台灣主機板公司在俄羅斯的通路激勵策略的探討

A STUDY OF CHANNEL MOTIVATION STRATEGIES OF TAIWANESE MOTHER BOARD COMPANY

簡志龍(Chih-Lung Chien)

指導教授 ： 梁文貴

大同大學/經營設計學院/事業經營學系所/碩士(2006年)

摘要

對行銷研究者而言，通路策略的規劃是一個關鍵性的議題。然而，尤其在一些新興市場，如：巴西、俄羅斯、印度、印尼和中國等等，即使是具有洞察力的實證研究卻仍是受限制的。因此，本研究欲以個案研究方式，討論在通路激勵策略中行銷通路權力與通路衝突的影響。
自從俄羅斯在90年代的初期開放它的市場，台灣公司藉著建立配銷通路開始進入俄羅斯的市場。透過一家台灣主機板上市公司，本研究詳細說明個案公司如何在外國市場，藉由行銷通路權力與通路衝突發展其通路激勵策略，以獲取其銷售績效的增加。在此個案研究中，有三種通路激勵策略的類型將被定義：第一、除掉績效差代理商以警示其他。第二、創造一個假象競爭者。第三、創造一個真實競爭者。以上三種類型對於通路成員的績效都具正面的效益。在本研究中，將探討在不同的激勵其行銷通路權力與通路衝突的方式。最後，期望藉由本研究能提供現今企業在海外進行通路激勵策略時的決策參考，並對未來相關議題探討提供進一步的瞭解。

關鍵字

主機板 ； 俄羅斯 ； 通路衝突 ； 通路權力 ； 通路激勵 ； 通路策略

並列摘要

The formulation of channel strategies has been a critical issue for the marketing researchers. However, empirical investigation with useful insight is limited, especially in the emerging markets, such as Brazil, Russia, India, Indonesia, and China etc. Since Russia opened its market in the beginning of 1990s, Taiwanese companies have ventured into this market by setting up distribution channels. By using a Taiwanese mother board listed company, this research elaborates how the case company develops channel motivation strategies in a foreign country through channel powers and channel conflicts in an attempt to gain an increase of sale performance. Three types of channel motivation strategy are identified from the case study: ‘execute one as a warning to others’, ‘to create a fake competitor’ and ‘to create a real competitor’, which are useful to motivate channel members. Channel powers and channel conflicts used in different motivation contexts are discussed in this study. Conclusion and limitations of the study are presented.

並列關鍵字

channel conflict ； channel power ； channel motivation ； channel strategies ； Russia ； mother board

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