行銷通路結構設計之研究-以3C週邊商品為例

Study on Marketing Channel Structure Design – The Case Study of 3C Peripheral Product

王景弘(Wang, Ching-Hung)

指導教授 ： 林婷鈴 ； 蔡顯童

國立臺北大學/商學院/企業管理學系/碩士(2013年)

摘要

3C週邊商品伴隨3C產品蓬勃發展，衍生無限商機，加上現今零售通路發達，商品通路選擇過程及供需交易的完成，中間商扮演重要的決策思維角色。廠商對於通路選擇，並非僅是本身的決策，尚有不同身份的業者參與決策思維。因此，本研究期望瞭解商品通路選擇考量與通路結構設計影響因素，並就通路中製造商、經銷商，以及零售商三個不同通路層級業者同時進行探究。
本研究為探究通路不同關係人對各項影響因素之觀點，採取質性研究方法，針對通路不同層級成員進行深度訪談，受訪對象包括3C週邊商品之1家製造商、1家經銷商，以及2家零售商，以多個案研究方式，探討影響通路選擇及結構設計之考量因素；新產品推出時，各通路關係人之通路選擇與結構設計，其實際所需考量的因素內涵；以及不同通路階層成員考量的結構設計之差異性。
本研究經文獻探討與個案深度訪談後發現，企業本身、產品、消費者、競爭者、中間商、總體環境等六項因素，為新商品推出時，其在通路選擇的主要考量因素，此六項因素也因通路關係人所處通路層級的不同，對各因素之考量觀點與內涵不同，其中企業本身與產品為各關係人共同認為的兩項關鍵重點因素。本研究商品適用之通路結構，應以長通路與密集式配銷為主，其也會基於廠商於通路中之層級不同與資源多寡因而有所差異，製造商與經銷商為選擇式配銷為主，零售商則對其所屬門巿通路進行密集式配銷。在競爭激烈的3C週邊商品巿場中，經銷商如能取得國際品牌的授權，將有助於零售通路的開拓。本研究之結論，希望提供3C週邊商品製造商、經銷商、零售商的高階主管與行銷決策負責人，經由瞭解影響通路選擇與結構設計之考量因素，並進一步訂定出合適通路決策，以能提升企業於通路中的角色與定位。

關鍵字

通路選擇因素 ； 通路結構 ； 通路關係人

並列摘要

The booming of 3C products brings up a lot of business opportunities to 3C peripheral products firms. In addition, due to fast development of retail channels, intermediaries of 3C peripheral products play an important role in decision-making of channel selection and completion of transactions. Selecting marketing channel is not decided by a single 3C firm in the channel, all firms also have roles. Thus, this study aims at analyzing factors which affect the channel selection and design of channel structure, and researching on a three-layer marketing channel of manufacturer, distributor and retailer simultaneously as well.
This study adopts a quantitative approach by in-depth interviews on different firms in a marketing channel in order to understand their points of view on each affecting factor. The interviewees are composed of professional managers of one manufacturer, one distributor and two retailers of 3C peripheral products. It uses multiple cases to study factors which affect the channel selection and design of channel structure. When a new 3C peripheral product is about to be launched, what are the various factors affecting each firm’s decision on channel selection and design of channel structure.
Through literature review and in-depth interview on professional managers, we found that firms themselves, products, consumers, competitors, intermediaries and macroeconomic environments are the six major factors considered in channel selection for introducing a new product to the market. Though each firm has different view point and emphasis on each of these factors, firms themselves and products are the two key factors considered by all layers of a marketing channel. It is also found that the suitable channel structure for 3C peripheral products is a long channel and intensive distribution. Because each firm has different market positioning and owned resources, the manufacturer and distributor opt to use selective distribution, whereas retailers take intensive distribution. In a very competitive 3C peripheral product market, obtaining the authorization of international brands favors a distributor to explore its retail outlets. We expect the conclusion of this study will have implications for high rank managers and marketing decision makers of manufacturers, distributors, or retailers, for them to set up a suitable channel to improve their firms’ role and position in a marketing channel.

並列關鍵字

Channel selection factors ； Channel structure ； Channel related parties

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