臺灣博碩士論文加值系統

資訊通路商在台灣的資訊產業中，扮演著關鍵的角色，但隨著產業的發展，資訊商品的應用快速變化下，產品生命週期縮短，品牌商和經銷商有大者恆大的態勢。通路商為了因應競爭，在獲利空間有限的情況下，致力於創造最大的規模經濟。因此通路商的價值活動已非侷限在單純的物流、金流服務，而是更多元的價值活動。且資訊通路商的經營模式和角色定位，已經從過去只服務經銷商的「供貨代理商」，轉變成為「多元的資訊通路服務商」。所謂多元的資訊通路服務商除了服務下游的經銷商外，同時亦要服務上游的製造商或品牌商，甚至有可能因產品的特性或市場區隔，為了配合品牌商的行銷策略，也要對終端消費者提供資訊服務。

本研究以亞太第一大通路商聯強國際為研究對象，透過聯強32年來的發展歷程，拆解分析通路商的服務機制，對上游品牌商及下游經銷商創造了什麼價值，對聯強而言發揮了什麼優勢，得以能持續穩健成長。研究透過個案分析及訪談法，並收集聯強30年來的公開資料，並加以半結構訪談方式，針對品牌原廠、經銷商、同業及組織內成員收集意見，來印證並分析個案資料。
經本研究發現，聯強國際的穩健成長發展，來自於以下三大關鍵
1. 發揮規模經濟效應，延伸擴大範疇經濟
2. 單功能的代理商轉為多元服務商，共創通路價值
3. 價值鏈的延伸:
(1) 服務機制不只對下游經銷商，也延伸至上游品牌商
(2) 將核心的資訊能力，從輔助活動轉成主要經濟活動，發展更多商機

透過研究結果可以了解到，通路商的多元服務活動和競爭優勢，能為上、下游的通路成員共創價值、共享成長。

Information channels providers have assumed critical positions in Taiwan's information industry. Nevertheless, with the development of the industry and the rapid changes in the application of information products, product life cycles have shortened significantly, resulting in a pattern of large brand names and distributors becoming ever larger. In response to competition, channel operators are striving to maximize economies of scale in the context of limited profit margins. As a result, the value activities of channel operators are not limited to simple logistics and cash flow services, but more diversified types. Furthermore, the business model and role of information channel providers have shifted from "supply agents" who only provide services to distributors to "diversified information channel service providers". The so-called diversified information channel service provider not only provides services to downstream distributors, but also to upstream manufacturers or brands, and may even provide information services to end consumers in order to match the marketing strategies of brands due to product characteristics or market segments.

This study takes the No. 1 distributor in Asia Pacific, Synnex Technology International Corporation, as its research subject. Through Synnex's 32 years of operation, this study analyzes the mechanism of the distributor's services, the value it has created for upstream brands and downstream distributors, and the advantages it has brought to Synnex, which has enabled its sustainable and steady growth. This study was conducted through case studies and interviews, as well as the collection of public information on Synnex over the past 30 years, together with semi-structured interviews to collect input from brand owners, distributors, peers, and members of the organization, in order to corroborate and analyze the case data.

This study found that the steady growth and development of Synnex is attributable to the following three key factors:
1. the development of economies of scale and the expansion of economies of scope
2. transforming single-function agents into multi-function service providers to create channel value
3. the extension of its value chain:
(1) Service mechanism extends not only to downstream distributors, but also to upstream brand owners
(2) Transforming core information capability from an auxiliary function to a major economic activity to explore more business opportunities

These results indicate that the diversified service activities and competitive advantages of channel operators can create value and share growth for both upstream and downstream channel members.

第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 2
第三節 論文架構 3
第二章 文獻回顧 4
第一節 行銷通路 4
第二節 資訊產業概況 7
第三節 資訊通路商介紹 13
第四節 價值鏈 19
第五節 顧客價值創造 22
第三章 研究方法 27
第一節 研究對象 27
第二節 研究方法 30
第三節 研究流程 33
第四節 訪談對象及訪談大綱 34
第四章 個案分析與研究結果 37
第一節 個案分析 37
第二節 研究發現 56
第三節 研究結果與建議 60
第四節 研究限制與未來方向 63

