Title

兩岸印表機產業通路模式研究- 以愛普生公司為例

Translated Titles

RESEARCH ON THE MARKETING CHANNELS OF PRINTER MARKETS IN TAIWAN AND CHINA --EPSON AS AN EXAMPLE

Authors

吳成功

Key Words

量販量 ; 印表機 ; 通路 ; EPSON ; 經銷商 ; Channels ; Dealers ; Epson ; Hyper Markets ; Printers

PublicationName

大同大學事業經營學系所學位論文

Volume or Term/Year and Month of Publication

2005年

Academic Degree Category

碩士

Advisor

李賢哲

Content Language

英文

Chinese Abstract

兩岸印表機產業通路模式研究- 以愛普生公司為例 指導教授:李賢哲 研究生:吳成功 大同大學事業經營研究所 九十三學年碩士論文摘要 摘 要 大陸十一億的人口與每年持續增長的消費力,使中國成為全球最具有開發潛力的市場,全球排名五百大的企業,幾乎巳超過400家在大陸完成註冊,積極的進行佈局的動作,期望能在未來掌握市場先機佔有一席之地。 技術在進步,環境的改變;我們回顧2004年IT通路的狀況,一般的社區式店面的經銷商巳逐漸式微,取而代之將是3C連鎖店及新興的通路如量販及電視購物等,原本就巳經是多事的通路在明樣3C及旭曜電通不敵市場的變化下拉下了鐵門,而其它業者却正積極的加入這一市場尤其是家電業及量販業者這兩年的大舉動作又讓原本的市場多了更多的參賽者而抄熱了通路產業。因此各生產廠商無不把通路視為一重要成功的關鍵因素之,在加上對岸廣大的市場潛力及大中華圈的形成,通路的佈局將是未來決勝的主要因素。 日本精工愛普生(EPSON)公司是一個100%日商公司,在台灣、大陸及世界各地均設有分公司,從精工錶到現在的印表機等週邊產品均以其核心技術在市場佔有一席之地,大陸市場的開放使原本就巳經在大陸開發的愛普生公司更積極的擴展開來,本研究以EPSON公司在兩岸的通路狀況進行探討,依據資料之收集及訪談所得之內容與文獻參照歸納出兩岸不同做法及其通路差異如下: 就個案公司EPSON在台灣及大陸市場所採行的通路規劃而言,依據區域的不同而有不同的作法,雖然台灣及大陸市場大小不同,但同樣的EPSON台灣及大陸公司均會以最符合區域現況的方式,採取最適合的規劃來進行通路佈局,台灣的重點經銷商的管理方式即是一個在完全競爭的狀況所採行的規劃,而大陸的經銷商由於制度上並不完善,採行由代理商來直接管理則是一個因應地域不同而規劃出最合適方式。末來兩岸的通路發展規劃將會以市場的發展趨勢隨著重點產品的發展而重新佈局。 在通路市場的區隔及進行通路的差異化上,對通路佈局是非常重要的,因為在台灣通路的屬性巳經漸漸模糊化,再加印表機的產品屬於成熟性的商品事實上差異巳經不大,必須用通路來加以區隔才能有效的管理通路避免不必要的衝突發生。在大陸方面由於地域很廣,而且經銷商分佈太廣,在管理上就是一個非常花時間的過程,因此EPSON公司必需要考慮如何運用IT系統來管理下轄的代理及經銷商將會是強化通路經營及改善效率創造效果的重要方法。 關鍵字:印表機、通路、EPSON、經銷商、量販量

