The Influential Factors of Marketing Channel Sourcing Case Studies in Taiwanese Telecommunication Industry

• Main Authors: Yu-Tong Li, 李郁東
• Other Authors: Yu-An Huang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/94256746009616280754

碩士 === 國立暨南國際大學 === 管理學院經營管理碩士學位學程碩士在職專班 === 98 === This study has selected five island-wide telecom system providers and through method of qualitative interview in the attempy to understand the degree or the methods of outsourcing marketing channels in the current telecom system providers and the relationship between strategy development for direct distributors and outsourcing channels. In addition, control over outsourcing channels, price factors in outsourcing consideration, complexity of outsourcing services and customized service function for telecom system providers are also analyzed. After investigation and data collection, we provide a preliminary assessment tool as a basic reference to facilitate telecom system providers on decision-making of outsourcing channels. This also serves as a reference for those who are interested in outsourcing marketing channel related topics in the future. The objectives of this study are: 1. To explore Taiwan's telecom system business channel structure; 2. To explore important factors in choosing outsourcing marketing channels for Taiwan's telecom system providers. The scope and sphere of outsourcing services are getting broader, such as enterprise outsourcing channels, application services, global outsourcing, R & D outsourcing and network outsourcing (Huang et al., 2009). From related literature, the majority of outsourcing functions are: logistics, IT, manufacturing, or human resource and R & D outsourcing. However, there is little literature discussing marketing outsourcing. We define marketing outsourcing channel by organizations no longer owning an internal marketing operation and the marketing operation is transferred to outsourcing channels to make product or services more user friendly in consumer aspects. . In this study, we interviewed telecom system providers in order to understand the status of outsourcing business and then use in-depth qualitative interview to explore the conditions for each telecom system provider and identify related factors affected by the degree of outsourcing adoption. We reach the following conclusion: with the growth of mobile phone market, telecom system providers obtain increasing control over the outsourcing channels (e.g. declining proportion of agent outlets and higher proportion of franchise outlets). The other reason for increasing number of franchise stores is that outsourcing franchise stores can increase revenue for system providers on store expansion. The more customized services that a telecom system provider can supply, the more difficulty it is to be sold through outsourcing channels. We found that the complexity of outsourcing channel's business opeartion is lower than directly managed stores, and the service items with charge can be opearted by outsourcing channels, those free-of-charge service items can only be operated through the direct managed stores.