Na medida em que o relacionamento comercial entre os países tem se tornado a base para o desenvolvimento do mercado mundial e das nações, evidencia-se a necessidade de se estudar as iniciativas empresariais que potencializam a ocorrência e continuidade de negócios produtivos entre as diversas partes envolvidas no processo comercial. Sob a ótica do marketing internacional, é possível sintetizar que as relações comerciais se estabelecem de duas formas: diretamente, onde a relação comercial entre empresas exportadoras e empresas importadoras acontece sem o apoio de uma organização intermediária; e indiretamente, onde uma ou ambas as partes optam por serviços intermediários de uma empresa especializada denominada empresa comercial exportadora. Visando compreender os elementos constituintes do relacionamento dos exportadores brasileiros com tais organizações intermediárias, bem como os níveis deste envolvimento, considerando-se ainda o vasto universo das diferentes características de negócio de cada empresa, foi realizado um trabalho qualitativo exploratório por meio de entrevistas em profundidade com seis empresas comerciais exportadoras e quatro empresas fornecedoras inseridas no município de Ribeirão Preto. Por meio deste estudo, pôde-se concluir que a dinâmica do marketing internacional sob a ótica do relacionamento é ainda pouco explorada. Verificou-se que as características do modelo de negócio da empresa influenciam diretamente na adoção, continuidade e no término do relacionamento, e que, a presença e intensidade dos elementos deste relacionamento dependem diretamente do envolvimento resultante da parceria. / The international commercial relationships has become the base for the development of the world-wide market and the nations, it provides the necessity to study the enterprise initiatives that potentialize the occurrence and continuity of success business among several parts involved at the commercial process. At the marketing point of view, its possible to establish commercial relations in two ways: the direct, in which the commercial relation between export companies and import companies happens without the support of an intermediary agent; and the indirect, in which one or both parts opts for intermediary services of a specialized company commonly named trading companies. To understand the elements that constitutes the relationship between Brazilian exporters and trading companies, as well as the levels of that involvement, considering too the complex enterprises characteristics, it has realized an exploratory qualitative study with depth interviews among six trading companies and four supplier companies at the Ribeirão Preto city. The conclusion is that the dynamics of the international marketing relationship are still little explored. It was verified that the business company model characteristics influence directly in the adoption, continuity and in the ending of the relationship. Besides, the elements presence and intensity of this relationship depend directly on involvement of the partnership.

近年來隨著全球貿易自由化、科技進步帶來資訊透明化等因素，貿易商之生存空間不斷被壓縮；而此項「去中間化」之趨勢，對於專業貿易商而言，更是面臨到嚴峻的挑戰。專業貿易商乃基於跨國交易中介之地位，為客戶提供與貿易活動相關之服務；本研究即以專業貿易商提供之貿易服務作為研究主題，期能協助台灣專業貿易商進行貿易服務創新，提高於產業鏈中之價值、建立出差異化優勢，於「去中間化」之趨勢下，再度逆勢成長。 本研究依據相關文獻資料及目前貿易實務流程，定義出專業貿易商之貿易服務內容與項目，並以問卷調查方式了解台灣專業貿易商目前貿易服務競爭力與貿易服務提供情形，發現大部分台灣專業貿易商相較於市場上其他業者，其自認之貿易服務競爭力介於稍弱至普通之間，且普遍較擅長實體履行服務。本研究採用學者Hertog和Bilderbeek所提出之服務創新四構面模式，依據問卷調查結果，從新服務概念、新客戶介面、新服務遞送系統、技術選擇等四構面為專業貿易商提出可能採取之貿易服務創新模式，並建議專業貿易商可從附加價值較高之貿易服務，如交易創造服務、建構與掌握完善貿易鏈、提供完整貿易需求解決方案及諮詢服務等方向進行發展及創新。 / In recent years, liberalization of global trades and advancement of technology force trading companies in Taiwan to face a crisis of disintermediation and tough environment to survive. Trading companies function as an intermediation in cross-border transactions to provide their clients services about trading activities. This research focuses on topics involving trade services provided by trading companies, and from that, we expect to help trading companies in Taiwan engage in trade service innovation in order to establish different competitive edges and keep business growing in the crisis of disintermediation. In this research, we define the contents of trade services provided by trading companies according to literatures and international trading practice. We investigate the competitiveness of those trading companies in Taiwan in trade services and actual practice through questionnaire survey. We find that most trading companies in Taiwan think that their competitiveness of trade services are weaker comparably to other competitors or only fall around the average. We adopt the four-dimensional model of service innovation built by Hertog and Bilderbeek and the result of questionnaire survey to advance a model of trade service innovation for Taiwanese trading companies. We further suggest that Taiwanese trading companies can make innovation on the high value-added trade services, such as developing transaction-creating services, building a complete trading chain, or providing a total solution to satisfy their clients on trading activities.

