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Author: 邱睿哲
Jui-tse Chiu
Thesis Title: 資訊代理商策略行銷分析之研究 ──以W公司為例
Strategic Marketing Analysis of Computer Product Distributor—A Case Study of W Company
Advisor: 欒斌
Pin Luarn
Committee: 陳正綱
Cheng-kang Chen
吳宗成
Tzong-chen Wu
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2014
Graduation Academic Year: 102
Language: 中文
Pages: 42
Keywords (in Chinese): 資訊代理商通路經銷商策略行銷分析
Keywords (in other languages): Computer product distributers, Channels, Dealer, Strategic Market Analysis
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  • 台灣的資訊產業多以生產電腦產品與電腦週邊為主,而過去三十年,電腦產品一直由Wintel(指微軟與英特爾)主導,相關廠商只能在此架構下,開發類似產品,互相競爭,因此造成各家廠商生產的產品差異越來越小,價格競爭越來越激烈,使得銷售通路幾乎已無利潤空間。而在低價競爭下,如何佈建完善、紮實的通路,「中間通路-代理商」的運作效率,已成為市場優勝劣敗的關鍵。
    因此本研究,即是以Acer 商用電腦的代理商W公司為研究個案,藉由分析其與競爭對手的營運結果,來探討策略與績效之間的關係,並以「策略行銷分析4C架構」,逐一探討個案公司在外顯單位效益成本、資訊搜尋成本、道德危機成本、專屬陷入成本,運用何種策略來提升其競爭力。
    研究結果發現:資訊代理商可運用以量制價、充分掌握標案狀況、控制其他費用及跌價損失的方式降低總生產成本;提升買者效益的方式則有清楚顧客的真正需求、整合產品的銷售。整合運用上述方式降低外顯單位效益成本。
    改進內隱交換成本之策略,能以建立B2B網路交易平台及加強專案報備追蹤制度,來降低經銷商資訊搜尋成本。以經銷商最大利益為考量,來解決經銷商面臨:缺貨、付款條件、新品故障時所面臨的問題,可降低經銷商道德危機的風險。透過取得原廠授權維修資格及提供累計進貨優惠折扣方案,可增加經銷商的專屬陷入成本。所以要避免同業一昧發動削價競爭攻勢所造成的威脅,應著重於三項內隱交換成本策略的運用。


    PC manufacturer and peripheral product are always the mainstream of Taiwan IT industry, at the past 30 years, PC product are used to be leading by Wintel (Microsoft & Intel), those PC makers will develop the likely product under this infrastructure, the competition lead to the PC product differentiation is getting smaller, and price erosion is getting server, this is also resulting in critical profit margin. How to build up the complete and solid channel under such competitive market place, “Intermediate channel to Distribution” operation model is the key.
    This research is taking an example of Acer Commercial PC distributor - W Company for the case study, by looking into competitor’s operational result to investigate the relation of strategy and achievement, moreover, with“4C Framework of Strategic Market Analysis” theory, to probe how W company utilize 4C strategy (Solution Provider & Value Proposition Cost, Research Cost, Moral Hazard Cost, Asset Specificity Cost) to improve the competitiveness, hope this case study will provide the suggestion for W company’s 4C strategy plan.
    The research discover that Distributor can reduce the overall cost by making price with quantity, seize the tender status, control the expense and loss from falling price, in addition, they can arise the buyer’s intention by truly approach customer’s need, integrated product marketing.
    Reduce implicit exchange cost can establish B2B internet exchange and enhance the follow up & trace proto to reduce Distributor’s Research Expense, in order to solve problem likes shortage, payment term and goods return, also can reduce Distributor’s Moral Hazard Cost. By obtaining original manufacturer’s authorized repair qualification and purchase discount, it can increase Distributor’s Asset Specificity Cost. Distributor can take advantage of these three implicit exchange cost strategies in order to avoid the threat posed by price-cuts all along by competitor in the industry.

    摘要 I Abstract II 誌謝 III 目錄 IV 圖表索引 VI 第 1 章 緒論 1 1.1 研究背景 1 1.2 研究動機 2 1.3 研究目的 3 1.4 研究流程 3 1.5 研究對象與範圍 4 第 2 章 文獻探討 6 2.1 行銷通路定義與功能 6 2.1.1 行銷通路功能 6 2.1.2 行銷通路結構 8 2.2 台灣資訊通路結構說明 9 2.3 策略行銷分析 10 2.3.1 外顯單位效益成本 12 2.3.2 資訊搜尋成本 14 2.3.3 道德危機成本 15 2.3.4 專屬陷入成本 17 2.4 結語 21 第 3 章 研究方法 22 3.1 研究方法 22 3.2 資料收集方法 22 3.3 研究架構 23 第 4 章 個案研究與分析 24 4.1 台灣資訊通路市場現況 24 4.2 Acer商用電腦銷售分析 25 4.3 個案公司介紹 26 4.4 個案分析 30 4.4.1 外顯單位效益成本之策略 30 4.4.2 資訊搜尋成本之策略 32 4.4.3 道德危機成本之策略 34 4.4.4 專屬陷入成本之策略 36 4.5 研究結果 37 第 5 章 結論與建議 39 5.1 研究結論 39 5.2 未來研究建議 40 中文參考文獻 41 英文參考文獻 42

    1. 吳建昌,2004,以交易成本理論探討資訊代理商之通路經營策略,國立中山大學企業管理學系碩士班碩士論文。
    2. 陳志忠,2007,以代理理論與關係行銷理論探討代理商之通路績效研究─以台灣電腦資訊通路為例,輔仁大學管理學研究所碩士論文。
    3. 張文晉,2007,3C 通路產業市場結構、行為與績效之研究,東吳大學商學院企業管理學系碩士班碩士論文。
    4. 王世偉,2007,資訊通路商競爭之研究,朝陽科技大學企業管理系碩士論文。
    5. 邱志聖,2010,策略行銷分析:架構與實務應用,智勝出版社,三版(2010/05/01)。

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