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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/29820
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/29820


    Title: 台灣汽車產業經銷通路整併策略之研究
    Authors: 王宏洲
    Contributors: 洪順慶
    王宏洲
    Keywords: 汽車產業
    經銷通路
    策略規劃
    個案研究
    Date: 2005
    Issue Date: 2009-09-11 16:40:41 (UTC+8)
    Abstract: 近年來台灣車市面臨市場萎縮、品牌整合以及經銷獲利下滑等多重不利的影響。車廠或總代理為了維護品牌形象、降低通路內部競爭、提高客戶滿意以及達成銷售目標,紛紛採取不同的應對措施。本研究之目的即是借助某一公司之真實個案,予以剖析商業決策之模式如何應用在通路整合之策略及策略通路通路理論相互呼應。此個案為一家極具品牌價值之國際車廠在成功購併另一家國際車廠後,在國內市場進行通路整合之實務案例。個案背景為被購併方在台灣市場面臨經銷通路間的惡性競爭與銷售成績每況愈下等窘境下,購併方欲藉由其品牌優勢提昇被購併方在國內市場的品牌形象與銷售成績。於此,購併方必須一一解決被購併方在經銷通路上的問題,如經銷通路間的惡性競爭、急遽萎縮的新車銷售目標,以及過去銷售所累積的龐大流通車口數服務問題等。於此個案中,本研究採用過去十年(1992年~2001年)被購併方的銷售數據、車口數以及車口之地區分佈資料進行量化與質化之分析,再對未來十年(2001年~2010年)進行銷售預測以及損益平衡分析等。再以分析之結果針對全台各地區經銷通路與顧客服務之需求進行經銷通路與資源之重點配置,包括進行經銷通路之削減、經銷通路地點之重配置、經銷通路功能之重新調整以及購併方資源之介入等,牽涉層面極為廣泛且同時兼顧多方之策略考量,可做為國內通路策略規劃研究之參考。
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    Description: 碩士
    國立政治大學
    企業管理研究所
    88360010
    94
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0088360010
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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