台灣消費者對進口品牌的認知，從早期的委託行，百貨公司演進至現在的旗艦店或網絡，並經由這些通路採買相關產品；隨著經濟條件的優渥，消費者對進口產品的需求及服務講究更多元化。造就國際品牌紛紛被引進台灣市場，品牌商進入的經營途徑約有獨資、與當地企業合資、品牌授權代理模式等，其中以授權代理模式較常見。代理商面對品牌商的壓榨，契約績效的執行力以及市場機制的變化，如何深耕市場經營得當，創造存在的價值，其關鍵成功因素是值得探討的議題。 本研究以國內進口代理商的個案為基礎，探討品牌代理商經營策略過程，分析期間的經營困境與成功關鍵因素，創造在市場持續競爭的優勢。個案透過進口商品產業的特性、市場概況及產業環境的五力分析等分析，評估品牌價值定位與通路行銷企劃，設定清晰品牌決策以及與品牌商協商市場彈性供需之機制，共創雙贏的代理之路。 本研究歸納成就品牌代理商成功關鍵因素包括：目標市場行銷品牌重新定位(Segmentation Target Position, STP)、完整暢通銷貨渠道、經營策略彈性化、庫存運用 outlet 及網路通路轉嫁成本、全方位行銷服務概念及建立品牌商的信任等。 個案成功運用三核心經營策略－品牌、關係、彈性，幄籌市場消費趨勢及獲得品牌商管理認同。對於未來永續經營的方向，筆者藉由SWOT分析結果，提供個案經營策略之參考及建議。

傳統 PC市場在歷經高速成長後，已逐漸歷經高原期而邁入衰退期。面對這個連上下游都競爭十分激烈的環境，所有PC品牌商都面臨生存保衛戰，只是基於各自不同的競爭力而往不同的方向調整。個案公司透過觀察上游作業平台所建構之生態系統找出一個有別於傳統價值鏈垂直上下游整合的零和方法。經由盤點自身的核心能力，配合外部策略機會，找出了有別於其他PC品牌商的策略定位。透過建立平台，架構有利於自己的生態系統，再透過併購，策略投資，策略聯盟，合組合資公司的方法將擁有關鍵核心能力的廠商整合進這個生態系統，強化生態系統的競爭力。在以此吸引更多具有關鍵核心能力的廠商加入，壯大生態系統，產生正向循環。透過打群架的方法與其他生態系統合作或對抗。如此將可協助企業快速獲得轉型所需要培養的人才與能力，爭取時間度過轉型期，邁向新的事業高峰。

面對全球化競爭與產業環境的變化，如何在動態的競爭環境下永續經營，是企業目前面臨的考驗。台灣企業積極的想從低利的代工產業轉型成品牌公司，試圖調整經營策略，並建構新的核心能力，以提昇競爭力。 成為品牌公司，除了本身的企業文化與競爭能力外，必須要投入相當多的能力與資源，尤其要有長期抗戰的準備；品牌的投資，不是一時的資本投入，而是需要整個企業的核心價值與組織架構的推動，若要深耕其品牌，企業的行銷策略與通路管理能力則是品牌經營的基礎架構。 本研究以品牌商的角度，透過其在地主國執行的行銷策略，分析其行銷策略與通路管理的重要性，以及在執行時，面對地主國各中間商(包括代理商與通路商) 不同的能力與資源所遇到的問題，因而檢視其母公司所規劃的經營策略與行銷組合，是否符合全球化的經營意圖。 經過資料整理與訪談後，發現該品牌商有其完善的行銷策略以推廣品牌，並提升該品牌的權益，但因其全球化的策略，其大部分的區域都交由代理商經營，並由代理商負責執行該區域的行銷策略，此代理商與通路商的能力與資源會影響其行銷策略的規劃與執行，因而產生客制化的行銷方案，並與品牌商所規劃的行銷策略(即通用的行銷策略)，在內容與成效上存在差異。 因此，品牌商在擬定全球化的經營策略時，必須先考量到本身的能力與資源，並在規劃行銷策略時，事先做好STP分析，選擇適合的目標市場，再行擬訂通路策略，才有辦法利用通路管理將品牌的行銷組合落實到目標族群身上，以達到企業追求長期發展的願景和目標。 / Facing global competition and high volatility in the market, a major challenge of all firms is to seek long-term survival. Aiming to the future, some Taiwanese companies have changed their business models from suppliers to foreign branding companies to owners of their own brands through revising their strategies and building up new core competencies. Transforming into branding companies, in addition to changing corporate culture and enhancing competitiveness, these firms need to invest a lot of resources to prepare for the long run. Building a brand is a long-term commitment and a firm needs to have a comparable core value, a functional organizational structure, a well-thought marketing strategy and abilities to manage channels. This study, based a branding company's point of view, analyzes how it utilizes channels to implement its marketing strategy in a host country (i.e., Taiwan). The capabilities and resources of its channel members (including dealers and distributors) for successfully implementing its marketing strategy are assessed and how the resources constraints of these channels affect the firm’s global marketing strategy is also examined. After analyzing the data, gathering through personal interviews and other secondary sources, we found that the international brand did have well formulated marketing strategy to promote its brand and increase its brand equity for the long term. The implementation of its global marketing strategy relies on agents as well as channels in different countries to carry out. Therefore, whether a marketing strategy is effective really is in the hands of partners abroad. The international branding company’s experience in Taiwan illustrates this point well. We examined several types of channels and found that some executed its marketing strategy well and some did not. The differentiation factor is the resources and capabilities of a channel: the more it has, the better for it to implement the marketing strategy of the branding company. We also found that local adaptation is needed when a channel member had limited resources or capabilities. To conclude, when a branding company formulates global strategy, it has to assess its own capabilities and resources first and then engages in STP analysis and develops marketing strategy. After selecting a host country and target segments, it needs to select agents or/and channels to implement its marketing strategy. Because channels in foreign countries are the keys to create brand-awareness, a branding company has to spend resources to select and manage channels.