本研究的目的是探明中國流通業開放帶來的以上重大變化和影響的實質，並揭示韓商利用開放時機應採取的策略。作為韓國人本人認爲，韓國對中國經濟的研究中，對流通領域的研究相對薄弱，因此本課題研究更具必要性。特別是正處於體制轉型期的中國流通業的系統、結構、制度及環境，與韓國相比有許多的不同點，因此需要進行深層次的研究。 中國以2001年12月11日加入WTO爲契機，正在進行全方位的擴大開放，將於2006年實現流通業的全面性的開放。近來韓國企業對中投資形態，從出口導向型的當地生産爲主逐步向注重當地銷售型轉變；這種趨勢下，也要求深入研究中國的流通業。 本研究的範圍爲工業消費品的零售流通業，著眼點圍繞外國投資的製造業企業的當地銷售流通途徑問題展開邏輯。其理由是韓國企業對中投資企業大部分是製造業企業，專門從事流通的企業是極少數，因此製造企業的投資企業對流通問題的研究需要大。同時，本研究從外國企業進入中國流通市場角度，著眼點放在「流通渠道」的研究。 本研究的研究方法，首先，充分參考國內外的文獻資料，尤其是中國的中文資料，如報紙、有關流通的專業雜誌、其他調查研究報告等。同時注重臺灣的中文資料，其理由一是臺灣對中國研究有多年的積累；二是臺灣對中國投資多爲勞動力密集型中小製造業企業，與韓國有可比性；三是在電子、IT、服裝、食品等領域，臺灣與韓國有競爭與互補性。 其次，進行了案例調查和當地調查。關於部分臺灣企業進入中國內銷流通市場的案例和現狀，通過文獻資料分析和歸納。韓國企業的案例和現狀，同時進行文獻調查和當地調查。當地調查的時間是2002年11月。 本研究的理論基礎是流通産業論、流通管理論、市場行銷理論等。在研究進入中國內銷流通市場的案例和方案時，採用了所謂「4P」（産品、價格、流通渠道、促銷）分析框架。 與韓國國內外既有的研究成果相比，本研究的關注重點不在於現狀介紹，乃在於動態變化分析；著重揭示中國式的結構和特徵；對市場進入案例做了理論性的歸納整理；與進入中國的韓國企業有關人士進行了深入採訪；進行了不同行業的案例比較。同時，力圖利用了中文資料和第一手資料。 本研究基於流通管理理論和市場行銷分析框架，深入分析了外國企業進入中國的案例，提出韓國企業進入中國市場的戰略。同時考慮到韓國中小企業的資訊收集分析能力薄弱的狀況，重點整理提出了中小企業的進入戰略及韓國政府支援中小企業政策的若干要點。此外，本研究注意到中國成爲世界性生産基地的同時成爲流通基地的可能性，提出了韓國政府對中經濟合作方向、「東北亞商務中心」設想等方面的政策建議。 / The Liberalization of the Distribution Industry in China and Korea's Strategy Hyun-jun Cho This study aims to examine changes and effects related to the liberalization of China's distribution industry and to suggest some strategies to take advantage of the opportunities accruing from the liberalization. Several recent important trends related to the liberalization of China's distribution industry are as follows: The general process of liberalization of its distribution industry was initiated by China's accession to the WTO. With its comparative advantages of a vast market and lower production costs, China is becoming a global distribution and production base. With the opening of the distribution industry, accessing China's domestic market is increasingly becoming the main objective of foreign investment to China. Since China's distribution industry has been highly protected in the past, its liberalization is generating substantial changes. As distribution functions as a linkage between production and consumption in economic circulation, its liberalization is producing multi-faceted effects. In terms of foreign economic exchange, the liberalization offers foreign enterprises significant opportunities to expand trade and investment into China; foreign-invested manufacturing firms in China are particularly undergoing crucial changes related to value chain management of production, procurement, marketing, logistics, after-sales services, etc. From the perspective of the bandwagon effect of globalization and regional integration, the liberalization of China's distribution industry affects the global commodity chain and global allocation of economic resources, while facilitating intra-regional economic exchange in East Asia. Compared to previous studies, this paper places more importance on dynamic structural changes and Chinese characteristics than on the status quo of the Chinese