近年來,台灣出生率逐年下降,加上台灣連鎖嬰幼兒產業發展的早,市場相對成熟飽和,嬰幼兒用品市場萎縮兩成。因此,台灣連鎖嬰幼兒用品品牌商紛紛走向全球化。而多數品牌商都選擇嬰幼兒用品市場前景看好的中國大陸作為海外市場發展的重點。 對連鎖品牌商而言,通路是創造利潤的來源。然而面對市場區域差異性大的中國大陸,通路的佈局更為複雜。企業在選擇通路型態時,常面對到應該採取直營、或是雙軌混合的通路型態作為擴張手段。因此本研究選定在中國大陸深耕已久的台灣前兩大連鎖嬰幼兒用品品牌商—麗嬰房與東凌作為研究對象,探究企業內部與外部因素是否會影響兩間連鎖企業零售通路型態之選擇。 本研究透過相關文獻探討、政府網站、報章書籍等次籍資料蒐集,進行個案分析後發現不同於過往資源稀少論的結果,資金不再是企業選擇通路型態時考量的絕對因素。企業應該要掌握高附加價值的活動—產品創新與品牌,如此才能在通路為王的中國大陸市場,開啟通往財富的大門。
For the past few years, the birthrate in Taiwan is decreasing year by year , and the market of infant product industry in Taiwan has been saturated so that market scale of infant product industry is decreasing 20%. Chain corporates in Taiwan faced these challenges, so decided to enter China market. For chain corporates , channel is the source of profit. But the characteristics between regional markets in China are very different. Therefore , layouting channel becomes very complex. When corporates choose type of channel, they usually face the issue :which one is better ?regular chain or plural form (regular chain mix franchise chain)? So this study chooses Les enphants and Cayman Tung Ling to be the object of study. They have run business in China for many years . this study will discuss whether the inside and outside factors affect corporate’s choice or not . This study get a conclusions that is different from the research result of resource scarcity theory through literature review and secondary data which are collected from government website, newspaper, magazine and so on. Fund is not an absolute factor when corporates choose channel types. Corporates have to invest high value-added activities such as product innovation and brand . In this way corporates may obtain more wealth in China market.