Comparative Analysis of Choice of Channels by a Communication Channel Operator-Case Studies

• Main Authors: Chiu Hong-Yu, 邱宏裕
• Other Authors: Dr.Chuang,Yi-Fei
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/84203127471694468504

碩士 === 銘傳大學 === 管理科學研究所碩士在職專班 === 91 === With increasing competition in the domestic communication channels market and gradual changes in habits of consumers, consumers are indicating a preference for more diversified and personalized goods and services. This means that operators must readjust their operating strategies, in order to better meet the demands of customers. As new products continue to enter the market, with ever shorter life cycles, effective inventory and logistics management becomes a vital concern for operators. Given that prevailing marketing strategies are customer-oriented, operators must place even greater emphasis on the concept of service centers in terms of marketing locations. An operational strategy that adopts “open” channel operation sees customers as partners of the operator, focusing on establishment of win-win cooperative relationships, and the operator does not operate distribution points to compete against customers. Under this strategy, the vendor is a provider of services. In contrast, a “closed” channel operation involves the operator also becoming a distributor and establishing its own distributorship points. The greatest problem currently confronting anneloperators is low profitability. Therefore, it is vital that an operator is able to achieve the best performance through efficient operation of a channel. This study analyses the advantages and disadvantages of different operation strategies for channels, in a case study format, which will hopefully be of assistance to channel operators in determining future operational strategies.