IC設計業銷售代理之管理-以在台美商N公司為例

機構典藏 > College of Business and Management > Department of Management Sciences > Thesis > Item 987654321/33209

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Title:	IC設計業銷售代理之管理-以在台美商N公司為例
Other Titles:	Fabless sales agency management : a case study of American company N in Taiwan
Authors:	李仁;Lee, Jen
Contributors:	淡江大學管理科學研究所企業經營碩士在職專班蔡進丁;Tsai, Ching-ting
Keywords:	IC設計公司;代理;fabless;agency
Date:	2005
Issue Date:	2010-01-11 03:44:17 (UTC+8)
Abstract:	一般資源不豐的美國中小型IC設計公司在短時間並不容易在台籌建自身的銷售體系。反之，經由代理商既有之銷售管道及對目標客戶的熟悉度，將可快速、有效的將最新產品交至目標客戶手中。因此代理商的角色在整個行銷過程中具有相當重要的地位。但以往選擇一個最適的銷售代理人並不是一件容易的事，亦沒有可靠的準則可供依循。本研究藉由代理相關理論，觀察分析個案公司在台尋找新銷售代理人的決策過程與結果，並佐以業界高階主管的訪談觀點作分析比較，進而了解何種關鍵因素是美商在台之中小型IC設計公司尋找最適銷售代理人的模式，並了解以下三個問題。1.什麼是美商中小型IC設計公司在台尋找最適銷售代理人的關鍵因素？2.大型銷售代理人是否有助於中小型IC設計公司之產品推廣?3.銷售代理人與中小型IC設計公司相互投資是否減少代理問題並有助於中小型IC設計公司之銷售?本研究以個案研究法與十字管理法對個案公司作分析，並找出個案公司代理管理意涵，且由意涵發展出三項研究命題，再經專家訪談檢驗研究命題。其結果，三項命題均顯著成立成立。命題(一)：增加獲利、擴大市場涵蓋面、維持顧客關係、分攤風險、成本控制、配合度、發展遠景及管理機制等八項標準，是美商中小IC設計公司在台尋找最適銷售代理人的關鍵因素。命題(二)：大型銷售代理人不一定有助於中小型IC設計公司之產品推廣。命題(三)：銷售代理人與中小型IC設計公司相互投資不一定能減少代理問題及有助於中小型IC設計公司之銷售。在研究中可了解美商中小型IC設計公司在台選擇最適銷售代理人之中最重要三點關鍵因素包括：1.可經由銷售代理人既有之產品及客戶關係，將中小型IC設計公司產品帶進目標客戶。2.銷售代理人有適合的組織及人員專注(focusing)為中小型IC設計公司銷售產品。3.銷售代理人專長之處與熟悉的產品及市場領域與中小型IC設計公司的要求相符。 In general, a small-medium American fabless firm might not able to setup an own facility in Taiwan to sell their products owing to limited resources. Instead, a local agent that knows market and customers very well can help foreign principal deliver products to target market efficiently and effectively. No doubt, the successful agency management plays a significant role in oversea sale. However, it’s difficult to seek out a good one because of few guidelines in the past. By mean of case study methods, this thesis aims to explore the following three questions: 1. What are key success factors for a small-medium American fabless firm to develop sales agency in Taiwan? 2. Are there some advantages for a small-medium fabless firm leveraging a large size of agent to carry and sell its products? 3. Do joint venture between sales agent and fabless firm lead to conflict reducing and sales increasing? The author uses MERSI Management Skills to describe and diagnose case company; then to find out some implications from case study and deriving 3 propositions for test. Through in-depth expert interview method, the following 3 propositions are proven, acceptable and highly consensus among experts: P1: There exists 8 necessary and unequal weighting criteria for evaluating agency management in Taiwan: to increase profit; to broaden market coverage; to maintain customers relationship; to share risk with agent; to cut sales cost; agent being cooperative; good vision and excellent management of agent. P2: As far as the function or power of promoting products in concerned, a large size of agent is uncertainly helpful for small-medium fabless firm. P3: The joint venture between sales agent and fabless firm indefinitely has positive synergy effects.
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