個人電腦產業通路策略之研究--從交易成本理論觀點探討之

Abstract

在低價電腦風暴之下，個人電腦產業之競爭環境正不斷地變化當中，除了生產製造的環節之外，通路策略的運用也逐漸受到大家的重視。在傳統的通路結構下，製造商、代理商、經銷商等通路成員各扮演著其不同的角色，然而隨著產業環境改變與網際網路的興起，傳統的通路結構正面臨著極大的挑戰，因此，通路結構上各成員間該如何因應，便是本研究所要探討的動機所在。 本研究透過交易成本理論（Transaction Cost）之觀點，分析個人電腦產業中通路結構之特性--交易資產特殊性（通路成員之間的合作關係）、內部不確定性（產品因素與公司因素）、外部複雜性（環境因素與市場因素），歸納研究之問題。再以問卷作為訪談大綱，採用深度、開放式之訪談方式，實地造訪企業界人士，最後將訪談結果歸納整理分析，針對目前通路策略之運用情形作依解釋。 研究之結果發現，在合作關係上，製造商為了降低與中間商交易的交易成本，較傾向以獨家代理或甚至直銷來免除其中的交易成本；在產品因素上，桌上型電腦為較成熟之產品，通路上較無差異，但筆記型電腦屬於較複雜之產品，因此通路考量上傾向有專業之代理商或經銷商進行服務；在環境複雜性上，直銷模式目前在國內已經漸漸有廠商跟進，然而為了降低原有通路成員之反彈，目前仍僅屬於較低調之作法；另外在網路行銷上，普遍皆認為因受限於國內消費習慣與產品維修上等問題，在短期內並不被看好，但未來的發展仍相當值得觀察，因此，各通路成員也開始透過網際網路的方式進行部份商品的販售，但比重較低，主要仍是以推廣為首要目標；最後，針對未來的中間商的走向，主要課題則是售後服務、維修與產品升級之技術等，尤其經銷門市在未來更應該朝這方面向前邁進！ 關鍵字：通路結構，交易成本，交易資產特殊性，直銷模式。

In 1996, many PC firms (IBM,HP..) adopted a new marketing strategy-low pricing computer-which made many impacts in the original structure of the distribution in PC industry. In the original structure, there are many members taking different functions. With the changes in the PC industry, those relationships among the members in distribution structure have changed gradually. Therefore it becomes more and more important for the members to rethink how to make the distribution strategies to create their advantages. From the literature review of Transaction Cost Theory, we conduct three characteristics of PC industry- asset specificity(the relationship among the members),internal uncertainty(the factors of products and firms), and environmental complexity(the factors of the market and environment). We got some .problems about the distribution structure in PC industry. Our study adopted further interviewing with the top managers of the PC firm and agents to understand how the strategies are used and to interpret the scenarios from the Transaction Cost Theory perspectives. From the in-depth interview and our empirical study, we can summarize as follows: 1.The Impacts of the Members in the Distribution Structure It is difficult to implement the directing marketing model. The most important reason is the unwilling of the agent and retail store. So far all the related activities is held lowery. But there are some distributors and agents interested in and confident about this strategy. They will adopt a way that the production firms take order from the customer and the retail store where is closest with the customer delivers the goods. Such a strategy will slow down the unwilling of the member in the structure of the distribution . 2.The Trend of Internet Marketing There are 2 points to concern. First of all, the Asian's consumer behaviors are different from the Western's. Second, it's a problem about the services after buying (such as repairing, upgrade..). Because of the two reasons, there is still a long road to go in sales on line in Taiwan. 3.The Diminishing of the Distribution Structure According to the theory(TCA), there is a developing trend which diminishes the original distribution structure. Maybe all the agents and distributors will play the role who are services providers in futures. Key Word: Distribution Structures, Transaction Cost Theory, Asset Specificity, Directing Marketing Model.