代理商爭取代理權的同時，也要面臨供應商選擇代理商的問題；在
國際化的潮流中，代理商扮演極重要的中間角色。隨著雙方頻繁的互動
，單向的代理關係，已蛻變為雙向複式的代理型態。

本研究以日商觀點，來探討影響其授權代理商的重要評估因素，並
整理國內外學者對中間商選擇代理商的考量因素為探討基礎；瞭解日商
在授權評估過程中，所重視的關鍵性因素，作為代理商調整因應策略之
參考。

研究方法採用個案廠商深入訪談方式，配合事後的問卷調查，以輔
助本研究的完整性。從訪談過程中，調查日商授權的代理型態、評估流
程等，最後導入正題，探討評估代理商的所有考量因素，並加以彙總、
分析，提出結論及建議。

從研究結果可以發現，日商對代理商授權的評估因素中，人脈關係
為最重要的因素；此項變數不存在於學者的考量範圍內，其主要原因可
能是民族性的差異。此外，代理商的多重角色，亦提供業者另類思考方
向：如何在競爭激烈的環境中，突破傳統的思維，尋找利基所在，使代
理商得以永續生存，此乃後續研究者最重要的課題。

While the agents struggle for acquiring the agencies，they are simultaneously facing the problems that the suppliers are choosing the qualified agents to grant the agencies. The agents are playing more important roles as middlemen in the tide of internationalization are. Along with the growth of frequently interacting each other, the form of agencies is transferred from the unilateral relationship the way used to be to dual two-way relationship.

This project is finished on the viewpoint of Japanese manufacturers. It is going to find out what factors affecting them to evaluate the selection of the qualified agents and the processing of granting the agencies. Furthermore, this project has collected and assorted the research’s achievements from domestic and overseas scholars on selecting the middlemen. We are looking forward by way of this study the agents can overwhelmingly understand that the Japanese manufacturers take what deciding factors into the consideration of granting the agencies, then the agents can timely adjust the strategies to meet the requirements that the Japanese manufacturers asked.

This project used the methodology of the intensive interview with the exact manufacturers; then followed up questionnaires, to enhance the complete research. In the process of interviewing, the style of agencies and the evaluation standards taken by the Japanese manufacturers are conducted as well. Finally, the theme subject is inducted to explore all the factors that the manufacturers take up to evaluate the potential agents. Meanwhile all possible deciding factors have been summed up and analyzed. Also the conclusion and suggestion are suggested.

This project finds out that the connection of relationship plays the most crucial role for manufactures to grant their agencies. However, this variable is not included in the subject that scholars study, owing to the different nationality. Furthermore, the agents are always playing multiple roles. Under these circumstances, the manufactures have other viewpoints to consider carefully before they act. How can agents break through the traditional mindsets, search the exact niches, survive in the competing marketing, and be sustainable existence？Those are the important issues that the researchers can follow up.

一、中文部份

1.中川善之助，兼子一，前揭書，P.486
2.方世榮譯(Philip Kotler原著)，1992，行銷管理學，台北:東華書局
，P.699
3.史尚寬，前揭書，P.424
4.牟利凡，民國八十九年，我國電子產業進口代理商面臨原廠轉換之因
應策略，元智大學管理研究所碩士論文
5.余朝權，民國七十九年九月，競爭性行銷，第五版，台北:長程出版社
，P.130
6.胡龍勝、黃瑋瑩、潘中道合譯(Ranjit Kumar著)，民國八十九年八月
，初版，研究方法，台北:學富文化事業有限公司
7.吳陳鐶，民國七十六年十二月，代理商之理論與實際，台北：五南圖
書出版公司，P.16-24
8.郭崑謨，民國七十八年，國際行銷，台北:三民書局，P.386-391
9.梁滿潮，貿易契約及契約書，P.108
10.浜谷源藏，前揭書，P.5，P.14
11.徐小翠，導線架產業，華銀月刊577期，民國八十八年二月二十八日
，P.51-54
12.陳昭華，代理權之授與，植根雜誌第十八卷第十二期，P.493-495
13.黑立言，新人脈圈，商業周刊第878期，民國九十三年九月二十日，
P.124
14.經濟部證管會，證券投資，第156期，載中華日報，民國六十八年四
月十五日，十版
15.劉世忠，IC導線架業，華銀月刊614期，民國九十一年三月三十一日
，P.39-44
16.劉佩修，打造人生第四張門票，商業周刊第895期，民國九十四年一
月十七日，P.116-117
17.劉佩修，關鍵牌局，商業周刊第906期，民國九十四年四月四日，
P.107-108
18.賴景煌，代理商關係經營哲學，管理雜誌，第322期，P.130-131
19.蕭維文，貿易代理商之保護與限制，德明學報第十期，民國八十六年
十二月，P.95

二、英文部份

1. Amelia C. Greenhill & Alec H. Brown : ”Warren’s Forms of
Agreement”, P.7-14
2. Berman, Barry Marketing Channels, John Wiley & Sons, Inc.,
1996, P.500
3. Bucklin, Louis P., A Theory of Distribution Channel Structure,
Berkeley : Institute of Business and Economic Research,
University of California,1996, P.5
4. Cox Reavis and Schutte, Thomas F.”A Look at Channel Management” Philips R. McDonald ed., Marketing Involvement in Society and the
Economy, Chicago : American Marketing Association,1969, P.101
5. Document No. A 15728 of the 19th Session of General Assembly of
the United Nations, UNCITRAL YEARBOOK, Vol.15-16
6. Guirdham, Manreen Marketing, Oxford, New York : Program
Press, August 1972, P.144
7. Ibid9, P.241
8. Kolter, Philips Marketing Management analysis, Planning,
implementation, and control 8th ed., Prentice Hall, 1998
9. Mac Donald op. cit., P.36
10. Pegram, Roger M. “Selecting and Evaluating Distributors”,
New York : The Conference Board, Business Policy Study,
No.116, (1965), P.21-91
11. Shipley, David D., “Selection and Motivation of Distribution
Intermediaries”, Industrial Marketing Management, No.13,
(1984), P.250-251
12. Sterm, Louis W. El-Ansary, Adel I. and Anne T. Coughlan
Marketing Channels, 5th ed., New Jersey : Prentice-Hall,
Inc., 1996, P.1-3
13. Webster F. E., ”The Role of the Industrial Distributor in
Marketing Strategy”, Journal of Marketing, No. 40,
(July 1976), P.10-16