業務銷售與通路管理之策略行銷分析─以膠帶產業四維公司為例

• Main Author: 戴苑琪
• Language: 中文
• Published: 國立政治大學
• Subjects: 業務銷售; 通路管理; 經銷商管理; 4C
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G1003550531%22.

隨著國際化發展，許多台灣企業逐漸將其營運版圖擴張至海外市場，四維企業是台灣知名膠帶業者，台灣市場發展成熟後，也逐漸將事業版圖拓展至全球。 本研究分享膠帶產業四維公司進入新興市場與成熟市場，建立銷售通路之個案，並以邱志聖(2010)策略行銷分析架構分析其實際做法，討論四維如何管理與客戶、經銷商之合作關係，以提供業務人員在面對新興市場、成熟市場時之業務發展與通路管理之思考架構。 進軍不同市場時，四維之資源分配也有所不同，必須考量市場發展潛力、競爭對手、所需花費成本等因素。因此，四維拓展新興市場(大陸市場)時，採取兩種銷售方式：直營與經銷，一方面在當地設立辦事處，一方面逐漸培養當地經銷體系，透過雙管齊下之銷售方式，可降低下游買者的外顯效益成本、資訊搜尋成本、道德危機成本，也能避免自己被客戶及經銷商專屬陷入。 成熟市場(歐洲市場)則是已有各大知名膠帶大廠佔據且深耕市場多年，若要採取直營，必須考慮知名大廠之回應動作以及如何於當地市場自行建立通路，因此在種種考量下，四維於成熟市場發展，大多透過給經銷商進行銷售，如此一來能更有效率降低下游買者的外顯效益成本、資訊搜尋成本、道德危機成本，但必須小心避免被經銷商專屬陷入。 === Globalization has led Taiwanese manufacturers to expand their brand globally. Four Pillars is the famous company in this field, and it also expanded its brand when the market in Taiwan grew maturely. This research discusses how Four Pillars sells tapes in emerging market and mature market using 4C strategic marketing theory, and with the purpose to provide oversea salesperson an insight and overview of how to establish and sell when first enter a foreign market. Four Pillars would have different allocation of resource when entering different markets, and it would think about market potential, competitors and costs. When Four Pillars first entered China, it chose two ways to sell products. One is having its own branch company, and the other is selling products through retailers. By these two methods, Four Pillars would decrease buyers’ explicit benefit cost, information search cost, the cost of moral crisis, but also avoid being involved in the relationship tightly with customers and retailers. As for Europe market, there are various well-known tape manufacturers occupied the market for many years. If Four Pillars would like to have its own branch, it must consider it competitors’ response and have to think how to build its own channel. Under conditions, Four Pillars chose to sell products through local retailers, by this way, it can decrease buyers’ explicit benefit cost, information search cost, the cost of moral crisis. However, one more thing for Four Pillars to care about is avoid being involved in the relationship tightly with retailers.