資訊通路商的價值創造

3C Distributors’ Value Creation

陳雪菁(Hsueh-Ching Chen)

指導教授 ： 曹承礎

國立臺灣大學/管理學院/資訊管理學研究所/碩士(2009年)

https://doi.org/10.6342/NTU.2009.02250

摘要

台灣資訊製造業的蓬勃發展，同時也帶動整體3C零售通路的活絡，然而資訊產業環境變動迅速，產品生命週期縮短，價格競爭嚴重，末端通路集中化、大者恆大的態勢急速加劇，末端大型通路挾著其通路實力，跨越代理商直接與原廠進貨，原廠也刻意削弱代理商在大型末端通路的議價能力，直接主導相關產品的行銷活動，資訊通路業者正面臨著通路層級壓縮的衝突與危機。
檢視資訊產業現況、行銷通路理論、顧客價值創造對代理商的解釋，具體說來，行銷通路理論雖然認為成熟期的產品會移向類似大賣場、郵購、折扣商店等低成本的通路(Kotler)，但是代理商對上負責與原廠協調，對下亦擔負協調行銷網絡的工作，從顧客價值創造理論中，瞭解顧客價值是經濟價值與非經濟價值的總和，(Eggert、Ulaga and Schultz，2005)亦驗證了客戶價值來自三方面：透過核心提供物創造價值、在採購過程中創造價值、在客戶營運過程中創造價值，因此代理商的中介地位應該十分穩固，這兩種理論提供了衝突的解釋。
本研究的目的在於以不同的理論(通路行銷、關係價值、網絡理論)及實務上的結合印證，歸納出國內資訊通路所期望的交易價值評量因素，以驗證資訊代理商是否能維繫其網絡的中介地位。本研究利用跨個案研究的方式，訪問七家不同經營類型的下游經銷商，深入地解析通路交易價值的內容，並進一步地探討網絡成員間交易行為之關係，研究結果顯示，網絡關係對資訊代理商十分重要，代理商能否在網絡關係中創造額外的價值，是維繫其中介地位的關鍵。

關鍵字

通路行銷 ； 企業網絡 ； 價值創造 ； 關係行銷 ； 關係價值

並列摘要

The boom in Taiwan’s information technology (IT) manufacturing industry activates the overall 3C retail channel. However, with the rapid changes in IT industry environment, shortened product life cycle, and severe price competition, IT channel can no longer make a profit by increasing economy scale and reducing cost. With the centralization of end retailer, the trend of larger ones becoming even larger exacerbates. Large-scale end retailer takes advantage of its own channel strength to bypass agents and stock from original manufacturer directly. Original manufacturer also deliberately weakens the bargaining power of agents and dominates the sales of related products, contracts, and marketing activities. IT channel is facing the conflict and crisis from channel level shortening. In addition to integrate marketing strategies and adjust product segments, it has become an important issue for agents about how to demonstrate its own value in end channel, establish a good relationship with retailer, and provide market-related knowledge and information other than products.
Viewing the current status of the IT industry, and the explanation for theory of marketing channels and customer value creation on the agent, specifically, marketing channel theory is of the opinion that the mature products will be sold in low cost channels like supermarkets, mail order, and discount stores (Kotler). However, the agents are responsible for coordination with the original manufacturer and also responsible for coordination with end retailer of marketing network. From the customer value creation theory, understanding of customer value is the sum of economic and non-economic value. (Eggert、Ulaga and Schultz，2005) also verify that customer value comes from three aspects: creating value through the core provision, creating value in procurement process, creating value in customer’s operation. Therefore, agent’s agency status should be very solid. These two theories provide conflicting explanation.
The purpose of this study is to combine and prove with different theories (channel marketing, relationship value, network theory) and practical experience to summarize domestic IT channel’s desired transaction value factors and value evaluations to verify whether the IT agent can maintain its agency status of the network. This research uses cross-case study method and visit seven end retailers with different types of operation to deeply analyze the evaluation factors of channel trading value and to further explore the relationship of trading behavior between network members. The result of study shows that network relationship is extremely important to IT agent. Creating value is based on the relationship between the cooperative enterprises,（Anderson &Narus, 1999）. The key to maintain the agent’s agency status lies on whether or not the agent can create additional value in its network relationship.

並列關鍵字

Channel Marketing ； Business Network ； Value Creation ； Relationship Marketing ； Relationship Value

參考文獻

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