Channel member selection for branding development

路拓展是目前中國文具製造商積極轉型品牌化之手段，在市場外部環境的 影響下，對通路成員之挑選與通路策略之擬定，皆會產生不同之影響，並發展出不同程度之品牌權益績效。故本研究希望透過此研究架構，探討台資製造商在中國瞬息萬變的外部環境下，通路成員選擇指標之變化，並深入瞭解成員與通路策略擬定間的配適效果，欲將品牌價值最有效率地傳遞至終端顧客，以達成提升製造商品牌權益之綜效。 研究方法以單一公司個案為例，透過立意抽樣法挑出個案公司中三位高階經理人，並以半結構式中的深層式訪談，歸納過去他們的市場經驗，再利用訪談資料來釐清外部環境、通路成員挑選、通路策略擬定及品牌權益績效之間的關係及配適度。最終，本研究貢獻為發展出一套以品牌發展為基礎的通路成員拓展模式，給予中國文具製造商業者經營方向及提升績效之參考。Channel selection is an important focus for stationary manufacturers in China who wish to establish their own brands. Choosing the appropriate strategy and the right partners in a continuously changing Chinese market are key to the creation of a successful brand. This study aims to establish and analyze the key criteria to consider in the process of selecting a local partner. We also want to understand the dynamics between the chosen partner and the adopted strategy and how different combinations of them can produce different results. The goal is to find the right strategies and channel partners that would maximize brand value. With regards to the method in which we conduct our research for this study, we attempt to randomly select three high-level executives of a single stationary manufacturer and interview them individually. We then consolidate their market experience with respect to how they deal with local market factors, how they came about forming the partnerships they formed, and the strategies they adopted. The executives will also be surveyed on how the actual effectiveness of their strategies compare to their forecasts. Finally, this study aims to establish a standardized model which can be followed by those stationary manufacturers wishing to expand their channels and establish a successful brand in China.摘要 ........................................................................................... i Abstract...................................................................................... ii 目錄 .............................................................................................. iii 表目錄 ........................................................................................... v 圖目錄 ....................................................................................... v 第一章 緒論 ....................................................................................... 1 第一節 研究動機 .................................................................................................. 1 第二節 研究目的 .................................................................................................. 2 第三節 研究方法 .................................................................................................. 2 第四節 研究流程 .................................................................................................. 3 第二章 文獻探討 .......................................................................................................... 4 第一節 通路成員選擇準則 .................................................................................. 4 一、 行銷通路 .......................................................................................... 4 二、 通路成員選擇準則 .......................................................................... 4 第二節 通路策略 .................................................................................................. 8 一、 獎賞力 .............................................................................................. 8 二、 專家力 .............................................................................................. 8 三、 參考力 .............................................................................................. 9 四、 強制力 .............................................................................................. 9 五、 法制力 .............................................................................................. 9 第三節 策略配適 .................................................................................................. 9 一、 文獻中的策略配適之定義 .............................................................. 9 二、 策略配適之好處 .............................................................................. 9 三、 策略配適之應用 ............................................................................ 10 第四節 品牌權益績效 ........................................................................................ 10 一、 品牌權益的定義 ............................................................................ 10 二、 品牌權益及績效 ............................................................................ 10 第三章 研究設計 ........................................................................................................ 13 第一節 研究架構 ................................................................................................ 13 第二節 質化研究 ................................................................................................ 14 ㄧ、質化研究方法 ........................................................................................ 15 二、質化研究的類型 .................................................................................... 15 第四章 資料蒐集 ........................................................................................................ 18 第一節 個案介紹 ................................................................................................ 18 一、 中國文具產業介紹 ........................................................................ 18 二、 個案公司背景 ................................................................................ 18 三、 個案公司發展現況 ........................................................................ 19 第二節 研究執行設計 ........................................................................................ 21 第三節 研究對象選擇 ........................................................................................ 23 第四節 問項結構設計 ........................................................................................ 24 第五節 研究結果 ................................................................................................ 25 一、 外部環境訪談結果 ........................................................................ 25 二、 外部環境下之通路成員選擇指標 ................................................ 27 三、 通路策略之訪談結果 .................................................................... 29 四、 品牌權益之訪談結果 .................................................................... 32 第五章 結論與建議 .................................................................................................... 33 第一節 研究結論 ................................................................................................ 33 一、 通路選擇指標之變化 .................................................................... 33 二、 建立品牌為製造商共同之最終目標 ............................................ 34 三、 建立通路拓展之配適途徑，並以品牌權益為發展目標 ............ 35 第二節 研究限制與建議 .................................................................................... 38 參考文獻 ..................................................................................... 39 一、中文部份 ................................................................................. 39 二、英文部份 ................................................................................. 40 三、網路資料 ........................................................................................................ 41 附錄一 個案公司重要事紀 ........................................................................................ 42 附錄二 訪談提綱 .................................................................................... 43 附錄三 訪談內容 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