通路成員策略運用與通路績效關係之研究-大尺寸薄型電視廠商實證

Relationships of Strategy of Channel Members and Channel Performance -A Real Case Study of The Large Size FPD-TV Industry

朱靜盈(Ching-Ying Chu)

指導教授 ： 胡同來

國立臺北科技大學/管理學院/工業工程與管理系所/碩士(2006年)

摘要

近年來，企業己經發現，即使擁有優越的產品、強大的行銷宣傳和良好的價格，如果沒有給予通路策略充份的重視，市場佔有率仍有可能下滑。因此製造商須藉由管理每條通路之間的關係，創造一個讓企業獲利與符合市場所需的通路策略，來達成此一目標，而經銷商應發揮競爭優勢來協助製造商達到更高的銷售水準，並提昇通路績效。
隨著光電產業技術的成熟，使得大尺寸薄型電視之需求與日俱增，現階段薄型電視在技術競爭、主流尺寸、最終價格上都還在試探市場的階段，如果選擇不盲目追逐價格戰，製造商為達到更高的銷售水準，須擬定最佳的通路策略與通路商互動，且經銷商勢必要靠其他特色來吸引消費者，二者將行銷通路功能發揮到極致，使製造商與通路客戶間達到雙贏的局面。
本研究將經由相關文獻探討，整合過去學者著作及相關研究，發展一行銷通路關係的理論架構，以台灣地區光電產業大尺寸薄型電視行銷通路之經銷商為研究對象，透過問卷調查法，並以LISREL線性結構模式探討該產業在不同的通路策略下，製造商擁有之通路權力與經銷商採用之競爭策略對通路績效所產生之影響。
研究發現：通路策略對通路權力均有正向影響，表示當製造商的通路策略對經銷商影響愈大時，製造商擁有的通路權力愈高；通路策略對經銷商競爭策略有正向關係，即製造商的通路策略愈能支持經銷商的競爭策略時，則經銷商的競爭策略發揮的效果愈大；而通路權力對經銷商競爭策略之影響不顯著；可見經銷商不太認為擁有較高權力的製造商，能夠影響他們競爭策略的制定；通路權力與經銷商競爭策略皆對通路績效有正向影響，表示當製造商擁有的通路權力愈高，通路績效愈高；而經銷商選擇的競爭策略愈明確，其通路績效愈好。
本研究以大尺寸薄型電視通路商為實證對象，探討各變數之關係，運用線性結構模式於大尺寸薄型電視產業實證，將通路成員策略運用引入行銷通路領域中，有效連結行銷通路理論與實務；並研擬行銷策略提供業界做為參考，期能對通路成員關係之促進有所貢獻。

關鍵字

通路策略 ； 通路權力 ； 競爭策略 ； 通路績效

並列摘要

Recently, enterprises have found out that the market share is likely to decline if they don’t fully emphasize the strategy of channel, even if they have excellent products, mighty marketing promotion, and appealing prices. Therefore, manufacturers are supposed to come up with a strategy to benefit themselves and meet the market’s demands to attain the goal by managing channel efficiently. Franchisees should also use their competitive advantage to assist manufacturers in creating greater sales and improving the channel result.
With the maturity of Optoelectronic industry's technology, make the demand for The Large Size Flat Panel Display TV grow with each passing day, The Large Size Flat Panel Display TV are all also sounding out the stage of the market in technological competition , major size , final price at the present stage. In order to reach higher selling level blindly, manufacturers have to set the best channel strategy and interact with brokers. They will be on marketing channel function bring into full play, make the manufacturer and channel members of thorough reach the situation of win-win.
Main empirical findings are summarized as follows：
1.Channel Strategy is significant influence on channel power. In this respect, when a manufacturer who uses different kinds of strategies of channel, has more significant influence on its channel power.
2.Channel Strategy significant influence on competitive strategy of broker. It display if the manufacturer uses channel strategy to influence the retailer, and the retailer will give the better competitive strategy.
3.Channel power is not significant influence on competitive strategy of broker. Because of the manufactuer would like to cost down the price and the broker want to increase their profit.They have different goals and strategy.
4.Channel power and competitive strategy of broker are significant influence on channel performance. Channel performance will be better if channel member are in better strategy.
To Sum up, this research is expected to provide some suggestions to Large Size Flat Panel Display TV for improving marketing channel strategy.

並列關鍵字

channel strategy ； channel power ； Competitive Strategy of Broker ； channel performance

參考文獻

9.陳正男，林素吟，丁學勤(2005)，信任、承諾與其相關因素的關係：加盟體系的實證研究，台灣管理學刊，第5卷，第2期，209-230。

1.王泰昌，李書行，王曉雯(2005)，創新活動、資訊盜用與供應鏈績效，台灣管理學刊，第5卷，第1期，49-71。

20.顧萱萱，蘇禎涵(2004)，製造商市場導向對其彈性績效與供應鏈關係穩定性之影響，台灣管理學刊，第4卷，第1期，25-42。

3.方世榮(2003)，行銷管理學，台北：東華書局。

19.蕭玉明(2003)，競爭策略與通路類型策略配合對通路績效關係之研究—以台灣數位相機產業為實證，碩士論文，中原大學企業管理研究所。