筆記型電腦品牌商佈建網路通路與實體通路對應關係之研究

Abstract

目前筆記型電腦品牌商的網路通路所扮演的角色有所不一，有的品牌商將網路通路交由實體通路成員處理，而有的品牌商會以網路通路銷售產品或者相關零組件，因此產生出不同的網路通路與實體通路對應關係，本研究歸納出網路通路與實體通路的三種對應關係的型態：支援關係、相互競食及市場區隔，分別對於三種關係加以分析。 本研究結合文獻探討、次級資料及訪談，訪談對象有宏碁(acer)、惠普(HP)、索尼(SONY)及華碩(ASUS)，主要探討品牌商對於選擇網路與實體通路之間關係的考量因素，將產品因素、公司因素、市場因素及顧客需求因素納入變數考量，研究結果發現： 1.筆記型電腦品牌商在對臨選擇網路與實體通路對應關係時，首先針對顧客需求因素與市場因素加以思考，再參考本研究所提出的三種對應關係，以作為對應關係選擇之基礎。 2.在產品因素方面，筆記型電腦品牌商在網路通路上提供產品資訊已是不可避免的趨勢，因此筆記型電腦品牌商在未來應提供完善的產品資訊，以提高產品資訊的準確性及降低消費者資訊搜集成本。 3.在公司因素方面，雖然受訪者皆無特別提出公司因素對於選擇對應關係的影響，但公司規模大小及品牌強度都能增加品牌商對於通路成員的制衡能力，讓通路成員願意配合該品牌商的產品銷售策略。

It is inevitable for the Own Brand Vendors of the laptop to investigate and to invest the Internet channel nowadays. Some Own Brand Vendors chose that Internet channel operated by Physical members, and other Own Brand Vendors chose that sell the products by Internet channel. Therefore, there are different channel strategies. The major propose of this thesis is to explore the selective factors to influence the relationship between Internet channel and Physical channel for the Own Brand Vendors of the laptop. The study combines the relevant literates, secondary data, and in-depth interview to contribute the four selective factors such as product characteristic, company characteristic, market characteristic, and consumer demand. The result of the research will be appeared by the following statement. First of all, when the Own Brand Vendors of the laptop chose about the relationship, they should consider consumer demand and market characteristic first, and then find out what the relationship they should take. Second, they should consider product characteristic, because supplying the product information in Internet channel is inevitable. So, the Own Brand Vendors of the laptop should supply the complete product information for reducing the searching cost of the consumers. Third, although the interviewee didn’t address the company characteristic, the company size and strong brand name can increase the bargaining power of the Own Brand Vendors of the laptop to balance the distribution members.