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    題名: 品牌商透過中間商執行通路行銷策略之研究
    Implementing Channel Marketing Strategies Through Channels—The Case of a Branding Company
    作者: 陳雅芬
    Chen, Ya Fen
    貢獻者: 于卓民
    Yu, Chwo Ming
    陳雅芬
    Chen, Ya Fen
    關鍵詞: 品牌商
    行銷組合
    通路商
    中間商
    通路管理
    Branding Companies
    Marketing Strategies
    Channels
    Host Countries
    日期: 2013
    上傳時間: 2014-09-01 13:46:12 (UTC+8)
    摘要: 面對全球化競爭與產業環境的變化，如何在動態的競爭環境下永續經營，是企業目前面臨的考驗。台灣企業積極的想從低利的代工產業轉型成品牌公司，試圖調整經營策略，並建構新的核心能力，以提昇競爭力。
    成為品牌公司，除了本身的企業文化與競爭能力外，必須要投入相當多的能力與資源，尤其要有長期抗戰的準備；品牌的投資，不是一時的資本投入，而是需要整個企業的核心價值與組織架構的推動，若要深耕其品牌，企業的行銷策略與通路管理能力則是品牌經營的基礎架構。
    本研究以品牌商的角度，透過其在地主國執行的行銷策略，分析其行銷策略與通路管理的重要性，以及在執行時，面對地主國各中間商(包括代理商與通路商) 不同的能力與資源所遇到的問題，因而檢視其母公司所規劃的經營策略與行銷組合，是否符合全球化的經營意圖。
    經過資料整理與訪談後，發現該品牌商有其完善的行銷策略以推廣品牌，並提升該品牌的權益，但因其全球化的策略，其大部分的區域都交由代理商經營，並由代理商負責執行該區域的行銷策略，此代理商與通路商的能力與資源會影響其行銷策略的規劃與執行，因而產生客制化的行銷方案，並與品牌商所規劃的行銷策略(即通用的行銷策略)，在內容與成效上存在差異。
    因此，品牌商在擬定全球化的經營策略時，必須先考量到本身的能力與資源，並在規劃行銷策略時，事先做好STP分析，選擇適合的目標市場，再行擬訂通路策略，才有辦法利用通路管理將品牌的行銷組合落實到目標族群身上，以達到企業追求長期發展的願景和目標。
    Facing global competition and high volatility in the market, a major challenge of all firms is to seek long-term survival. Aiming to the future, some Taiwanese companies have changed their business models from suppliers to foreign branding companies to owners of their own brands through revising their strategies and building up new core competencies.
    Transforming into branding companies, in addition to changing corporate culture and enhancing competitiveness, these firms need to invest a lot of resources to prepare for the long run. Building a brand is a long-term commitment and a firm needs to have a comparable core value, a functional organizational structure, a well-thought marketing strategy and abilities to manage channels.
    This study, based a branding company`s point of view, analyzes how it utilizes channels to implement its marketing strategy in a host country (i.e., Taiwan). The capabilities and resources of its channel members (including dealers and distributors) for successfully implementing its marketing strategy are assessed and how the resources constraints of these channels affect the firm’s global marketing strategy is also examined.
    After analyzing the data, gathering through personal interviews and other secondary sources, we found that the international brand did have well formulated marketing strategy to promote its brand and increase its brand equity for the long term. The implementation of its global marketing strategy relies on agents as well as channels in different countries to carry out. Therefore, whether a marketing strategy is effective really is in the hands of partners abroad. The international branding company’s experience in Taiwan illustrates this point well. We examined several types of channels and found that some executed its marketing strategy well and some did not. The differentiation factor is the resources and capabilities of a channel: the more it has, the better for it to implement the marketing strategy of the branding company. We also found that local adaptation is needed when a channel member had limited resources or capabilities.

    To conclude, when a branding company formulates global strategy, it has to assess its own capabilities and resources first and then engages in STP analysis and develops marketing strategy. After selecting a host country and target segments, it needs to select agents or/and channels to implement its marketing strategy. Because channels in foreign countries are the keys to create brand-awareness, a branding company has to spend resources to select and manage channels.
