磁磚經銷商對建材行之價值模式分析：以樺益企業為例

中文摘要台灣磁磚產業不僅市場飽和更面臨進口業者的低價競爭，磁磚經銷商樺益企業亦同樣面臨衝擊。建材行是磁磚建材的零售商，直接接觸磁磚建材使用者，因此與建材行合作將有助磁磚經銷商的業務成長。究竟建材行是如何選擇合作的經銷商？對經銷商來說是重要的議題。基於此，本研究主要在應用方法目的鏈探討建材行選擇磁磚經銷商之決策考量因素、以及如何藉由選擇磁磚經銷商創造最終價值。以樺益企業合作的40家中、彰、投地區建材行為研究對象，進行軟式階梯訪談。研究結果顯示：(一)建材行選擇磁磚經銷商時，主要考量有8項屬性要素、13項價值要素以及14項結果要素，屬性要素以品牌、產品品質以及業務與服務最為重要；安心、效率、輕鬆、開心、信任為最主要的價值要素；成交率高、減少出錯、解決顧客問題準確、營收穩定、選擇性多為最主要的結果要素。(二)在價值階層圖分析中，冠軍磁磚衍生之價值階層包括產品品質、品牌、產品線完整三項價值階層；樺益企業衍生之價值階層包括價格機制、業務與服務、關係三項價值階層。最後，本研究提出實務建議包括差異化產品策略、找到品牌的軸心、強化品牌行銷力、品質保證攻略、完善的服務系統、強化解決問題的能力。關鍵字：方法目的鏈、價值階層分析、建材行、軟式階梯

關鍵字

方法目的鏈；價值階層分析；建材行；軟式階梯

並列摘要

Abstract Taiwan's tile industry has encountered not only market saturation, but also low-price competition from importers, and such impact has also encountered to the tile distributor, Hua-Yi Enterprise. The building materials stores are retailers in the supply of tile building materials in construction with direct sales contact to end users. As a result, business cooperation with the building materials stores will definitely facilitate the business growth to tile distributor. In this regard, in which way the building materials stores select tile distributor to cooperate with, which is an important issue. Given to the above, the study applies means-end chain to explore the determinant factors of considerations in decision-making to select the tile distributor to cooperate with, and to explore in which way the tile distributor provides final value to building materials stores in return. The study applies soft-laddering interviews with 40 building materials stores in Taichung, Changhua and Nantou area. The results indicate: (1) while building materials stores are in selection of distributor, selection criteria includes eight attribute elements, thirteen value elements, and fourteen consequence elements. For the above, most important attribute elements are "brand-name", "product quality" and "sales and service, most important value elements are “peace of mind”, “efficiency”, “ease”, “happiness”, and “trust”, and most important consequence elements are “high transaction rate”, “reduced errors”, “accuracy in solving customer problems”, “stable revenue”, and “selectivity”. (2) In the value hierarchical path, the value derived from Champion Tiles includes three elements: “product quality”, “brand-name”, and “product line”; the value derived from Hua-Yi Enterprise includes three values: “pricing mechanism”, “sales-and-service”, and “relationship elements”. The managerial recommendations of the study include “the differentiated product strategies”, “the search of brand's axis”, “enhancement of branding capability”, “quality assurance strategy”, “consummate service system”, and “strengthen of problem-solving capability”. Keyword: Means-End Chain, Hierarchical Value Analysis, Building Material Store, Soft-Laddering