Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/24714
標題: 安全監控產業通路商與製造商的競爭與合作: 察覺-動機-能耐觀點
The co-opetition between distributor and manufacturer in the CCTV industry: Awareness-Motivation-Capability Perspective
作者: 謝雅玲
Hsieh, Ya-Ling
關鍵字: AMC觀點
http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-2406200917132100
競爭張力
行動積極性
出版社: 高階經理人碩士在職專班
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摘要: 台灣安全監控產業製造商大多以製造導向為主,替國際大廠代工生產,品牌能見度普遍較低。對推行自有品牌的製造商而言,在進入國際市場之初,大多只能仰賴當地經銷商本身所既有的知名度與通路從事市場活動。通路商與製造商兩者間夥伴關係的好壞往往都直接影響著通路績效。隨著產業進入快速發展期,製造商本身的規模及能力大幅成長,維持原有的單一經銷商已無法滿足製造商對營業額及市佔率的要求,此時製造商會設法增加通路廣度,以追求營業額的增加。當製造商本身已有直接銷售的能力,通路商與製造商出現市場重疊,導致彼此間潛在的競爭可能性隨之增加;另一方面,隨著市場的急速成長及技術的創新發展,需求不再掌控於原有的通路商手中。原有品牌通路商對製造商所提供的產品諮詢與技術服務依賴程度越趨升高,這時通路商與製造商已經從原有的單純合作,慢慢發展為合作主導的競爭與合作關係。 本研究透過實證分析,以安全監控產業中通路商與製造商的合作關係為分析單位,探討通路商與製造商隨著合作時間拉長,彼此關係如何產生動態變化。透過AMC模型,探討組織特徵、競爭動機及競爭能耐對通路商競爭張力的知覺影響。並希望能藉此將通路商回應不同程度競爭張力的行動積極性,以及後續之通路績效作一系統性整理。研究結果可提供通路商與製造商一系統性的架構,讓彼此了解如何在動態競合關係中找到穩定雙方合作之平衡點並創造最佳績效。
Most manufacturers in Taiwan Security Industry are majorly doing production and OEM/ODM for international companies while only a few of them are dedicated to develop their brand awareness. For manufacturers who promote self-brand, they usually rely on the local distributors' fame to engage in local marketing and sales activities when they first enter into international market. Hence, the partnership changes in between distributor and manufacturer would significantly influence distribution performance. Following the security industry speedy growth and increase of manufacturer ability as well as relative size, staying cooperation with just one exclusive partner is unable to meet neither the manufacturer's expectation of market share nor its target of sales volume. So most manufacturer would seek increase in breadth of distribution. When manufacturer itself has ability to reach local market directly without distributor involved, the market overlap would come into existence, and it would lead to increase of possible competition with existing distributors; In the meantime, by development of Security Industry, the distributors would depend on product consultation as well as technical support from manufacturer more and more. Thus the relationship between distributor and manufacturer would be changed from initial cooperation to cooperation oriented co-opetition gradually. Using the cooperation between distributor and manufacturer as analytical unit, this research intends to probe into the dynamic changes in relationship over time between two parties through empirical analysis. Base on AMC model, this paper examines how the three key factors, organization features, competitive motivation and competitive ability, impact on distributor's competitive intension, and sort a systematic configuration how the react aggressiveness to different competitive tension affects distribution performance. The result of research is aim to provide distributor and manufacturer a reasonable constructure, and let both understand how to find best balance in such dynamic co-opetition relationship so as to stabilize cooperation and create best distribution performance.
URI: http://hdl.handle.net/11455/24714
其他識別: U0005-2406200917132100
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