由於電源供應器是每台個人電腦中必備的零組件,國內目前整個銷售的品牌眾多、各家廠商競爭激烈,因此藉由銷售通路來增加競爭力成為必要的方法,銷售通路商處於整個產業的中段,直接面對中下游的代理、經銷商,所以對經濟景氣與市場需求的敏感度相對較高,因此通路商除了可以為製造商開拓市場,還可以為它們帶來市場的最新情報,以幫助製造商擬定下一階段的產品及行銷規劃,由此可知銷售通路的承上啟下的功能對產業或廠商有重要的價值。 要了解銷售通路商其相關銷售意函及行銷活動,本研究先由相關文獻對行銷、銷售上的理論進行瞭解,以使後續研究過程得以順利進行,且針對個案公司銷售管理在內、外部環境方面,分別選用相關文獻以達剖析個案公司之目的。 接著本研究藉由個案研究及深度訪談的方式進行個案公司的現況探索,深入了解其隱藏層面的動機與運作問題,最後加以歸納分析以呈現整體的現象。 經由研究結果得知在不同的區域,銷售的管理及運用上是無法達到全體一致性的,因此在共同的價值觀及戰略上必須要能達到全體一致性方能使得內部人員為共同的目標而努力,在資源的分配上必須有彈性的調配,方能減少整體資源的浪費並使得效果得以展現。
A power supply unit (PSU) is the component that supplies power to the other components in a computer. Nowadays in Taiwan, the PSU market becomes intensively competitive. It is necessary to enhance the competitive advantage of the enterprise by the different ways of sales channels, because there have been too many brands and firms of PSU nowadays in Taiwan. However, PSU sales channels play an very importment role in whole marketing value chain,because they have to face to the PSU sales agents and distributors directly. And also, PSU sales channels have to supply PSU manufacturers the latest information from market. Hense, the purpose of this study is to help the case company analysis their environment of marketing management, and overcome the salse problems they faced. Moreover, base on the literature review, the deeply problems of the case company are analyzed and solved by means of the method of case study and deep interview. The finding reveal that the case company need to encourage their sales clerks work for the goal and strategy of enterprise. Furthemore, the case company should elastically distribute their resources to make their strategy implement more elastically.