第三方物流業因應中國地區虛擬通路業者之營運策略研究

The Research on Third Party Logistics Operation Strategy for Virtual Channel Environment in Mainland China

詹宗祐(Tsung-Yu Chan)

指導教授 ： 蔣明晃

國立臺灣大學/管理學院/商學研究所/碩士(2010年)

https://doi.org/10.6342/NTU.2010.10224

摘要

隨著全球化與專業分工的趨勢，第三方物流成為現代商業社會運作過程中非常重要的一環。特別是當各項通訊技術和網際網路興起後，各行各業在跨國之間的交易越趨興盛，也更倚賴第三方物流的協助。其中跨國虛擬通路的普及，不但為各地消費者帶來方便，也創造出大量的商機。然而跨國物流系統的運作複雜度遠比在單一國家或地區營運來的高，也挑戰各家第三方物流廠商的能力。
本研究以中國市場為背景，是因它是未來最具潛力的市場。因此本研究首先回顧過去相關領域學者們的研究結果，並希望從中推導出一研究架構用來分析第三方物流廠商面對跨國虛擬通路環境的營運策略。而在文獻回顧後，本研究將研究架構分成三部份，分別探討企業進入外國市場的進入模式，以及第三方物流在跨國物流時採用的配送模式，接著再加上整體營運策略的績效評估。
完成研究架構後，本研究以個案公司在中國市場的營運經驗和收集得來的資料進行分析。研究結果顯示，個案公司透過「獨資(外包合作)」進入模式和「物流業者管理存貨並依通路商指示直接運送」配送模式，雖提升了營運上的彈性但也降低了掌控度並影響對消費者的服務水準。因此建議個案公司現在應專注在特定城市發展，並逐步建立相關運輸和資訊能力，甚至透過購併來加速在中國市場的發展。

關鍵字

第三方物流 ； 虛擬通路 ； 中國市場 ； 進入模式 ； 配送模式

並列摘要

As globalization and specialization trend spread, the TPL (Third Party Logistics) plays an important role in modern global business environment. Especially, after communication technology and internet environment become mature, cross-border transactions in most industry are booming and they deeply rely on TPL’s assistance. Moreover, the global virtual channels become more popular than ever and that brings convenience to consumers and sales opportunities to companies. However, the complexity of cross-border logistic operation is more than that in one country or area. That also challenges TPL’s capabilities.
This study focuses on the market in Mainland China, because it is the most potential market in the future. Therefore, the study reviews different scholar’s works in related areas, and forms a framework to analyze TPL’s operation strategy in cross-border virtual channel environment. The framework includes entry model analysis on a foreign market, analysis on distribution model adapted by a TPL, and performance evaluation of a TPL.
After the framework is developed, a TPL company’s operation in Mainland China is needed to be analyzed. Also, a lot of information needed for analysis is obtained from another source. The findings show the company’s operation strategy increases its flexibility but may lose the controllability in the logistic operation which affects service level. In the future, the company would be suggested to concentrate on specific cities, build up the transportation and information abilities, or use merger and acquisition to speed up company’s development in china.

並列關鍵字

Third Party Logistics ； Virtual Channels ； China Market ； Entry Model ； Distribution Model

參考文獻

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