臺灣博碩士論文加值系統

本研究所欲探討之問題是企業資源、品牌權益與營運策略對台灣自行車零件製造商在歐洲市場產業通路選擇上所扮演的影響性，並討論企業特性、品牌權益與營運策略對企業競爭力之影響及企業競爭力對於產業通路的選擇之關係，並藉此研究找出一理論模型供企業使用參考。

研究結果發現，企業特性、品牌權益與營運策略對於企業在產業通路類型的經營與選擇上影響甚鉅。 這三個構面將決定台灣自行車零件製造商在歐洲市場的競爭力。 透過這三個構面所彰顯的是製造商與產業通路類型間之競合態勢。當製造商整合企業特性、品牌權益與營運策略三個構面所表徵於外部競爭力道會決定製造商與產業通路類型的合作意願流向: 當製造商所展現的競爭力道越強，其雙方之合作意願流向為產業通路類型依賴製造商之程度較高; 反之，當競爭力道到較弱時，則雙方之合作意願流向為製造商依賴產業通路類型之程度較高。

此外，當企業特性、品牌權益與營運策略這三個構面所形成的競爭力道較強，則製造商對於產業通路類型的選擇上會變得更彈性 (亦即在整體營運上不易受制於產業通路類型之角色)。 反之，當所形成的競爭力道較弱時, 則製造商對產業通路類型的選擇會較沒有彈性 (亦即在整體營運上容易受制於產業通路類型)。 觀察製造商與歐洲市場通路類型間的合作發展, 這三個構面的扮演重要之角色且缺一不可。 企業特性，表徵公司資源配置的能力; 品牌權益，塑造品牌的不可取代性; 營運策略強調降低合作的風險性; 企業具備這三者，在產業通路類型的選擇會變得更簡單與彈性。

企業重新審視企業特性、品牌權益與營運策略的過程，企業必須先釐清公司之願景。如此，企業方能清楚地知道針對上述之三個構面了解可使用之資源與操作之限制，有目標地發展相關之階段性策略，並選擇最適之產業通路類型為公司創造最大之利益。

For this research, we would like to discuss how enterprise characteristic, brand equity and operation strategy make influence to the industry channel for Europe for Taiwan bicycle parts manufacturer。Besides, to find a theory model to be a reference for Taiwan manufacturer how the enterprise characteristic, brand equity and operation strategy form a competition base and influence the selection of bicycle industry channel for a manufacturer.

This paper found that the enterprise characteristic, brand equity and operation strategy make a significant influence to the selection of bicycle industry channel. These three aspects will decide the competence ability of Taiwan bicycle parts manufacturers for Europe market. These three aspects explain a competence status between manufacturers and industry channels. The external competence force, which formed by the enterprise characteristic, brand equity and operation strategy, will decide the will of cooperation flow between manufacturers and industry channels: The more strong competence force the manufacturer shows, the higher will of the cooperation flow of industry channels toward manufacturers; otherwise, the higher will of the cooperation flow of manufacturers toward industry channels.

Besides, the stronger intensity of competence force gathered by The enterprise characteristic, brand equity and operation strategy will bring a flexibility to manufacturers for the selection of industry channels; Otherwise, the lessen competence force will become inflexibility to manufacturers for the selection of industry channels. Look into the cooperation mode between the manufacturers and Europe market channels, the enterprise characteristic, brand equity and operation strategy respectively play an important role for a manufacturer. The enterprise characteristic represents the ability of resource relocation of a company. The brand equity represents a irreplaceable for a brand; The operation strategy emphasizes the low risky for the cooperation of market channels. To be with these three aspects, the selection of an industry channels will become more easy and flexible than ever.

The manufacturer has to clarify its vision before reviewing their enterprise characteristic, brand equity and operation strategy. Thereby, the manufacturer should be clear quite enough on the limitation over the operation of those resources as enterprise characteristic, brand equity and operation strategy and proceeding relative strategy under a firm goal to create the maximum benefit for itself thru a suitable industry channel selection.

目 錄
謝 誌 i
中文摘要 ii
英文摘要 iii
目 錄 iv
表 目 錄 vi
圖 目 錄 vii
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究流程 4
第二章 文獻探討 6
第一節 企業特性與競爭力 6
第二節 國際市場進入模式 10
第三節 國際行銷通路 13
第四節 中間商的功能與角色 18
第五節 企業產品品牌來源國資訊 20
第六節 品牌權益 23
第三章 產業概況與歐洲市場分析 24
第一節 台灣自行車零件產品介紹 24
第二節 台灣自行車零件產業競爭力分析 26
第三節 歐洲聯盟 29
第四節 歐盟自行車產業的反傾銷規定 29
第五節 歐洲自行車零件修補與組車零件市場 31
第六節 歐洲各國自行車產業與市場介紹 32
第四章 研究方法 42
第一節 研究方法的選擇 42
第二節 研究對象 43
第三節 研究過程 43
第四節 研究可信度 45
第五章 研究結果討論 46
第一節 研究發現 46
第二節 結論與結果 59
第三節 未來研究建議 63
參考文獻 65
中文文獻 65
英文文獻 65
附錄-訪談紀錄 68

表 目 錄
表2- 1：間接外銷/合作外銷/直接外銷之差別 12
表3- 1：自行車零件產品分類與細項 (本研究整理) 25
表5- 1：企業品牌的策略發展，對應不同的策略目的與策略條件 49
表5- 2：產業通路角色與營運考量及營運效益之關係 55
表5- 3：研發與產品品質能力高低與製造商和貿易商間的合作意願流向 56
表5- 4：企業特性、品牌權益與營運策略對產業通路選擇之影響 60

圖 目 錄
圖1- 1：研究模型 3
圖1- 2：研究流程 5
圖2- 1：Porter總體性競爭策略/資料來源: Porter(1980) 9
圖2- 2：Porter 五力分析模式 10
圖4- 1：研究模型 42
圖5- 1：企業特性、品牌權益、營運策略與產業通路合作關係模型 61
圖5- 2：營運策略不佳對產業通路選擇彈性之影響 63

中文文獻
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5.楊必立, 陳定國(1999), 行銷學, 台北:華泰出版, 79-97.

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