印刷出版與紙張供應商議價力影響因素之研究

文化大學機構典藏 CCUR > 商學院 > 企業實務管理數位碩士在職專班 > 博碩士論文 > Item 987654321/33687

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题名:	印刷出版與紙張供應商議價力影響因素之研究 Critical Factors of Bargaining Power for Printer, Publisher and Paper Merchant
作者:	翁仁銘
贡献者:	企業實務管理數位碩士在職專班
关键词:	議價力紙張供應商印刷出版 AHP 德菲法策略聯盟 Bargain power Supplier Printing Publishing AHP Delphi
日期:	2016-05
上传时间:	2016-08-17 13:01:48 (UTC+8)
摘要:	近幾年紙張產能迅速提升，紙張供應量遠遠超過需求量，加上電子化及少子化之影響，使文化印刷出版用紙量急劇降低，因此夾在造紙廠與印刷出版間之紙張供應商(代理商、經銷商)，銷售利潤受到嚴重的壓縮為了改善供應商之困境，尋求最適準則以提升議價力來增加利潤，本研究目的聚焦於建立議價力影響因素架構，並評估各個影響力因素相對的權重。經過與印刷、出版及業界先進專家進行問卷及討論，依據供應商評比相關文獻，列出22項顧客比較重視或供應商比較重視之條件，依AHP及德菲法分別從顧客方面及供應商方面進行問卷調查，以反覆討論確認其信效度，經統計軟體計算出各主準則及次準則權重，並分析說明其原因。研究結果顯示顧客專家觀點與供應商專家觀點差異頗大，顧客觀點前三名權重依序為1.技術支援與服務，2.產品專業能力，3.新產品開拓能力。供應商觀點依序為1.廠商財務，2.市場領導能力，3. 技術支援與服務。顯示供應商為了提升議價力，除了持續強化既有競爭優勢之外，亦值得參考顧客觀點，並加強公司員工教育訓練，提供符合顧客需求的產品與服務，以增加顧客的依賴程度，進而提升市場競爭利基與議價力。 In the past decade, Taiwan paper merchants, distributors and agents, sandwiched between paper mills and customers in printing and publishing industries, have suffered great profit loss from excess capacity, rapid technology development, and low birth rate. To improve business performance and identify critical factors of bargaining power, the study aims to build a structure of criteria of bargaining power and evaluate the relative effectiveness of each criterions. In this study, first we summarized 22 criteria of customer and supplier value proposition from previous literatures and conducted a questionnaire to generalize 3 main criterions and 9 sub-criterions using AHP and Delphi method. And then we conducted a second round survey with experts discussion to confirm the reliability and validity. Finally we statistically calculate the relative weighting of different factors of bargaining power. The research result suggests that customer value proposition is very different from supplier value proposition. The top 3 criteria for customer value are: (1) Technical support and service, (2) Professional abilities, and (3) New product development ability; while top 3 for suppliers are: (1) Financial ability, (2) Marketing leading ability, and (3) Technical support and service. On account of the apparent difference of customer value proposition, suppliers must take the customer’s point-of-view, emphasize on internal training and provide products and services which meet customers’ needs. In this way, customer becomes more dependent on suppliers, and as a result, suppliers have more bargain power to improve their business performance.
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