台商自有品牌通路管理決策之研究-以衛生用品自有品牌個案廠商為例

The Research on Decision Making of Own Brand Channel Management–Case of Own Brand Sanitary Product Company

林明昇(Ming-Sheng Lin)

指導教授 ： 林婷鈴

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

本研究目的主要是為探討台商面對地主國通路環境變化的因應策略。早期台商因相較地主國當地的競爭者具有所有權優勢，所以得以藉由自有品牌進入中國大陸順利取得市場。爾後，由於地主國的國際化程度提高，許多跨國企業競爭大廠挾豐富的資源進入，再則，地主國的通路也逐漸大型化，此競爭環境的變化趨勢，對資源相對受限的台商而言，為了維持生存與持續成長，亟需思考應採取何種通路管理策略，才能因應此種競爭態勢與通路變化。本研究採單一個案深度訪談的質性研究方法，探討個案公司海外通路建立、管理與策略調整的過程。研究結果顯示，台商在中國大陸，早期雖能藉由所有權優勢以自我品牌進入當地的通路系統。爾後，常因地主國競爭環境變化，且受限自身資源不足，則應藉由過去在地主國經營所累積的市場知識，整合所有權與區位優勢，進入次要市場，迂迴避開強勁對手，以鄉村包圍城市的策略，持續保有戰力，以備與強敵做多次賽局。最後，本研究針對台商在中國大陸投資的通路管理策略優劣提出對實務運用與後續研究建議。

關鍵字

品牌權益 ； 行銷通路 ； 通路策略 ； 通路績效

並列摘要

This study focused on reacting strategies when Taiwan companies face the environmental change of channels in host country. At the early stage, Taiwan companies with own-brand can easily earned the market in mainland Chinese due to the ownership advantages compared with local competitors in host country. Afterwards, as the host country is getting more internationalized, multi-national competitors then enter market of Mainland China with abundant resources. And when the channel in host country is also scaled up, change of competitive environment has forced Taiwanese companies with limited resource to think what channel management strategy to take and how to survive the competition and gain sustainable growth. This study used single case interviews in depth to investigate the establishment, managment, and adjustment of oversee channels of the case company. The results showed, at the early stage of entering, Taiwanese companies should enter the channel with their own brand via their own internal advantage. When the competitive environment changed and the resource is limited, the companies should enter the secondary market through their regional advantage from rural area to city and avoid the direct facing against strong competitors. At last, this study suggested the weakness and strength of channel management for Taiwanese companies to invest in Mainland China. The study also provided suggestions for following research and practical operation.

並列關鍵字

Brand advantages ； Marketing channel ； Channel strategies ； Channel performance

參考文獻

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