Critical Factors of Bargaining Power for Printer, Publisher and Paper Merchant

• Main Authors: Weng, Jen-Ming, 翁仁銘
• Other Authors: Yan, Min-Ren
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/02309678928435663453

碩士 === 中國文化大學 === 企業實務管理數位碩士在職專班 === 104 === In the past decade, Taiwan paper merchants, distributors and agents, sandwiched between paper mills and customers in printing and publishing industries, have suffered great profit loss from excess capacity, rapid technology development, and low birth rate. To improve business performance and identify critical factors of bargaining power, the study aims to build a structure of criteria of bargaining power and evaluate the relative effectiveness of each criterions. In this study, first we summarized 22 criteria of customer and supplier value proposition from previous literatures and conducted a questionnaire to generalize 3 main criterions and 9 sub-criterions using AHP and Delphi method. And then we conducted a second round survey with experts discussion to confirm the reliability and validity. Finally we statistically calculate the relative weighting of different factors of bargaining power. The research result suggests that customer value proposition is very different from supplier value proposition. The top 3 criteria for customer value are: (1) Technical support and service, (2) Professional abilities, and (3) New product development ability; while top 3 for suppliers are: (1) Financial ability, (2) Marketing leading ability, and (3) Technical support and service. On account of the apparent difference of customer value proposition, suppliers must take the customer’s point-of-view, emphasize on internal training and provide products and services which meet customers’ needs. In this way, customer becomes more dependent on suppliers, and as a result, suppliers have more bargain power to improve their business performance.