中小企業相對國際企業缺乏資金、人才與經銷通路管理經驗，當進軍國際市場時，絕大部分依賴當地的中間商，因此，選擇合適的中間商是關鍵成功因素之一。
本研究以某台灣電腦機殼公司在北美洲為研究個案，該公司強調「以誠信為基礎的通路策略」與成為「通路掛帥」的公司為目標。本研究探討其進軍國際市場時的通路決策制定過程，其中企業目標與通路策略，對通路設計決策與通路管理有深度的影響力。
另通路結構的長度、寬度及密度是關鍵的策略意圖，足以影響未來通路運作的效率。在通路管理上，提供通路成員訓練、行銷宣傳支援、激勵方案、績效評估等來協助通路成員達成預期的目標。
此外，面對外在經營環境變化與內在營運模式的調整，個案公司採用選擇性通路，以降低通路衝突的機率並提升通路效力。公司在調整通路結構時，改變通路成員的質與量，以達到地理區域的涵蓋度與深耕特定目標市場的目的。同時並採用「與巨人共舞，以小博大」的通路策略，對於選定的少數且極其重要的通路成員採取「深耕、做大」策略。研究中發現大型經銷通路商對於「以誠信為基礎的通路策略」比較認同，且對於個案公司建立通路管理制度的要求全力配合，其通路績效更佳。
最後提出對個案公司的建議:
1.高階主管需參與執行並貫徹「以誠信為基礎的行銷通路策略」。
2.面對快速變遷的外在環境與市場競爭情境，策略的生命週期變短，公司必需隨時檢視、修正或調整國際通路策略。
3.透過企業內部教育訓練，培養高階主管與資深團隊的通路管理能力。
4.台灣總公司OEM/ODM業務與北美全球性經銷商的衝突，亟需建立溝通協調與管控機制。 / Small- and medium-sized enterprises (SMEs), in contrast to large multinational corporations, often lack the financial resources, exposure, and expertise in product distribution channel management. When entering a foreign market, SMEs often have to rely heavily on channel partners. Consequently, selecting the appropriate channel partners is one of the key success factors in channel management.
This study examined a medium-sized Taiwanese PC enclosure company as it sought to expand in the North American market. To this end, the company adopted an integrity-based channel management strategy and strived to become a channel champion. The internal decision-making processes for channel partner selection were outlined and the influences of the company objectives on its channel design were analyzed. Furthermore, considerations on the length, width, and density – three important factors to an efficient channel strategy – were introduced. Lastly, methods to support channel partners in the form of product training, marketing and promotional support, incentive programs, and an appropriate performance appraisal system were discussed.
To maximize channel efficiency and reduce potential conflicts between channel partners, the company employed a tiered channel strategy. Extending the geographic coverage and penetrating key select markets was achieved by carefully selecting channel partners after weighing in the quality of their downstream distribution channels and their sales volume. Revenue growth in select markets was achieved by leveraging the strengths of a few competent channel partners. These channel partners have subsequently recognized the benefits of the integrity-based channel management strategy and are more committed to fulfilling their roles within the overall auspices of the channel distribution system.
Recommendations to the company based on the research findings are the following:
1.The management should be involved and be committed to the implementation of the integrity-based channel management strategy.
2.In the face of constant changes in the business environment, channel strategy should be reviewed and revised anytime.
3.Internal training to senior management to raise their capability of channel stewardship.
4.Establish a mechanism to resolve potential conflicts between Taiwanese OEM/ODM sales team and channel partners in North America.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0098932403 |
| Creators | 林錦河 |
| 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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