影響高科技產品通路商銷售量與毛利因素之分析-- 以W公司代理BenQ品牌MP3產品為例

Abstract

本論文為瞭解通路商代理高科技產品所採用的行銷策略之背後所根據的理論，找出會影響銷售量與毛利變動的因素，及其影響的效果; 並參考前人研究的理論基礎，設計了兩種模式，針對七個相關變數進行分析。

本研究的資料來源為W公司ERP資料庫，對象為BenQ 品牌MP3產品的交易記錄，含有經銷商級別、產品生命週期、產品記憶體容量、單位經銷價、單位成本價、促銷折扣、現金折扣等7個自變數的資料;基於MP3產品生命週期短之考量，本研究僅以選取19個月期間的5,848家經銷商數、66個產品品項(含11種產品型號、11種產品顏色和5種產品記憶體容量)的資料，整理出通路績效屬性的銷售量與毛利兩種模式進行廻歸模型的研究。

經過迴歸分析之結果發現，通路結構屬性的諸多因素對通路績效屬性的銷售量和毛利做檢定時，除了產品因素屬性的「單位成本價」異於原本的假設外，其餘得到的結果均為顯著，表示通路績效(銷售量和毛利)的達成與通路結構之間具有相關性。

運用本研究所設計的模型，提供通路商未來引進新產品時，可針對影響銷售量和毛利貢獻優先順序的變數加強行銷規劃，以達到企業最佳利潤目標之達成。以本研究的結果而言，例如影響毛利因素中以「促銷折扣」最具關鍵，表示其對毛利的關鍵影響程度尤甚於其它自變數。因此，通路商在擬定行銷策略時，若以追求毛利為考量，可以利用部份負面因素(例如「促銷折扣」)所刺激出的額外銷售量，只要能大於因為促銷而產生的折扣損失，即是值得推展的行銷策略。

本研究並提出通路商可多利用手中掌握的交易資料，建立一完善而長期的資料庫，將每一商品的流動資料、價格、銷售、利潤、特性等等，進行詳細記錄，並僱用行銷研究之專業人才，配合區域的特性，以統計等科學方法進行價格促銷策略或其他行銷策略之分析與規劃，相信對追求利潤或銷售之目標達成，更能具備事半功倍的效果。

The purpose of this thesis is to study the principles of distributor’s marketing strategies of high-tech products, and to find out what factors and how they affect selling quantities and margins. It consulted the study of theories, and two kinds of models were designed by carrying on seven related variables analysis.

The data is collected by W company's database, with the transaction records of the BenQ brand MP3 products, including retailer grade, product life cycle time, product memory capacity, unit selling retailer price, unit cost, price discount and cash discount. Considering the shortening of MP3 product life cycle, this research only with select by examinations 19 month periods of 5,848 retailers, 66 product items (with 11 kinds of product model numbers, 11 kinds of product colors , 5 kinds of product memory capacities), and sorted them into two models of selling quantities and margins which are the categories of channel performance.

After general linear model analysis, the results of this research are shown as follows: channel structure (including retailer grade, product life cycle, unit selling price, price discount and cash discount) has significant influence on channel performance (selling quantities & margins), except the factors of “unit cost”.

Using the study of these models designed, it would provide the channel distributor to choose priority variables strengthen its marketing planning to reach the best profits target of enterprise. Channel distributor should make good use of its transaction records database. It can employ the professional marketing talented person to match with the characteristic of the district, through science method (such as statistics) to carry on marketing planning. It should be reachable to pursue profits or sales by yielding twice the result with half the effort