半導體零組件通路商行銷模式之探討

Study of Semiconductor Distribution Business Marketing Pattern

張中華(Chung-Hwa Chang)

指導教授 ： 李月華

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2012年)

https://doi.org/10.6846/TKU.2012.00399

摘要

本研究之目的，在於探討台灣半導體零組件通路商現況及困境，以及未來發展趨勢，再藉由外商與本土通路商之行銷組合與策略類型分析與比較，瞭解其各自的行銷策略及競爭力，以及不同之處。本研究透過個案研究方法，深度訪談與資料蒐集，分析台灣半導體零組件通路商與外資廠商進行比較與分析。相信，研究結果將提供正面臨國際通路商競爭威脅的本土企業通路商，以及在電子產業技術快速變化及複雜不確定性的環境下，提供新的營運模式與方案，幫助本土通路商尋求與發展出獨特的競爭優勢。茲將本研究發現及結論說明如下:
本研究發現目前半導體零組件通路商都面臨毛利過低的狀況，原因為與其他代理商同質性太高、無核心競爭力、無附加價值產出，導致面臨生存的危機。同時發現本土與外商的行銷策略不同之處，不過最後的目的都以提高附加價值能力為導向，提高毛利率為目標，繼續向前邁進。
半導體零組件通路商如果要能持續的成長，必須面臨現實環境的挑戰，同時強化水平與垂直的策略合作模式，以及滿足客戶的需求，附加價值的產出，並且透過合作以及策略聯盟以擴大其營運規模，持續在國際上開拓市場，成為具有競爭力的通路商。

關鍵字

半導體零組件通路商 ； 競爭 ； 供應鏈 ； 附加價值

並列摘要

The purpose of this study is to explore the components of the Taiwan Semiconductor distributors the current situation and the plight and future trends, re-analysis by the type of the marketing mix and strategies of foreign and local distributors to understand their respective marketing strategies and competitive, as well as differences. Through the case study method, analysis of Taiwan's semiconductor component distributors and foreign companies compared and analyzed. Believe that the results will provide local businesses distributor international distributor is facing the threat of competition, as well as in the electronics industry, rapid technological changes and complex uncertainty environment, provide new mode of operation and programs to help local distributors seek to develop a unique competitive advantage. The findings and conclusions of this study are as follows:

This study found that the semiconductor component distributors are faced with a low gross profit of the situation, because with the high homogeneity of the other agents, the core competitiveness, value-added output, leading to face the crisis of survival. Also found that the difference between local and foreign marketing strategy, but the final goal to improve the value-added capability-oriented and improve gross margins as the goal, continue to move forward.

The semiconductor component distributors to be able to continue growth, must face the reality of environmental challenges, to strengthen the horizontal and vertical modes of cooperation strategies, as well as to meet the needs of customers, value-added output, and through cooperation and strategic alliances to expand the scale of its operations, continued to develop new markets in the international competitive distributors.

並列關鍵字

semiconductor components distributor ； competition ； supply chain ； value-added

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