臺灣博碩士論文加值系統

因應經濟成長環境變遷，產業自動化、電子電力及人工智慧等技術的不斷提升與創新，作為電機調速節能關鍵性設備的變頻器不斷的技術精進與發展，變頻器除廣泛使用在各機械產業的變速控制外，更在民生產業中逐漸擴大。然因全球經濟消費行為改變及網路行銷崛起，既有變頻器銷售市場、消費型態及變頻器的行銷方式也隨之改變。
變頻器產業之銷售市場，因專有技術已逐漸成熟，使得進入之門檻相對較其他產業之影響來得低，銷售商間的發展刻正處於高度同質化、混亂化的競爭階段，製造商及代理商雖已確立領先企業的優勢，但中下游之經銷通路商之競爭卻日趨白熱化，市場割據戰、價格戰不斷發生，整個行業發展已亂象叢生，造成變頻器市場趨於飽和現象。因此造成目前區域銷售通路市場面臨到生產製造商及代理商為增加市場佔有率而改變原有銷售模式所衍生的市場競爭問題，直接造成區域銷售通路市場的衝擊及困境。
本研究探討台灣變頻器代理商與區域經銷商間銷售市場之通路衝突，透過模糊德爾菲專家問卷調查方式，進行重要議題收斂，確立通路衝突主要因素，作為後續通路衝突策略研擬之參考依據，以提高通路銷售績效。研究結果得知，代理商領導經銷商推展市場之發展程度、代理商和通路商夥伴關係的信任度、代理商和經銷商的雙向溝通程度、銷售通路商之服務技術能力提升、銷售通路商之新技術引入、其他廠牌惡性價格競爭等六項為通路衝突影響因素，顯示著產業環境發展迅速變化，銷售通路從傳統思維模式，轉換為必須面臨更多競爭壓力的銷售模式。

In response to the changes in the economic growth environment, industrial automation, electronic power and artificial intelligence and other technologies continue to improve and innovate, as the motor speed regulation energy saving key equipment of the frequency converter technology and development, in addition to widely used in the various mechanical industry speed control, but also in the people's livelihood industry gradually expanded. However, due to the change of consumer behavior in the global economy and the rise of Internet marketing, the sales market, consumption pattern and marketing mode of inverter have also changed accordingly.
Inverter industry sales market, due to technical gradually mature and the effects of low barriers to entry, dealer development is highly homogenized, confusion between competition phase, manufacturer and distributor of leading enterprise advantage although established, but the downstream distribution channel business competition heats up, the market to avoid war and price war, industry development, a mess the produce market is gradually saturated phenomenon. Therefore, the current regional sales channel market is faced with the market competition problems arising from manufacturers and agents changing the original sales model in order to increase market share, which directly leads to the impact and dilemma of regional sales channel market.
The purpose of this study is to explore the channel conflict between Taiwan inverter agents and regional distributors in the sales market, to identify the main factors of channel conflict through the Fuzzy Delphi Method expert questionnaire survey, and to improve the channel sales performance.Research results indicate that the agent leadership promote the market development degree, distributor and channel business partnership trust, agents and dealers of two-way communication, sales channels, service technology, sales channels, improve the capacity of the new technology is introduced into vicious price competition, other brand of six channel conflict influence factors such as, according to the rapidly changing industrial environment development, sales channels from the traditional mode of thinking, converted to health must be more competitive pressure of sales model.

摘　　要..........................II
圖目錄............................V
表目錄............................VI
第一章 導論......................1
第一節 研究動機及背景.............1
第二節 研究目的..................4
第三節 研究流程..................4
第二章 文獻探討..................6
第一節 行銷通路..................6
第二節 通路衝突管理..............8
第三節 變頻器介紹及台灣行銷現況...15
第三章 研究方法.................20
第一節 研究架構.................20
第二節 模糊德爾菲法.............21
第三節 問卷設計.................24
第四章 實證研究.................27
第一節 問卷調查結果..............27
第二節 調查結果綜合分析..........30
第五章 結論與建議...............32
第一節 結論.....................32
第二節 研究限制與未來建議........37

參考文獻 ........................38

圖目錄
圖1-1 研究動機示意圖...............3
圖1-2 研究流程圖...................5
圖2-1 消費者行銷通路圖..............7
圖2-2 企業與客戶行銷通路圖...........7
圖2-3 通路關係衝突演進圖.............9
圖2-4 五種通路衝突處理方式關係圖.....12
圖2-5 台灣變頻器市場分析圖...........19
圖3-1 研究方法步驟操作流程圖.........21
圖3-2 最保守與最樂觀認知之三角模糊數圖..23
圖5-1 通路衝突因素及管理策略示意圖....36

表目錄
表2-1 通路績效之測量變數表............14
表4-1 模糊德爾菲評估因素篩選結果.......27

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