台灣五金鎖業經營成功關鍵因素之研究

Abstract

台灣家用鎖具的製造技術一直在全球五金業界上具有高知名度，因相較其它國家的家用鎖具產品製作精密，台灣鎖具製造商從自行研發鎖具、自行製造到對大盤商做銷售的過程，展現優異的垂直整合。 本研究以台灣家用鎖具製造商A公司在台灣的經銷大盤商為研究探討範圍，深入訪談台灣鎖具經銷大盤商對於鎖具製造商的經營關係，在台灣，一家鎖具製造商經營成功與否和所配合的大盤經銷商銷售能力強弱是有直接且緊密影響關係。透過深入訪談及次級資料的蒐集，以尋找出台灣鎖具製造商A公司經營成功的關鍵因素為主要研究方向。 本研究由兩個方向來進行研探討鎖具製造商的成功與否與經銷商關係是緊密的；一是鎖具製造公司的整體銷售策略及其SWOT分析，二是透過與大盤經銷商的訪談了解大盤經銷商與鎖具製造公司間的連結關係，找出A鎖具製造公司的經營成功關鍵因素。 研究結論顯示，A鎖具製造公司最主要的成功關鍵因素是；良好的品牌形象、提供穩定品質的鎖具、鎖具價格具有競爭力、採取正確的市場區隔策略、提供經銷商必要的鎖具教育訓練課程及良好的銷售前、中、後期服務。

Compare to the domestic lock produced by other countries, the products from Taiwan has long received global recognition for its precision as the local lock manufacturers perform excellent vertical integration from research & development, mass production, to sales & marketing to its distributors. This research investigates the distributors of company A, a lock manufacturer in Taiwan, and discussed the buyer-seller relationship between the 2 parties from interviews and secondary market research data. This research aims to analyze the key success factors of company A, and investigate the extent to which its success is influenced by the sales ability of the distributors they work with. We carry out the investigation from 2 perspectives to analyze the influence of the distributors to the lock company: 1) the general sales and marketing strategy and the SWOT analysis of the lock company A, 2) by interviewing its downstream distributors to understand the connection between the two. In conclusion, the key success factors of Lock manufacturer A are: an excellent brand image, a constantly high-quality products, a good cost advantage, precise market segmentation, essential training programs to its distributors, and a well-delivered pre- and post-customer service.