品牌商如何挑選合格經銷商-以潤滑油市場為例

How a branded company select their qualified distributors- A case study of Taiwan lubricants market

蔡許斌(Hsu-Pin Tsai)

指導教授 ： 王河星

國立臺北科技大學/管理學院/工業工程與管理系EMBA班/碩士(2011年)

https://doi.org/10.6841/NTUT.2011.00461

摘要

台灣雖然擁有世界級的代工製造能力及最具國際競爭力的兩岸供應鏈模式。但是對品牌的經營和經銷體系的建立還是遠遠弱後世界級的品牌公司。 代工的低毛利在此次金融風暴下更顯脆弱更不用提其毛利常受制人力成本上漲與品牌商競爭的壓力。當大陸崛起，新興市場帶動全球消費走向，台灣企業如何掌握此次市場位移及善用地理文化優勢建立全球品牌已成為一個重要的議題。 因此，本研究以潤滑油市場為研究對象，首先透過專家訪談篩選出評選指標，接著結合層次分析法( Analytical Hierarchy Process; AHP)發展出一套決策模式來幫助品牌商對其合作經銷商的評選。 根據研究結果顯示，對於潤滑油業來說及時付款會是國際品牌商評選經銷商的第一選擇，其次是市場及促銷活動的執行能力和始終專注於業績成長，致力於成為所在市場上領先的品牌。 可見尋找有野心且有市場執行能力的長期合作夥伴比短線塞貨尋求短利更為重要。 總結而言，希望透過本研究所提出的經銷商評選方法，除了可以提供有志建立自我品牌之企業一套經銷商評估及合作方向之外，更可協助欲投資通路的代理商如何提升各項能力以利爭取國際品牌代理之參考。

關鍵字

經銷商評選 ； AHP 層次分析法

並列摘要

Despite of having world class capability on manufacturing and the highly competitive advantage of utilizing Taiwan straits’ cooperation model on supply chain,most Taiwanese company still far behind those prestigious branded company in the world due to the limited experience and knowledge on how to manage their brand and build up their distributor network. The lower margin by doing OEM manufacturing are so fragile under this credit crunch in 2008, not mention about the surging pressure from labor cost and the constant squeezing from branded company. It’s definetly a vital subject for us to know how to build up a global brand whilst the rising emerging market are getting more important role in consumer market particularly China is constituted a heavy portion on being growing engine in the world. Therefore,this study will take lubricants market as our scenario case by asking our expert to firm up with the criteria and using Analytical Hierarchy Process to develop a strategic model in order to helping branded company for further assessment on selecting distributors. Based on this result,punctual payment will be the first priority while a branded company assess distributors capability then the execution ability on marketing and trade promotion，for sure the dedicated mindset on single brand and ambitious to be the market leader is the crucial factor to be a long term partner which come to the third place. At last,this study not only propose the criteria and methodology for branded company to assessing their distributors but also given a concept to any company which are eager to be sole agency for those global brand.

並列關鍵字

Taiwan lubricants market ； AHP(Analytical Hierarchy Process)

參考文獻

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