首頁 / 雜誌 / 產業與管理論壇 / 201506 (17:2期) / 國王的新衣:台灣菸酒股份有限公司香菸通路委外決策的困境
中文篇名

國王的新衣:台灣菸酒股份有限公司香菸通路委外決策的困境 免費試閱

英文篇名

The Emperor’s New Clothes:The Dilemma of Taiwan Tobacco & Liquor Corporation’s Tobacco Channel Outsourcing Decision

作者

曾俊凱王俊人蔡瑤昇

中文摘要

1987 年開放洋菸酒進口台灣之後,台灣菸酒股份有限公司自製菸的產銷數量便節節下滑,許多國際上知名的香菸大廠,如日本菸草公司、帝國菸草公司、美國菲利普莫里斯公司、英國英美菸草公司等陸續進入台灣,到了2000 年之後,台灣菸酒公司才發現大半香菸市場已失去。
2002
年上任的黃營杉董事長深知,在這個思維保守且僵化的組織中採取變革的手法將會引起很大的反彈,於是採用了菸事業部的建議,將部分菸品的銷售通路委外給原來與日本菸草公司合作的七星公司(後來改為國王公司),希望用來做為產品銷售通路外包的試驗場。沒想到國王公司在招募經銷商時就受到了日本菸草公司經銷商的抵制,要求旗下所有經銷商不得加入台灣菸酒公司的委外經銷通路,也不能另設新公司加入;接著國王公司也面臨了嚴重的通路衝突問題,許多盤商因為擔心未來台灣菸酒公司會全面性地將銷售通路外包,共同發起拒向台灣菸酒公司購買菸、酒與啤酒等貨品的行動,想要迫使台灣菸酒公司放棄外包的計畫;令人意外的是,連台灣菸酒公司的營業處所也以清庫存的方式發動另一波的價格戰,甚至還要求台灣菸酒公司推出相近的菸品與國王公司的通路抗衡。

英文摘要

Since tobacco and liquor industry in Taiwan became an open market in 1987, the sales of Taiwan Tobacco & Liquor Corporation (TTL) self-manufactured tobacco have declined gradually. Many well-known companies such as Japan Tobacco International (JTI), Imperial Tobacco Limited (ITL), Philip Morris International (PMI), and British American Tobacco (BAT) continually entered the domestic market. It was not until 2000 that TTL finally found out that it had lost almost half of its tobacco market shares.
Chairman Mr. Huang Ying Shan, who was officially appointed in 2002, knew that any change in the conservative and rigid organization would lead to a dramatic disaster. Therefore, he adopt the suggestion of Tobacco Division and outsourced part of its cigarette sales business to Seven-star Company (renamed as King Company), which was the exclusive agent of JTI in Taiwan. TTL expected the cooperation with King Company could be the model of sales business outsourcing. However, when King Company recruited new agents, it faced not only the resistance from JTI by prohibiting its agent to join the business in any way, but also the dramatic conflicts among sales channels. Many distributors of TTL worried about that TTL might outsource whole sales business. To force TTL to abandon the outsourcing strategy, these distributors united together and threatened to cease purchasing TTL’s tobacco, liquor, and beer. Surprisingly, TTL’s sales offices triggered a price battle by stock clearance and even asked the headquarters of Tobacco Division to launch similar cigarette items to compete with the agents of King Company.

關鍵詞

組織變革通路衝突策略性委外organizational changechannel conflictstrategic outsourcing

刊名

產業與管理論壇

期數

201506 (17:2期)

起訖頁

088-110

出版單位

工業技術研究院產業科技國際策略發展所

DOI

10.3966/199582342015061702005  複製DOI   DOI查詢

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台灣微創手術機器人技術發展藍圖之研究