隨著未來3C產業前景看好,3C賣場也順勢蓬勃發展。經濟不景氣已邁入第三年,全球經濟正式宣告進入「微利時代」,這時候還能談笑用兵的,大概只剩通路產業,而如果成本沒辦法隨著下降,就會有危機,而且甚至退出市場。因此一般「家電零售連鎖賣場」跨足家電以外的2C 產品,整合眾多3 C 產品,紛紛朝向大型化3C複合店方向發展,且在整個3C連鎖經營之行銷競爭力上,除了經營重點多元化、商品群變化、代理先進的商品、其自創品牌也漸成為未來通路商值得探究的議題。 本研究採用個案研究法,以台灣3C家電連鎖業者為研究對象,研究目的主要在探討3C家電連鎖通路商若採取不同的品牌策略對通路績效之影響為何?3C家電連鎖通路商採取不同的的控制力類型對通路績效是否有不同之影響?及探討通路品牌策略與通路控制力的內容及配合之不同模式,對通路績效的影響為何?再以資源基礎觀點來探討不同的通路品牌策略、通路控制力對通路績效之影響關係為何? 本研究針對3C家電連鎖產業中所擁有直營店數最多及平均單店營業額表現最佳之四家公司包括全國電子、燦坤3C、泰一電器及上新聯晴進行了解,在深度訪談後經由次級資料分析與個案匯整後,發展出相關命題。本研究發現: 1.3C家電連鎖業者若採取相互依賴類型策略,將使通路績效表現較佳。而其掌握之關鍵在於:(1)連鎖家數之規模 (2)穩定之顧客來源基礎(3)差異化行銷策略(4)成本控制 2.3C家電連鎖業者若採取製造商相互依賴類型策略,將使通路績效表現較佳。而其掌握之關鍵在於:(1)成本之掌控 (2)開創自有品牌商品(3)營運之規模經濟 (4)提昇對供應商之議價力 3.3C家電連鎖業者擁有較佳之資源基礎,將使製造商相互依賴類型之通路績效有較好之表現。而其掌握之關鍵在於:(1) 擴大門市據點 (2)充裕之財務資源 (3) 自動倉儲管理方式 (4)完善之物流中心 (5) 良好之商譽 (6)規模經濟 (7) 顧客資料庫 (8)穩定顧客來源 (9) 賣場服務人員之專業知識及良好服務 (10)具前瞻性、決策力領導人 (11)強調具有創新、創意及整合之組織文化 (12)快速開發新商品的能力
ABSTRACT As the bright prospects of 3C industry in the future, the 3C store is developing vigorously. The depression have got into the third year, the global economy declare to enter the age of low rate formally, and in this time the industry of channel can exist naturally. If the cost can’t be come down, it’ll be dangerous, and even retreat the market. Thus, the general chain stores of electric appliances go across the other 2C products, and combine many 3C products. And they turn to the large compound store of 3C. And in the all 3C marketing competition of chain business, not only the diversification of business, the change of goods, and act for advanced products, but the private brand is becoming the important issue of channel in the future. This research uses case study method and takes the 3C chain store in Taiwan as the research object. This study selected 4 3C chain stores, such as elife-mall, EUPA, lanchi, Daiichi. These four companies have the more regular chains and highest average revenue. The results of this study are as follows: 1.The 3C retailers takes dependence strategy, the performance of channel will be better. The key factors are in (1) scale of chain stores (2) stable consumer (3)diversity marketing strategy (4) control the cost 2.The 3C retailers takes manufacturer dependence strategy, the performance of channel will be better. The key factors are in (1) the control of cost (2) private brand product (3) scale of economy (4) the higher bargaining power for supplier. 3.The 3C retailers have better resource base,the manufacturer dependence type will be better in performance. The key factors are in (1) much chain stores (2) rich financial resource (3) automatic storehouse management system (4) sound logistic center (5) goodwill (6) scale of economy (7) date base of consumer (8) stable consumer (9) professional knowledge and good service of employee (10) the preceding and decisive leader (11) the innovative organizational culture (12) the ability of developing product quickly.