中小企業選擇代理國際品牌之評估準則

Abstract

代理國際知名品牌在台灣本土市場經營的商業模式，在食、衣、住、行、育、樂各行各業都可見到。然而國際品牌眾多，本土代理商無論其企業規模大小，都應該慎選一個能與本身企業資源配適的國際品牌，亦即無論從商品、行銷、通路等各方面都能充分和代理商的經營資源能夠互補及互相強化，以發揮雙方資源整合及運用效益的極大化，才能達到代理商和過季品牌的雙贏局面。本研究以我國中小企業廠商代理國際品牌選擇之評估準則探討為研究主題。在審視我國經濟發展從內銷為主到國際代工，而後走向國際品牌代理的發展史，本研究並將品牌代理分為兩類，其一為從通路經營走向品牌代理，其二為從品牌代理走向通路經營。前者以大潤發為經典，後者則以恆隆行為代表。本研究使用資源基礎理論，以我國中小企業國際品牌代理商展X公司為例，建構代理國際品牌選擇的多層評估準則架構，並與專家學者經過多次討論，以修正此評估準則架構。本研究間的代理品牌評估準則架構包含企業經營能力、品牌理念、商品能力、行銷整合溝通能力及通路支援等五個主準則，而每個主準則個又包含4到5個次準則。本研究使用AHP層級分析法專用問卷，邀請展X公司四位高階主管填答AHP問卷。經過AHP層級分析法演算，4位主管個別的準則權重分別被求算出來，本研究也計算出4位主管的整合準則權重。研究發現，「商品能力」、「品牌理念」和「企業經營能力」是所有主管一致認為最重要的前三項評估主準則。

The business model of being a well-known international brand agency in Taiwan can be observed in different industries. However, inspire of its firm size, an agency should carefully choose an international brand with business resources that can fit its own capabilities to cooperate with. Namely, to attain the win-win goal for both sides, the resources of two parties should be mutually enhanced and integrated to demonstrate their advantages in different aspects, such as product strategy, marketing operation, channel management and so on.The main purpose for this study is to explore the evaluation criteria framework of choosing an international brand for a small-and-medium enterprise in Taiwan. By reviewing the history of the economic development in recent decades in Taiwan, we know that the economic mainly focused on domestic sales in the beginning, later on moved toward OEM (original equipment manufacturing) orientation, and finally embraced international brand agentship operations. We classify the international brand agentship in Taiwan into two groups: (1) from channel operations moving toward brand agency, such as RM-Mart company; (2) from agency moving toward channel operations, such as Hengstyle company. Based on the resource-based theory and using company X, a SME that has acted many international brands, as an example, we developed a multi-layer evaluation criteria framework for company X. The evaluation criteria framework contains five major criteria: business management capability, brand power, product management capability, integrative Marketing communication capability, and channel support. Each of the main criteria consists of 4 to 5 sub-criteria.