我國由於天然資源不豐，對外貿易向來是經濟發展的重要支柱，期間除了大企業、大貿商的挹注外，數十萬家中小型貿易商尤其一直扮演著沒沒無名的地下英雄角色。然而因為全球化的發展衝擊，貿易商面臨艱困的挑戰，存活空間日益減少，為數不少的中小型貿易商如曇花一現般地迅速殞落，除了感嘆之外，其中原因亦值得探討。同時，也有不少中小型貿易因為經營得當，不僅至今依然存立且能有不少獲利回饋員工與社會。T公司成立至今近三十年，儘管發展未若知名大貿商的規模，但迄今仍屹立不搖，甚至可以說是台灣多數中小型貿易商發展的縮影。
Williamson(1975)認為由於人性因素與環境因素造成交易成本的產生，進而影響交易的完成﹔邱志聖(2006)以此為基礎進而提出4C架構理論 : 外顯單位效益成本、資訊收尋成本、道德危機成本及專屬陷入成本，來進一步闢釋交易成本，並以總成本的概念來分析影響交易形成的因素。中小型貿易商在扮演仲介角色之餘，如何思考任何一筆交易對客戶總成本的管理，深深影響中小型貿易商的生存空間。
本研究藉由探討當前台灣中小型貿易商的經營環境及深入理解T公司的發展過程，並藉由邱志聖(2006)的策略行銷4C架構來分析T公司在二十餘年每個重要發展過程的4C處理重點。分析出可資供其他業者參考之4C處理重點及俱體建議，並強調業者如果能善用4C架構處理其日常行銷方式，促進4C的良性循環，的確有助於中小型貿易商的發展與生存。 / International trading business has been a long-term and the greatest support to the economic development in Taiwan – a country, which is short of natural resources. In addition to the vast investment of many renowned enterprises and distinguished trading companies, more than thousands of medium-scaled trading companies, the so-called “anonymous heroes”, have put a lot more strenuous efforts and hard works to uphold the economic prosperity. However, under the impact of globalization, many of the companies, which confront harsh challenges and survival crisis, have become history. Under the circumstances, we have to set aside our regret about this situation and figure out the reasons behind the phenomenon. By contrast, we could single out some other cases in which companies successfully struggle through the low tides and well contribute to the staff as well as the society due to the right policy of management. T company, with the history of 30 years, could have best represented the enduring process of how a trading company survives.
According to Williamson (1975), factors of human nature and external environment effect the generation of dealing costs and further influence the close of a deal. Based on this argument, Dr. Jyh-Shen Chiou brings up the theory of 4C – Overt Utility Cost, Information Searching Cost, Moral Hazard Cost and Hold-Up Cost, to further examine the notion of dealing costs, and he applies the concept of total cost to the analysis of elements that influence the formation of a deal.
The theory of 4C offers a great perspective to current trading companies, for whom the key to the survival is not just being a broker, but to ponder through the interrelated connection between a deal and the management of customers’ total cost.
By examining the external environment of medium–scaled trading companies and looking into the development history of T company, this thesis uses Jyh-Shen Chiou’s 4C theory to analyze how T company copes with problems surrounding the ideas of 4C in each turning point. The study result might offer useful ideas to other trading companies for references and further argue that if the companies can well use the theory of 4C to deal with the promotion strategies and benefit the positive circle of 4C. This method is helpful to the development and endurance of medium-scaled trading companies.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0094932019 |
| Creators | 郭先捷 |
| 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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