日用品百貨批發業中盤商對零售商的交易成本理論之探討
-以愛屋族日用品百貨股份有限公司為例

本研究是以我國的日用品百貨批發產業的中盤商對零售商的交易成本理論進行研究分析，本研究是採用個案研究方式進行研究，並以位於台中市烏日區的愛屋族日用品百貨股份有限公司為個案的研究案例。本研究是針對日用品百貨批發產業中盤商對零售商在國內的日用品批發市場上的合作往來關係與交易行為上的議題，以及買賣雙方所影響的交易範圍層面和在面對通路競爭激烈下對於企業本身在日用品百貨批發通路上的定位與在交易成本理論下的過程及買賣雙方交易活動為本研究探討目的。在台灣的當今日用品百貨批發市場，中盤商通路經營策略常會因為個體的有限理性決策、投機主義、不確定性與複雜性、資訊的不對稱、少數性交易、交易時的情境氣氛所影響。因此本研究得到下列三項的發現及結論；一、日用品百貨批發中盤商需擔負起協調三者之間的交易成本問題外亦須加強處理及重視中盤商對商品的最終消費者之間的交易成本問題。二、日用品百貨批發中盤商會因公司的規模大小與商品項目的多寡在交易成本理論上的投入而有所差異及不同的效益產生。三、日用品百貨批發中盤商需積極強化本身的專業能力及後勤物流能力，並以顧客服務導向來面對客戶，創造出以服務品牌為主軸的通路模式，並取代稽核成本上的支出。以上為本研究在台灣日用品百貨批發市場針對中盤商與零售商的交易行為模式所做的相關性研究及探討，並提供研究建議日用品百貨批發中盤商在調整商品銷售策略及商品組合在此類通路與其零售商的差異化。在物流配送、員工教育訓練、自有品牌建立、代銷知名品牌商品等等，並針對最終消費者提供更便利的售後服務管道來彰顯出我國的日用品百貨批發中盤商在通路上的真正價值。

關鍵字

中盤商；零售商；交易成本；日用品百貨批發

並列摘要

This study is based on the wholesalers of general merchandise commodity wholesale industry to retailers transaction cost theory analysis, this study is the use of case study approach to research, and is located in Taichung Wuri District love house family daily necessities Department Store Co. Shares company case study case. This study is the daily trading range for wholesale merchandise industry wholesalers of issues of cooperation and trade relations between the behavior of retailers in the domestic commodity wholesale market on the buyers and sellers as well as the impact of the level and in the face of fierce competition under the path for businesses positioning itself on the path of daily necessities wholesale and department store buyers and sellers and process transactions in transaction cost theory of the present study was to investigate the purpose. Stores in Taiwan today's commodity wholesale market in the disk access provider business strategy often because of limited rational individual decisions, opportunism, uncertainty and complexity, asymmetric information, a few transactions, the transaction context atmosphere affected. Therefore, this study was the following three findings and conclusions; 1. Commodity Wholesale Department Store in the outer disk providers need to assume transaction costs should also strengthen coordination between the three treatment and attention to transaction costs for goods wholesalers in the final consumers. 2. Commodity Wholesale Stores Chamber of Commerce in the disk due to the amount of the company's size and commodity items in the transaction cost theory inputs vary and produce different benefits. 3. Commodity Wholesale Stores wholesalers need positive reinforcement in their professional capacity and logistics logistics capabilities, and customer-service oriented to face the customer, to create a service brand as the main channel model, has been replaced by spending on audit costs. Orrelation of the above this study and discussion in Taiwan commodity wholesale market for merchandise trading patterns of behavior done by wholesalers and retailers, and to provide research recommendations in commodity wholesale merchandise wholesalers in adjustment of product sales strategy and product mix in such passages its retailer differentiation. In logistics, staff education and training, to establish its own brand, sell branded goods, etc., and to provide more convenient service for the pipeline to the final consumer of the commodity department highlights the wholesale suppliers in the real value of the disc on the path.