經銷商通路權力與品牌權益之關係探討：以運動產業為例

Abstract

體育活動與運動產業在台灣的發展的歷史已久，近年更成為經濟發展中非常重要的結構產業之一，而當中存在不同的運動品牌的市場策略，品牌與經銷商的合作模式與通路變化等情形，對其所產生的不同競合關係去加以學習研究，經由不同經銷商的自我通路發展策略去找出經銷商與品牌合作的生存之道。當前品牌與經銷商是一種相互合作的模式，品牌自身擁有相當的品牌權益，而對於經銷商是否又會因為其掌握的通路不同而擁有通路權力? 通路權力是否全部歸屬通路所擁有，強勢品牌是否可以直接主導通路? 當中有多少模糊且難以界定的項目實際會因為雙方規模而變動，變得難以定位並且成為雙方互相影響或消長的因子? 藉此去找出經銷商可以在市場可以持續擴大或是必須退場的原因，以及經銷商接下來的發展機會，市場通路發展的變化去看經銷商對於通路選擇是否影響或幫助其發展。

本研究由個案訪談與相關資料的收集研究，文獻探討等作為理論結構，透過訪談與問卷並行的方式對目前台灣體育用品通路之經銷商作研究，並以深入質化研究去找出運動品牌與經銷商之間所擁有的品牌權益以及通路權力是否會對通路績效產生影響。

結果發現，優勢的通路權力與品牌權益會對通路績效產生正向推動，其次，品牌權益對通路權力會造成一定的限制以及通路權力對於品牌權益的影響較低。Sports activities and the sports industry have a long history of development in Taiwan. In recent years, they have become one of the essential structural industries in economic development. As there are different market strategies of sports brands, cooperation models, channel changes between brands/dealers, these various competitive, as well as cooperative, relationships that arise from them should be studied and researched. Through various distributors’ own-channel developing strategies, we discover the symbiotic method between distributors and brands.Currently, brands and distributors have a mutual cooperation model. The brands have considerable brand equity, but will distributors have sufficient channel authority due to the different channels they control? Does this authority belong directly to the channel and can strong brands directly dominate the channel? How many vague and difficult-to-define projects would actually change due to the scale of the two parties, making it difficult to locate the factors that affect the ebb and flow between the two parties?With these answers, we could determine the reasons why dealers continue to expand in their market or should exit, as well as potential development opportunities for dealers. And from these changes in the development of market channels, we can see whether the dealers' choice of channels affects or helps their development.

This study explores the theoretical framework of the relationship with the brand through relevant literature, case interviews and related data research. With the current distributors of sporting goods channels in Taiwan as the research topic, the study utilizes the questionnaire survey method, and in-depth qualitative research to find brand equity between brand owners and distributors, as well as the impact of channel authority on channel performance.The research discovered: brand equity has a positive impact on channel performance; brand equity also has certain restrictions on channel authority; channel authority has little impact on brand equity, but both brand equity and channel authority had a positive impact on channel performance.

This study takes sporting goods industry dealers as the research subject, and I hope that all parties may provide guidance to the details that have not been exhausted.