資訊通路代理商之核心價值與競爭力分析:以X個案公司為例

隨著科技的日新月異資訊設備不斷演變，消費性電腦產品低價化、差異化小與微利時代來臨，資訊通路完全競爭狀態下供給大於需求，供應商大量投入資源研發設計新功能產品，通路代理商配合快速回應市場需求，將產品銷售服務普及化與擴大規模經濟，降低營運成本持續獲利提升競爭力與價值創造。通路代理商扮演上游供應商品牌行銷與下游經銷商產品銷售的溝通橋樑，協助營運銷售規劃及產品、通路策略執行。目標客戶有那些痛點未被解決的、還有那些需求未被滿足的，洞悉產業趨勢的策略佈局，提升競爭力建構永續領導經營能力，讓競爭對手無法踏入我們所鞏固的目標市場與忠誠客戶，透過通路銷售管道建立屬於代理商的品牌價值形象。資訊通路代理商的核心價值取決於產品銷售通路的廣度與深度、以數位化有效系統管理眾多產品種類品項、客戶訂單、出貨與維修客服的營運管理機制，企業數位優化轉型更要有突破性多元化發展機會，與其瓜分競爭不如創新差異，在藍海市場找出企業核心價值貢獻。

關鍵字

規模經濟；競爭力；目標客戶；品牌價值；核心價值

並列摘要

With the rapid development of technology and the continuous evolution of information equipment, The era of low-cost, Low-differentiation and meager profits of consumer computer products is coming. Under the state of complete competition in information channels, The supply exceeds the demand. With rapid response to market demand, Popularize product sales and services and expand economies of scale, Reduce operating costs, Continue to make profits, And enhance competitiveness and value creation.Channel agents act as a communication bridge between upstream suppliers' brand marketing and downstream distributors' product sales, Assisting in operational sales planning and implementation of product and channel strategies. Target customers have those unresolved pain points and those whose needs have not been met. Understand the strategic layout of the industry trend, Enhance competitiveness and build sustainable leadership and management capabilities, So that competitors cannot enter the target market and market that we have consolidated. Loyal customers, Through channel sales channels to establish a brand value image belonging to the agent.The core value of information channel agents depends on the breadth and depth of product sales channels, The operation and management mechanism that effectively and systematically manages numerous product categories, Customer orders, Shipments, And maintenance and customer service. The digital optimization and transformation of enterprises requires breakthroughs. Instead of dividing up the competition, It is better to innovate the differences and find the core value contribution of the enterprise in the blue ocean market.

並列關鍵字

economies of scale ； competitiveness ； target customers ； brand value ； core value

參考文獻

中文部份

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2022年臺灣筆電出貨1.86億台　雲端資料中心成臺灣伺服器出貨重要動能2022年臺灣筆電出貨1.86億台　雲端資料中心成臺灣伺服器出貨重要動能. 資策會產業情報研究所（MIC）. (n.d.). Retrieved April 1, 2022, from https://mic.iii.org.tw/news.aspx?id=608&List=13