English Abstract

RESEARCH ON THE MARKETING CHANNELS OF PRINTER MARKETS IN TAIWAN AND CHINA --EPSON AS AN EXAMPLE Advisor: Professor Hsien-che Lee Student: Chen-Kung Wu Department of Business Management, Tatung University, 2005 ABSTRACT The increasing consumption power from China’s 1.1 billion of population is what the world’s largest companies are looking for. There have been 400 out of the top 500 businesses in the world that had their companies registered in China for operation in a hope to take a prominent part in the warfare. Change of environment and revolution of technology have displaced the traditional pa-and-mom retail stores with the emerged large 3C franchise, hyper-marts, and TV marketing. A recent of this is the close-down of Ming-Yang 3C and Shu-Yau, contrary to the emergence and prosperity of the hyper markets and electronic chain stores. This change in the retail channel structure and the great potential of the greater China market identify the fact that channel management will be a key success factor in today’s retail frontiers. Seiko Epson is a Japanese company and has subsidiaries in Taiwan, China, and many of the countries in the world. From the famed Seiko watches, to Epson printers and peripherals, the company possesses core technologies and is well established in the global market. With the presence in China, Epson shows its aggression in building up the network and dominates the market. This research provides thorough analyses on the channel management of Epson in Taiwan & China. Comparison and contrast of the channel implementation are based on the comprehensive information, references, and interviews during the search, and are shown as follows: In comparisons, Epson implements different marketing channel strategies and formations in China and Taiwan respectively, so to better suit the markets and corresponding macro-environments. In Taiwan, the “selected or/and prioritized dealers” is a design to intensify the competition and to boost best efforts from channels; whereas in China, due to the distance boundaries and the immature channel structure, Epson China relies heavily on the regional agents or/and distributors and gives agents direct control over the channels. Epson’s future development on channel strategies across straits should focus more on the strengths of products and customize channels to generate best sales results. Another important issue concerning marketing channels is the “partition”. In Taiwan, the characteristics of respective channels are vague and indifferent, with printer market is a saturated market, a proper management on channel partition helps to reduce or eliminate channel conflicts. In China, the channel management is more complicated and the structure process is time-consuming. Therefore, to urging the implementation of IT systems at the agents’ ends will be an effective way of managing the channels. Keywords: Printers, Channels, Epson, Dealers, Hyper Markets

