Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/54391
|
| Title: | 國際代理商如何強化績效—以時尚與精品產業為例
How import agents improve performance in the fashion and luxury goods industry |
| Authors: | 黃子庭
Huang, Brandon |
| Contributors: | 譚丹琪
黃子庭
Huang, Brandon |
| Keywords: | 代理商
國際進入策略
績效
時尚與精品業
agent
international entry mode
performance
fashion and luxury goods industry |
| Date: | 2011 |
| Issue Date: | 2012-10-30 10:55:19 (UTC+8) |
| Abstract: | 隨著全球化的浪潮、亞洲國家的經濟發展，時尚與精品產業在亞洲市場的發展已經漸趨成熟，紛紛以設立子公司或合資的方式營運，這也導致以代理國外品牌在台灣銷售的代理商的生存空間受到了壓縮，本研究透過探討在台灣代理時尚與精品品牌的代理商與品牌商國際合作關係時，如何增加績效，一方面降低代理權被取消的風險，加強雙方合作的關係，一方面發展代理商的核心價值，追求成功的商業模式。
在研究方法上採用個案研究法（Case study），透過次集資料的搜集，包括了產業的介紹和回顧了國際進入策略、交易成本理論和代理理論的相關文獻，佐以個案公司訪談，探討如何提升代理商的績效，分析結果後歸納提出命題。
本研究整理了七個命題如下，代理商可以透過以下方法強化績效：
1. 代理商行銷能力越強。
2. 代理商的財務能力及規模越大。
3. 代理商越有優良的代理績效與信用。
4. 代理商與品牌商的非正式“關係”經營的越成功。
5. 代理商發展代理商專屬的通路品牌越成功。
6. 代理商對於品牌VIP顧客關係的經營、維持越成功。
7. 代理商代理品牌數越多，越能強化代理商的績效。
如此一來，在國際代理關係中不再扮演被動角色，而是能主動尋找機會，有效降低經營的風險且強化代理商的核心價值。
Due to the globalization and the economic development in Asian countries, the market performances of fashion and luxury brands are boosting in recent years. Many brands choose to open their own branches in Asian countries rather than find a local agent. Local agents help oversea manufactures or brands to distribute the products in local markets, but foreign manufactures often viewed agent contracts as a temporary entering strategy. This is becoming a crucial threat for the agents. How agents strength their performance in order to build their own competitive advantage?
This study aims to address this issue. I define the fashion and luxury goods industry by introducing the market segmentation and business models within the industry. And then we reviewed the literature based on international entry strategy, transaction cost theory, and agency theory. Based on the literature, we conducted interviews with five Taiwanese agents in fashion and luxury sectors to discover this thesis with seven hypothesizes. By these seven hypothesis agents can improve the performance:
1. The agent should develop the brand building marketing skill.
2. The agent should enhance financial ability and expand capital size.
3. The agent should build up a better credits and reputation.
4. The agent should develop better “Guanxi” in order to strength the performance.
5. The agent should build it’s own distribution channel brand.
6. The agent should foster the relationship with VIP customers.
7. The agent should represent more brands. |
| Reference: | 中文部分
1. 何介舜（2007），台灣精品業子母公司的競合策略，國立台灣大學管理學院碩士在職專班國際企業管理組碩士論文。
2. 吳凱琳（2007），『葳莉興業公司公關傳媒經理張維 代理權談判 理字擺前頭』，Cheers雜誌第82期。
3. 吳韻儀（2004），『就是要Burberry，六年級的品味新寵』，Cheers雜誌第44期。
4. 莊素玉（2004）， 『石靈慧 說清楚品牌的核心價值』，天下雜誌第297期。
5. 張翔一（2007），『新富品味 六千億商機』，天下雜誌第368期。
6. 游淨茹（2007），國際精品品牌在台灣經營模式比較，東吳大學商學院企業管理學系碩士班。
7. 解怡倩（2006），新興時尚精品如何以後進者姿態創造競爭優勢—以Shawnyï為例，國立中山大學企業管理學系碩士論文。
8. 酈芃羽（2008），國際代理關係之維繫與延續，國立政治大學企業管理研究所博士論文。
英文部分
1. Agarwal, S., & Ramaswami, S. N. (1992). Choice of Foreign Market Entry Mode: Impact of Ownership, Location and Internalization Factors. Journal of International Business Studies, 23(1), 1-1.
2. Anderson, E. (2008). The Salesperson as Outside Agent or Employee: A Transaction Cost Analysis. Marketing Science, 27(1), 70-84,141.
3. Anderson, E., & Coughlan, A. T. (1987). International Market Entry and Expansion via Independent or Integrated Channels of Distribution. Journal of Marketing, 51(1), 71-71.
