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題名 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.
作者 潘振榮
Pan, Cheng Jung
貢獻者 邱志聖
Ciou, Jhih Sheng
潘振榮
Pan, Cheng Jung
關鍵詞 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
日期 2016
上傳時間 20-Jul-2016 17:19:02 (UTC+8)
摘要 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.
參考文獻 一、中文部份
1.王興梅(2005)，交易成本4C理論之分析研究─以醫療器材為例，未出版之碩士論文，政治大學商學院全球經營與貿易組，台北。
2.巫立宇、邱志聖(2015)，銷售與顧客關係管理，新陸書局，台北。
3.呂建鋒(2007)，膠囊內視鏡發展現況，光連雙月刊，71，29-32。
4.邱志聖(2014)，策略行銷分析：架構與實務應用第四版，智勝出版社，台北。
5.洪啟恩(2004)，國內醫療院所A類資材採購策略之研究：以國際採購策略理論為基礎。未出版之碩士論文，成功大學企業管理研究所，台南。
6.翁昭旼(2007)，光電科技於消化道醫療之應用。光連雙月刊，71，26-28。
7.財政部關務署(2015)，海關進出口貿易統計，台灣：財政部關務署。
8.張君照(2015)，消化道內視鏡影像診斷之最新進展，內科學誌，26，133-142。
9.張慈映、池煥德、王榛驛、林淑綿、林怡欣、黃裕斌、蔡孟男、陳婉玲、張佳雯(2013)，醫療器材產業年鑑2013，財團法人工業技術研究院產業經濟與趨勢研究中心。
10.趙俊超、王建朗(2010)，人體的窺視大探險－醫用內視鏡，科儀新知，177，87-94。
11.潘明宏、陳志瑋(2003)，最新社會科學研究方法，韋伯出版社，台北。
二、英文部份
1.Ailawadi, K. L., Beauchamp, J. P., Donthu, N., Gauri, D. K., and Shankar, V. (2009). Communication and Promotion Decisions in Retailing: A Review and Directions for Future Research, Journal of Retailing, 85(1), 42-55.
2.Alba, J. W. and Hutchinson, J. W. (1987). Dimensions of Consumer Expertise, Journal of Consumer Research, 13, 411-454.
3.Anderson, J. C. (2006). Customer Value Propositions in Business Market, Harvard Business Review, March, 91-99.
4.Bilkey, W. J. and Nes, E. (1982). Country-of-origin Effect on Product Evaluation, Journal of International Business Studies, 13(1), 89-99.
5.Burnham, T. A., Frels, J. K. and Mahajan, V. (2003). Consumer Switching Costs: A Typology, Antecedents, and Consequences, Journal of Academy of Marketing Science, 31(2), 109-126.
6.Chiu, H. C., Hsieh, Y. C., and Kuo, Y. C. (2012). How to Align your Brand Stories with Your Products, Journal of Retailing, 88(2), 262-275.
7.Chiou, J. S. and Shen, C. C. (2006). The effects of satisfaction, opportunism, and asset specificity on consumers’ loyalty intention toward internet portal sites, International Journal of Service Industry Management, 17(1), 7-22.
8.Cordell, V. (1992). Effect of Consumer Preferences for Foreign Source Product, Journal of International Business Studies, 2, 251-299.
9.Creswell, J. W. (1998). Qualitative Inquiry and Research Design: Choosing among Five Tradition, Thousand Oaks, Ca: Sage.
10.Doney, P. M. and Cannon, J. P. (1997). An Examination of the Nature of Trust in Buyer-Seller Relationships, Journal of Marketing, 61, 35-51.
11.Dwyer, F. R., Schurr, P. H., and Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51, 11-27.
12.Eisenhardt, K. M. (1989). Building Theories from Case Study Research, The Academy of Management Review, 14(4), 532-550.
13.Erickson, G. M., Johansson, J. K. and Chao, P. (1984). Image Variables in Multi-Attribute Product Evaluations: Country-of-Origin Effects, Journal of Consumer Research, 11, 694-699.
14.Ganesan, S. (1994). Determinants of Long-Term Orientation in Buyer-Seller Relationships, Journal of Marketing, 58, 1-19.
15.Han, C. M. (1989). Country Image：Halo or Summary Construct? Journal of Marketing Research, 26(2), 222-229.
16.Howard, D.G. (1989). Understanding how American consumers formulate their attitudes about foreign products, Journal of International Consumer Marketing, 4(4), 49-71.
17.Jones, M. A., Mothersbaugh, D. L. and Beatty S. E. (2000). Switching Barriers and Repurchase Intentions in Service, Journal of Retailing, 76(2), 259-274.
18.Kang, M. P., Mahoney, J. T., and Tan, D. (2009). Why firms make unilateral investments specific to other firms: The case of OEM suppliers. Strategic Management Journal, 30(2), 117-135.