Topic Category 經營設計學院 > 事業經營學系所
社會科學 > 管理學
Reference
  1. Achrol, R.S. and L.W. Stern, Environmental Determinations of Decision-Making Uncertainty in Marketing Channels, Journal of Marketing Research, Vol.25, 1988/2: pp.36-50.
    連結:
  2. Anderson, E. and A. T. Coughlan, International Entry Expansion via Independent or Integrated Channel of Distribution, 1987.
    連結:
  3. Bartlett, Christopher A. and Simantra Ghoshal, Managing across borders. Boston, MA:Harvard Business School Press, 1989.
    連結:
  4. Bei, Pei-Yi, Motivation and Behavior Analysis for TV Shopping, Master Thesis of National Cheng Kung University, 2004.
    連結:
  5. Bucklin, Louis P., Patterns of Change in Retail Institutions in the United States With Special Attention in Traditional Department Stores, International Journal of Physical Distribution and Materials Management, Vol.13, No.5/6, 1983: pp.153-168.
    連結:
  6. Chai, Rei-Ming, Marketing and Logistics Management, Taipei, Hwa-Tai Publications, 2002.
    連結:
  7. Chou, Ching-Fu, Research on the Relationship of 3C Retailers, Master Thesis of Shih Hsin University, 2003.
    連結:
  8. Chu, Buo-Yong, China’s Acquisition and Merger in Overseas Markets, Global View Magazine, Vol223, 2005: pp.36
    連結:
  9. Collyer, Mark, Communication - The Route to Successful Change Management: Lessons From the Guinness Integrated Business Program, Supply Chain Management, Bradford, Vol. 5, No. 5, 2000: pp.222.
    連結:
  10. Daniels, John D., D. John Daniels and Lee H. Radebaugh, Globalization and business Daniel P. Sullivan, 1st ed., 2002.
    連結:
  11. David A. Aaker, Strategic Market Management Seventh Edition, John Wiley and Sona, Inc., 2004.
    連結:
  12. Doz, Y. L. and C. K. Prahalad, Managing DMNCs: A Search for A New Paradigm, Strategic Management Journal, 1991: pp.145-164.
    連結:
  13. Drou, Tien-Hwei, Research on the Wholesalers for Printer Cartridge, Master Thesis of National Chiao Tung University, 2004.
    連結:
  14. G. Luffman, translated by Lee, Mou-Hsing, Strategic Management, Hong-Chih Publications, 2001.
    連結:
  15. Gopal, C. and H. Cypress, Integrated Distribution Management: Competing on Customer Service, Time and Cost, Richard d. Irwin, Inc., 1993.
    連結:
  16. Hill, C.W.L. and G.R. Jones, Strategic Management Theory,4/e,Houghton Milttlin. 1998.
    連結:
  17. Hong, Shung-Ching, Marketing Management, Hsin-Lu Bookstore, 2000.
    連結:
  18. Hsieh, Bong-Yang, Consumer Behavior Analysis TV Marketing, Fu-Jan University, 2004.
    連結:
  19. Jaw, Yee-Long, Research Analysis on the Revolution of Marketing Channels in Taiwan, Industry Reports, 1994.
    連結:
  20. Joanna, H. L., Ko Chen-En and Chang Chengyee Janie, The Impact of Currency Exchange Fluctuation on Multinational Firms’ Performance Evaluation and Transfer pricing—A study in Taiwan, The Chinese Accounting Review, 1991: pp.39-55.
    連結:
  21. Kalakota, R. and Whinston, A.B., Frontiers of Electronic Commerce, Addison-Wesley Pub., Inc., 1996.
    連結:
  22. Kim W. C. and R. A. Mauborgne, Procedural just ice, strategic decision making, and the knowledge economy, Strategic Management Journal, 1998: pp.323-338.
    連結:
  23. Lee, Yi-Ching, The Storm: Transformation of Companies in the New Economy, Tien-Sha Cultures, 2000.
    連結:
  24. Lin, Chih-Hong, Su Kao-Yee, Analysis on the IT Development in Taiwan, Taipei, 2000.
    連結:
  25. Liu, Yau-Chung, Revolution of the Retailers for IT Products, Master Thesis, National Chengchi University, 2004.
    連結:
  26. Lou, Yung-Chian, 45 Concepts For Marketing, Taipei, Rockstone Publications, 1998.
    連結:
  27. Mintzberg, H and F. Westley, Cycles of Organizational Change, Strategic Management Journal, 1992: pp.39-59.
    連結:
  28. Montgomery, D. B. and G. Urban, Management Science in Marketing, 1969.
    連結:
  29. Peter, M. S, The Fifth Discipline-The Art and Practice of the Learning Organization, Bantam Doubleday Dell Publishing, 1990.
    連結:
  30. Porras, J. I. and P. J. Roberson, Organization Development Theory: A Topology and Evaluation, in R. W. Woodman and W. A. Pasmore (Eds.), Research in Organizational Change and Development, Vol. 3, Greenwich: JAI, 1987: pp.161-180.
