電腦產品跨國買主對供應商選擇因素之研究 以德商L公司為例

台灣電腦製造產業發達，但近年來環境競爭日俱激烈，企業在自身的優勢條件外，也應考量客戶的供應商選擇因素，做為參考指標以強化商業交易。本研究以跨國買主對供應商的選擇條件為探討主軸。經產業專家的經驗提示，商業交易的關鍵在於符合客戶的想法和需求條件。故本研究以供應商的競爭型態、供應鏈之間的關係、買主的採購模式等構面觀點，來做為探討影響客戶選擇供應商的因素。同時也探討華人文化對國外買主採購活動的影響。研究實施方式是藉由德商個案公司對華人的跨國採購及其供應商們做為探討目標。資料收集採取個案公司的內部專家與外部供應商專家做深度的一對一訪談。對於個案公司的內外部所有對象均以相同構面觀點做研究基準：內部專家意見為本研究主要的探討目的，以了解買主選擇供應商訴求之要因；對外部供應商訪談目的則在於探討廠商在銷售上的認知，和買主訴求條件之間的差異做參考與比對。研究發現，電腦產業的跨國通路買主，在不同的供應商情境下，在價格、品質與產品技術規格之間會有不同的順序重點組合。同時在華人企業文化中，供應商若能有高階決策層級主管參與客戶交易，則對買賣雙方的交易會有正面的影響力。

關鍵字

競爭優勢；供應商型態；跨國文化；供應商選擇

並列摘要

Taiwan computer manufacturers were famous in the worldwide. In the mature PC market, the competitive advantage of business model should also consider customer’s vendor selection of terms. In the mature and limited market, who has better sales strategy can meet customer requirement, who can get more sales order and reach higher business volume. To understand what customer wants of vendor selection terms it’s a necessary for enterprise when plan sales strategy. This paper investigates the vendor selection terms from 4 strategic directions: the supplier competitive advantage type, supply chain management of relationship, buyer purchasing type, and the vendor selection what effect to buyer in the vendor selections, also the opinions in Chinese culture when buyer doing procurement from ASIA. This investigation is targeting from a Germany distribution company of its purchasing activities to Chinese makers. The data collection is from those industry specialists with one by one deep interview; the object specialist covered from suppliers to Germany company key persons. The propose in Germany company key persons are for the terms in vendor selection; the propose in supplier side is intention to know what’s maker’s selling strategy, then make comparison in between the supplier and buyer side. In the result of investigation, the distribution buyer in different supplier’s strategy condition, the vendor selection terms will have price, quality and technical capability of combination key point terms. Also in the Chinese culture, if supplier side have management decision maker join the business deal, then it will have positive effect to the business result.

並列關鍵字

Competitive advantage ； supply chain management ； international culture ； vendor selection

參考文獻

李正文(2006)，「供應商管理對採購風險、技術能力與績效之影響」，風險管理學報，第八卷第三期：頁263-291

畢威寧(2005)，「結合AHP與TOPSIS法於供應商績效評估之研究」，科學與工程技術期刊，第一卷第一期：頁75-83

陳立育(2008)，國家文化隊領導方式與績效管理偏好之探討，國立中央大學人力資源管理所碩士論文

Grittner, P.(1996). Four key ways to manage suppliers, Management Review, Oct, American Management Association, New York.

Cannon, J. P., and Perreault, W. D. Jr. (1999). Buyer-Seller Relationships in Business Markets. Journal of Marketing Research, 36(Nov.), 439-460

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電腦產品跨國買主對供應商選擇因素之研究以德商L公司為例

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