企業通路管理機制之研究－以某記憶體公司為例

Abstract

記憶體模組產業相較於上游DRAM晶圓產業，在技術與資金方面之進入門檻較低，故導致進入該市場的廠商眾多，造成市場競爭激烈；再加上受限於供應商之影響，記憶體模組產品價格變動劇烈，一日三市。因此，廠商必須能在最短的時間內將產品遞送至最終消費者手上，以避免價格匹跌時，造成無可避免之金錢損失。故建佈完整的通路系統，對記憶體模組廠商而言，是一拉大競爭優勢、鞏固市場地位之關鍵因素。\r\n 本研究以P公司為例，分析目前個案公司之通路發展現況與資訊系統在企業中扮演之資訊策略角色。藉由深度訪談個案公司，歸納出記憶體模組產業通路發展階段，分析個案公司所屬之通路發展階段現況及現行通路管理步驟，並根據企業模型歸納整理個案公司之程序模型與資料模型，找出通路缺口，進一步提出改良之方法與建議。\r\n 根據本研究所得之通路階段有三：拓展期、穩固期及加值期，依此三階段進行分析，得出個案公司現行通路發展狀況。以個案公司研究為例，亞太市場多屬拓展期之發展階段、而歐美市場則逐步往穩固期階段邁進。為了建置全方面符合三階段發展輔助之資訊系統，將以此三階段之程序模型、資料模型進行歸納與整理，擬定一通路管理系統。\r\n 應用上述研究結論，建議建置策略型通路管理系統，期望此系統能為個案公司創造價值、拉大與競爭對手之差異，進而穩固市場領導地位。

In semi-conductor industry, Memory Business has lower entry in technology and capital need. Therefore, it also causes more selling competition for a lot of players in the market. Moreover, the price of memory module is changing rapidly. The Market Players need to sell the goods out timely, in order to keep profit becomes one of the most import core capabilities in this industry.\r\n In the case study for P company, analysis of the current channel development and the information system’s role in the Strategic Grid. Through interview with managers in this case company, to sum up the memory module industry channel development stages, and analysis the current channel stage and channel management steps for this company. Moreover, based on business model to create the process model and data model, and identify channel gap, further improvement of methods and recommendations to P company.\r\n Application on the conclusions, recommendations building the channel management system for case company, and expected this system will create value, widening the competitive advantage with other competitors, further, be the leader in this industry.