distribution industry. Accession to the WTO is especially noted and analyzed as a critical factor, in that the degree of liberalization and prospects for China's distribution industry are estimated according to China's protocol of accession to the WTO. Meanwhile, a vast rapidly growing domestic market, transitional economic system, immense territory and regional differences are characteristics specific to the Chinese situation that affect the development pattern and direction of its distribution industry. With regards to the case study on distribution businesses managed by foreign-invested enterprises in China, this paper takes both a theoretical and practical approach, employing theories of distribution management and marketing to analyze relevant literature and interview results. Through such analyses, some useful strategies and devices are offered for Korean companies hoping to enter China's domestic market. Those strategies are divided into ones for coping with the characteristics of the Chinese distribution industry and ones for the so-called '4 Ps' of marketing -- products, prices, place, and promotions. Lastly, this paper takes note of China's emergence as a global production and distribution base. The liberalization of China's distribution industry may pose some serious dangers, the so-called 'China shocks,' as well as present vast market opportunities. In this regard, the paper makes some policy recommendations for the Korean government to help its enterprises (particularly small and medium-sized businesses) enter the Chinese market to direct economic cooperation with China and to implement the vision of 'becoming the business hub of Northeast Asia.'

資訊家電流通業是整個產業價值鏈的最下游，它界於製造商或配銷商與消費者之間，執行價值活動最末端的銷售和服務兩大功能。 隨著社會進步，消費者在需求上有明顯的變化，主要在多樣選擇、一次購足、品牌保障、價格合宜、服務完善、親切便利等等。為了滿足消費者需求，資訊家電流通業朝著複合化、大型化、品牌化、專業化、低價化的趨勢在移動。 本研究經過對策略理論與資訊家電流通業相關研究的文獻探討，並在完成以上四個階段的分析與策略規劃後，提出的主要研究結論是： 1.國內資訊家電流通業的關鍵成功因素是規模經濟、範疇經濟、庫存管理、店面租金管理、清晰的定位與品牌聯想，資訊技術的有效應用以及人員質與量的管理。 2.要用全員經營、全員分享的方法，來解決資訊家電流通業最不具規模經濟的人員問題，以分享的機制來激勵員工減少用人並降低代理成本。 3.家電製造商以電子商務的方式，進行向前整合，資訊家電流通業者宜儘早因應，以在新的產業價值鏈中，站上一個有利的位置。

近年來由於資訊科技的發達與通訊網路的開放，國內流通業者逐漸意識到資訊科技的可得性與重要性，尤其是電子資料交換(EDI) 近來在國內更是方興未艾，成為業者因應通路革命的一大競爭武器。本研究主要是探討行銷通路與 EDI的互動關係，分析 EDI應用對通路體系效益的影響以及個別通路成員所分配到的成本效益，並說明第三者機構 (如政府單位與加值網路業者) 在推動 EDI 交易的角色定位。本研究屬於探索性研究，主要是藉由實地訪談國內食品飲料業的上中下游廠商，參考國外相關文獻，以探討通路成員目標、政府機構、組織特質對 EDI應用策略的影響，進一步分析 EDI交易對通路結構、通路關係、及通路效益的衝擊。經由理論與實務之觸發印證，本研究發現在通路系統中，由於零售商與供應商的通路地位不同，不但引進 EDI的動機有所差異，由電子連線交易中所獲致的效益亦有層次之分。此外，在建立 EDI系統初期，政府機構的介入有其必要性，而加值網路業者在通路系統中的角色亦將益形重要。最後，必須強調的是 EDI系統雖然對後勤活動的助益最顯而亦見，但是與 POS系統相結合應 用之後，將可幫助通路成員在行銷活動上發揮更大的效益。 EDI 對通路成員的長期涵義仍未十分明確，與交易對象建立電子連線也可能對組織造成複雜的管理問題，然而，EDI 將逐漸成為企業經營的必要方式，其對競爭態勢的衝擊值得吾人重視。

