通路配銷強度之決定因素:中國3C產業行銷通路之研究

Abstract

由於企業資源的有限，要如何將行銷資料有效率地投入至合適的市場一直是 企業將需目前的重要問題。在行銷通路中，通路配銷強度是個十分關鍵的課題， 雖然通路配銷強度擁有高度的重要性，然而，在行銷領域的文獻中，這方面的研 究卻鮮少獲得研究者的注意以及投入。在這份研究裡，作者收集了四個不同的產 品品類中的四家領導廠商的資料，這些廠商分別是手機品類中的諾基亞、電視品 類中的海爾、個人電腦品類中的聯想以及印表機品類中的惠普。作者從中發現這 些領導廠商在中國的通路配銷強度的佈局方式，與過去常被用來做為市場進入衡 量工具－CDI/BDI matrix 有所出入。 由於中國內部的複雜性，造成這四家領導廠商在中國的行銷通路策略與過去 認為的佈局方式有所不同。透過本研究，企業可以更加了解此四家廠商的行銷通 路策略為何，同時進而做為標竿學習的對象。本探索性研究最終從這家廠商的佈 局策略中找出配銷強度的決定因素，經過本研究所找出的配銷強度決定因素可以 彌補以及增加在配銷強度中文獻的不足。

Because of limited resources of company, company should allocate its resources to the most appropriate market in order to gain profits efficiently. Distribution intensity is an important component of marketing channel. Although distribution intensity is such a critical topic, however, the literature of this topic still does not get lots of attention. In this research, the author collects four leader brands, Nokia, Haier, Lenovo, and HP, in four different product categories, mobile phone, TV, PC, and printer, in 3C industry and finds that the pattern of distribution intensity is different from the pattern using CDI/BDI matrix as evaluating tool. The author tries to find out the determinants of distribution intensity of four leader brands in China. Because of the varieties of China, the marketing channel strategy of these four brands is quite different from the past marketing thinking. Through this research, the company could understand the channel strategy of the leader brands and benchmark their strategies. This exploratory research finds out some determinants of distribution intensity and could also accumulate the marketing knowledge of the determinants of distribution intensity.