品牌授權代理之決策分析---甲公司與A品牌契約案例探討

Abstract

在台灣的成衣零售產業，代理國外品牌進入台灣市場販賣是極為常見的商業模式。一般的代理合約可分為三種，即：單純代理、部分授權代理、完全授權代理。因生產權利的不同，在不同景氣或競爭狀況，這三種代理方式能為代理商帶來的收益也不同。當代理商在與品牌原廠談判時，應如何判斷何種代理方式能帶來最大效益？ 本研究旨在探討品牌授權代理時的決策分析，採用決策樹研究方法，研究在不同景氣狀況、競爭狀況下，單純代理、部分授權代理、完全授權代理三種選擇方案，何者的預期收益最高。研究結果顯示，相較於單純代理與部分授權代理，完全授權方案能帶來最大的效益。主要原因為在完全授權的情況下，代理商可自行生產熱賣商品，帶來第二波銷貨收入。 過往研究較無以決策樹方法探討成衣零售產業之代理決策議題。本研究以甲公司與A品牌之間的代理合約為研究對象，考量景氣與競爭狀況對收益之影響。研究結果可作為其他服飾代理同業、或其他產業之代理商的決策參考。儘管在研究模型之架構上仍有待補強之處，本研究仍可作為未來研究之基石。

In Taiwan’s clothing retail market, it’s a common practice to get dealership from international brand. That is to say, a local company is the agent for international brand (principals), selling products for it. Based on different extent of power to produce licensed products, we can further divide branding licensing into three types, namely purely agent, partially authorized agent, and authorized agent. Under different economic or competition circumstance, these three types of contract will result in different profit. How can agents determine which type of licensing contract is most profitable when they are negotiating with international brands? This thesis aims at exploring the decision analysis of branding licensing via decision tree method. When constructing the decision tree model, different economic and competition circumstances are taking into consideration in order to figure out which alternative can result in the most expected profit. The result shows that authorized agent alternative can bring the most profit, comparing with purely agent and partially authorized agent alternatives. The major reason is that authorized agent can produce those “hot-selling” products to achieve more sales revenue. Previous studies have not utilized decision tree method to explore branding licensing issues in the clothing retailing industry. This paper takes the licensing contract between J Corporation and A Brand as research target, exploring the effect of economic and competition on profit. When other agent companies are making decision of whether to take a specific licensing contract, they can refer to our study. We believe this study is the fundamental of future studies.