19.Klemperer, P. (1995). Competition When Consumer Switching, The Quarterly Journal of Economics, 102, 375-394.
20.Kotler, P. (2000). Marketing Management, 10th ed., NJ: Prentice Hall.
21.Kotler, P., and Gertner, D. (2002). Country as Brand, Products, and Beyond: A Place Marketing and Brand Management Perspective, Journal of Brand Management, 9(4/5), 249-261.
22.Kotler, P., Keller, K. L., Ang, S. H., Leong, S. M. and Tan, C. T. (2013). Marketing Management: An Asian Perspective, 6th ed., Prentice Hall, Singapore.
23.Krafft, M., Goetz, O., Mantrala, M., Sotgiu, F. and Tillmanns, S. (2015). The Evolution of Marketing Channel Research Domains and Methodologies：An Integrative Review and Future Directions, Journal of Retailing, 91(4), 569-585.
24.Lohtia, R. C., Brooks, M. and Krapfel, R. E. (1994). What constitutes a transaction-specific asset? An examination of the dimensions and types. Journal of Business Research, 30(3), 261-270.
25.Lui, S.S., Ngo, H. Y. and Hon, A. H. Y. (2006). Coercive strategy in inter-firm cooperation: mediating roles of interpersonal and inter-organisational trust. Journal of Business Research, 59, 466-474.
26.Mahoney, J. T. (2005). Economic Foundations of Strategy. Thousand Oaks, CA: Sage Publications.
27.Malhotra, N. K. (1993). Marketing research: An applied orientation. Englewood Cliffs, NJ: Prentice Hall.
28.Miller, W. L. and Crabtree, B. F. (1999). Doing qualitative research, 2nd ed., London: Sage.
29.Minichiello V., Aroni R., Timewell E. and Alexander L. (1995). In-depth Interviewing, 2nd Ed., South Melbourne: Longman.
30.Nagashima, A. (1970). A Comparison of Japanese and US Attitudes Toward Foreign Products, Journal of Marketing, 34(1), 68-74.
31.Obadia, C. Bello, D. C., and Gilliland, D. I. (2015). Effect of exporter’s incentive on foreign distributor’s role performance, Journal of International Business Studies, 46, 960-983.
32.Obermiller, C. and Spangenberg, E. (1989). Exploring the effects of country-of-origin labels: An information processing framework, Advance in Consumer Research, 16, 454-459.
33.Okechuku, C. (1994). The Importance of Product Country of Origin: A Conjoint Analysis of the United States, Canada, Germany and The Netherlands, European Journal of Marketing, 28(4), 5-19.
34. Porter, M. E. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors, New York: The Free Press.
35.Roger, E. M. (1962). Diffusion of Innovation, New York: Free Press.
36.Roth, M. S. and Romeo, J. B. (1992). Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects. Journal of International Business Studies, 23(3), 477-497.
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40.Williamson, O. E. (1991). Comparative economic organization: The analysis of discrete structural alternatives. Administrative Science Quarterly, 36(2), 269-296.
41.Yin, R. K. (2003). Case study research design and methods, 3rd ed., Newbury Park, CA: Sage Publications.
42.Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesize of evidence. Journal of Marketing, 52(3), 2-22.
描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
103932047
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103932047
資料類型 thesis
dc.contributor.advisor 邱志聖zh_TW
dc.contributor.advisor Ciou, Jhih Shengen_US
dc.contributor.author (Authors) 潘振榮zh_TW
dc.contributor.author (Authors) Pan, Cheng Jungen_US
dc.creator (作者) 潘振榮zh_TW
dc.creator (作者) Pan, Cheng Jungen_US
dc.date (日期) 2016en_US
dc.date.accessioned 20-Jul-2016 17:19:02 (UTC+8)-
dc.date.available 20-Jul-2016 17:19:02 (UTC+8)-
dc.date.issued (上傳時間) 20-Jul-2016 17:19:02 (UTC+8)-