C’est avec une ambition modeste que la délégation de pouvoirs est admise dans les sociétés commerciales de droit OHADA. La société anonyme en est la structure d’accueil. Les u travailorganes sociaux en sont les acteurs. Elle est mise en œuvre pour faire face une urgence due à l’empêchement du président ou pour asseoir la rapidité d’une action relative à une opération financière. Or, étant aujourd’hui reconnue comme technique de bonne gouvernance, la délégation de pouvoirs pour remplir une telle fonction en droit OHADA, est à généraliser. Tout dirigeant social doit avoir la liberté d’y recourir et les salariés, plus proches des réalités du terrain, doivent y être associés. Une telle appréhension de la délégation de pouvoirs appelle la conception d’un régime juridique précis qui garantit son jeu loyal. / It is with the modest ambition that the delegation of power is admitted in the trading companies of OHADA law. The limited company is the reception center and social organs are the actors. It is implemented to face an urgency due to the hindrance of the president or to establish the speed of a financial transaction. Yet, being now acknowledged as a good governance practice, the delegation of power should be generalized to satisfy such a function in OHADA law. Every social leader has to have the freedom to use it and employees, closer to realities of the ground, must be associated there. Such an apprehension of the delegation of power calls the conception of a precise legal regime which guarantees its loyal play.

近年來，雲端運算成為我國貿易商理想的電子商務模式。雲端運算基本概念為將資訊和資源集中存放在「雲」上，透過網路服務提供資源，幫助企業提升效率、降低運籌成本。然而，雲端運算的原理造成使用者將資訊存放在網路之某處，使用者無法直接控制其資料，進而衍生出資訊安全之疑慮。也因此，當企業決定是否導入雲端運算時，往往將資訊安全納入考量。若欲鼓勵我國貿易商導入雲端運算，分析資訊安全風險、了解如何管理這類風險，係有其必要性。 本研究主要目的，係為我國貿易商提供較清晰之雲端運算資訊安全分析，包含雲端運算可能之資訊安全風險，以及管理這些風險的方式。依本研究比較分析之結果，雲端運算資訊安全風險與其他電腦或網路產品、服務之資訊安全風險類似，並可透過技術、管理與法律以降低風險。然而資訊安全風險無法被完全去除，在此情況下，貿易商宜透過契約保障其資訊本身、以及相關權利。 / In recent years, cloud computing has become an ideal way for most Taiwanese trading companies to adopt e-commerce. The basic model of cloud computing is to provide resource in the form of internet service. By centralizing data and resource onto “the cloud”, cloud computing helps companies to improve efficiency with lower budget. However, this approach raises concern about information security, for users’ data will be stored in the internet, rather than being directly controlled by the users. Due to this fact, companies tend to take information security into consideration before moving to the cloud. To encourage Taiwanese trading companies, analyzing and learning how to manage the information security risks are rather necessary. This research aims to provide a clearer view of the information security to Taiwanese trading companies, including the possible information security risks and the ways to manage these risks. Through comparison and analysis, we conclude that the information security risks of cloud computing and of other computer or internet products or service are similar, and these risks can be reduced by technical methods, management and laws. However, these risks cannot be removed, and in this situation, trading companies are suggested to protect their data and their rights via contracts.