    連結:
  31. Porter Michael E., The Competitive Advantage of Nations, New York: The Free Press, 1990.
    連結:
  32. ________Competitive Strategy: Techniques for Analyzing Industries and Competitors, N.Y.: The Free Press, 1980.
    連結:
  33. ________Competitive Advantage: Greating and Sustaining Superior Performance, New York: The Free Press, 1985.
    連結:
  34. Robbins S. M. and B. S. Robert, The Bent measuring Stick for Foreign Subsidiaries, Harvard Business Review, September-October, 1973: pp.80-88.
    連結:
  35. Rong, Tai-Shang, Corporation Management, Wu-Nan Bookstore, 2000.
    連結:
  36. Rong, Wei-Liang, Off the Wall, Morning Financial News Publications, 2004.
    連結:
  37. Rosenbloom, B. Marketing channels: A Management View (5th Ed.). New York: The Dryden Press, 1995.
    連結:
  38. Salamon, L. M. Question of Goals, Federal Reorganization: What Have We Learned? Chatham, N.J.: Chatham Hours Publishers, 1981: pp.58-84.
    連結:
  39. Scott Morton, M.S., The Corporation of the 1990s: Information Technology and Organizational Transformation, Oxford University Press, 1991.
    連結:
  40. Scott, W.R., Organizational: Rational, National, and Open Systems, Prentice-Hall, 1998.
    連結:
  41. Stern, Louis W, Adel I. El-Ansary & James R. Brown, Management in Marketing Channels, Internation Edition, NJ: Prentice-Hall Inc., 1989.
    連結:
  42. Strauss A. L. and Corbin J. M., Basics of Qualitative Research Grounded Theory Procedures and Techniques, Newbury Park, Calif.: Sage. 1990.
    連結:
  43. Wang, Yo-Bong, Factors Influencing the Management of Chain Stores, Master Thesis of National Chengchi University, 1985.
    連結:
  44. Weiss, D. S., High Performance HR: Leveraging Human Resources for Competitive Advantage, Toronto: Wiley, 2000.
    連結:
  45. BIBLIOGRAPHY
  46. Axelrod, R. H., Terms of Engagement: Changing the Way We Change Organizations, The Journal for Quality and Participation, 2001: pp.22-27.
  47. Bartlett, Christopher A. and Simantra Ghoshal. Matrix management: Not a Structure, a Frame of Mind, Harvard Business Review, July-August, 1990: pp.138-145.
  48. Bowersox, D.J. and M.B. Cooper, Strategic Marketing Channel Management, McGraw-Hill, International Ed., 1992.
  49. Bucklin, L. P. A., Theory of Distribution Channel Structure. Berkley, California: IBER Special Publications, 1966: pp.5-10
  50. Carnall, C. A, Managing Change in Organization, UK: Prentice Hall, International Ltd., 1990.
  51. Chang, Rong-Yee, Revolution of Channels, Tien-Sha Magazine, 2003.
  52. Chen, Hwei-Ling, Company Restructure and Industry Changes, China Times, 2001.
  53. Cheng, Chia-Long, Future Trend of Multi-Functional Printers, IENEWS, Institute of Information Technology, 2002.
  54. Chiang, Fang-Yun The Global Logistics Development Strategy of the Taiwanese Computing Systems Industry, Institute of Information Industry, 2003.
  55. Chou, Yah-Yang, Influences on the Marketing Channels, Master Thesis of YunTech University, 1996.
  56. Chou, Yung-Ming, Development of Inkjet Printers, IENEWS, Institute of Information Industry, 2002.
  57. Chu, Jia-Xung, Implementation of DEA and AHP-Research on Taiwan’s Cable TV, Master Thesis from Chang Gung University, 2004.
  58. Cummings, T. G. and C. G. Worley, Organization Development and Change, St. Paul: West Publishing, 1997.
  59. Dai, Chi-Liang, Analysis on the Distribution and Logistics in the 3C Market, Master Thesis of National Dong Hwa University, 2001.
  60. Dai, Kuo-Ming, The Total Solution, Taipei, China Production Force, 2004.
  61. Dannis Maquire, translated by Lee, Hsang-Ting, Winners at Low-Margin’s Time, Boston Culture, 2004.
  62. Fan, Wen and Fu, Yan-Hau, Analysis on Consumers Behaviors in Beijing, Shanghai, and Taiwan, Global View Magazine, Vol223, 2005: pp.270-275.
  63. Fang, The-Mei, Marketing Value, China Times, 2000.
  64. Grove, A.S., (translated by Wang, Ping-Yuan) Moving Fast, Taipei, Da-Kwai Publications, 1996.
  65. Hardy, K. G., and A. J. Magrath, Marketing Channel Management: Strategic Planning and Tactics. 1988: 14(6), pp.71-82.
  66. Hsu, Chang-Tien, Organization Restructure-Strategies in Forming New Channel, Shu-Chung, 2002.
