲利率與再購買率。本研究個案配銷商提升競爭力，以品牌產品互補性作組合行銷，從代理系列產品中，推出結合IBM與Oracle資料庫伺服器及附加專業服務的多種品牌產品，探討影響配銷商績效因素，作為日後擬定產品行銷策略的參考。本研究利用個案配銷商公司銷售資料紀錄抽樣，以2006年第一季有成交經銷商顧客名單90名的內部交易資料分析其獲利率及再購買率，並以電話訪問或問卷調查其滿意度；本研究資料統計係採用SPSS軟體，以信度分析、迴歸分析等方式進行量化驗證。由研究資料分析，獲得主要結論如下：一、探討配銷商經營多品牌產品時的產品因素（如交易價格、品牌知名度）對獲利率及再購買率的影響有顯著相關。二、探討配銷商經營多品牌產品時的服務因素（如產品售前諮詢、售後服務）對獲利率及再購買率的影響無顯著相關。三、探討配銷商經營多品牌產品時的業務員因素（如業務員的資歷經驗、關係、銷售技巧）對獲利率及再購買率的影響有顯著相關。四、探討配銷商經營多品牌產品時的顧客因素（如購後滿意度）對獲利率及再購買率的影響有部分相關。關鍵字：配銷商、品牌知名度、顧客滿意度。

關鍵字

配銷商；品牌知名度；顧客滿意度

並列摘要

Faces to the requirement of information market curtail gradually and the technologies of new product develop quickly, most of the consignees have confronted with challenge of subsistence. In order to raise the accomplishment of sale, to build the well-known brand image and the professional service for customer satisfaction for profits raising and repurchasing, it is an important object to above other competitor. For the purpose of competitive capability promotion, distribution consignee always constitute distinct brand of manufactures product for sales market. The study in this paper, one agency pulls the multi-brand within professional service to promote the competitive capability follow their selling route; we try to confer the case of effects to frame the effect sales strategic for decision maker reference. Moreover, by the way of a sampling survey form the selling recodes of one agency, we study the rate of profits and repurchasing from close deal records of ninety distributor lists on 1st quarter 2006, and surveyed by survey phone or form to understand the customer satisfactions. In order to test and verify the effects of this study, we use the SPSS statistic software by using regressive and reliability analysis for inference.Through the analysis effects, we got the results as below:1. The deal pricing and brand image is obvious influence between profits raising and repurchasing.2. The pre-consultation selling before and after selling service is unobvious influence between profits raising and repurchasing.3. The sales have qualified experience, relationship and selling skill is obvious influence between profits raising and repurchasing.4. The customer’s satisfactions after purchasing have part influence between profits raising and repurchasing.

並列關鍵字

Distributor ； Well-known brand image ； Customer satisfaction

參考文獻

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影響配銷商績效因素探討

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