| 摘要: | 在海島型經濟環境下，貿易代理業長期對台灣經濟發展具有貢獻。近年來特別因材料與零組件全球供應鏈緊密連結與加速形成，台灣積極欲成為全球重要的電子零組件代工科技國，更強化代理貿易商的重要供應鏈角色。在跨國代理合作案中，即使供應商與代理商之專業角色清楚，卻常在議價過程中面臨挑戰，甚至牽動雙方合作關係與未來長期合作可能性。尤其當廠商彼此有外部替代合作案時，若協議價格無法讓雙方滿意，容易造成一方不願意繼續合作之情況。因此，若能瞭解合作雙方之議價決策因素，有助於實務上滿足合作雙方需求及促成雙贏之議價結果。
本研究運用層級分析法(AHP)及德菲法，從「專業能力」、「管理能力」、「通路效率」等三大構面發展議價決策因素，並採三回合之專家問卷訪談，分別從供應商及代理商觀點分析其議價決策因素之相對權重，並且調查其因素之衡量指標。
研究發現，雖然一般貿易代理商以通路為主要業務，但是電子材料零組件的代理產業因具有特定專業門檻，故代理商在「專業能力」方面之表現成為影響議價力之最重要因素，尤其以「技術支援與服務」及「專業行銷能力」兩項因素為供應商及代理商皆重視的因素。此外，「供應鏈管理能力」與「管理專才」則為合作雙方認知差異最大之因素。本研究所提供之實務參考議價決策因素權重與衡量指標，有助於廠商規劃相關經營方針與策略以增加本身議價之能力。
Under the sea-island economy frame, trading agents have been contributing a lot for the economic development in Taiwan. Due to the formation of global supply chain, Taiwan is pursuing to have a place in global electronic component manufacturing.
In the case of multi-national cooperation, even the roles between suppliers and agents are quite clear, they still face challenges in the price negotiation, which would affect the relationship and the possibility of their long-term cooperation. Especially when one part has another option to substitute, the cooperative relationship could be discontinued if the price can’t satisfy both sides. Therefore, if the factors affecting the price negotiation can be systematically analyzed and understood, that would practically improve the possibility to satisfy both sides’ need and form a win-win situation.
In this study, we apply Analytic Hierarchy Process (AHP) and Delphi methods to analyze the factors affecting the bargaining power of commercial agents from three major perspectives, professional ability, managerial ability, and channel effectiveness. Through in depth interviews with the experts, different points of views from both suppliers and agents are gathered and analyzed.
This study found that, for the electronics industry, professional ability becomes the most critical consideration for enhancing the bargaining power of agents, even though channeling is main functions for the trading agents. Therefore, factors related to professional ability have been regarded as the most important factor in price negotiation, especially tech support & service and professional marketing ability. In addition, we also found that the managerial ability in supply chain and managerial specialty are where lies the major perceptional differences between suppliers and agents. The research results provide practical implications for agents in electronics industry to understand the their bargaining positions, and help them develop business strategies in order to strengthen their bargaining power in price negotiation. |