  67. Hsu, Lien-N, Research on Corporate Changes, Hwa-Tai Bookstore, 1996.
  68. Hsu, Shi-Chung, Management, Dong-Hwa Bookstore, 1993.
  69. Hsu, Yung-Chang, Company Vision, Culture, and the Development of its Employees, Master Thesis of National Central University, 2000.
  70. http://zdc.zol.com.cn/2004/1008/123432.shtml, ZDC (ZOL Database), Channel Report on Printer Sales in China’s, Epson, 2004.
  71. Huang, Chia-Cheng, Research on the Incoporation of Production & Logistics-IT Channel, Master Thesis of Chung Yuan Christian University, 2004.
  72. Huang, Chih-Wen, Marketing Management, Hwa-Tai Bookstore, Taipei, 1995.
  73. Huang, Jung-Yin, Marketing, 2nd Ed., Tien-Sha Publications, 2003.
  74. Huang, Ming-Dong, Strategic Analysis on the Virtual Channel Management: TV Marketing, Master Thesis of National Taiwan University, 2002.
  75. Huang, Shou-Yuen, Tien-Sha Culture Publications, 2003.
  76. James, Miller, translated by Dai Chi-Chung, The 15 Strategies and Tactics to Defeat the Competitors, Taipei, China Production Force, 2004.
  77. Jaw, Yuen-Shang, Analysis on Strategic Management of Franchise, Master Thesis of National Taiwan University, 1993.
  78. Kao, Dan-Di, Marketing for the New Era, Tien-Sha Publications, 2002.
  79. Kerin, R., E. Berkowitz, S. Hartley, and W. Rudelius, Marketing , Boston: McGraw-Hill/Irwin, 2003.
  80. Kotler Phillip, Marketing Management: Analysis, Planning, Implementation and Control, 8th International Ed, NJ: Prentice Hall Inc., 1994.
  81. Kuo, Ching-Chang, The Non-stop Train-Synnex, Shang-Shuen Publications, 2000.
  82. Kuo, Kung-Mao, Marketing Management, 2nd Ed., San-Ming Bookstore, 1990.
  83. Lee, Bong-Cher, Restructure of Marketing Channels, China’s Production Force, 1992.
  84. Lee, Lan-Bu, International Business, 3rd Ed., San-Ming Bookstores, 1980.
  85. Lin, Shou-Jet, Research on PC’s Exporation and Distribution, Master Thesis of National Taiwan University, 1994.
  86. Lin, Ting-Shuang, Research on Customer Satisfactions, Costing, and Branding-Taking Branded 3C Chains as Case Study., Chang Jung Christian University, 2003.
  87. Liu, Ching-Ping, Research on the PC Distribution Channel, Master Thesis of I-Shou University, 2004.
  88. Liu, Ping-Wen, Management Analysis and Dianogsis, Hwa-Tai Bookstore, 1991.
  89. Michael E. Porter, translated by Chou Shu-Hwa, Competition Strategies: Analysis on the Changes of Environment and Competitors, Global View Magazine, 1999.
  90. Narayanan V. K. and R. Nath, Organizational Theory: A Strategic Approach, MA: IRWIN, 1993.
  91. Prahalad, C. K. and Y. L. Doz., The Multinational Mission, New York: Free Press, 1987.
  92. Raghuraman, P. G., India: Managing Change, Business line, 2001: May 10, pp.40-45.
  93. Robbins, S. P, Organizational Behavior, 9th Ed., New Jersey: Prentice-Hall, 2001.
  94. Sie, Cheng Rong, Re-build Acer, Tien-Sha Publications, 1996.
  95. Song, Han-Wei, Making Good Money, Not Big Money, Global View Magazine, Vol 223, 2005: pp.150-152.
  96. Stern Louis W, Adel I. EL-Ansary & T. Anne Coughlan, Marketing Channels, 5th International Ed., Englewood Cliffs, NJ: Prentice Hall Inc., 1996.
  97. Tyson, S. and T. Jackson, The Essence of Organizational Behavior- (The essence of management series), New Jersey: Prentice-Hall, 1992.
  98. Wan, Ving-Cheun, Research on the Competition of PC Retailing in Taiwan, Master Thesis of National Taiwan University, 2001.
  99. Yang, Bing-Fung, Research on the Acceptance of New Products at the Intermediaries, Master Thesis of National Taiwan University, 2004.
  100. Yang, Bing-Fung, Research on the Acceptance of New Products at the Intermediaries, Master Thesis of National Taiwan University, 2004.
  101. Yeh, Cheng-Kan, Marketing Strategy for Chinese Consumers, China Production Force, Taipie, 2002.
  102. Ying, Chi-Ming, The Change of Taiwan’s Economy, Shang-Chow Publications, 2004.
  103. Yo, Ge-Chiang, Knowledge Management and Revolution, Taipei, Tien-Sha Publications, 2001.
  104. Yu, Wei-Yi, Research on the Selection of e-Channel in Taiwan, Master Thesis of National Chiao Tung University, 1997.