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Title:	以策略行銷分析探討商社的機能與價值提升-以S公司進口金屬線材為例 THE PROMOTION OF TRADING COMPANY’S FUNCTION AND VALUE BY STRATEGIC MARKETING ANALYSIS- A CASE STUDY OF METAL WIRE’S IMPORT TRADING COMPANY
Authors:	林佳弘 Lin, Chia-Hung
Contributors:	邱志聖林佳弘 Lin, Chia-Hung
Keywords:	策略行銷分析代理商經銷商總合商社機能 Strategic marketing analysis Agents Distributors General trading companies Functions
Date:	2020
Issue Date:	2020-07-01 13:44:50 (UTC+8)
Abstract:	代理或經銷是行之有年的商業模式，隨著網際網路的普及，資訊流通比過往來得迅速及透明，物流網也隨著科技的進步，商品運輸變得比過往更加快捷。在這個改變為常態的時代裡，代理商或經銷商必須與時俱進，時時思考如何提升企業的存在價值，為供應商、買者以及本身創造營收與成長。在B2B的商業模式中，供應商與買者為求更高的利潤，皆不斷在思考降低成本的方式，而去中間化就是降低成本的方式之一。處在供應商與買者間的代理、經銷商，就必須執行可提升企業價值的行動，以避免在無形中被供應商或買者給排除，而失去存在的價值。本研究首先探討日本總合商社的所扮演的角色及具備的機能。商社最基本的機能是商業交易，藉由媒合供應商與買者來獲取傭金或利潤。為了促成交易，商社必須能發現供應商與買者間的差距，並設法協助排除各種交易上的阻礙。商社除了交易機能外，還有資訊、物流、金融、投資、經營、風險管理等機能。若能將這些機能有效地運用整合，將可提升商社的存在價值。其次是探討及應用4C策略行銷分析架構，透過分析以進口金屬線材為主的個案企業，了解其阻礙交易、交換的要素有那些，並逐一提出建議。協助個案企業強化其代理、經銷商的基本交易與支援機能，並在未來能夠具備更多元的機能、開創新的商業模式，以提升企業的存在價值。歸納上述研究得知，台灣的金屬零件製造業仍需持續產業升級，提升國際上的競爭力，所以對於高值化的進口金屬線材，仍持續有其需求。建議個案企業應專注於高值化線材市場，隨時掌握買者需求並設法降低交換成本。企業內部則需定期檢視核心競爭力，透過PDCA來持續強化機能及價值，達到永續經營的目標。 Agency or distribution is a well-established business model. With the popularization of the Internet, information circulation is faster and more transparent than in the past. The logistics network has also become faster and faster with the advancement of technology. In this era of changing to normal, agents or distributors must keep pace with the times, and always think about how to enhance the value of the company`s existence, and create revenue and growth for suppliers, buyers, and themselves. In the B2B business model, suppliers and buyers are constantly thinking about ways to reduce costs, and de-intermediateness is one of the ways to reduce costs. Agents and distributors between suppliers and buyers must implement actions that can enhance the value of the enterprise, so as not to be excluded by the suppliers or buyers inadvertently, and to lose their existing value. This research first explores the role and functions of the Japan General Trading Company. The most basic function of a trading company is a commercial transaction, by matching suppliers and buyers to obtain commissions or profits. In order to facilitate the transaction, the trading company must be able to detect the gap between the supplier and the buyer, then try to help eliminate various obstacles to the transaction. In addition to trading functions, trading companies also have functions such as information, logistics, finance, investment, operation, and risk management. If these functions can be effectively applied and integrated, the existence value of the trading company will be enhanced. The second is to explore and apply the 4C strategic marketing analysis framework. By analyzing the case companies that mainly import metal wires, they understand the factors that hinder transactions and exchanges, and make recommendations one by one. Assist case companies to strengthen the basic transaction and support functions of their agents and distributors, and have more diverse functions in the future, and create new business models to enhance the value of the company. Summarizing the research content, we learned that Taiwan`s metal parts manufacturing industry still needs to continue industrial upgrading and enhance its international competitiveness. Therefore, there is still a continuous demand for high-value imported metal wires. It is recommended that case companies should focus on the high-value wire market, keep abreast of buyers` needs and try to reduce exchange costs. Within the company, it is necessary to regularly review the core competitiveness and continue to strengthen the function and value through PDCA to achieve the goal of sustainable operation.
Reference:	1.邱志聖，(2020)。策略行銷分析架構與實務應用五版。台北: 元照出版。 2.2019年台灣產業地圖編撰小組，(2018)。2019年台灣產業地圖。台北: 工研院產經中心 3.經濟部統計處網站，資料庫查詢，上網日期2020/4/10，檢自: https://dmz26.moea.gov.tw/GMWeb/investigate/InvestigateDA.aspx 4.海關進出口統計，資料庫查詢，上網日期2020/4/10 檢自: https://portal.sw.nat.gov.tw/APGA/GA30 5.紀翔瀛金屬中心MII-ITIS研究團隊，2019扣件產業情勢分析，上網日期:2020/4/21，檢自: https://www2.itis.org.tw/PptReport/PPTReport_Detail.aspx?rpno=4955&industry=4&ctgy=11&free= 日文部分 1.丸紅経済研究所，(2019)。最新総合商社の動向とカラクリがよ～くわかる本【第４版】。東京都，斎藤和邦。 2.一般社団法人日本貿易会，(2019)。商社　~グローバルな価値創造に向けて~ 商社ハンドブック2019。東京都，亀岬睦也。 3.転職・就活のまどサラリーマン，商社は不要？必要？その存在意義とは…就活生必見！上網日期:2020/4/21，檢自: http://nomad-salaryman.com/trading-company-function#i-8
Description:	碩士國立政治大學經營管理碩士學程(EMBA) 107932040
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0107932040
Data Type:	thesis
DOI:	10.6814/NCCU202000512
Appears in Collections:	[Executive Master of Business Administration] Theses

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