通路商跨國佈局策略影響因素之研究─以資訊通路商為例

Abstract

近二十年來台灣資訊產業的蓬勃發展，資訊通路商的數目也隨之成長，面對國內市場競爭激烈且逐漸趨於飽和的情況下，許多業者開始嘗試進行國際化、邁向海外市場，追求企業的成長與獲利。然而，通路商的海外之旅並非無往不利，當地市場的文化障礙、跨國管理人才、當地政府法令限制以及尋找適當的合作夥伴，都會影響通路商的跨國決策與表現。因此，如何善用公司內部資源並因應當地市場環境的變化，考驗著通路商的智慧。 本研究以通路商為主軸，首先回顧過去相關領域學者們的研究結果，希望可以從中推導出一研究架構用來分析通路商海外佈局策略的影響因子。而在相關文獻探討後，本研究將研究架構分成三部分，分別從交易資產特殊性、資源基礎理論與競爭分析，探討其九項因素，包括上下游合作關係、當地政府關係、產品特性、資本可用性、資訊科技系統、專業知識與經驗、人才素質、市場需求以及競爭者分析，對於通路商跨國佈局的網路構型策略與顧客服務策略的影響。 完成研究架構後，本研究以個案公司在中國市場與澳洲市場的營運經驗與佈局策略進行分析。研究結果顯示，一些因素對於不同地區的佈局策略選擇影響不大、較具有一致性，然而部分因素，如當地政府關係、人力素質與市場需求，卻具有決定性的影響效果。因此，建議其他中小型通路商在進行國際化時，應妥善規劃公司內部資源、加強與上下游及政府的合作關係，面對外部市場的需求波動，需做長期的規畫，綜合考量企業內部、外部因子與合作關係。

With the booming growth of IT industry in Taiwan, the number of 3C distributors increased rapidly in recent years. Faced with the intensive and gradually saturated market, some distributors started to explore overseas market to earn higher revenue. However, culture differences in local markets, insufficient cross-border management, local government’s restriction, and seeking for appropriate local partners have an effect on distributors’ foreign deployment strategy and performance. Hence, it’s a challenging decision to balance internal and external resources. This study focuses on distributors and reviews different scholars’ works in related area, dedicated to form a framework of impact factors for distributors’ foreign deployment strategy. The framework analyzes the importance of nine impact factors, including relationship with vendors, retailers, and local government, product characteristics, financial performance, IT system, expertise, force quality, market demands, and competitors, on distributors’ configuration and customer service strategy from theory of asset specificity, resource-based view, and competitive strategy. After the framework is developed, a 3C distributor is chosen to be analyzed on its operations in Mainland China and Australia. The findings showed that some factors, such as relationship with local government, force quality, and market demand, play a significant role in forming foreign deployment strategy, while others do not. Thus, for small and medium distributors, it’s recommended to make a well planning for utilizing company’s internal resources, and to strengthen relationship with vendors, retailers, and local government.