美國儲存業者通路競爭力之研究

Abstract

近年來，隨著多項技術的進步及IT產業的高度競爭，PC產業多年維持6%的獲利率，使得台灣磁碟陣列產業的高獲利率60%格外引人注目。相較於PC產業的低獲利率乘以高週轉率，儲存產業則是以低週轉率乘以高獲利率為營運模式，但若以市場面來說，儲存產業較為接近寡占市場的模式，通路上具有極大的市場左右能力。因此，製造商與通路商、銷費者三者間的關係，該如何維持，以及針對VoC的市場因應策略，將於本研究中進行深度探討與評估。 本論文之研究分析以五家公司作為個案分析，其中共有六個評估角度，並針對美國經銷商發出30份問券，並回收百分之九十的有效問卷。整體分析之後，以「合作度」為其中平均最低值，經歷深度訪談與問卷收集的質性歸納與定性分析，本研究結論則顯示五個實例個案中，願意接受VoC的廠商較未針對VoC進行評估與調整的廠商，較具市場競爭力與對未來市場的掌控度。

Recently, IT （Information technology）industry with the improvement of multiple advanced technology appears and stays in the high-competition environment. PC industry characters lower profit margin at 6% with higher turnover rate; however, storage industry is in opposite way that is higher profit margin at 60% with lower turnover rate. In terms of market point of view, storage industry can be seen as monopoly market. Therefore, distribution channel plays the extremely main role in the market. This thesis will present the analysis and evaluation the subjects of how to sustain the relationship among manufacturers, distribution channels, and consumers in balance; and research the reaction against to the VoC strategy. The analysis is designed by five case studies in six different evaluating items, and we received 90% of efficiency response at total 30 surveys, which also shows the “Level of cooperation” is lowest in average. Regarding to the interview and survey based on quality structure, results in the manufacturers and distribution channels relate to VoC (Voice of Customers) consist of high compatibility than some without following VoC.