台灣連鎖零售業發展至今，市場已漸趨成熟，業者亦逐漸累積成功的商業經營模式。然而，連鎖通路勝出的關鍵因子不僅是規模經濟與經營效率，更需要了解每一門市經營效益，具備洞悉當地市場的能力，可以即時發現問題與調整經營方式。例如，如何透過經營活動產生的數值，分析店舖的績效（Ittner and Lacker 1998）；瞭解不同類型門市經營模式的關鍵的經營因素，以及可以提供門市經營變化預警訊息之預警指標，門市經營（李孟熹1994），為連鎖式經營業者應予重視之管理議題，亦為值得深入探討之研究議題。 本研究以國內某3C連鎖零售通路為研究樣本，以其2009年1月至2012年5月的營運數據為資料，實證分析影響該業者門市經營績效的因素。並就商品銷售變化面、營業面積運用效益面與門市獲利面，作進一步之分析。 透過實證模型結果分析，在「商品銷售變化面」，來客數與商品別週邊耗材營業額呈顯著正向關係。週邊耗材商品業績良好與否的變化與門市來客數之增減有密切關係，可做為評估門市經營客群的掌握度。另外，商圈類型為社區型、都市型與鄉鎮型門市商品銷售以2C為主，說明不同商圈類型的門市確實有不同商品組合，門市商品配置時需作調整以利滿足當地顧客購買需求。 在「營業面積運用效益面」，每人負責的坪數與坪效呈顯著負向關係。當每人負責的坪數越大時，該門市的坪效越差，也代表每人業績貢獻度越低，當店業績越少，營業坪數的承租應考量人員守備範圍以利最佳化。 在「門市獲利面」，單一門市經營時，來客數的掌握與特定商圈類型（社區型、都市型與鄉鎮型）門市的週邊配件業績占比可為衡量經營優劣的指標；多家門市共同經商圈時，業績因新設點的加入而擴大，的確透過多家門市可達到較高的商圈覆蓋範圍，在市場上掠奪競爭者的業績；但該商圈的整體獲利鮮少有提升，因需負擔相同的營業費用項目（如租金、人事費用、管理費用），且經營時程拉長，同商圈內的門市相互競爭狀況無法改善，出現將市場越做越小的情形。 / The developments of chain stores market in retailer industry mature gradually right now. Enterprises have accumulated commercial model how to operate successfully as well. However, the key point of success is not only scale economy and operating efficiency, but also operating benefit of per store. Having the ability of insight local market can discover problem and remodel it. For example, we can analyze stores performance by the operation information.（Ittner and Lacker 1998）we can understand the key operation factor in different kind of store. At the same time, that can be a warning sign for observing changing. Stores management is a important issue that enterprise should attach importance to it and it is valuable to investigate deeply. This thesis is based on 3C retailer industry, and the data period is from January, 2009 to May, 2012. Practical demonstration analyzes which kind factors will influence stores performance, and seperately discuss different aspect, sale change of product, average sale of per unit area, and profit &loss to do advanced analysis. According to the result of practical model, in the aspect of changing of product sales, consumer flow is positive related with accessory sales. The increase of the accessory sales will raise consumer flow. On the other hand, marketplace types are community type, city type, and countryside type which sale more consumer product than other marketplace type. So, different market type has different product portfolio, and need to adjust to fit the demand of local customer. In the aspect of average sales per unit area, average space per person is negative related with average sales per unit area. If area space per person is larger, average sales per unit area is less. It also means an average sale per person is lower. If the store sales decrease, we should consider optimizing average space per person. In the aspect of profit & loss on chain stores, accessory ratio can be an indicator whether the operation is excellent on particular marketplace type and consumer flow. When several stores cooperate to manage one marketplace, the sale will increase due to new store adding, and expand the market share. However, the total profit is rarely increasing due to expending double overheads (rental, salary, administration fee, etc.). These stores in same marketplace compete with each other in the long term. If this situation can’t improve, the market share will become more and more less.

