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| 題 名 | 漢欣利建築機械=Wuxi Jou Construction Machinery |
|---|---|
| 作 者 | 林子銘; 羅勝文; | 書刊名 | 產業與管理論壇 |
| 卷 期 | 16:2 2014.06[民103.06] |
| 頁 次 | 頁66+68-78 |
| 分類號 | 553.9 |
| 關鍵詞 | 工程機械產業; 互補性思維; 代理制; 策略管理; 競合策略; Construction machinery industry; Complementary thinking; Agency system; Strategy management; Coopetition; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 本個案描述漢欣利建築機械面對代理體系內部競爭與公司成長衝突的問題及對策。代理商是工程機械產業鏈的重要環節,他們代替授權商在代理區域內經營整機銷售及零配件供應等銷售業務,從中獲取代理佣金。在漢欣利的代理區域內,權勢代理商獨占國營企業客戶後,又以價格優勢與漢欣利競爭銷售業務;授權商則是圖謀其在中國大陸的市占率,廣設直營代理商,成為漢欣利的競爭對手。此外,還有其他區域代理商的違規越區削價競爭。漢欣利採取累積設計生產技術、創立自有品牌的策略,透過持續開發與銷售業務相關的互補性商品及服務,聯合權勢代理商經營國營企業市場,共同防禦越區代理商的削價競爭;結合授權商的技術資源,共同開發樁工機械應用市場,並從中為自己爭取到應得的榮譽及獲利。商場上沒有永遠的敵人,競爭與合作是商業經營的動態,企業間在同一個領域中競爭,在開發新市場時則彼此合作,成功的企業來自洞察商業夥伴的利益關係,運用互補性的思維,結合彼此優勢合作開發新市場,並設法為自己爭取較大的利益。企業可藉由競合策略,尋求商業夥伴間利益衝突下的競爭與合作策略,推估可採取的戰術與作法,為自己謀求較大的利益。 |
| 英文摘要 | This case describesWuxi Jon construction’s strategy responding to the conflict between the competition with the agency system and the company’s growth. The agent plays an important role in the construction machinery industry. They work on commission in selling construction machines and spare parts within the marketing territory authorized by the principal. In Wuxi Jon’s territory, some influential agents compete withWuxi Jon by their exclusive rights in GOC (government-owned corporation) market as well as lower price. Some agents’ cross-regional sales and the principal’s business growth policy bring about the price competition between agents. By means of his own-brand strategy and the development of the complementary product and service,Wuxi Jon is allied with the influential agent for the GOC market and with the principal for the piling machinery application market. His strategy makes him achieve greater success in terms of the principal’s reward and an increase in profits. There are no permanent enemies in business field. Competition and cooperation are dynamic nature of business environment. Companies are in competition with one another in some scopes of business and are in cooperation with for developing a new market. Wuxi Jon’s success lies in his insights into business partner’s interests and his complementary thinking. From the perspective of coopetition, students can choose and develop the cooperation strategy and competition strategy under the conflict of interest between business partners and plan tactics and actions to achieve greater success. |
本系統中英文摘要資訊取自各篇刊載內容。