從經銷商採購行為發展線纜製造與經銷商關係之新經營模式評估－以W公司為例

在穩固與成熟的產業市場環境中，爭取到競爭者的顧客或穩固自身的顧客，需要能夠提供新的顧客價值，提高顧客黏著度和忠誠度是一件困難的事，而本研究所探的W公司在電纜產業中屬於市場領導者，其要能夠繼續維持其領導地位，需要不斷檢視市場變化和自身的產品服務能力才能持續下去，因此，本研究期望更深入去探討影響經銷商採購關鍵因素，再根據此發展適合線纜製造商與經銷商建立關係的營運模式　　透過文獻回顧完成資料收集後，篩選出重要的影響因子，得到五大構面與20項準則，透由回收的33份問卷來跑決策實驗分析(DEMATEL)的分析與SPSS的迴歸分析，得出各準則影響關聯性後來看其結果。　　研究結果發現對於經銷商來說「良好合作經驗」、「具有利害關係」是很重要的而對經銷商購買來說「提供付款條件」和「售後服務」這二項目是很重要的所以應該趕快加強這些部分並列為重點項目，加入到舊有的合作模式中，如此便能使W公司與經銷商的關係變得更密切。

關鍵字

經銷商；採購要素； DEMATEL ； ANP

並列摘要

In a stable and mature industrial market, new value should be provided to the loyal customers in order to keep them, or win over new ones from the competitors. It is an arduous task to improve customers’ ‘stickiness’ and loyalty. The company W studied in this paper is the market leader in the cable industry. Its leadership can only be maintained by constant research of the changes in the market and the superior service quality of its products. Therefore, this paper has probed deeply into the key procurement factors of the distributors, for the purpose of developing an appropriate operation pattern to establish cooperation between cable manufacturers and distributers. 　　Five dimensions and twenty criteria have been concluded, according to the important impact factors obtained by reviewing the documents and completing the data collection. Thirty three questionnaires were analyzed via the Decision Making Trial and Evaluation Laboratory (DEMATEL) method and regression analysis in SPSS. The research efforts focused on studying the consequences occurring under the influence correlation of these criteria. 　　This study discovered that “good cooperation experiences” and “benefits” are very important in the eyes of the distributors. “Payment terms” and “after-sales service” are two key items related to their purchase. Therefore, these points shall be listed as the key items and added to the previous cooperation model to achieve a closer relationship between company W and its distributors.