參考文獻 64
附錄 67

中文部份

1.林金定、嚴嘉楓&陳美花 (2005)。質性研究方法: 訪談模式與實施步驟分析。身心障礙研究季刊, 3(2), 頁122-136。
2.周雅燕、胡哲生&楊文惠 (2006)。價值網路中買賣雙方交易價值之評量。中華管理評論國際學報, 第九卷，第二期，頁1~ 20。
3.梁文耀、林玉菁、李冠賢(2008)。價值鏈建構與評估模式。資訊管理學報, 15(3), 頁181-202。
4.郭晉彰(2006)。3%的超越-透視杜書伍的聯強國際經營學。台北市:天下文化。
5.曾光華(2010)。行銷管理理論解析與實務應用。高雄市:前程。
6.陳雪菁(2009)。資訊通路商的價值創造。國立臺灣大學資訊管理學研究所碩士論文，未出版，台北市。
7.陳右勳(2004)。知識經濟的經營模式與創新策略。中華技術學院學報, (31), 327-337。
8.蔡政安、廖明坤(2015)。資訊科技通路商之商業模式互動關係探索研究。商略學報。
第九卷，第二期，頁89。
9.謝耀龍(1993)。基本行銷學：觀念與實務。台北市：華泰書局。
10.謝效昭、洪順慶、黃思明(2000)。行銷資訊與通路領袖關係之研究。國家科學委員會研究彙刊。第10卷‧第2期, 200001 , 頁168-184。

英文部份

1.Allee, V. (2000). Reconfiguring the value network. Journal of Business strategy, 21(4), 36-39.
2.Anderson, E., & Coughlan, A. T. (1987). International market entry and expansion via independent or integrated channels of distribution. Journal of marketing, 51(1), 71-82.
3.Anderson, J.C. & Narus, J.A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54(1), 42-58.
4.Bucklin, L.P. (1996). A Theory of Distribution Channel Structure, Berkeley : University of California, Institute of Business and Economic Reaserch.
5.Burt, R. S. (2004). From structural holes: The social structure of competition. The new economic sociology: a reader, 325-348.
6.Drucker, P. (2012). The practice of management. Routledge.
7.Eggert, A., Ulaga, W., & Schultz, F. (2006). Value creation in the relationship life cycle: A quasi-longitudinal analysis. Industrial Marketing Management, 35(1), 20-27.
8.Johanson, J., & Mattsson, L. G. (1987). Interorganizational relations in industrial systems: a network approach compared with the transaction-cost approach. International Studies of Management & Organization, 17(1), 34-48.
9.Kotler, Philip. (1994), Marketing management: analysis, planning, implementation and control. (8th ed.). Englewood Cliffs, New Jersey: Prentice-Hall.
10.Kotler, Philip (1996).Marketing Management ： Analysis, Planning, Implementation and Control (9th ed.). Englewood Cliffs, New Jersey:Prentice-Hall.
11.Kotler, Philip (1999).Marketing Management ： Analysis, Planning, Implementation and Control (10th ed.). Englewood Cliffs, New Jersey:Prentice-Hall.
12.Kotler, Philip. (2000). Marketing management: analysis, planning, implementation and control. (The Millennium Edition). Englewood Cliffs, New Jersey: Prentice-Hall.
13.McLoughlin, D., & Horan, C. (2000). Business marketing: Perspectives from the markets-as-networks approach. Industrial Marketing Management, 29(4), 285-292.
14.Porter, M. E. (1985). Technology and competitive advantage. Journal of business strategy.
15.Pil, F. K., & Holweg, M. (2006). Evolving from value chain to value grid. MIT Sloan management review, 47(4), 72.
16.Rangan, V. K., Menezes, M. A., & Maier, E. P. (1992). Channel selection for new industrial products: A framework, method, and application. Journal of Marketing, 56(3), 69-82.
17.Stern, L.W., Adel I. El-Ansary, & Anne Coughlan (1996), Marketing Channels. (5th ed). Engewood Cliffs, New Jersey: Prentice-Hall.
18.Ulaga, W., & Eggert, A. (2006). Value-based differentiation in business relationships: Gaining and sustaining key supplier status. Journal of marketing, 70(1), 119-136.
19.Wernerfelt, B. (1984). A resource‐based view of the firm. Strategic management journal, 5(2), 171-180.
20.Wilson, D. T., & Jantrania, S. (1994). Understanding the value of a relationship. Asia-Australia marketing journal, 2(1), 55-66.
21.Yin, R. K. (2009). Case study research: Design and methods (Vol. 5). sage.