授權或代理的品牌策略為國內企業所廣泛採用，品牌的選擇、品牌績效評估及管理，攸關精品代理商的生存與成長。從一個全面性衡量組織績效的觀點，建立精品代理商選擇代理品牌的系統化模式，並以之作為品牌績效評估及管理架構和持續改善的基礎，即為精品代理商重要的管理課題。
本研究嘗試應用平衡計分卡及策略地圖的觀念，透過辨認及描述個案公司在精品代理業務上所需面對的議題，發展品牌決策、評估及管理品牌績效的衡量指標。再者，將透過實證分析，形成個案公司策略性管理代理品牌的基礎決策模式，以作為分析、比較個案公司現行作法的基準，並期望進一步針對個案公司提出相關的改善及管理建議，以利企業願景之達成。
研究發現代理商取得優質品牌代理權的能力為其核心競爭能力，而所謂優質品牌對代理商而言其關鍵因素為：
1.品牌知名度與形象良好，消費者接受度高，容易擴張營收。
2.通路業者接受度高，容易協商取得最佳位置的專櫃層面地點。
3.品牌授權者充分支援，維護品牌形象，幫助品牌管理者積極打擊仿冒品。
4.品牌管理成本分攤合理，品牌授權者與代理業者充分誠意溝通。
5.尊重代理業者拓展市場的意見，不做過度干涉。
此外，代理業者評估代理品牌的績效衡量指標，依實證結果，以下列因素最為重要：
1.營收擴張的程度(例如坪效)
2.成本控制的難易
3.品牌管理
4.代理產品系列的完整及品質的良窳
5.代理業者的知名度提升 / The brand strategy of being an agent (or being a franchiser) is extensively adopted by domestic industries. Brand choice, brand performance evaluation, and brand management are closely related to the existence and growth of brand agents. The important managerial issue for brand agents is to build a systematic model of choosing agent brand in all-round terms of evaluating the organizational performance and further use the model to management and evaluate the brand performance.
With the concept of balance-scored card and strategy map, we are trying to develop the key measures of brand decision, brand management, and performance evaluation by identifying and describing the issues met by the agents in the agent business. In addition, the empirical analysis forms the case agent’s basic agent brand decision model, and it analyzes and compares the model with the agent’s practical condition. This study further brings up the suggestions about improvement and management to help achieve the agent’s vision.
This study shows that the core competitive competence for the agents is the ability to acquire the power of attorney. For agents, the key factors of being a high-grade brand are as follows:
1.Brands with good reputation and image easily win acceptance and high revenue.
2.If the brand win the channel owner’s acceptance, it is easy to acquire the best location.
3.The brand owner sufficiently support, maintain the brand image, and help brand manager strike the forgery.
4.The brand owner and the agent fairly share the cost of brand management and sincerely communicate with each other.
5.The brand owner respects the agent’s opinion of enlarge market, and it doesn’t interfere excessively.
In addition, the empirical results summary the key factors which affect the agent evaluating performance as follows:
1.The level of increasing revenue
2.The difficulty of cost control
3.Brand management
4.Whether the agent product is a complete series and high quality
5.Promote the agent’s reputation
| Identifer | oai:union.ndltd.org:CHENGCHI/G0089932051 |
| Creators | 王鍾康 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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