- 學位論文
電動機車通路經銷商評選之關鍵因素-以中華汽車為例
Key Factors for Evaluating Electric Scooter Channel Distributors- A Case of China Motor Company
摘要
政府為提高國人電動機車使用率，透過從法規的擬定到政策之補助與獎勵措施，一方面擴大電動機車產業規模外，另一方面也符合全球關注之能源短缺與環保意識等風潮，落實節能減碳及帶動新興產業之發展。 以行銷4P來看，中華汽車之電動機車在產品 (Product)、價格 (Price)、推廣(Promotion)上已佔絕對優勢，惟通路 (Place)區域經銷商是中華汽車尚待開拓的。區域經銷商的營銷能力及績效，會影響到電動機車銷售狀況之良窳，所以，製造廠選擇通路經銷商就顯的相當重要。中華汽車初期從經營理念、營運管理人數、銷售據點數、據點規模及經銷商財力等五大因素，來評選通路經銷商，前述評選指標雖可用於評選經銷商，但觀察後發現指標中並無權重，較無客觀數據可取捨通路經銷商，恐有涵蓋不足須再強化之處。 本研究由相關文獻歸納出初步的評估構面與準則，並請有實務經驗之專家的協助，彙提出「合作意願」、「規模實力」、「經營管理能力」、「銷售能力」、「服務能力」等五項評估構面及其評估準則為可評選電動機車通路經銷商之重要因素。由於各個因素間存在著相依性，本研究使用網路程序分析法找出各因素之相對權重，以決定關鍵構面及準則。 研究結果顯示關鍵構面為「銷售能力」、「規模實力」及「經營管理能力」，而關鍵準則為「現有銷售市占率」、「經銷據點數」及「市場拓展能力」。上述關鍵構面在通路經銷商評選的管理意涵如下： 一、 「銷售能力」是電動機車經銷商最重視的因素。對於個案公司來說，產品拓展初期，選擇之經銷商若有好的銷售能力，經短期大量銷售，增加產品在道路上曝光量，將有助於其產品之推展。 二、 「規模實力」代表經銷商現有總資產以及有綿密完整經銷網絡據點數狀況，因此通路業者若擁有密集的網點數，則表示該經銷商規模實力佳。事實上，大部分消費者購買地點會選擇電動機車實體店面，因可直接看到產品或提供必要之資訊，所以較能獲得消費者青睞。 三、 「經營管理能力」實際上左右產品在市場拓展速度及發展狀況，因此若經銷商具備有系統制度化之管理能力，將有助於對分銷商之管理及拓展，如供需平衡、庫存控管、資金流通及市場開拓等，且亦並有利於產品銷售之短、中、長期之規劃。 本研究未來可進一步應用於通路經銷商之評選排序，提供個案公司與其他電動機車製造廠選擇經銷商之實質依據。
並列摘要
In order to support optimizing energy usage reducing CO2 emissions and stimulating the development of e-scooter industry as well as focusing on the global environmental concerns, the Taiwan Government established comprehensive regulations and offers subsidies to boost the popularity and expend the industry scale of electric scooter in Taiwan market. The rapid development of global electric vehicle is contributed to the energy crisis and awareness of environmental concerns. In 4P perspective, China Motor Company e-scooter product has a strong base in "Product", "Price", and "Promotion", but the "Place" requires further expansion. The "Place" strategy from 4P seems to have more potential in improving player’s competitiveness compared with remaining 3P strategies. In early stage, China Motor Company was focusing on the 5 major criteria to validate the distribution supplier, such as, management capability, manpower, distribution location, location scale and financial ability, but after some observations, the company found there was no weighting in each criterion, which may not have some more impersonal data to have proper distributor supplier selection. This study was referenced from relative documents of distributor pick-up to induce the critical criteria, and also through the interviews with experienced specialists in the industry, to sum up the key factors of dealer pick-up in electric scooter industry. These key factors include five evaluation aspects (cooperative will, scale of finance and sales network, management capability, salesmanship and after-service capability) and with ten criteria. Nevertheless, since each factor is closely linked, by means of the Analytic Network Process running by Super Decisions software, to conclude the critical aspects and criteria. The order of verified critical aspects are salesmanship, scale of finance and sales network and management capability. The order of critical criteria are market share, numbers of distributor and salesmanship. The study shows three aspects, which are salesmanship, scale of finance and sales network and management. The critical factors of distributor selection base on management perspective are: 1. Salesmanship is the most important factor for selecting their distributor. As for the cast study company, if cooperating with the distributor capable of promoting and selling at early stage, after the large number of sales, the exposure of the product on the road would be helpful for the proliferation of the product. 2. Scale of finance and sales network means the asset of distributor and whether its network is widespread enough. Therefore, the higher density of the sales network represents the larger scale the distributor is. In fact, most of the consumers tend to purchase the electric scooter in real showroom because they can see and feel the product in person, therefore, the high density of the sales network would be helpful to attract more consumers. 3. Management capability decides the market proliferation and development speed of the product in practice. Therefore, if the distributor possesses the systematic and management capability, it would be helpful for the management and development of the reseller, e.g. the balance of supply and demand, stock management, cash flow and market development. In addition, it is beneficial for the execution of the short-term, mid-term and long-term sales plans. This study will be able to do further Distributor Selection sorting, which will be able to provide the case study company and other e-scooter manufacturers, to select the Distributors base on the actual data.