| Summary: | 碩士 === 大同大學 === 事業經營學系(所) === 100 === The role of electronic component distributors within the industry is to serve as the bridge between upstream component manufacturers and downstream finished or semi-finished products. Ordinary electronic component distributors utilize existing client relationships to obtain distributing rights for multiple brands and engage in integrated marketing, therefore on the client end, business comprises of not only individual products, but encompasses comprehensive solutions in client services. Nevertheless, in this competitive era of meager profit, the value of distributors is often disregarded. Supplier uncertainty, industry price competition wars, to clients’ ruthless bargaining, all serve to destroy the thought and effort of distributor operations. In view of this phenomenon, this study aimed to discuss the perspective of electronic component distributor private brands, and to probe into the issue from the client, supplier, competitor, and internal management dimensions, in order to discover a way with which electronic component distributors may overcome real life predicaments and achieve sustainable operations.
In this study, four representative companies were chosen as research subjects, three of which mainly deal with passive components, one of which deals with active components. All four companies are electronic component distributors, and market their private brands. Regarding the set-up of interview content, nine highly experienced senior members of the electronics industry were invited to brainstorm, employ induction reasoning, participate in discussions, reach a consensus, and develop interview outlines as well as questionnaire content. Interview content mainly consists of understanding the backgrounds and visions, operations, marketed goods, major suppliers and client groups of the companies subject to interview, and to further obtain knowledge of the background and motive for establishing private brands, methods and procedure, risks, challenges, and achievements. Senior management personnel from a total of four companies were invited for interviews, in-depth interview method was employed to gather relevant information, which were then summarized and analyzed.
Interview results showed that the private branding of electronic component suppliers not only released them from restrictions imposed by suppliers and brought greater profit, but further allowed them to better grasp client movement, and to accelerate the promotional periods of other related products, because brand names have extended effects. The most important aspects of private branding are funding operations and quality control, some brands fail because of funding issues, while faulty quality control results in goodwill impairment and indemnity problems for other brands. These benefits and existing problems are the main points derived from summarization and analysis, in hopes of providing alternative suggestions for electronic component distributors.
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