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    题名: 全球性代理商之選擇與管理 : 以N公司為例
    The Selection and Management of Global Distributors: The Case of Company N
    作者: 謝慧敏
    Tse, Wai Ming
    贡献者: 彭朱如
    謝慧敏
    Tse, Wai Ming
    关键词: 國際化
    外銷
    代理商選擇
    代理商管理
    日期: 2018
    上传时间: 2018-06-12 17:34:30 (UTC+8)
    摘要: 企業在經營上要突破業績，除了在本國或當地追求成長，便是走出當地市場外銷其他國家。透過當地代理商，快速建立行銷點，插旗、撒網、圍城策略，皆是企業進入當地國最快的途徑。為因應各個國家法令、衛生主管機關作業及進口標準不同等因素，有好的策略夥伴代理商，才能順利敲開進口門檻。此外，好的策略夥伴代理商，利用其既有的通路，能快速將產品行銷到適合的客戶，加上有系統的管理，才能使雙方業績成長。由於每個國家政治，文化、宗教差異，經濟背景及消費購買力、人口數及渠道銷售通路、當地衛生法規的規範有差異，再加上近年來網路銷售盛行，也造成跨境問題，不同代理商會有竄貨行為，地主歸屬權限的問題出現與爭執。因此，本研究以成藥（ＯＴＣ）及保健或健康食品之個案公司為研究對象，探討個案公司對於在全球各地代理商之選擇與管理，作為內部企業於不同地區或不同國家主管業務時，未來可遵循之標準。

    本研究整理出個案公司對於代理商之選擇流程表及管理代理商之檢核表，其中選擇流程包含收尋資訊中對財力、銷售及通路管理符合要求，到評估雙方文化及組織差異、信守承諾程度、啟動代理商合約及進出口作業、最終為雙方高層拜訪及簽約。雙方合作後，在管理代理商有五項指標，包含價格（Price）、通路(Place)、促銷(Promotion)、產品(Product)及管理能力。高階主管與人員流動或輪調，是企業必經的問題，本研究建議在人員更替時要有效率地快速接軌，需有一定的規範；此外，因不同地區或國家造成差異，內部主管在審核稽查代理商，需有一定的標準考核，包括線上、線下整合問題，與代理商如何執行溝通規範，使內部有標準化的數據，系統化去偵測管理代理商。
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    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    104932178
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0104932178
    数据类型: thesis
    显示于类别:[經營管理碩士學程EMBA] 學位論文

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