圖書出版業，包含出版中外圖書、雜誌、有聲出版品與報紙等。近年來，圖書出版業快速發展，國內圖書產量遽增，各種外文書也大量進入台灣市場。這對圖書業者而言，圖書品項管理與流通複雜度也隨之增加。而圖書流通業者，負責圖書批發、運輸倉儲與零售等，上游有多家出版社，而下游面對更多的零售業者，其擁有圖書種類與數量豐富，所以圖書管理複雜度比其他上游出版業者、下游零售業者更複雜。 無線射頻識別系統(Radio Frequency Identity，RFID)，以RFID標籤辨識物件(棧板、物流箱，單品)獨特的產品電子碼(Electronic Product Code，EPC)，並由建置在各地的讀取器和RFID中介軟體，記錄和擷取對應的物件資訊，對於存貨及物流管理來說，RFID出現帶來新方法讓貨品管理與追蹤變得更有效率。把流動於供應鏈的物件貼上RFID標籤，再以共用EPC網絡服務平台(EPC Network Service Platform)作為資訊共享，則將使物件在供應鏈上下游的資訊能見度(Visibility)更加提昇。 本研究先蒐集RFID相關文獻，而後選定對於RFID有基本認識、知道RFID應用方式的圖書流通公司，了解公司對RFID需求及應用方式，再針對業者的需求與應用方式做分析，即完成業者的RFID需求資訊分析，而後對於業者需求，提出一套RFID資訊系統參考架構，以滿足其對RFID的需求。接著再與個案公司訪談，參酌業者意見，進行參考架構驗證與修正，最後圖書流通業者應用RFID資訊系統架構呈現。而結論部分，則為本研究作個總結，並為後繼的研究者提出相關研究建議。 / Publishers publish magazines, books, videotapes, newspapers etc. When it comes to publishing, it is recently developed very rapidly. Many kinds of books have popped up in book industry and have lead to complexity of books management and distribution. Book distributors play important roles in book distribution and retail. Distributors get the books from publishers and send the books to retailers. Distributors have more books than publishers and retailers, so they face much more management complexity. RFID can identify the object and learn its EPC by reading the object’s RFID tag. We can learn the object’s position by building RFID readers and RFID middlewares at the supply chain nodes. Due to RFID’s track and trace function materialflow and inventory management can enhance. Besides RFID, EPC Network Service Platform can strengthen information sharing between partners and lead to high visibility in the supply chain. We collected RFID references and selected book distributors. These book distributors have known RFID. We tried to understand the RFID requirements of the book distributors and then did the RFID requirements analysis of the book distributiors. Based on the RFID requirements analysis, we proposed a RFID system architecture to satisfy the RFID requirements of the book distributors. Following, we interviewed the book distributors and then verified, revised the RFID system architecture. At last the final RFID system architecture is presented and the architecture is offered to book distributors for reference. About the conclusion, we offered some research suggestions for other RFID researchers.

台灣加入WTO後，各產業面臨全球化之激烈競爭，而國內流通業者如何在連鎖化、大型化、多樣化、差異化的趨勢中，善用高科技，創新經營模式，提升競爭力，已是刻不容緩的課題。台灣流通業者，規模小，數量多，e化人才不足，因此政府在這方面之協助，更顯重要性。 商業司自民國90年起推動「商業e化輔導推動計畫」至民國93年止已輔導了127個體系，共由127家受輔導廠商及其帶動上線企業26,641家接受政府補助進行各項B2B需求鏈的e化應用，如電子採購(e-Procurement)、電子帳務處理(e-Payment)、企業資源規劃(Enterprise Resource Planning)、協同規劃/預測/補貨系統(Collaborative Planning， Forecasting & Replenishment)等。 為了暸解其效益，本研究就民國93年年度接受政府輔導的11個行業別，42個體系，42家受輔導廠商及5,697家帶動上線企業進行問卷普查，及個案訪談加上專家意見，進行方式與步驟如下： 1. 針對帶動上線企業之問卷調查與分析，暸解其持續上線狀況，e化效益，e化交易金額比重，e化困難點，e化滿意度並給予企業提出相關建議等。 2. 依據帶動上線企業各項問卷普查及意見彙整後，再提供受輔導廠商予以回覆，並了解關鍵性績效指標之改善或提升程度。 3. 針對回卷率特別偏低或高，或無持續上線率偏高，或持續上線率高，之受輔導廠商進行深度個案訪談。 4. 佐以商業司主辦的各項會議之專家意見 本研究綜合上述各項調查、個案訪談、意見彙總，除瞭解政府商業e化推動措施對流通業及物流業之效益外，亦針對政府、流通業及資服業提出建議，希望能在產官學研的共同努力下，利用e化提升我國流通業之競爭力。 / Industries in Taiwan have been facing severe competition in the global marketplace since Taiwan joined the World Trade Organization (WTO). E-Commerce is touted as the necessary technology and management innovation for the retailing industry in Taiwan to improve its productivity and competitiveness. Since most retailers in Taiwan are small and medium firms, they frequently lack sufficient resource to implement E-Commerce. Consequently, government must provide the retailers with necessary support and guidance to upgrade their E-Commerce practices. The Department of Commerce (DOC) in Taiwan has been actively assisting the retailers with their e-commerce implementation. Between 2001 and 2004, DOC embarked on the “E-Commerce Promotion and Assistance Plan” and successfully established 127 E-Commerce systems, sponsored 127 firms who subsequently involved 26,641 affiliated firms downstream to implement various B2B programs, including e-Procurement, e-Payment, Enterprise Resource Planning (ERP), and Collaborative Planning, Forecasting & Replenishment (CPFR). The purpose of this study is to assess the effectiveness of DOC’s current E-Commerce policy for supporting the retailers in Taiwan. To collect necessary information, this study surveyed 42 systems, 42 sponsored firms and 5,697 affiliated firms, visited several individual retailers, and interviewed a few industry experts. The following is the research procedure followed by this study. 1. Based on the completed questionnaires from the affiliated firms, this study analyzed and studied the progress, effectiveness, sales contribution, difficulties, and satisfaction of their E-Commerce implementation. Accordingly, several suggestions for improvement were proposed. 2. The feedback from the affiliated firms was provided to those sponsored firms for adjusting their future E-Commerce strategies. 3. Identified several sponsored firms who had either low or high usage of the established E-Commerce programs and conducted in-depth interviews to understand the success and failure of the implementation. 4. Solicited expert opinions from a few DOC-sponsored meetings. With valuable information collected from the above sources, this study intends to shed light in the effectiveness of the government’s current E-Commerce policy. Additionally, this study hopes to provide suggestions to the government, the retailing industry, and the IT industry for improving the practice of E-Commerce and ultimately the global competitiveness of the retailing industry in Taiwan.

所謂資料採礦是指『從大量資料或大型資料庫中由電腦自動選取一些重要的、潛在有用的資料類型或知識』。目前資料採礦所包含的各種技術已被廣泛的應用在許多領域上，本研究即要利用資料採礦的技術從大量的客戶交易資料中採掘出客戶與商品之間的關聯性知識，並將之應用未來客戶銷售活動。 資料採礦於流通業多為B2C之應用，本研究則嘗試將資料採礦分析應用於B2B之交易分析，並以個案公司與其客戶之實際銷售資料為本研究之資料來源，本研究利用Clementine電腦軟體為資料採礦工具，並依分析目的之不同，運用該軟體提供之各項採礦模組分別對個案公司之交易資料進行分析，如： *.使用關聯網〈web〉的方式，針對個案資料，尋找商品銷售間的強弱關係，挑出銷售關聯性較高的商品組合，並且利用C5.0決策樹演算法，尋找該交易行為的對象之特性為何。 *.使用Apriori演算法，針對BZ(商圈)、DL(經銷商)、SP(門市)等不同客戶類型在不同的資料期間，找出資料中所有商品之關聯規則。 *.利用Apriori演算法，利用前半年資料，找出IFAKMB(主機板)、IFDDLC(LCD監視器)、IFCOCP(中央處理器)等類別商品的購買規則，並分別以後半年的資料進行驗證，探究此規則之可行性。 接著針對各項資料採礦結果，就個案公司之實際狀況進行解讀，同時更重要的是探討該分析結果應用於銷售實務上之可行性，如：產品銷售規則，行銷策略、促銷戰術之擬定等。最後並以本研究之結果及經驗，對個案公司提出資訊管理系統資料補強之建議及資料採礦於未來可再延伸探討之應用方向。