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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/99359


    Title: 策略行銷4C分析代理商建構成功關鍵因素─以Y公司代理醫療設備為例
    Strategic Marketing Analysis for Successful Factor for Distributor-A Case Study of Company Y Distributes Medical Equipment.
    Authors: 潘振榮
    Pan, Cheng Jung
    Contributors: 邱志聖
    Ciou, Jhih Sheng
    潘振榮
    Pan, Cheng Jung
    Keywords: 策略行銷
    4C理論架構分析
    交易成本理論
    醫療器材
    代理商
    4C策略行銷分析
    4C Strategic Marketing Analysis
    Transaction Cost Theory
    Medical Equipment
    Distributor
    Date: 2016
    Issue Date: 2016-07-20 17:19:02 (UTC+8)
    Abstract: 代理或經銷方式的「間接銷售」(indirect selling)通路模式在業界非常普及,然而,過去與通路相關的研究多著重在品牌商管理零售商所產生的各項管理議題,鮮少針對品牌商與代理商間的關係進行深入討論。
    處在品牌商與經銷商之間的代理商常面臨兩難,許多經營不善的代理商遭受代理權收回或是代理權被其他競爭對手奪走之困境,而經營績效卓越的代理商也無法高枕無憂,因當他們為這些國際品牌在台灣打好生意基礎時,國外的原廠往往便會因此些代理商已幫其打響品牌知名度,或是認為台灣市場具有高度發展性,而收回代理權,因此,代理商該如何培養核心能力以應對競爭愈趨激烈的環境,又有哪些關鍵成功因素是代理商應具備的呢?
    本研究選擇台灣一家成功的醫療器材代理商做為個案研究對象,透過與個案公司的深度訪談,文獻探討與理論分析工具,分別從外顯單位效益成本 (C1)、資訊搜尋成本(C2)、道德危機成本(C3) 以及專屬陷入成本(C4)探究代理商如何在原廠與顧客的縫隙間求生存,解決個案公司在醫療器材產業之長期交換問題,甚至能夠反客為主,進而成為卓越企業之關鍵因素。本論文期望研究結果能給予國內代理商在投入資源時所應具備策略思維之參考,提供他們處在品牌商與下游顧客中間所要有的思辨邏輯,進而成為價值鏈中無法取代的一員。
    It is common in the industry to use indirect selling method. But literatures related to intermediaries in the past mostly focus on issues that come with the manufacturer managing retailers or target a single type of intermediary for deep research. It is rare to see the literature that has paid attention to investigate the relationship between manufacturer and its distributor.
    The distributor gets caught in the middle between the manufacturer and the reseller, and it often faces dilemma. The manufacture may stop dealing with the distributor due to poor selling performance of the distributor. On the other hand, when the distributor helps the manufacturer to distribute the products in markets successfully, the manufacturer often views the distributor as a temporary entering market strategy, and may choose to open their own selling branch. This is becoming a crucial threat for the distributor t. How distributors strength their performance in order to build their own competitive advantage?
    This research will review literature and analyze the data collected through interviews to identify key successful factors of the distributor. The “4C Strategic Marketing Analysis Model” will be applied as well. This study would contribute to the understanding of how the agent to get sustainable competitive advantage.
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    103932047
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0103932047
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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