經銷商選擇空調品牌關鍵因素之研究

有別於家電產品，空調產品在市場上的行銷有其獨有的特徵，如集中購買、重視人與人之間的關係、強調合作關係與承諾等。若僅運用一般的行銷方法，則難見效果。如何與顧客維持長期且良好的關係，對空調的銷售而言至為重要。這樣特殊的需求，正好給經銷商有很大的發揮空間，因為經銷商通常有較靈活的手腕來與終端客戶來往。為有效安裝空調及維持空調產品在通路上順暢，空調之供應商大多依賴通路上的經銷商或和經銷商來協助行銷安裝產品，甚至完全委託通路上的經銷商執行產品行銷及安裝工作，以達到有效的專業分工，讓雙方更有利益。為了順應現今消費型態，空調的代理商與經銷商的關係日益緊密。經銷商對空調產品代理商的選擇已經成為供應鏈管理上重要的環節，在目前這樣競爭的時代裡，經銷商如何選擇一個適合自身文化與形象的空調代理商絕對是攸關存亡的重要課題。在經銷商的選擇條件上，最被廣泛認同與接受的有三大因素，分別是廠商層面，行銷層面及售後服務，本文即依據此三大因素，與空調界的資深經銷商老闆作深入的訪談，來探討經銷商對於選擇台灣空調界的品牌的看法，希望透過學界得理論作驗證，並協助台灣市場上的經銷商深切思考如何選擇空調品牌，也讓空調品牌藉由了解經銷商的需求，提升自身空調設備品質成為市場上的主流。

關鍵字

空調產品；經銷商；目標層級分析

並列摘要

Different from home appliances, the marketing of air-conditioning products in the market has its own unique characteristics, such as centralized purchase, value the relationship between people, emphasis on partnerships and commitments. If only general marketing methods are used, hard to see effect. How to maintain a long-term and good relationship with customers, very important to the sales of air conditioners. Such special needs, just give dealers a lot of room to play, because dealers usually have more flexible wrists to communicate with end customers. In order to effectively install air-conditioning and maintain the smooth flow of air-conditioning products, most air-conditioning suppliers rely on distributors or distributors on the channel to assist in marketing and installing products, even entrust distributors on the channel to perform product marketing and installation work, to achieve effective professional division of labor, make both parties more beneficial. 　　In order to conform to the current consumption pattern, the relationship between air-conditioning agents and distributors is getting closer. The choice of distributors for air-conditioning product agents has become an important part of supply chain management, in the current era of competition, how the distributor chooses an air-conditioning agent suitable for its own culture and image is definitely an important issue for survival. 　　In terms of dealer selection, there are three most widely recognized widely recognized and accepted factors, respectively are Vendor level, marketing level and After-sales service. This article is based on these three factors, and In-depth interviews with senior distributor bosses in the air-conditioning industry, let’s explore the dealer’s view on choosing a brand in Taiwan’s air conditioning industry. Hope to be verified by the academic theory. And assist the distributors in the Taiwan market to think deeply about how to choose an air conditioner brand. It also allows air-conditioning brands to understand the needs of dealers. Improving the quality of its own air-conditioning equipment has become the mainstream in the market.