影響最適代理商行為模式的決定因素之研究 -- 以臺灣A公司為例
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2018
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Abstract
貿易商原是呼應供應商及需求方的交易需求而衍生的商業經營型態，在交易過程中居間為二位主角聯結，互交訊息，互通有無。對貿易商而言，可以說架在一個無根基的營運上，對企業營運極具風險。依經濟部中小企業處最新的統計，新創業的公司成立5年後，即有40%左右的中小企業倒閉。這對貿易商而言更是警訊。所幸台灣有些貿易商突圍了，參與了供應商的銷售渠道，甚至成為獨家授權代理商，躍居區域性的銷售主導者之位。
本研究從代理商個案-A公司探討，藉由層級分析法(Analytic Hierarchy Process, AHP)找出最適代理商行為模式的特質，並從各評估準則所得出之權重，由專家們提出對A公司的剖析及看法。
從本研究結果發現A公司在評估準則：1.管理及信譽方面-內部組織管理能力、對客戶及供應商信用承諾、工作團隊的服務品質；2.財務管理能力方面-公司信用良好、財務穩健風險管控得宜；3.市場行銷能力方面-市場訊息調查及訂定策略，此三項相較於其他評估準則而言，佔有較高權重，也分析得知出其身為中小型企業的代理商，獲得世界知名製造廠青睞並與之合作長達45年之久的原因，以及與客戶搭建長久的依存關係，成為業績屢創新高的關鍵所在。
然，是否就此高枕無憂呢?看來不然，本研究最後針對A公司在研究過程中的了解，從營運角度提出幾點淺見，以作為台灣代理商們未來與品牌廠商合作的發展方向，也供後續研究者就相關主題的研究參考。
In the past, traders served suppliers and demanders and provided their mutual information. For traders, operation is like built on sand that trading this way. This is highly risky, according to the latest statistics from “ Small and Medium Enterprise Administration, Ministry of Economic Affairs”, around 40% of new start-up companies failed and went bankrupt in five years .This is a great warning for traders. Fortunately, some traders in Taiwan have participated in the sales chain and even become a sole agent as sales leader in their regions. This research was conducted from multi criteria of agent-company A by using Analytic Hierarchy Process or AHP in short to find the most suitable behavior model for agents. Then, the experts gave their opinions on the business methods to Company A. From simple cross tabulation, using rank, weighted score until AHP, we could find out the reason why the company A can cooperate with world-famous manufacturers for 45 years. Besides, company A has also established a good relationship with its’ own customers. This good relationship has become the key to the performance of company A. Is there any crisis in company A? The answer is very clear via the analysis results. This study gives company A several business management suggestions in the final chapter. Finally, this research report would provide direction for Taiwan agents to cooperate with brand manufacturers. Hope it could also provide appropriate reference for follow-up interested researchers.
In the past, traders served suppliers and demanders and provided their mutual information. For traders, operation is like built on sand that trading this way. This is highly risky, according to the latest statistics from “ Small and Medium Enterprise Administration, Ministry of Economic Affairs”, around 40% of new start-up companies failed and went bankrupt in five years .This is a great warning for traders. Fortunately, some traders in Taiwan have participated in the sales chain and even become a sole agent as sales leader in their regions. This research was conducted from multi criteria of agent-company A by using Analytic Hierarchy Process or AHP in short to find the most suitable behavior model for agents. Then, the experts gave their opinions on the business methods to Company A. From simple cross tabulation, using rank, weighted score until AHP, we could find out the reason why the company A can cooperate with world-famous manufacturers for 45 years. Besides, company A has also established a good relationship with its’ own customers. This good relationship has become the key to the performance of company A. Is there any crisis in company A? The answer is very clear via the analysis results. This study gives company A several business management suggestions in the final chapter. Finally, this research report would provide direction for Taiwan agents to cooperate with brand manufacturers. Hope it could also provide appropriate reference for follow-up interested researchers.
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Keywords
貿易商, 經銷商, 代理商, 跨境貿易, 銷售權, 層級分析法, Trader, Distributor, Agent, Overseas Trading, Sales Right, AHP