產品經理與通路經理角色知覺與管理型態比較─以資訊通路商為例

The Comparison of Role Perception and Management Type between Product Manager and Channel Manager : A Case of IT Channel Distributor

梁瓊文(Chiung-wen Liang)

指導教授 ： 陳德釗 ； 張東生

國立中央大學/管理學院/企業管理學系碩士在職專班/碩士(2011年)

摘要

本文旨在探討在資訊通路業之產品經理從業人員對其本身的角色知覺，在產品經理或通路經理管理任務上之相異及對其管理行為的影響，期能進一步釐清其管理型態。文中藉由個案研究，深度訪談個案公司內產品經理，探討其如何看待自己的職務角色，透過主要工作內容及職責、主要工作目標及績效評估方式、進行產品管理的方式、產品生命週期的平均管理期間與面對產品管理上的困難之因應方式等面向，具體描繪出職務角色之管理行為。
本研究發現，個案公司受訪者之職銜雖為產品經理，但能清楚辨別其與通路經理之差異，故其思維及管理取向偏向通路經理。故更著重於客情的經營管理、通路的開發及管理與追求市占率、獲利、業績之平衡管理。此外，面臨資訊不對稱，通路經理較產品經理更加需要隨時關注業績消長、庫存管理以及通路的變化。當面臨多通路的通路衝突，多以懲罰手段遏止。另通路經理與產品經理，皆須在組織中發揮跨功能領導，橫跨引導企業內各功能單位，以贏得顧客對其產品及服務之滿意。

關鍵字

角色知覺 ； 產品管理 ； 通路經理 ； 產品經理

並列摘要

The purpose of this study is to clarify the effects of the product manager’s self role perception against channel manager, and correlation among their management in the IT channel industry, then could point out their difference between each other. By using case study and interview to the nominated product managers of the IT channel industry, we could evaluate how they look upon their job function and how they execute their management.It will go through the main job tasks and responsibilities, key objectives and performance evaluation methods, product management methods, the average product lifecycle management, the difficulties and solutions about product management.
The results of this study :
The nominate entitled with of product manager could clearly identify the difference between product manager and channel manager. That’s why their modes of thinking and orientations of management trends to channel manager. Therefore, they interested in customer management, development and management of channel, the balance of market share, profitability and performance. Besides, under information asymmetry circumstances, channel manager is required to pay close attention about the performance growth and decline, inventory management, and channel varieties. If multi-channel channel conflict occurred, they usually stop annoy by punishment measurement. In addition, channel managers and product managers, are requested to play a cross-functional leadership among individual departments,and to meet the customer requirement with its products and services.

並列關鍵字

product management ； channel manager ； product manager ； role perception

參考文獻

﹝22﹞ 聯強國際股份有限公司2008年度合併年報，聯強國際，臺北市，民國九十八年。

﹝8﹞ Subhash C. Jain,Marketing Planning and Strategy,3rd Edition,South Western, Cincinnati,OH,1990.

﹝4﹞ Rajiv Mehta, Alan J. Dubinskyb and Rolph E. Anderson,“Marketing channel management and the sales manager”,Industrial Marketing Management,Vol 31,pp.429-439,2002.

書籍：

﹝1﹞ Philip Kotler,MARKETING MANAGEMENT:Analysis,Planning,Implementation,and Control,8th Edition,Prentice-Hall,Englewood Cliffs,NJ,1994.