首頁 / 雜誌 / 產業與管理論壇 / 201812 (20:4期) / 資訊通訊科技國際品牌之通路管理方案:以台灣惠普資訊科技股份有限公司為例
中文篇名

資訊通訊科技國際品牌之通路管理方案:以台灣惠普資訊科技股份有限公司為例 免費試閱

英文篇名

How ICT MNCs’ Organize Their Channel Management Programs: The Case of HP Taiwan Information Technology Ltd.

作者

黃士修于卓民巫立宇

中文摘要

國內資訊通訊科技(ICT)廠商在過去近30 年間努力開拓國際市場,並獲致不錯的結果,讓台灣品牌在國際市場中占有一席之地。然而,最近10 年來,台灣的ICT 品牌廠商在國外市場接連遭遇挫敗,原因之一與通路經營不善有關。
品牌拉力與通路推力是開發市場的左右兩手。本研究主軸在通路相關的運作,透過探討ICT 多國企業領導品牌惠普資訊科技股份有限公司在台灣的通路經營實務,歸納出一套通路管理方案之「工具組」(即通路管理八類方案與四項目的組合),既可供ICT業者參考,也可作為深入研究通路管理與理論對話之橋樑。

英文摘要

Through about thirty years’ efforts, Taiwanese ICT brands have established decent positions in world markets. However, due to problems associated with channel management, several noted Taiwanese ICT companies have encountered set-back in last decade.
Brand-pull and channel-push strategies are the left- and right-hand for market development and this study focused on the later. Through integrating the various channel management programs of HP Taiwan Information Technology Ltd., a leading MNC in the ICT industry, this study derives a matrix composed of eight categories of programs and four types of purposes. This matrix, termed the tool-set of channel management programs can assist Taiwanese ICT companies to organize their channel programs as well to manage their channel partners abroad. In addition, the matrix also serves as a bridge between channel management practices and theories for researchers.

關鍵詞

通路管理通路管理方案資訊通訊科技channel managementchannel programinformation and communication technology(ICT)

刊名

產業與管理論壇

期數

201812 (20:4期)

起訖頁

004-022

出版單位

工業技術研究院產業科技國際策略發展所

DOI

10.3966/199582342018122004001  複製DOI   DOI查詢

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