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研究生:李金豐
研究生(外文):Chin-Feng Lee
論文名稱:工業氣體產業之通路策略研究-以聯華氣體為例
論文名稱(外文):A Study on Channel Strategies of Industrial Gases Industry-A Case of Linde LienHwa Company
指導教授:陳家祥陳家祥引用關係
指導教授(外文):Ja-shen Chen
口試委員:曾盛恕郭敏珣
口試委員(外文):Seng-Su TsangMin-Hsun Kuo
口試日期:2014-05-29
學位類別:碩士
校院名稱:元智大學
系所名稱:管理碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:59
中文關鍵詞:工業氣體通路策略
外文關鍵詞:Industrial GasesChannel Strategies
相關次數:
  • 被引用被引用:3
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
氣體工業於全球經濟發展史上一直扮演著舉足輕重的角色。就臺灣國內的工業發展歷程中舉凡從農業、輕工業、重工業、鋼鐵業、塑化業乃至於今日的電子科技業、生技醫療業和食品業、航太等產業,氣體原料的充分供應都是支撐每一個行業蓬勃發展與達成高生產效率與產品使用安全上不可或缺的重要元素。
聯華氣體公司以設備規模、產品產能和氣體技術運用等三方面上一向為臺灣氣體產業的領先者或稱被模仿者。但自2008年起國內各產業面臨全球化的競爭和臺灣經濟成長減緩的衝擊,而故氣體產業過去所仰賴的設備規模與運用技術及產品品質或服務技術似乎已不再是市場供應上競爭獲利的保證。
因此聯華氣體公司有感於市場競爭及客戶需求條件改變,於近二、三年來,開始注重行銷通路的適配性及如何透過通路策略來提升通路績效,進而讓公司整體的營業績效都能達成每年的預期目標上獲得預期的成長與成果。在行銷通路運作時,通路型態、通路權力之運用、通路管理機制也都會對通路績效產生一些或深或淺影響,故本研究主要目的是以聯華氣體工業股份有限公司作個案分析,來探討顧氣體產業之通路策略。並針對現有氣體產業的通路運作現況做一實際之分析。並提出對於聯華氣體公司乃至氣體產業同業於行銷通路上有效能之運作策略,及有利氣體產業發展之參考建議。
The gas industry has been playing the most significant role in the history of global economic development. In Taiwan's domestic industrial development, adequate supply of raw material gases is the most critical element factor supporting every industry booming and achieving high production efficiency with product safety. We can see the examples clearly from agriculture, light industry, heavy industry, steel industry, plastic industry, and even in today's electronic technology industry, biotechnology industry and food industry, aerospace and other industries.

LLH (Linde LienHwa Industrial Gases Co., Ltd.) has always been a leader imitated by others in the gas industry in Taiwan, among three areas from equipment size, product capacity and utilization of gas technologies. But since 2008 the domestic industries facing global competition and the impact of Taiwan's economic growth slowed, the gas industry can no longer rely on the use of technology and equipment size and quality of products or services technology to guarantee its profits from market supply competition.

Facing with market competition and changing of customer demand conditions, LLH began to focus on adaptation of marketing channels through channel strategy to improve path performance in the past two or three years, thereby allowing the company's overall business performance can reach the expected growth and the expected results of the annual target achievement. During operation of marketing channels, channel type and utilizing the power of channel and channel management mechanism will somehow have certain impacts on the channel performance. The purpose of this study is to take LLH as a case study for the gas industry to explore channel strategy, and to conduct an actual analysis of the current situation for the operation of the existing path of the gas industry. It’s made for the gas industry as well as LLH and companies in the same industry. The marketing channel strategy can be operating effectively and to provide some reference or suggestion to the proposed development in favorable of the gas industry.
目錄
書名頁 i
審定書 ii
授權書 iii
中文摘要 vi
英文摘要 vii
致謝 viii
目 錄 ix
表目錄 x
圖目錄 xi
第一章 緒論 1
第一節 研究背景 1
第二節 研究目的 3
第三節 研究範圍 4
第四節 研究流程 4
第二章 文獻探討 6
第一節 行銷通路 6
第二節 通路策略 8
第三節 通路權力 12
第四節 通路績效 17
第三章 產業分析 22
第一節 全球氣體產業概況 22
第二節 氣體產品類別 27
第三節 工業氣體製程技術 29
第四節 氣體供應模式 31
第四章 個案分析 33
第一節 個案公司介紹 33
第二節 通路策略 38
第五章 結論與建議 53
參考文獻 55
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