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Title:	業務發展與通路管理之策略行銷分析—以消費性電子產業A公司在馬來西亞為例 Strategic marketing analysis of business development and channel management: a case study of consumer electronic company A in Malaysia
Authors:	張文馨 Chang, Wen Hsin
Contributors:	巫立宇 Wu, Lei Yu 張文馨 Chang, Wen Hsin
Keywords:	策略行銷分析 4C 業務通路管理馬來西亞 Strategic Marketing Analysis 4C sales channel Malaysia
Date:	2011
Issue Date:	2012-10-30 10:10:14 (UTC+8)
Abstract:	台灣在全球電子產業具舉足輕重之地位，全球化浪潮下，台灣品牌之筆記型電腦擴張至全球世界各地，全靠海外業務到海外市場、設立通路、銷售並提高品牌市場佔有率。本研究分享消費性電子產業個案A公司進入馬來西亞且成功建立銷售渠道之個案，並以邱志聖(2010)策略行銷分析4C架構分析實際做法，討論個案公司如何利用與上下游不同個體之交易關係，牽制其他交易對象並且提高自己的議價力，以提供業務人員在面對新興市場時之業務發展與通路管理之思考架構。不同市佔率情況下所進行之資源分配有所不同。個案公司初入馬來西亞市場時，選擇三大代理商協助處理銷售之金流、物流、資訊流，以降低各交易成本。但為避免被代理商專屬陷入，業務發展至一定程度後開始向下管理至下游經銷商，利用挑選銷售額高的經銷商成為重點經銷商，進行重點式的通路管理，使經銷商反要求代理商進貨個案公司筆記型電腦，加強個案公司對代理商之議價力，向上游制衡代理商。當市佔率漸提高時，開始有預算更向下游之一般消費者溝通，並且建議利用過去累積之客戶關係管理工具，發展「積點制度」，提高品牌商對消費者之資產專屬性。 Globalization has led Taiwanese manufacturers to expand their brands globally, especially in consumer electronic industry. This raises important topics including the role of overseas salesperson, establishing overseas sales channel and introducing products overseas. This research discusses how company A sells notebook in Malaysia using 4C strategic marketing theory, with the purpose to provide oversea salesperson an insight and overview of how to establish and sell when first enter a foreign market, as well as how to increase bargaining power using incentive mechanisms and how to allocate resources to different oversea entities with scenarios of different market share. When Company A first entered Malaysia, it chose to have its distributors to handle cash, and provide it with logistics and information system to lower costs. Later on, company A started to have KDP (Key Dealer Program) for better relationship management with its dealers. In this case, company A leveraged the relationship with dealers to increase its bargaining power toward distributors. When the company obtained sufficient market shares, it then start to do marketing campaigns to increase its bargaining power with its dealers and distributors.
Reference:	書籍邱志聖(2006)。策略行銷分析：架構與實務應用。台北：智勝文化公司。麥可.波特(2007)。競爭策略。台北：天下文化。 P. Kotler, K. Keller(2007)。行銷管理亞洲觀點。台北：華泰文化。于卓民、巫立宇、蕭富豐(2009)。國際行銷學。台北：智勝。論文林秀明(2010)。跨國科技製造業分公司銷售策略與服務創新之研究—以A公司台灣分公司。國立政治大學商管專業學院碩士學位學程碩士論文。廖玴嶔(2006)。台灣筆記型電腦產業經營策略之研究 — 以個案公司為例。國立政治大學企業管理研究所碩士論文。曹萱治(2002)。國際通路策略之研究：以高科技公司在歐洲為例。國立政治大學企業管理學系碩士論文。 Weitz and Jap(1995).Relationship Marketing and Distribution Channel. Journal of the Academy of Marketing Science. Vol. 23 (4), p.307 網站個案公司網站(2012)。台北。經濟部投資業務處(2012)。台北：中華民國經濟部。取自http://www.dois.moea.gov.tw/
Description:	碩士國立政治大學企業管理研究所 98355022 100
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0983550221
Data Type:	thesis
Appears in Collections:	[Department of Business Administation] Theses

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