4. Anderson, E., & Gatignon, H. (1986). Modes of Foreign Entry: A Transaction Cost Analysis and Propositions. Journal of International Business Studies, 17(3), 1-1.
5. Anderson, E., & Weitz, B. (1992). The Use of Pledges to Build and Sustain Commitment in Distribution Channels. JMR, Journal of Marketing Research, 29(1), 18-18.
6. Aulakh, P. S., Kotabe, M., & Sahay, A. (1996). Trust and performance in cross-border marketing partnerships: A behavioral approach. Journal of International Business Studies, 27(5), 1005-1032.
7. B. Dubois, G. L. a. S. C. (2001). Consumer Rapport to Luxury: Analyzing Complex and Ambivalent Attitudes. Cahier de Recherche du Groupe.
8. Baudry, B., & Chassagnon, V. (2010). The close relation between organization theory and Oliver Williamson`s transaction cost economics: a theory of the firm perspective. Journal of Institutional Economics, 6(4), 477-503. doi: 10.1017/s1744137410000147
9. Bergen, M., Dutta, S., & Walker, O. C., Jr. (1992). Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories. Journal of Marketing, 56(3), 1-1.
10. Breward, C. (2003). Fashion. Oxford University Press.
11. Brouthers, K. D. (2002). Institutional, cultural and transaction cost influences on entry mode choice and performance. Journal of International Business Studies, 33(2), 203-221.
12. Brown, J. R., Dev, C. S., & Zhou, Z. (2003). Broadening the foreign market entry mode decision: separating ownership and control. Journal of International Business Studies, 34(5), 473-473.
13. Carter, R., & Hodgson, G. M. (2006). The impact of empirical tests to transaction cost economics on the debate on the nature of the firm. Strategic Management Journal, 27(5), 461-476.
14. Chen, L. Y., & Mujtaba, B. (2007). The Choice of Entry Mode Strategies and Decisions for International Market Expansion. Journal of American Academy of Business, Cambridge, 10(2), 322-337.
15. Chevalier, M. a. M., G. (2008). Luxury Brand Management: A World of Privilege: Singapore: Wiley and Sons.
16. David B. Yoffle, R. K. (2009). Gucci Group in 2009. Harvard Business Review, 8.
17. Devoto, G. (1995). Il Dizionario Della Lingua Italiana Le Monnier.
18. Dickson, M. A., & Zhang, L. (2004). Supplier-retailer relationships in China`s distribution channel for foreign brand apparel. Journal of Fashion Marketing and Management, 8(2), 201-220.
19. Economists, T. (2010). A surprising recovery in luxury goods
20. World consumer products: Bling is back.
21. Eisenhardt, K. M. (1989). Agency Theory: An Assessment And Review. Academy of Management. The Academy of Management Review, 14(1), 57-57.
22. Erramilli, M. K., & Rao, C. P. (1993). Service firms` international entry-mode choice: A modified. Journal of Marketing, 57(3), 19-19.
23. Fionda, A. M., & Moore, C. M. (2009). The anatomy of the luxury fashion brand. Journal of Brand Management, 16(5-6), 347-363. doi: 10.1057/bm.2008.45
24. Heide, J. B., & John, G. (1988). THE ROLE OF DEPENDENCE BALANCING IN SAFEGUARDING TRANSACTIO. Journal of Marketing, 52(1), 20-20.
25. Hennart, J.-F. (2010). Transaction Cost Theory and International Business. Journal of Retailing, 86(3), 257-269. doi: 10.1016/j.jretai.2010.07.009
26. Hill, C. W., Hwang, P., & Chan, K. W. (1990). AN ECLECTIC THEORY OF THE CHOICE OF INTERNATIONAL ENTRY MODE. Strategic Management Journal (1986-1998), 11(2), 117-117.
27. Hunt, S. D., & Nevin, J. R. (1974). Power in a channel of distribution: Sources and consequences. JMR, Journal of Marketing Research (pre-1986), 11(000002), 186-186.
28. Jones, G. (2011). Globalization and Beauty: A historical and firm perspective. Institute of European and American Studies.
29. Lu, Y., Karpova, E. E., & Fiore, A. M. (2011). Factors influencing international fashion retailers` entry mode choice. Journal of Fashion Marketing and Management, 15(1), 58-75. doi: 10.1108/13612021111112340
30. Maharajh, L., & Heitmeyer, J. (2005). Factors that impact United States retailers` expansion into the international marketplace. Journal of Fashion Marketing and Management, 9(2), 144-155.
31. Mak, K., Wong, S. K.-S., & Tong, C. (2011). How Guanxi Influences Word of Mouth Intentions. International Journal of Business and Management, 6(7), 3-14.
