影響我國機械廠商外銷通路選擇因素之研究

Abstract

隨著國際間競爭愈來愈激烈，我國機械廠商在國際間的經營環境也日 趨艱困，因此建立完整國際行銷網路，已成為機械廠商強化本身競爭優勢 的重大關鍵之一。而有關影響外銷通路選擇的關鍵因素，乃是在這個過程 中，不可不澄清的問題。因此，本研究的目的，即是在瞭解我國機械廠商 的主要外銷通路型態，與影響通路決策的關鍵因素，以提供機械廠商在進 入新市場或改善現有通 路時的參考與建議。 在本研究中將外銷通路分為國內中間商、國外中間商、分支機構式與直接 銷售式四種型態，針對我國機械廠商寄發500份問卷以收集相關的資料， 並用無母數統計方法進行資料分析，希望能瞭解我國機械廠商外銷通路型 態的分配情形，並找出影響通路決策的關鍵因素。 本研究的研究結果發現，影響機械廠商外銷通路選擇的關鍵因素共有公司 規模、國際行銷人力資源、外銷比例、外銷金額、通路控制慾望、外銷市 場、市場了解程度、取得中間商的難易程度、中間商服務能力、產品類別 、產品標準化程度及品牌重視程度等十二項因素。本研究將這些因素與通 路型態之間的關係製成「通路型態與影響變數關聯表」，希望能幫助我國 機械廠商，找到最適合其本身特性與需求的外銷通路。 As the international competition is becoming more and more critical, Taiwan mechanical companies are forcing to face a more difficult business environment. Therefore, building well-organized international marketing network has become one of the key points for mechanical companies in developing their international competitive advantage. And the question about factors influencing export channel choice is the question must be made clear in the developing process. For this reason, the purpose of this research is to find out the major export channels used by Taiwan mechanical companies and the key factors influencing their channel choice. In this research we classified various export channels into four types: domestic intermediate, foreign intermediate, branch subsidiary and direct sale. A well-designed questionnaire was sent to 500 mechanical companies to collect needed data and non-parametric statistical methods were used to analyze these data. We expected to find out the channel most commonly used by mechanical companies and discover key factors influencing their channel choice. The research result shows that 12 of 18 possible factors have significantinfluence on mechanical companies' export channel decision process. And the relationship between four channel types and twelve key factors is conducted into a form. Taiwan mechanical companies can use this form to give themselvessuggestion and then choose a channel that best fit their need.