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Title:	外商子公司在台灣之通路經銷管理與成長策略之研究-以A公司為例 Research on the Channel Distribution Management and Growth Strategy of Foreign Subsidiaries in Taiwan – A Case Study of Company A
Authors:	鄒人傑 Chou, Jen-Chieh
Contributors:	黃國峯 Huang, K.F. 鄒人傑 Chou, Jen-Chieh
Keywords:	通路經銷管理外商子公司成長策略
Date:	2020
Issue Date:	2020-03-02 11:04:02 (UTC+8)
Abstract:	A公司為世界前三大之電力與自動化產品方案公司，為全方位價值型提供者，30多年前在台灣成立全資子公司。由於通路經銷業務於電氣產品事業群三十多年來占比與業務貢獻一直無法提升，近年設立專屬通路經銷管理部門負責通路經銷管理，並在兩年多前訂定台灣電氣產品事業部之通路經銷管理方法，期望提升通路經銷之經營績效，藉由管理能力加強通路經銷之忠誠度、產品垂直整合能力、以及工程服務能力，在市場區隔做到上下游整合，進而達成所訂定之通路經銷成長策略。本研究一開始針對機電產業外商品牌A公司之全球通路經銷管理模式與成長策略做一說明，解釋如何在全球管理與成長策略框架下選定適合台灣之通路經銷管理方式，以及相應之成長策略，並闡述在母公司併購T公司、B公司、G公司、以及出售一部門於H公司對子公司管理與成長之影響，並對子公司近兩年訂定之通路經銷管理方式與成長策略做一評估。筆者藉由問卷與實際訪談同一競爭群組之外商子公司C公司、S公司、與A公司本身、當前A公司子公司之通路經銷商D公司、Y公司、M公司，驗證出A公司、C公司、與S公司於同一競爭群組之各自競爭優勢與成長策略之成果。藉由比對競爭群組織之個別管理方式與成長策略及其相應之成效，加上A公司自身與通路經銷商之反饋，並考量併購G公司後管理方式與成長策略所面臨之問題，提出一修正之通路經銷管理架構與相應之成長策略。最後對未來的研究方向提出建議。
Reference:	中文書刊與研究 1.司徒達賢(1997)，策略管理，遠流出版公司，台北，二版八刷。 2.麥可.波特(Michael E. Porter)(1996)，策略是什麼(What Is Strategy?) 哈佛商業評論全球繁體中文版，March 2007。 3.歐用生(1995)，質的研究，師大書苑，台北西文書刊與研究 1.Ansoff, H. I.(1957), “Strategies for diversification. Harvard Business Review,” Vol. 35, No. 5, pp.113-124. 2.Bartlett, C.A.(1986), Managing and Building the Trasnational: the New Oganizational Challenge, in Porter, M.E.(ed.), Competition in Global Industries, Boston: Harvard Business School Press, pp. 367-401. 3.Bartlett, C.A., and Ghoshal, S.(1986), “Tap Your Subsidiaries for Global Reach,” Harvard Business Review, 64(6), Nov.-Dec., pp.87-94. 4.Borden, N. (1964) "The concept of the marketing mix" Journal of Advertising Research, vol 4, June, 1964, pp 2-7. 5.Bowersox, Donald J, and M.Bixby Cooper (1992), “Strategic Marketing Channel Management”, New York: McGraw-Hill. 6.Cavusgil, S.T., Yeoh, P. and Mitri, M. (1995), “Selecting foreign distributors: an expert systems approach”, Industrial Marketing Management, Vol. 24 No. 4, pp. 297-304. 7.Copeland, T. E., Weston, J. F., & Shastri, K. (2004). Financial theory and corporate policy(4th Edition). Pearson. 8.Gordon Foxall, Ronald Goldmith (1994) , “Consumer Psychology for Marketing,1/e” , Routledge” pp.147-167 9.Merritt, N.J. and Newell, S.J. (2001), “The extent and formality of sales agency evaluations of principals”, Industrial Marketing Management, Vol. 32 No. 4, PP. 317-25 10.Michael E. Porter(1996), “What Is Strategy?”, Harvard Business Review Journal, Novermber-December 1996. 11.Mudambi, S. and Aggarwal, R.(2003), “Industrial distributors: can they survive in the new economy”,Industrial Marketing Management, Vol. 32 No. 4,PP. 317-25 12.Philip Kotler (1997) , “Marketing Management : Analysis,Planning,Implementation and Control 9/e” ,Prentice Hall International, Inc., pp.171-183 13.Rangan, V.Kasturi(2006), Transforming Your Go-to-Market Strategy: The Three Disciplines of Channel Managemet, Boston, MA: Harvard Business School Press. 14.Rosenbloom, B. and R. Anderson (1985), “Channel Management and Sales Management: Some Key Interfaces,” Journal of the Academy of Science, Vol. 21, Iss. 3, pp.226-233. 15.Rosenbloom, B. (2012), Marketing Channels: A Management View, 8th ed., South-Western, Cincinnati, OH. 16.Shipley, D. and Jobber, D.(1994),”Size effects on sales management practices of small firms: a study of industrial distributors”, Journal of Personal Selling & Sales Management, Vol. 14 No. 1, pp. 31-43 17.Smith, W.R. (1956) , “Product differentiation and market segmentation as alternative marketing strategies.” ,Journal of Marketing,12,pp.3-8
Description:	碩士國立政治大學經營管理碩士學程(EMBA) 106932026
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0106932026
Data Type:	thesis
DOI:	10.6814/NCCU202000177
Appears in Collections:	[Executive Master of Business Administration] Theses

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