在景氣低瀰市場裡，越來越多的公司為降低企業營運成本，但卻依舊要鞏固良好的顧客管理關係並維持優質的品牌形象，漸漸採取通路銷售的方式來實現此目標。知名的資訊科技公司-IBM，即掌握了「聰明經營客戶，智慧管理通路」的理念，成功的降低與客戶交易之成本、強化了顧客忠誠度，並在競爭激烈的市場裡維持一定水準的收益。而高效能網路方案領導廠商Juniper Networks 公司，則獲得2009 CRN 通路冠軍獎(Channel Champion) 的年度總冠軍，並且被評選為網路安全設備類別中的通路廠商龍頭，為它們與其企業客戶帶來廣大的整體利潤商機。因此在這通路銷售流行的時代，掌握最佳通路即能提高經營績效，透過提供給客戶最直接的服務，滿足消費者需求，進而以提高產品市占率。個案公司為全球最大的網路設備公司，過去靠著購併了105家公司，稱霸企業用戶為主的網路市場對快速崛起的新興產業和消費市場，個案公司決定透過通路銷售來延伸過去的優勢。直至今日，個案公司90%以上的營收，皆來自於全球經銷商夥伴的通路貢獻，2006年3月14日在美國聖地牙哥舉辦的全球經銷夥伴高峰會議上，個案公司正式宣示改變13年以來的通路經銷策略，經銷體系最大的變革。主要是從過去的金質、銀質、專業級等三種不同的經銷商認證，增加四個主要領域的服務認證，分別為無線區域網路、資訊安全、網路電話和原有的路由器交換器，並提供線上訓練及第三者服務認證來打造品牌效果。
除此之外個案公司並從「顧客角度」來思考組織的切割，將顧客市場分成了五種類別：分別是策略聯盟夥伴，如過去的ＩＢＭ、甲骨文等公司；第二種是大型公司，如電信業、洲際銀行等；第三種是中型市場客戶；第四種是中小企業(SMB)；第五種是家庭、SOHO族等等，亦成立了「商業事業群」提供各種產業不同的網路整合技術。通路是產品供應商與消費者溝通和交易的平台，也是製造供應商賴以建立品牌的媒介。通路除由原來的生產者到消費者的單向及長度外，現在更延伸到「服務」，亦即所謂的購後行銷，亦即原有通路的正向強化或反向運行。個案公司為成為全方位的服務公司，提升整個「經銷通路的能力」以達到全方位市場「服務」。隨著通路銷售策略的發展，個案公司把網路市場演進也分成四個階段：一是以「產品」為主的時代，接下來是「技術支援」的時代，第三階段走向各種技術整合，未來的第四階段，則是以商業解決方案為主。II

本文主要研究目的為探討個案公司之通路銷售策略，是否為其帶來正面經營績效，研究結果顯示，個案公司結合優質合作夥伴並強化了通路銷售策略，其顧客服務滿意度從2000年到2012年底為止已提高了21%，而根據Illuminas Research於2012年底公佈的夥伴調查結果顯示，透過合作夥伴間的合作，為通路經銷商帶來31%的營收，每年成長15%，並且提高了個案公司顧客忠誠度與產品市占率。

In economic downturn, there are a lot of companies cut back theiroperation cost but still need to maintain a good relationship with managing customers and maintain a good branding image as well, gradually using channel selling model to be the way of achieving this target. A famous information technology company IBM, who is using an idea –smart managing customerand clevermanaging channel partner, they succeeded to decrease the cost of dealing with customer but strengthen the loyalty from customers and also maintain a high standard of revenue from a competitive market.
A leading high performance networking solution company Juniper Networks, achieve 2009 CRN channel champion award also as a championship in this year, were selected as a leading channel partner in a category of networking security solution, bringing a high profit business opportunityto its channel partners and customers. Therefore, in these trendy years of channel selling, grasp the best channel partner representing raising your company’s business result, selling through from channel partners to customer in order to satisfy the needsfrom customers but also increase the products market shares.
This casecompanyis the biggest networking solution company in worldwide, because of acquiring 105 companies from the past, they dominate the networking related solution in enterprise customers and facing rapidly development market of new industry and consumer market, they extend their past advantage, the company decided to co-work with channel partners selling model. Till to today, the company has above 90% revenue comes from the channel partners contribution worldwide, the company held global channel partner summit in the year of 2006 March 14th, they announced to change the strategy to channel partners, the tremendous revolution to channel system. The past channel certifications are Gold,Silver and Premier, the main change adds 4 major specialties of service certification-wireless networking, information security, networking IP telephony and original certification of router and switch, the company offered on line training and third partyservice training center in order to make its own brand successful.
In additional, the company started from-customer thinking-to organize the segmentation to customer: such as IBM and Oracle etc., the first is strategic alliance partner team; the second is enterprise team; the third is Commercial team; the fourth is SMB; the fifth is HomeandSOHO team, also established –business consulting provide the technology of networking integration to different kinds of industries. Channel partners are a communication and trading platform to product supplier and customer, they are also an intermedium to hardware supplier building up their owned brand. The company works through channel partners, changing from original manufacturing-a single way to service customer to extend its widely and versatile service to customer, it is called after –sales marketing, engaging, leverage and partnership with existing and new partners.
The company becomes a thoughtfulness service company, arising complete-channel partner capability-to achieve thoughtfulness market in Service. Along with the development in channel partner strategy, the company is also evolving the networking market into 4 stages: the stage 1 is using-Product-as the majority then the stage 2 is-technology support, the stage 3 is integration different kinds of technologies, the future of stage 4 will be the business solution.
The main purpose of this researchis aiming to discuss this case company channel selling strategy, will it take a positive way to business result, this study shows the outcome-the company integrated best selected channel partners and enhance its channel selling strategy, their customer service satisfaction rate rise to 21% from 2000to 2012, according to Illuminas Researchannounced channel partner survey showed, co-working with channel partner can bring 31% of revenue growth and growing 15% every year, this also increase the loyalty and market share to the company.
Key words: Information technology industry, Networking &Communication industry, Channel business.

一、 中文部份 中文部份 中文部份
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