台灣經濟發展對外貿易依存度高，專業貿易商扮演極重要的中介角色，於產銷鏈中媒合供給與需求。然隨著全球貿易自由化、新興市場低成本競爭以及科技進步所帶來之資訊透明化，均對台灣專業貿易商之生存空間造成極大的衝擊與威脅，且台灣專業貿易商一直以來缺乏自有品牌，產品的辨識度也不高，致使其面臨被「去中間化」之危機。 本研究根據過去有關自創品牌關鍵成功因素之文獻整理歸納出六個最重要的項目，分別為：研發設計能力、優異的產品品質、可控制之行銷通路、資金與財務控管、高階主管領導與品牌人才、原有業務（OEM、ODM）與自創品牌之平衡。然過去的研究多半著墨於製造商自創品牌，而較少觸及專業貿易商自創品牌的相關論述，故本研究在分析製造商與專業貿易商的異同之後，將製造商自創品牌關鍵成功因素適用於專業貿易商，並將之所產生的問題做一闡述。 以供應鏈整合理論為基礎，本研究建構專業貿易商自創品牌的經營模型，並基於前述六項自創品牌關鍵成功因素，延伸發展出專業貿易商自創品牌所需具備的條件與關鍵成功因素，分別為：創新研發設計、垂直整合、品質控管、保護競爭知識、市場定位與差異化、可控制之行銷通路、資金與財務控管以及高階管理者帶領品牌行銷人才等八項，並藉由個案訪談之方式，研究分析兩個具代表性的個案，以驗證本研究之論述得以適用於專業貿易商自創品牌之經營模式。 / Trading companies are playing important roles in economic development in Taiwan, especially in matching buyer and seller in supply chains. However, liberalization of trade, advancement of technology, keen competition with emerging countries, and lack of own brand marketing lead trading companies in Taiwan to face the crisis of disintermediation. The research is based on six key success factors of manufacturer’s brand, including research & development ability, product quality, marketing channel, capital and financial management, brand marketing human resources and the balance between OEM/ODM and own brand marketing. We are trying to analyze the differences between manufactures and trading companies, and then apply those key success factors to trading companies. According to the theory of supply chain integration, we develop an own brand business model for trading companies in Taiwan. The six key success factors of own brand are adjusted to eight, which are innovative research & development, vertical integration, quality control, protection of intellectual property right, market positioning and differentiation, marketing channel, capital and financial management and brand marketing human resources. Furthermore, we interview two trading companies which have own brand in order to testify that the own brand business model for trading companies can really take into practice.

Submitted by Lucimara Trevejo (lucimara.trevejo@gvmail.br) on 2012-03-22T15:54:33Z No. of bitstreams: 1 dissertaçao_Lucimara.pdf: 382235 bytes, checksum: 61b3177bd04ea4a8414f4d92ec1ecb89 (MD5) / Approved for entry into archive by Vera Lúcia Mourão (vera.mourao@fgv.br) on 2012-03-22T16:59:34Z (GMT) No. of bitstreams: 1 dissertaçao_Lucimara.pdf: 382235 bytes, checksum: 61b3177bd04ea4a8414f4d92ec1ecb89 (MD5) / Made available in DSpace on 2012-03-22T17:08:46Z (GMT). No. of bitstreams: 1 dissertaçao_Lucimara.pdf: 382235 bytes, checksum: 61b3177bd04ea4a8414f4d92ec1ecb89 (MD5) Previous issue date: 2012-02-23 / O presente estudo procurou identificar quais são os fatores que influenciam a utilização de trading companies nos processos de exportação de empresas brasileiras, tendo como uma das principais justificativas o fato da exportação ser uma das atividades econômicas que apresentam o maior crescimento e contribuição para a economia mundial. O modelo de pesquisa investigou a influência da distância psíquica, distância física, conteúdo de commodity dos produtos exportados, complexidade do ambiente de negócios e risco associado aos países de destino das exportações brasileiras. Serviram como base para a pesquisa a teoria dos custos de transação, estudos relativos aos modos de entrada em mercados internacionais e exportações indiretas. Os testes foram conduzidos a partir de um banco de dados secundários que continha informações relativas às exportações brasileiras realizadas entre os anos de 2006 e 2009, totalizando 450.475 operações. Deste total 80,1% eram exportações diretas e 19.9% exportações indiretas. Os resultados apontam o risco país e a distância psíquica como os fatores que mais influenciam a utilização de trading companies nos processos de exportação das empresas brasileiras. Em relação ao conteúdo de commodity os testes apresentaram resultados parcialmente favoráveis. Conclui-se que quanto maior o risco país e a distância psíquica entre o Brasil e os países de destino das operações de exportação maiores as chances de utilização das trading companies. / This paper has tried to identify which are the factors that have influenced the use of trading companies at the Brazilian companies’ export processes, having as one of the main justifications the fact that exports are one of the economical activities that show the most growth rate and contribution to the world economy. The research model investigated the influence of psychic and physical distance, exported product commodity content, business environment complexity and the country risk associated to the Brazilian exports destination. The transaction cost theory, studies regarding the entry modes and indirect exports were used as a base for this research. Tests have been conducted using a secondary database which had Brazilian exports data from 2006 through 2009, in a total of 450,475 operations. From this amount, 80.1% were direct export operations, while the other 19.9% were indirect export operations. The results point out that the country risk and the psychic distance are the factors which have most influence for the use of trading companies at the Brazilian companies’ export processes. Regarding the commodity content, the testes have showed partially favorable. It has been concluded that the bigger the country risk and the psychic distance between Brazil and the export operation destination countries, the higher are the chances for using trading companies.

