A Case Study on the Transformation Strategies of the Industrial Automation Distributor

• Main Authors: Tang, Chiao-Chih, 唐僑志
• Other Authors: Chiu, Yi-Chia
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/54x6j3

碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 106 === In the time when the Internet was not yet accessible and the transportation system was not convenient, the traders and agent business modes were created and many sales experts were trained. With the advancement of science and technology, many commercial transactions have also been affected by life style changes. In 1995, Clinton opened the commercial application of Internet, and the Yahoo was established. Online advertising changed the communication and communication modes between enterprise and consumers. Jeff Bezos founded Amazon.com to lead the trend and started B2C (Business to the e-commerce) website of consumer, and later eBay has more innovatively developed the C2C (Consumer to Consumer) e-commerce model, which has changed the pattern of human transactions from offline stores to online e-commerce. There is a clear commonality of these changes, which is to de-intermediate. The same is true for companies that are agents. They will face a potential crisis. When the brand’s market shares rises and the access point is stable, the middleman will be skipped easily. This case study mainly discusses: the Distributors not only stick to the old traditional way of agent, but need to make transformation. Otherwise they will be replaced and skipped by brand factory. Taking the industrial automation industry as an example, Japanese brand manufacturers entered the domestic market sales through Distributors more than ten years ago. After many years of market cultivation and market acceptance, the brand factories have started to directly set up branches to sell their own products. In recent years, as the local brand growing strong in the market, it is slowly beginning to show signs of wanting to skip the poly of the agent. In facing these irresistible development trends, the Distributors can no longer just act as an agent, otherwise the company will surely shut down. Under the long-term mission of sustainability and growth and the promotion of competitiveness in substantive experience in A company, the key factors are “to make a difference, to establish irreplaceability” and “to integrate one-stop service, strategic alliances with strategic patterns”. This study will focus on the above two topics and make in-depth discussion. Through research, we will answer the following questions: 1.As the brand factory stepping out, how should the Distributors respond? 2.As the Distributors of the agent brands, how to balance friendly relationship and adopt multi-brands strategy for the brands they represent?