競爭策略與通路類型策略配合對通路績效關係之研究--以台灣數位相機產業為研究對象

蕭玉明

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競爭策略與通路類型策略配合對通路績效關係之研究--以台灣數位相機產業為研究對象

Strategic fit of Competitive Strategy and Channel strategy with Marketing Channel Performance in Taiwan Digital Camera Industry

蕭玉明 , Masters　　Advisor：呂鴻德　　

繁體中文

競爭策略；零售通路類型策略；通路績效；數位相機產業； Competitive Strategy ； Retail Channel strategy ； Marketing Channel performance ； Digital Camera Industry

Abstract │ Reference (72) │ Times Cited (20) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

Abstracts
The major subject of this thesis is focused on the strategic fit of competitive strategy and retail channel strategy.
Based on the literature review and depth interview, the types of competitive strategy are divided into two types-“cost leadership strategy”, “differential strategy”, and the types of retail channel strategy are divided into two types-“professional channel strategy”, “comprehensive channel strategy”. In addition, the fit of competitive strategy and retail channel strategy are divided into four types-“cost- comprehensive” ”differention- professional” ”cost- professional” “differention- comprehensive”.
Taiwan digital camera industry were the frame of sampling, 9 companies were requested to answer the questions are. These 9 companies focus on different territory, such as information technology, communication industry, consumer electronics industry, photograph industry, electronic commerce industry. The complex data are summarized as followings:
1.There is no significance between competitive strategy and retail channel strategy. But for marketing channel performance, cost-leadership strategy type company of competitive strategy, which select comprehensive channel strategy whose marketing channel performance is better than professional channel strategy type company. In addition, differentional strategy type company which select professional channel strategy whose marketing channel performance is better than comprehensive channel strategy type company.
2.There is no significance between competitive strategy and retail marketing channel performance. Both of cost leadership strategy types and differential strategy types, could reach better marketing channel performance.
3.There is no significance between retail channel strategy and marketing channel performance. Both of professional channel strategy types and comprehensive channel strategy types, could reach better marketing channel performance.
4.On marketing channel performance, cost- comprehensive types is the best one, differential-professional types is the second one, cost-professional types is the third one, differential- comprehensive types is the worst.
On net profit index, the same result as above.
On sales growth rate index, cost- comprehensive types is the best.
On gross margin rate and inventory turn over rate indexs, differential-professional types is better than cost-professional types.
On overhead rate and net profit rate indexs, differential- comprehensive types is the worst.
5.On sale growth rate and net profit rate indexs, company features influence that cost- comprehensive types is the best performance.

Reference ( 72 ) 〈TOP〉

16.周新權（民91），2003年數位相機產業展望，富邦投資專刊。
連結：
17.紀秋煌（民91），通路控制力、通路類型與通路績效之研究，私立中原大學企業管理研究所未出版碩士論文。
連結：
18.林明昌（民91），市場導向與行銷策略配合對行銷績效影響之研究，私立中原大學企業管理研究所未出版碩士論文。
連結：
22.方世榮、周雅燕（民86），行銷通路網路運作之成功關鍵因素的探討，亞太管理評論第二卷第二期。
連結：
27.魏啟林（民89），策略行銷，時報文化出版企業股份有限公司。
連結：

Times Cited (20) 〈TOP〉

Altmetrics

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