台灣自創品牌廠商國際行銷通路選擇影響因素之研究－以資訊電子業為例

The Influencing Factors of Selection of International Marketing Channels by Taiwan Name-Brand Firm-A Case Study on Information & Electronic Industry

袁建中(Benjamin Yuan) ； 林銘松(Ming-Sung Lin)

《臺大管理論叢》 10卷1期 (1999/12) Pp. 139-170

摘要

「品牌」與「通路」一直是台灣廠商國際化最頭痛的的問題，本研究經公司、產品及市場因素構面的文獻探討與整理，進行自創品牌廠商通路選擇型態及影響因素之實證分析，探討自創品牌廠商其主要採用通路型態、其影響通路型態選擇因素、以及不同通路型態下之影響因素。研究結果發現，自創品牌廠商選擇通路型態最重視因素為「國際人員行銷能力」等七項因素，而在不同通路型態下，其重視因素各有不同，以自有優勢強度觀點而言，分支機構式通路重視「國際人員行銷能力」等五項因素；銷售代表式通路重視「產品技術資訊能力」等二項因素及市場交易式通路重視「尋求適任中間商能力」因素。本研究結論提供自創品牌廠商配合其重視及自有優勢因素進行通路設計之調整，藉以提昇廠商通路績效。

關鍵字

自創品牌 ； 行銷通路 ； 通路選擇 ； 通路型態

並列摘要

Brand and channel have always been the greatest headache of our domestic manufacturing in becoming internationalized. And from the point of name-brand firm, selecting marketing channel is the key factor to success or failure. After going through documental investigation and sorted the framework company, product, and market factors, factual research had been conducted on the channel selection pattern of house brand manufactures and their affecting factors in this study, investigating the major channel patterns adopted by house brand manufacturers, affecting factors in selecting channel pattern, and affecting factors in different channel pattern. From the result of this study, we have discovered that the most important factor in selecting channel pattern by name-brand manufacturer is marketing ability of international staff and other six factors. And under different channel pattern, its major factor differs. From the point of the strength of its existing advantageous, subsidiary mode channel emphasizes marketing ability of international staff and other four factors. Domestic mode channel emphasizes ability in product technical information and other two factors. And market exchange channel emphasizes ability in searching for a suitable middleman. The conclusion in this study shall provide name-brand manufacturers to adjust its channel design coordinating with its emphasis and existing advantageous factor, hereby, increasing the performance of manufacturer's channel.

並列關鍵字

Name-brand manufacturing ； marketing channel ； channel selection ； and channel pattern

參考文獻

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