dc.identifier (Other Identifiers) G0103932047en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/99359-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 經營管理碩士學程(EMBA)zh_TW
dc.description (描述) 103932047zh_TW
dc.description.abstract (摘要) 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。		zh_TW
dc.description.abstract (摘要) 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.		en_US
dc.description.tableofcontents 目次
摘要 I
Abstract II
目次 III
圖表目次 V
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與範圍 3
一、研究目的 3
二、研究範圍 4
三、研究流程 5
第二章 文獻探討 6
第一節 交易成本理論(transaction cost theory) 6
第二節 4C 策略行銷架構 7
一、 外顯單位效益成本(C1) 7
二、 資訊搜尋成本(C2) 10
三、 道德危機成本(C3) 12
四、 專屬資產陷入成本(C4) 14
第三節 來源國形象 16
第三章 研究方法 18
第一節 個案選擇 18
第二節 資料蒐集 19
第三節 資料分析 21
第四章 台灣醫療內視鏡產品產業分析 22
第一節 產業現況分析 22
第二節 產品趨勢分析 24
第五章 代理商建構關鍵成功因素
─ 以 4C 架構分析 27
第一節 O 品牌、Y 公司與競爭廠商之概述 27
一、 O 品牌簡介 27
二、 Y 公司簡介 29
三、 1990 年的主要競爭對手：S 公司 30
四、 2015 年的主要競爭對手：W 公司 30
第二節 1990 年 Y 公司的 4C 架構分析 31
一、 Y 公司的外顯單位效益成本(C1) 31
二、 Y 公司的資訊搜尋成本(C2) 34
三、 Y 公司的道德危機成本(C3) 36
四、 Y 公司的專屬陷入成本(C4) 38
第三節 2015 年 Y 公司的 4C 架構分析 43
一、 Y 公司的外顯單位效益成本(C1) 43
二、 Y 公司的資訊搜尋成本(C2) 48
三、 Y 公司的道德危機成本(C3) 49
四、 Y 公司的專屬陷入成本(C4) 51
第六章 結論與建議 58
第一節 研究結論 58
第二節 後續研究建議 63
參考文獻 64
一、中文部份 64
二、英文部份 64		zh_TW
dc.format.extent 531279 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103932047en_US
dc.subject (關鍵詞) 策略行銷zh_TW
dc.subject (關鍵詞) 4C理論架構分析zh_TW
dc.subject (關鍵詞) 交易成本理論zh_TW
dc.subject (關鍵詞) 醫療器材zh_TW
dc.subject (關鍵詞) 代理商zh_TW
dc.subject (關鍵詞) 4C策略行銷分析zh_TW
dc.subject (關鍵詞) 4C Strategic Marketing Analysisen_US
dc.subject (關鍵詞) Transaction Cost Theoryen_US
dc.subject (關鍵詞) Medical Equipmenten_US
dc.subject (關鍵詞) Distributoren_US
dc.title (題名) 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zh_TW
dc.title (題名) Strategic Marketing Analysis for Successful Factor for Distributor-A Case Study of Company Y Distributes Medical Equipment.en_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文部份
1.王興梅(2005)，交易成本4C理論之分析研究─以醫療器材為例，未出版之碩士論文，政治大學商學院全球經營與貿易組，台北。
2.巫立宇、邱志聖(2015)，銷售與顧客關係管理，新陸書局，台北。
3.呂建鋒(2007)，膠囊內視鏡發展現況，光連雙月刊，71，29-32。
4.邱志聖(2014)，策略行銷分析：架構與實務應用第四版，智勝出版社，台北。
5.洪啟恩(2004)，國內醫療院所A類資材採購策略之研究：以國際採購策略理論為基礎。未出版之碩士論文，成功大學企業管理研究所，台南。
6.翁昭旼(2007)，光電科技於消化道醫療之應用。光連雙月刊，71，26-28。
7.財政部關務署(2015)，海關進出口貿易統計，台灣：財政部關務署。
8.張君照(2015)，消化道內視鏡影像診斷之最新進展，內科學誌，26，133-142。
9.張慈映、池煥德、王榛驛、林淑綿、林怡欣、黃裕斌、蔡孟男、陳婉玲、張佳雯(2013)，醫療器材產業年鑑2013，財團法人工業技術研究院產業經濟與趨勢研究中心。
10.趙俊超、王建朗(2010)，人體的窺視大探險－醫用內視鏡，科儀新知，177，87-94。
11.潘明宏、陳志瑋(2003)，最新社會科學研究方法，韋伯出版社，台北。
二、英文部份
1.Ailawadi, K. L., Beauchamp, J. P., Donthu, N., Gauri, D. K., and Shankar, V. (2009). Communication and Promotion Decisions in Retailing: A Review and Directions for Future Research, Journal of Retailing, 85(1), 42-55.
2.Alba, J. W. and Hutchinson, J. W. (1987). Dimensions of Consumer Expertise, Journal of Consumer Research, 13, 411-454.
3.Anderson, J. C. (2006). Customer Value Propositions in Business Market, Harvard Business Review, March, 91-99.
4.Bilkey, W. J. and Nes, E. (1982). Country-of-origin Effect on Product Evaluation, Journal of International Business Studies, 13(1), 89-99.
5.Burnham, T. A., Frels, J. K. and Mahajan, V. (2003). Consumer Switching Costs: A Typology, Antecedents, and Consequences, Journal of Academy of Marketing Science, 31(2), 109-126.
6.Chiu, H. C., Hsieh, Y. C., and Kuo, Y. C. (2012). How to Align your Brand Stories with Your Products, Journal of Retailing, 88(2), 262-275.
7.Chiou, J. S. and Shen, C. C. (2006). The effects of satisfaction, opportunism, and asset specificity on consumers’ loyalty intention toward internet portal sites, International Journal of Service Industry Management, 17(1), 7-22.
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