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系統識別號 U0002-0503200801065400
中文論文名稱 資訊代理商通路經營策略與通路績效關係之研究
英文論文名稱 The relationship between channel strategies and performance for information middlemen
校院名稱 淡江大學
系所名稱(中) 管理科學研究所企業經營碩士在職專班
系所名稱(英) Executive Master's Program of Business Administration in Management Sciences
學年度 96
學期 1
出版年 97
研究生中文姓名 賴靜宜
研究生英文姓名 Ching-Yi Lai
學號 794590207
學位類別 碩士
語文別 中文
口試日期 2007-01-21
論文頁數 87頁
口試委員 指導教授-李培齊
委員-陳登源
委員-許英傑
中文關鍵字 資訊代理商  通路  競爭策略  產品策略  通路策略  經營績效 
英文關鍵字 Computer product distributers  Channels  Competitive strategy  Product Strategy  Channel Strategy  Business Performance 
學科別分類 學科別社會科學管理學
中文摘要 本研究旨在分析國內資訊產業的市場有關產品策略與通路策略配合對經營績效之影響,在「掌握通路就是贏家」的前提下,以國內重要的資訊代理商為研究對象,作質化研究,透過觀察分析與深度訪談的方式,針對代表性廠商宏碁公司、聯強國際二家代理商進行實証研究,並根據二家個案公司探討產品策略與通路類型策略對通路績效的影響關係,提出影響代理商通路成員與產品競爭策略、通路類型策略、通路績效之觀念性架構,分析結果與前述文獻探討理論及實務上的結合印證,歸納出國內資訊代理商在其通路經營所面臨的問題,以及代理商所運用的各種競爭策略優勢,再透過本研究的實際參與、觀察與訪談,彙整對國內資訊代理商提出的建議要點,作為代理商在通路經營實務上的參考;期能根據本研究之發現,再對後續研究者提出未來的研究方向與看法分析。故本研究的具體目的為:
一、探討產品策略、通路競爭策略內容及不同模式下配合與通路經營績效之關係與影響。
二、資訊通路代理商之不同特性下對於產品競爭策略、通路策,分析其面對通路產業內之合作關係下,所產生的問題之影響,及相對各個資訊代理商所因應的通路經營競爭策略之運用。
英文摘要 The study aims at analyzing the impact of managing performance come from two key factors both of product strategy and distribution strategy in Taiwan domestic market.Under the philosophy of 「Winner is who grasps distribution channel」 ,this study is taking major players of Taiwan information distributors, Acer Co. and Synnes Co. as the study objects ,by using the method of data observation and deep interview in order to make this qualitative research.Based on the study of relative influence in two object companies’ product and distribution strategy affect to the sales performance, probe into the conceptual structure among the inter-influence of composition of distribution channel, product competitive strategy, strategy of type of distribution channel, and performance of distribution channel. Study conclusion discussed with literature on theory and practice .Confirm problems which Taiwan domestic information agents are facing in distribution channel management and diversity competitive strategies which were adopted by agents to deal with those issues. Sum up the suggestions result in site involve ,observation and interview ,those suggestions to agent can be utilized in agents’ practical distribution channel management even for the reference. For researchers can do further study base on the result of this study.Concrete targets of this study are:
1.Study the inter-influence and inter-relationship among product strategy, way of competition in distribution channel and performance of distribution management.
2. Analyizing the different distribution channel strategies adopted by different type of information product agents and under the various relationship in information product industry , and analyzing different type of agents take various product and distribution strategies will result in what kind of inter-influence and compare those impact and performance.
論文目次 目 錄

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與研究問題 2
第三節 研究目的 4
第二章 文獻探討 5
第一節 資訊產業的通路結構與類型 5
第二節 產品策略 13
第三節 通路策略 17
第四節 通路經營績效之定義與分析 21
第三章 研究方法 31
第一節 研究變數定義與說明 31
第二節 研究對象與資料蒐集 34
第三節 訪談流程 36
第四章 個案分析 38
第一節 個案公司-宏碁、聯強國際 38
第二節 聯強國際 51
第三節 宏碁與聯強國際差異比較 64
第五章 結論與建議 67
第一節 產品策略、通路策略對通路經營績效的影響 67
第二節 未來策略的建議 70
第三節 未來研究方向 75
第四節 研究限制 76
參考文獻 78
一、中文部份 78
二、英文部份 80
三、網站部份 86
附錄 87
附錄一 深度訪談內容大綱 87
圖 目 錄
圖2-1 台灣資訊產品通路結構常見稱呼與概念圖 6
圖2-2 行銷通路結構 11
圖2-3 Porter 三種基本競爭策略 16
圖2-4 通路的拉與推策略 21
圖2-5 研究架構圖 30
圖4-1 宏碁公司集團組織 39
圖4-2 宏碁最近三年的合併營收與營業淨利 47
圖4-3 宏碁產品自有品牌分佈圖 48

表 目 錄
表2-1 通路結構定義 9
表2-2 通路結構的影響因素 13
表2-3 通路績效評估準則彙總 25
表4-2 宏碁公司產品項目表 42
表4-3 宏碁公司 47
表4-4 宏碁公司網站資訊服務內容表 51
表4-5 聯強國際產品項目表 55
表4-6 聯強國際 60
表4-7 聯強 e 城市網站資訊服務內容表 63
表4-8 宏碁與聯強比較表 64



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