貿易向來為台灣經濟發展之重心，但近年來由於全球貿易自由化、台灣加入WTO、及科技進步帶來之資訊透明化及大陸市場之開放，在在威脅到貿易商之生存空間。在面對這些挑戰與威脅時，貿易商要如何創新經營模式，提升在交易中的附加價值，增強自我優勢，已成為現在重要議題之一。 本研究之主要研究對象為台灣中小型貿易商，並以Hamel經營模式為基礎，分析早期之貿易商經營模式，並歸結出其所面臨之挑戰與困境，進一步瞭解與探討未來貿易商唯有創新經營模式，轉型成為附加價值極大之服務提供者，才能永續經營，並以一成功個案來佐證本研究之主要論點。 因此，本研究以Hamel經營模式四構面歸納出：重新定位企業之核心策略、強化企業之策略性資產、鞏固既有顧客介面並適度拓展市場商機、在價值網絡中增加附加價值，才能使貿易商在艱困的環境中持續經營，並再造台灣貿易業之另一奇蹟。 / Trading companies are playing important roles in economical development in Taiwan. Because of liberalization of trade, advancement of technology, and many changes of internal and external economical construction, these factors made trading companies in Taiwan face more difficult environment recently. The most important issue for the trading companies in Taiwan is how to transform into the value-added service provider, innovate their business model and strengthen their competitive advantage. The research focuses on the small trading companies in Taiwan and is based on the theory of Hamel business model. We are trying to analyze early business models which were adopted by trading companies and find their challenges and difficulties. We conclude that the only way that trading companies can sustain in the difficult environment is to adopt innovative business models and transform into the value-added service provider. In the end of this research, we use one successful innovative business model case study to support the main argument. From the four dimension of Hamel business, we conclude that trading companies should reposition the core strategies, strengthen the strategic resources, maintain old customers and expand new markets and add value into the value network. In this way, trading companies can operate their business successfully and create other miracle of trading industry in Taiwan.

The Japanese paper and paperboard industry has grown to be one of the largest in the world. It manufactures a range of products for sale primarily within Japan, and consumes organic fibre for these products from dispersed domestic and foreign forests, plantations and cities. This dissertation examines the links between the development and structure of the industry and its use of papermaking fibre. It takes a political ecology perspective and uses an industrial structure/consumption-production chain approach to show how the industry’s development and structure continue to depend on company control over fibre flows and the restructuring of products, product distribution and manufacture, the fibre supply chain and fibre resources. As with the modern global paper/board industry, the recent growth of the Japanese industry has been characterised by cycles of capacity expansion, market collapse, excess capacity and low prices and profits. Manufacturers and general trading companies involved in the industry have tried to support growth in the use of paper/board and counter these cycles by restructuring production, distribution, ownership and fibre supply. This restructuring helps protect the flow of fibre through the industry and concentrated it in particular companies. Obtaining increasing quantities of suitably-priced fibre has been at the base of the industry’s development.

