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    題名: 工業自動化通路商轉型策略之個案分析
    A Case Study on the Transformation Strategies of the Industrial Automation Distributor
    作者: 唐僑志
    Tang, Chiao-Chih
    貢獻者: 邱奕嘉
    Chiu, Yi-Chia
    唐僑志
    Tang, Chiao-Chih
    關鍵詞: 去中間化
    品牌廠
    Schneider electric
    日期: 2018
    上傳時間: 2018-08-27 14:37:14 (UTC+8)
    摘要: 早期在網際網路以及交通尚未四通八達之時，造就了貿易商、代理商的商業模式，也磨練出很多的業務高手。隨著科技的進步改變了生活模式也影響的許多商業交易。1995年柯林頓開放了網際網路的商業應用，隨後Yahoo成立，線上廣告改變了企業與消費者之間的傳播和溝通模式，貝佐斯成立了Amazon.com引領潮流開啟了B2C(Business to Consumer)的電商網站，之後的eBay更創新的發展了C2C(Consumer to Consumer)的電商模式，改變了人類從線下門市到線上電商的交易型態。
    這些改變有個很明顯的共通點,就是「去中間化」，同樣的情況在身為代理商的公司而言，面臨了潛藏而不可輕忽危機，當品牌廠的市占率起來以後，當通路一旦穩定後，中間者很容易被跳過。本文主要探討，通路商不要只是堅守代理商的舊思維，若不轉型就等著被淘汰被品牌廠跳過。
    以工業自動化產業為例，10多年以前的日系品牌廠透過通路商引進到國內銷售，經過多年市場耕耘，市場接受度起來知名度打開後，品牌廠紛紛開始直接來設立分公司自行銷售，近年來本土品牌廠日漸茁壯，也慢慢開始有想跳過原有代理商的跡象，面對這些不可抗的發展趨勢，通路商不能再只是做純粹代理的事務，否則公司必將步步邁入熄燈。
    經由在個案A公司長期在追求永續以及成長的使命下，強化競爭優勢的實務經驗下，擬定競爭策略，關鍵因素是「做好差異化，建立不可取代性」、「整合一站式服務，策略夥伴結盟」本研究將聚焦上述兩個議題，做深入的探討，並藉由研究中來回答以下兩個問題:
    1.面對品牌廠步步逼近時，通路商該如何因應?
    2.通路商針對所代理品牌，如何避免單一產品比重過高，又能採行多品牌策略?
    In the time when the Internet was not yet accessible and the transportation system was not convenient, the traders and agent business modes were created and many sales experts were trained. With the advancement of science and technology, many commercial transactions have also been affected by life style changes. In 1995, Clinton opened the commercial application of Internet, and the Yahoo was established. Online advertising changed the communication and communication modes between enterprise and consumers. Jeff Bezos founded Amazon.com to lead the trend and started B2C (Business to the e-commerce) website of consumer, and later eBay has more innovatively developed the C2C (Consumer to Consumer) e-commerce model, which has changed the pattern of human transactions from offline stores to online e-commerce.

    There is a clear commonality of these changes, which is to de-intermediate. The same is true for companies that are agents. They will face a potential crisis. When the brand’s market shares rises and the access point is stable, the middleman will be skipped easily.

    This case study mainly discusses: the Distributors not only stick to the old traditional way of agent, but need to make transformation. Otherwise they will be replaced and skipped by brand factory.

    Taking the industrial automation industry as an example, Japanese brand manufacturers entered the domestic market sales through Distributors more than ten years ago. After many years of market cultivation and market acceptance, the brand factories have started to directly set up branches to sell their own products. In recent years, as the local brand growing strong in the market, it is slowly beginning to show signs of wanting to skip the poly of the agent. In facing these irresistible development trends, the Distributors can no longer just act as an agent, otherwise the company will surely shut down.

