探討真品平行輸入對國內合法代理商的衝擊

Abstract

平行輸入於1980年代中期開始，陸續有學者專家開始討論此一現象，由研究及各種數據發現，由低開發國家至高度開發國家，只要是一個國家採行自由貿易政策，平行輸入即會存在市場，而其最根本原因，就是價格所帶來價差的套利行為。 本研究之目的，亦是想試著探討國內合法代理商，面對現在整體大環境及消費者行為改變下，國內合法代理商的現況與存在價值，以及真品平行輸入所帶來的衝擊下，合法代理商的因應策略。本研究採用質性研究方法，並透過文獻分析法、個別深度訪談法，蒐集過去國內相關的文獻及理論，再加以訪談結果，從多方面觀點來試著探討有關合法代理商之現況、存在價值、未來發展方向。最後再針對研究的結果給予一些建議及後續觀察發展。 平行輸入對消費者、社會福利及整體市場經濟而言，並不一定是全然負面效果及影響。平行輸入能讓消費者能以較代理商低的價格，或是找到國內市場無供應之商品，可以選擇性的商品範圍變廣。而就整體市場經濟來說，達其「貿易平等互惠」及「自由市場競爭」之精神，避免獨占、結合、聯合行為等差別待遇之不公平競爭行為，但需權衡於保護權利人及消費大眾權益之間。 長期而言，合法代理商除了品牌行銷及通路經營外，「團隊的知識競爭力」亦是行銷能力之一；因此，選對好的團隊成員，具創造力的宏觀，亦是不可或缺的要素。合法代理商必須思考如何由消費者需求出發，結合物聯網及精確數據分析，提供專業加值服務，提昇為「解決方案」提供者，永遠早一步，地氣接全球。Parallel Importation began in the mid-1980s, and scholars and experts began to discuss this phenomenon. From research and various data, as long as a country adopts a free trade policy, parallel importation will exist in the market nevertheless from low-developing countries to highly developed countries. And the most fundamental reason is the arbitrage behavior of the price difference. The aims of this reach are to explore the current status and existence value of domestic authorized agents, in the face of the current overall environments and changes in consumer behavior, and the impact of parallel import of genuine products, as well as their response strategy. This reach adopts Qualitative Research methods. Through Document Analysis and Individual in-Depth interviews, we collect relevant domestic documents and theories, and based on interview results, this research tries to explore the current status and existence value of authorized agents from various perspectives. Finally, some suggestions and future continuing observations are given according to the research results. Parallel Importation does not necessarily have negative effects on consumers, social welfare and the overall market economy. Parallel importation allows consumers to get the same products at a lower price than buying products from authorized agents, or to find products that are not available in the domestic market. As far as the overall market economy is concerned, it has achieved the spirit of " equality and mutual benefit of trade and reciprocity" and "free market competition" and avoids unfair competition practices such as monopoly, mergers and joint actions, but it needs to be weighed against rights holders and consumer interests. In the long term, in addition to brand marketing and channel management, " Knowledge Competitiveness of the Team" is also one of the marketing capabilities; therefore, the selection of good team members, creative macroscopic, is also indispensable elements. Authorized agents must think about how to start from the needs of consumers, combine the technology of “Internet of Things” and accurate data analysis, provide professional value-added services, and upgrade to become the "Solution Provider", always stepping forward to the world.