探討國內3C通路商低成本與差異化策略之抉擇

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Title:	探討國內3C通路商低成本與差異化策略之抉擇
Other Titles:	The choice between the low-cost strategy and differentiation strategy of 3C distributor in Taiwan
Authors:	陳美娜;Chen, Mei-na
Contributors:	淡江大學企業管理學系碩士在職專班王居卿;Wang, Chu-ching
Keywords:	3C連鎖通路;低成本策略;差異化策略;經營績效;3C Distributior;low-cost strategy;differentiation strategy;management performance
Date:	2007
Issue Date:	2010-01-11 03:59:25 (UTC+8)
Abstract:	「掌握通路就掌握市場」，因此通路的掌握成為企業經營的成功關鍵因素。國內3C產品的經營趨勢已朝向低價格、大坪數、商品種類、品牌繁多與可一次購足的連鎖量販型態發展，此更導致企業間的競爭日趨白熱化。本研究試圖探討3C通路業者在競爭激烈的市場中，如何運用低成本或差異化策略訂定其經營策略，以期在零售通路市場中獲得競爭優勢。處在激烈競爭的通路市場，由於市場共通性、資源相似度高，業者間取代性及價格的競爭性強，若無法建立異於同業的核心資源，將很難吸引消費者的駐足。長久以來，通路業者大多是運用低價策略，去吸引消費者以壓倒競爭對手，然而低價競爭的策略，容易被模仿，並非長久之計。隨著時代環境的變遷及消費者意識的抬頭，如何在國內有限的消費市場中，瞭解消費者的需求與消費者互動、建立、維持長期的良好關係，並獲得顧客的肯定及滿意，乃是長久以來通路業最關心的議題。本研究中以營收及通路據點最多的二家知名3C連鎖通路為研究個案，探討業者在採用低成本或差異化策略時對於經營績效之影響。甚者，通路業者能否同時兼顧「低成本與差異化」兩種策略，在競爭激烈的末端零售通路市場中，持續成長與獲利，亦是本研究所關心之議題。除了低成本策略外，本研究亦就二家連鎖通路業者在市場的定位、通路品牌策略、產品組合、目標市場、價格策略、服務與訓練及企業所肩負的社會責任，來分析所推行的差異化策略，是否能為業者帶來實質上的營收及獲利的成長。本研究透過相關文獻探討，次級資料的收集及實地訪談國內營收最高及門市據點最多的兩大3C連鎖通路業者，結果有下列重要發現： 1.連鎖量販將成為3C產品銷售的主要通路。 2.低成本策略是業者生存的基本條件。 3.低價策略已成為一種常態的競爭，不再只是吸引消費者光顧與消費的最佳管道。 4.連鎖通路業者的競爭優勢，須建立在異於同業的核心資源。 5.通路業者必然能同時兼顧「低成本與差異化」兩種策略，在競爭激烈的末端零售通路市場中，才能持續成長與獲利。 "Controlling the thoroughfare controls a market" means that controlling the market channels is the key for a company to succeed in the competitive market. This research explores how 3C distributior dealers should formulate their strategies between low costs and differentiation strategy so that they can survive and obtain competitive advantage in the retail markets. This study aims at two well-known 3C chains channels with the earning and the most outlets as the cases to probe into the influence of management performance amidst the low-costs or differentiation strategies. The results of this study are as follows： 1.The chain store will become the main thoroughfare of the 3C product sale. 2.The low-cost strategy is the basic condition that the operator exists. 3.The strategy has already become a kind of competition of normal with low price. 4.The distributor must build up in the core resource of differing with the same trade. 5.The distributor can look after both sides of "low-cost and differentiation" two kinds of strategies in the meantime by all means.
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