    Under the long-term mission of sustainability and growth and the promotion of competitiveness in substantive experience in A company, the key factors are “to make a difference, to establish irreplaceability” and “to integrate one-stop service, strategic alliances with strategic patterns”. This study will focus on the above two topics and make in-depth discussion. Through research, we will answer the following questions:

    1.As the brand factory stepping out, how should the Distributors respond?
    2.As the Distributors of the agent brands, how to balance friendly relationship and adopt multi-brands strategy for the brands they represent?
    參考文獻: 一、中文參考文獻
    1. 大前硏一著（1987）。策略家的智慧。長河出版社，黃宏義譯。
    2. 方至民（2000）。企業競爭優勢。前程企管。
    3. 司徒達賢（1995）。策略管理。遠流出版。
    4. 艾爾(Charles W.L. Hill & Gareth R. Jones)等著。策略管理。第四版，華泰文化事業公司，黃營杉譯（ 1999）。
    5. 余朝權（1994）。產業競爭分析專論。五南圖書出版公司。
    6. 吳思華（1998）。策略九說。第二版，臉譜文化。
    7. 邱志聖。「策略行銷分析」架構與實務應用，四版。智勝。
    8. 邱琬雯。「2017 機械產業年鑑」工業技術研究院產業經濟與趨勢研究中心。
    9. 徐作聖 (1999)。策略致勝。 遠流出版。
    10. 許士軍（1995）。「掌握競爭優勢的策略思考」，新競爭時代的經營策略。天下文化。
    11. 鄭紹成（1991）。企業關鍵成功因素、競爭優勢及競爭策略之研究。中
    國文化大學碩士論文。
    12. 劉常勇（1997）。科技產業投資經營與競爭策略。華泰文化事業公司。
    13. Gary Hamel & C.K. Prahalad 著，顧淑馨譯（1996）。競爭大未來。智庫文化。
    14. Michael E. Porter 著“Competitive Advantage”，李明軒與邱如美譯（1999）。競爭優勢。天下文化。
    15. Michael E. Porter 著“On Competition 2001”，高登第、李明宣譯（2001）。競爭論。天下雜誌。
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    17. 公開資訊觀測站，from: http://mops.twse.com.tw/mops/web/index。
    二、英文參考文獻
    1. Aaker, D. A.（1989）, “Managing Assets and Skills: The Key to a Sustainable Competitive
    Advantage, ” California Management Review.
    2. Aaker, D. A.（1992）, “trategic Market Management”, John Wiley and Sons, New York.
    3. Ansoff, H. I.（1965）, “Corporate Strategy”，McGraw-Hill, New York.
    4. Bain, J. S. (1956), “Economics of Scale, Concentration, and the Condition of Entry in Twenty Manufacturing Industries”, Journal of Management.
    5. Barney, J. B.（1986a）, “Organizational Culture: Can It be a source of Sustained Competitive Advantage?”, Academy of Management Review, Nov.
    6. Barney, J. B.（1986b）, “Strategic Factor Markets: Expectations, Luck, and Business Strategy”, Management Science.
    7. Barney, J. B.（1991）, ‘Firm Resources and Sustained Competitive Advantage’, Journal of Management.
    8. Boseman, G. & Phatak, A（1989）., “Strategic Management”, Text and Cases, 2nd ed. New York: John Wiley & Sons Co.
    9. Chandler, A. D.（1962）, Strategy and Structure, Cambridge: Harvard University Press.
    10. Collins, D.J. & Cynthia A.M.（1995），”Competing on Resources: Strategies in the 1990s”，Harvard Business Review.
    11. George, S. （1984）1984 Strategic Market Planning：The Pursuit of Competitive
    Advantage, West Publishing Company, Minnesota.
    12. Gluck, W.F.（1976）, Business Policy: “Strategy Formation and Management Action”,2nded.,McGraw-Hill Book Co., New York.
    13. Hill, W. L., and G.R. Jones（1998）, “Strategic Management: An Integrated Approach”, 4rd ed, Houghton Mifflin Co., Boston.
    14. Leonard-Barton, D.（1992）, “Core Capabilities and Core Rigidities: A Paradox in Managing New Product Development”, Strategic Management Journal.
    15. Miles, R. E. and C. C. Snow （1987） “Organizational Strategy, Structure and
    Process”, New York, McGraw-Hall.
    16. Porter, E. Michael（1980）, “Competitive Strategy-Techniques for Analyzing Industries and Competitors”, The Free Press, New York.
    17. Porter, E. Michael（1985）, “Competitive Advantage - Creating & Sustaining Superior Performance”, The Free Press, New York.
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    104932055
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0104932055
    資料類型: thesis
    DOI: 10.6814/THE.NCCU.EMBA.060.2018.F08
    顯示於類別:[經營管理碩士學程EMBA] 學位論文

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