TFT-LCD（薄膜電晶體液晶顯示器）是台灣全力發展的重點產業。TFT-LCD 產業特徵是專業分工產業，LCD產業價值鏈可分成上游材料廠商、中游面板廠商、下游應用廠商。主要的上游零件及材料包括玻璃基板(glass substrate)、彩色濾光片(color filter)、偏光板/膜(polarizer)、背光模組(backlight module)、驅動IC(Driver IC)、配向膜(alignment layer)。 LCD面板生產所需要的這些原材料占面板生產總成本的70％以上。對面板製造商來說，透過整合減少成本成為一個重要的議題。許多面板的關鍵零組件是設計導入(design in)的產品，對於面板設計，需要配合製造商的要求和規格。所以面板廠商和關鍵零組件廠商之間的快速溝通和反應是非常重要。 目前部分材料是從國外進口的，其中配向膜是日商擁有90%的市佔率。雖然LCD面板成本結構中的比重不高，但是液晶配向膜是決定液晶顯示器面板品質的關鍵材料。主要的配向膜廠商分別是日產化學和JSR。雙方都是日商的化學公司。JSR是2005年投入台灣市場，設立JSRmicro(台灣捷時雅邁科股份有限公司)，日產化學則是2010年才進入台灣市場。而且日產化學是液晶配向膜的先鋒者，10年前的市占率大約80%，但是今年降低到50%。日產化學進來台灣時，透過日系綜合商社來交易。而JSR在台灣則是透過台灣的中間商(華立通路商)來交易。 本研究以日系液晶顯示器關鍵材料配向膜廠商「台灣日產化學」為實例，進行專業訪談。探討台灣日產化學之中游面板廠商的產業鏈，並希望運用邱志聖(2010)之策略行銷4C架構分析，進行深入探討日產化學在台灣市場中，如何降低台灣LCD面板廠商的交易成本包含外顯單位效益成本、資訊搜尋成本、道德危機成本、專屬陷入成本，進而了解此公司的競爭優勢，繼而進行跟競爭對手的4C成本比較分析，提供個案公司建議。 本研究目的為了解： 1.日產化學跟客戶之間的4C關係 2.日產化學與通路商之間的關係 3.日產化學跟競爭對手(JSR)的作法比較 研究結果發現： 1.中間商的選擇、數量、提供的產品種類多寡，以及中間商提供的服務都會影響到日產化學對面板廠商的交易成本。 2.相同產業內供應商提供的產品種類多寡會影響到對面板廠商以及中間商的交易成本。 3.製造商之知名度的高低會影響到中間商的選擇權力。 / TFT-LCD (thin film transistor liquid crystal display) is one of the key industries in Taiwan. TFT-LCD industry is characterized as a specialization industry. The LCD industry value chain can be divided into upstream materials manufacturers, the midstream panel manufacturers, and downstream application vendors. Upstream material parts include glass substrate, color filter, polarizer film, backlight module, the driver IC, and alignment layer. These essential components needed in LCD panel production account for more than 70% of the total cost in panel production. Therefore an important issue for panel makers is to reduce costs through integration. As many of the key components of the panel is the “design in product”, which need to be designed according to manufacturer's requirements and specifications, rapid communication and response between panel manufacturers and key components manufacturers is very important. Some materials are imported from abroad; Japanese companies have 90% market share in the alignment film market. Although the proportion of the cost structure of the LCD panel is not high, but the alignment layer is the key material to determine the quality of liquid crystal display panel. Two main alignment film makers are Nissan Chemical and JSR. They both are Japanese chemical companies. JSR devotes into Taiwanese market in 2005, and established JSRmicro. Nissan Chemical started its business in Taiwan at 2010, by establishing Taiwan Nissan Chemical. Nissan Chemical is the pioneer in liquid crystal alignment film and once had approximately 80 percent of market share 10 years ago, but it has declined to 50% as of now. Nissan Chemical transact through Japanese Sogo Shosha in Taiwai. JSR transact through Taiwanese intermediaries (Wahlee distributor) in Taiwan. In this study, Japanese liquid crystal alignment layer manufacturer Taiwan Nissan Chemical were professionally interviewed, then explored between Taiwan Nissan Chemical and the panel manufacturers’ industry chain. This study will also apply strategic marketing 4C framework for analysis, then conduct an in-depth investigation on how Taiwan Nissan Chemical reduces transaction costs for Taiwan LCD panel manufacturers, illustrate the company's competitive advantage through the transaction costs analysis, including buyer utility cost, information searching cost, moral hazard cost, and asset specificity cost, and lastly compare with the competitor’s transaction cost. The purposes of this research are: 1. The 4C relationship between Nissan Chemical and the client 2. The relationship between Nissan chemical and the distributors 3. The 4C comparison between Nissan Chemical and the competitor (JSR) The results of study show that: 1. A choice of intermediaries, the number of intermediaries, the number of product that intermediaries offer, and the services intermediaries provide will affect the transaction costs of Nissan Chemical for panel makers. 2. The product range provided by the suppliers within the same industry would affect the transaction costs of panel makers and intermediaries, 3. The well-known level of the manufacturer will affect the power of choice for intermediaries.

The Japanese paper and paperboard industry has grown to be one of the largest in the world. It manufactures a range of products for sale primarily within Japan, and consumes organic fibre for these products from dispersed domestic and foreign forests, plantations and cities. This dissertation examines the links between the development and structure of the industry and its use of papermaking fibre. It takes a political ecology perspective and uses an industrial structure/consumption-production chain approach to show how the industry’s development and structure continue to depend on company control over fibre flows and the restructuring of products, product distribution and manufacture, the fibre supply chain and fibre resources. As with the modern global paper/board industry, the recent growth of the Japanese industry has been characterised by cycles of capacity expansion, market collapse, excess capacity and low prices and profits. Manufacturers and general trading companies involved in the industry have tried to support growth in the use of paper/board and counter these cycles by restructuring production, distribution, ownership and fibre supply. This restructuring helps protect the flow of fibre through the industry and concentrated it in particular companies. Obtaining increasing quantities of suitably-priced fibre has been at the base of the industry’s development.