32. Moore, C. M., Birtwistle, G., & Burt, S. (2004). Channel power, conflict and conflict resolution in internal fashion retailing. European Journal of Marketing, 38(7), 749-769.
33. Moore, C. M. a. B., S. (2007). Developing a research agenda for the internationalization of fashion retailing. Fashion Marketing: Contemporary Issues, 2nd ed., Butterworth-Heinemann, Oxford, 48-65.
34. Musso, F., & Francioni, B. (2012). Foreign Markets Entry Mode Decision for Italian Small and Medium-Sized Enterprises. International Journal of Business and Management, 7(2), 3-16. doi: 10.1177/014920639101700108, http://dx.doi.org/10.1177/014920639101700108
35. Pak, Y. S. (2000). Determinants of foreign market entry modes of international franchisers: A knowledge-based framework. (Ph.D. 9967097), Rutgers The State University of New Jersey - Newark, United States -- New Jersey. Retrieved from http://search.proquest.com/docview/304649665?accountid=10067
36. Picot-Coupey, K. (2006). Determinants of international retail operation mode choice: Towards a conceptual framework based on evidence from French specialised retail chains. The International Review of Retail, Distribution and Consumer Research, 16(2), 215-237.
37. Raven, B. H. a. K., A.W. (1970). Conflict and Power. The Structure of Conflict, Academic Press, 69-109.
38. Rindfleisch, A., & Heide, J. B. (1997). Transaction cost analysis: Past, present, and future applications. Journal of Marketing, 61(4), 30-54.
39. Root, F. R. (1984). Some trends in the world economy and their implications for international business strategy. Journal of International Business Studies (pre-1986), 15(000003), 19-19.
40. Root, F. R. (1987). Foreign Market Entry Strategies. New York: AMACOM.
41. S. Tamer Cavusgil, G. K., and John R. Riesenberger. (2008). International Business: Strategy, Management, and the New Realities: Pearson Education, Inc.
42. Sarkar, M., & Tamer Cavusgil, S. (1996). Trends in International Business Thought and Literature: A Review of International Market Entry Mode Research: Integration and Synthesis. The International Executive (1986-1998), 38(6), 825-825.
43. Saviolo, E. C. S. (2009). Managing Fashion and Luxury Companies: ETAS.
44. Sharma, V. M., & Erramilli, M. K. (2004). RESOURCE-BASED EXPLANATION OF ENTRY MODE CHOICE. Journal of Marketing Theory and Practice, 12(1), 1-18.
45. Stinchcombe, A. L. (1985). Contracts as Hierarchical Documents. Organization Theory and Project Management
46. Stroh, L. K., Brett, J. M., Baumann, J. P., & Reilly, A. H. (1996). Agency theory and variable pay compensation strategies. Academy of Management Journal, 39(3), 751-751.
47. Tan, D. (2009). Foreign market entry strategies and post-entry growth: Acquisitions vs greenfield investments. Journal of International Business Studies, 40(6), 1046-1063. doi: 10.1057/jibs.2009.1
48. Tihanyi, L., Griffith, D. A., & Russell, C. J. (2005). The effect of cultural distance on entry mode choice, international diversification, and MNE performance: a meta-analysis. Journal of International Business Studies, 36(3), 270-283. doi: 10.1057/palgrave.jibs.8400136
49. Wigley, S., & Moore, C. M. (2007). The operationalisation of international fashion retailer success. Journal of Fashion Marketing and Management, 11(2), 281-296. doi: 10.1108/13612020710751437
50. Wilkinson, I. (1981). Power, Conflict, and Satisfaction in Distribution Channels - An Empirical Study. International Journal of Physical Distribution & Logistics Management, 11(7), 20-20.
51. Yin, R. K. (2001). Case Study Research: Design and Methods: California: Sage Publications, Inc.
網路部分
1. LVMH網站：http://www.lvmh.com/
2. Morgan Stanley 網站：http://www.morganstanley.com/
3. PPR網站：http://www.ppr.com/
4. Richemont網站：http://www.richemont.com/
5. 台灣藍鐘股份有限公司網站：http://tw.bluebellgroup.com/tc/
6. 亨信酒棧：http://www.trustwell-wines.com.tw/contact.asp
7. 菲姐義大利生活館：http://www.italian-lifestore.com.tw/
8. 惇聚國際股有限公司網站：http://www.tun-grp.com/about_us.html
9. 經濟部商業司網站：http://gcis.nat.gov.tw/pub/cmpy/cmpyInfoListAction.do
10. 維基百科：http://www.wikipedia.org/
11. 聯合報系經濟日報網站：http://edn.gmg.tw/ |
| Description: | 碩士
國立政治大學
國際經營與貿易研究所
99351025
100 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0099351025 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 102501.pdf | 2336Kb | Adobe PDF2 | 3967 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
