本研究探討日本生活用品與沙烏地通信用品兩國通路市場的比較, 通路類似生物有機體,它會隨著科技演進、消費者行為、社會環境 的變遷而改變,以最適宜的方式存活下來,玆就兩國通路分述如下: 一.日本,世界第二大經濟體,在經歷長期不景氣,歷經通路變革後,本研究探討消費者購買行為的轉變,導致通路何種改變?原自國內生產 、品牌優先,轉變為海外生產,品質優先的原因? 所衍生的新通路形態及通路商機為何? 如何作行銷,應注意事項為何 ? 有那些障礙 ? 具體拓銷管道有那些 ? 二. 沙烏地阿拉伯,21世紀最大君主專制國家,世界最大產油國,探討其關稅在2005年將與G.C.C.聯盟國採取相同稅率後,對其通路可能的變化為何 ? 而該國行銷方式,市場特性,有效拓銷管道又為何 ? 比較研究兩國在政治、經濟、宗教、人口、品質、通路上的差異,從兩國完全不同生活方式上出發,由市場競爭程度,對產品的要求差異,可能的商機,市場未來趨勢等作比較,再從比較中發現人脈、人際關係在兩國商業活動中佔著極重要角色,及通路的經營需有中長期計劃,以及獲得對方的”信任”,才能長期成功拓銷進駐兩國通路. 同時篩選適當通路個案,有通路的具體運作模式並跟理論作比對, 例如日本D公司為日常生活用品進口名列前茅公司,關連通路不下千家,D公司所面對通路時實際發生問題,可做為供應商的重要參考. 而沙國SUP公司及AT公司皆為當地知名通信用品進口商及大盤商, 以新事業創新模式來分析其通路成功經營的方式,及其核心能耐及與中盤、小盤通路商的具體作法. 最後加上研究者在兩國市場經營八年的實戰經驗,整理加注在兩地通路行銷方式、拓銷管道及應注意事項之中,希望對於兩國通路市場研究或拓銷有興趣的學者、業界先進,提供一些實務上的參考 / This research inquires into the comparison that the Japanese interior and Saudi ArabiaTelecommunication two country market channels compare. The channel is similar to the living creature organism, it will evolve along with science and Technology, consumer behavior, social environment of the flux then change, the survival comes Down in the most suitable and proper way; the summarizes as follows for two country channel: 1.Japan, the second economy in world, be experiencing the long-term recession, does this Research inquire into the change that the consumer purchases the behavior, cause the Channel what change After experiencing successively the channel change? Produce from domestic at first, the brand’s priority, changing into the overseas to produce, the quality has the initiative of reason? The new channel appearance and the channel business opportunities developed is why? How make the marketing, in response to the special note is why? Have those obstacles? Does the concretely develop sell channel have those? 2.Saudi Arabia, 21 centuries most the overlord absolute monarchy is national, the world is biggest to produce the oil country, studying its tariff after 2005 will adopt the same tax rate with the G.C.C. alliance country, to its channel possible variety is why ? And what country promotion way, the market characteristic, and what’s the valid sell ? Relatively study two country in the politics, economy, religion, population, quality, the difference on the channel, from two country totally different life style up set out, compete the degree by the market, request the difference to the product, possible business opportunities, the market future trend …etc.,makes the comparison, then find from the comparison social interaction is in two country business activities the companion plays the role, and the management of the channel need in the long-term planned necessity, and obtain the “ trust “ of the other party, can own the long-term cooperative relation. Sieve the appropriate channel individual cases meanwhile, the concrete operation mode that has the channel also makes the ratio with the theories to, for example the Japanese D company imports to come out in front for the interior company face arise problem physically, can be used as important reference of the supplier. And the Saudi Arabia SUP company and the AT company are all for the well-known telecommunication importer and wholesaler with new business innovative mode to analyze its channel successfully the management of way, and its core ability and with wholesaler retailer channel business’ concrete method. Besides the researcher conducts the experience in two country markets for eight years, putting forward at the two sides channel sells should the special note and advice, expect the scholar who studies to twO country channel market or to the sell industry forerunner who have the interest, be the further research data and the sell reference on the actual situation.