    參考文獻: 1. 于卓民(2014)。國際企業：環境與管理。台北：華泰文化。
    2. 王俊灌。2007。「新競爭時代報紙行銷通路策略研究-以台中地區為例」。國立政治大學傳播學院在職專班碩士論文。
    3. 財團法人國家實驗研究院科技政策研究與資訊中心(2006)。行銷策略與行銷組合（中）。取自: http://cdnet.stpi.org.tw/techroom/analysis/pat_A080.htm
    4. 余朝權(2007)。現代行銷管理。台北：五南圖書。
    5. 吳思華(2000)。策略九說。台北：臉譜文化出版。
    6. 邱志聖(2011)。策略行銷分析：架構與實務應用。台北：智勝文化。
    7. 洪順慶(2014)。行銷管理。台北：新陸書局。
    8. 畢文琪。2004。「西藥藥品行銷通路結構影響因素之研究」。東吳大學商學院企業管理研究所碩士論文。
    9. 第八講通路組合。2014年5月1日，取自長榮大學網頁： http://web.cjcu.edu.tw/~sscheng/8channel.pdf
    10. 許士軍(1983)。現代行銷管理。台北：商略印書管。
    11. 陳定國（1998）。行銷管理導論。台北：五南圖書出版公司。
    12. 智庫百科(2014)。市場營銷組合。網址：http://wiki.mbalib.com/zh-tw/Marketing_mix
    13. 黃俊英(2011)。行銷管理：策略性的觀點。台北：華泰文化。
    14. 黃嬿（2014）。「台灣真的只能選擇代工一途？」。科技新報。2014年5月24日，取自：http://technews.tw/2014/05/20/the-debate-in-taiwan-between-brand-and-foundry/
    15. 黃馨儀(2014)。行銷通路管理。取自：http://elc.it.lhu.edu.tw/LHUIT/AssignHW/169/238/E94421246/%E8%A1%8C%E9%8A%B7%E5%AD%B8--46.doc
    16. 經濟部工業局網站(2014)。品牌台灣發展計畫。網址：http://www.moeaidb.gov.tw/
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    18. 劉玉琰(1999)。行銷學—理論與實務。台北：智勝文化。
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    20. Gaski, J. F. and Nevin, J. R., (1985). “The Differential Effects of Exercised and Unexercised Power Sources in A Marketing Channel,” Journal of Marketing Research, 22(2), 130-142.
    21. Interbrand, Inc. (1974). Best Global Brand 2013. Retrieved September 30, 2013, from http://www.interbrand.com/en/best-global-brands/2013/Best-Global-Brands-2013.aspx
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    23. Kotler, P. and Armstrong, G. (1996). Principles of Marketing, 7th ed. Englewood Cliffs, NY: Prentice-Hall.
    24. Kotler, Philip (1996). Marketing Management：Analysis, Planning Implementation and Control, 9th ed. NY: Prentice-Hall.
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    27. O´Shaughnessy, J. (1992). Competitive Marketing: A Strategic Approach, NY: Biddles Ltd.
    28. Rangan, Kasturi V., Menezes, Melvyn A. J. and Maier, E. P. (1992). "Channel Selection for New Industrial Products: A Framework, Method, and Application,” Journal of Marketing, 56(July), 69-82.
    29. Lusch , Robert F. and James R. Brown (1996). “Interdependency, Contracting, and Relational Behavior in Marketing Channels,” Journal of Marketing Research, 60 (4), 19-38.
    30. Stern, Louis W., El-Ansary, Adel I., and Brown, James R. (1989). Management in Marketing Channels, NY: Prentice-Hall.
    31. Stern, Louis W., El-Ansary, Adel I., and Coughlan, Anne T. (1996). Marketing Channels, 5th ed. NY: Prentice-Hall.
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    101932047
    102
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0101932047
    資料類型: thesis
    顯示於類別:[經營管理碩士學程EMBA] 學位論文

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