通路商與製造商對產品屬性評估模式之研究-以冠軍磁磚產品為例

The Compartive Study of Product Attributes Perception between Distributers and Manufacturers -Case of Champion Tiles

林華翊(Hua-Yi Lin)

指導教授 ： 徐茂練

朝陽科技大學/管理學院/建材業行銷產業碩士專班/碩士(2015年)

摘要

全球化市場競爭，通路商與製造商面臨多變與競爭的市場需求，讓客戶青睞，是公司的生存條件之一。每次與客戶互動時，都要傳達出品牌樣貌、信譽、形象的訊息才會算是一個成功的品牌製造。在陶瓷產業的製造過程中，有了完整的產品屬性衡量指標制度以便有效的作出正確、快速的決策便成了勢在必行的課題。運用產品屬性衡量指標，可以在製造、通路銷售過程中達成顧客的滿意度。如何達成對產品屬性的認知，以滿足最終顧客的需求，是值得探討的議題。
本研究以以冠軍磁磚產品為例，運用AHP層級分析，主要求得製造商與通路商對產品屬性重要性評估指標之相對權重值。冠軍磁磚(製造商)與通路商對磁磚產品屬性的重視指標，包括磁磚的核心產品、有形產品、附增產品等評價認知仍存在差異。主要之研究重要發現有三：(一)製造商及通路商對第一層產品屬性定位重要性依序均為核心產品屬性、有形產品屬性、附增產品屬性；(二)製造商較重視核心產品層面之核心利益，通路商則較重視產品知識；製造商較重視有形產品層面之設計特色，通路商則較重視產品品牌與產品功能；製造商較重視附增產品層面之信譽條件，通路商則較重視售後服務；(三)整體而言，製造商最重視之產品屬性為核心利益、產品知識與設計特色，通路商則為產品知識、核心利益與售後服務。本研究建構產品屬性選擇評估模式，使其決策行為是更具客觀性及完整性，驗證結果得出產品重要屬性，並且得知製造商與通路商的認知有所不同。依此結論，本研究討論其管理蘊含，並針對產品設計、行銷方案以及製造商與通路商的合作關係提供具體的建議。

關鍵字

冠軍磁磚 ； AHP層級分析 ； 產品屬性

並列摘要

Due to global market competition, distributers and manufacturers confront various and competitive market environment. Attracting clients is one of the surviving requirements for companies. Every time when you interact with clients, you have to communite the message of product features and brand image. During the manufacturing process of ceramic firm, having the effective metric system of product attributes to make correct and quick marketing decision becomes the imperative issue. During the process of manufacturing, distributing and selling, applying the metric system of product attribute can reach the satisfaction of customers. Getting the knowledge of product attributes in order to satisfy the needs of final customers is the issue worthy discussion.
Using Champion Tiles Product as an example, this research investigates and compares the product attributes perception between distributers and anufacturers through AHP analysis. We find that perceptions of product attributes, including the core product, actual products and augmented products, between Champion Tiles (the manufacturer) and distributers are different. The major fingings of the research are as follows: Firstly, distributers and manufacturers have the same importance order of product attributes, namely core products, actural products and augmented products. Secondly, on core product level, manufacturers tend to put emphasis on core benefits whereas distributers tend to put emphasis on the product knowledge. On actual product level, manufacturers put emphasis on the features of design while distributers put emphasis on the brand and functions of the products. On augmented product level, manufacturers put emphasis on the reputation whereas distributers put emphasis on the after selling services. Thirdly, the attributes of the products that manufacturers regard high are core benefits, product knowledge and features of design while the distributers regard high are the product knowledge, core benefits and after selling service. The research constructs the evaluation model of product attributes in order to make more effective decision. And compare the different perceptions about product attribute between manufacturers and distributers. According to the conclusions, the managerial implications are discussed and the usful suggestions about product design, marketing plan and cooperative relationship between manufacturers and distributers are also provided.

並列關鍵字

AHP ； product attributes ； Champion Tile

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