以交易成本理論探討供應鏈中的協同廣告 －以汽車零件代理商為例

The Theory of Transaction cost Approach for Cooperative Advertising in Manufacturer-Agent Supply Chain － The case study of Automobile Component Agent

陳冠倫(Kuan-Lun Chen)

指導教授 ： 蔣廷芳

元智大學/管理學院/國際企業學系/碩士(2009年)

摘要

協同廣告(cooperative advertising)為製造商、代理商和經銷商三者之間的一種互動關係，代理商或經銷商對商品進行廣告，而製造商則為其負擔部分的廣告費用。而除了協同廣告外，製造商對其產品進行的廣告主要為建立品牌形象，使消費者對其品牌有良好的印象。而代理商和經銷商進行的廣告則主要目的是可以直接激發消費者購買行為，為刺激銷售量的主要廣告方式。因此，對製造商來說同意進行協同廣告負擔費用的主要原因為廣告可使銷售量增加，進而促進其利益，而對代理商或是經銷商來說，則可減少其廣告所需的費用亦增加銷量，進而增加雙方利潤。 在本論文中，我們針對製造商和代理商家以琢磨，了解協同廣告的意涵，以及該注意的地方。分析的過程利用交易成本理論以及資源基礎理論相扶相成，並利用代理理論探討進行協同廣告合作下的問題。 再者我們套用一家汽車零件代理商進去個案研究，進行實務性的訪談與分析討論，再多觀點的文獻討論以及深入的訪談試圖釐清製造商與代理商協同廣告所遇到的問題並加以解決。根據此討論及思慮製造商可決定是否提供客戶多少的廣告投資，以達到提高利益的目的，並且有效率的使用資金；另一方面，代理商願意以更大的心力拓展產品，以達到互信的機制。

關鍵字

協同廣告 ； 代理商 ； 交易成本理論

並列摘要

Cooperative advertising is the interaction between manufacturer, agent and dealer. Agent or dealer manages the commercial of the product whereas manufacturer takes charge of the cost. Aside from cooperative advertising, the commercial by manufacturer aims to set up the image of the brand, which impresses the consumers so that they will give positive reaction to the brand. The part of agent and dealer rather stimulate the customers to buy these products, which is considered as a main form for advertising. Hence, for the manufacturers, the major reason for their agreement in proceeding the cost of cooperative ad is the marketing amount, which brings large profit for them. As for agent or dealer, in so doing, they are able to reduce the cost of advertising as well as increasing their amount in selling.
In this thesis, we use manufacturer and agent as targets so as to investigate and to understand the meaning of cooperative advertising. In addition, we want to find out important parts for concern. The process of analysis makes use of the transaction cost and the resource-based view to complement each other. Moreover, we discuss how cooperative advertising should be put into practice in terms of surrogated theories.
What’s more, we apply a case of automobile component agent in this research and thus carry out practical interviews and discussion in analysis. By multi-dimensional documental examination and thorough interview, we are capable of clarifying the problems and finding solutions. With this discussion and idea, manufacturer can decide whether to provide client investment in advertising so as to enhance their profit and to use their fund efficiently. On the other hand, manufacturer is willing to devote more to developing products and hence reach mutual trust respectively.

並列關鍵字

cooperative advertising ； agent ； theory on transaction cost

參考文獻

9. 李文瑞， 2000， 廠商海外投資股權模式關鍵影響因素之研究-台商赴東南亞投資之實証分析,管理評論，第十九卷第三期

13. 高長、陳威如， 1998，台商赴大陸投資所有權進入模式決定因素的分析， 管理學報，第十五卷第三期

English references

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