行銷通路策略全球在地化的實例探討

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陳梅霞(Megha Jain) 查詢紙本館藏

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企業管理學系

論文名稱

行銷通路策略全球在地化的實例探討
(The glocalization of channels of distribution :A case study)

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摘要(中)

本論文旨在提供全球在地化的概念，特別是如何將全球在地化的觀念應用在國際行
銷通路上。本論文藉由大量的文獻探討，發現過去的文獻缺乏全球在地化觀念應用在
行銷通路上的研究。另外，關於「如何」實施全球在地化行銷通路的策略也是非常的
有限。因此，本論文試圖探索全球在地化的行銷通路，找出全球在地化應用的一般通
則。
正因為全球在地化在行銷領域概念的理解是非常有限的，本論文採用單一嵌入的個
案研究方法，透過與企業高階管理人員進行深入訪談，以了解在全球在地化行銷通路
的應用情形。
本論文研究結果顯示，在行銷通路的策略上，企業傾向採用全球在地化策略。本論
文整理出了兩種特定類型的行銷通路全球在地化策略：「相互決策模式」和「內部決
策模式」，並發現企業通常選擇兩者的結合。本論文研究結果還指出，企業的全球在
地化行銷通路策略是根據企業的全球佈局以及一些地方個別市場的條件而定。因此，
本研究得出結論認為：企業並沒有遵循一套統一的公式追求全球在地化的行銷通路策
略。企業可以選擇「相互決策模式」或「內部決策模式」，抑或兩者兼有之來執行全
球在地化的行銷通路策略。然而，這一決策也應取決於仔細評估該企業的全球理念、
行銷通路涉入決策的程度、以及每個市場的實際狀況而定。
本論文試圖補強過去文獻對於「全球化面向」的全球在地化策略理解不足的差距。
即使過去學者一致認為，全球在地化是一個全球和地方的結合，然而現存全球在地化
的文獻仍只偏重於全球在地化策略「地方」的部分，而完全忽略全球在地化策略「全
球」的部分。本論文同時著重全球在地化策略的全球面向與地方面向。此外，本論文
可能是率先確定不同類型的全球在地化策略，進而對全球在地化的概念提供相關的見
解。最後，本論文研究指出，如何應用全球在地化的觀念於國際行銷通路策略。雖然
目前對全球在地化觀念的認知有限，本論文的結論強化了學術界及實務界對如何應用
全球在地化的了解。

摘要(英)

This PhD thesis aims to provide insights into the concept of glocalization in general and in
the domain of international channels of distribution in particular. An intensive review of
literature identified that none of the previous researches focus on the glocalization of
channels of distribution. Also, the understanding about the ‘how’ of implementation of glocal
strategy is very limited. Thus, this study seeks to explore the glocalization of channels of
distribution and seeks to identify the key principles and patterns of glocalization in general.
As the understanding of the concept of glocalization in marketing is very limited, the
study utilizes the single embedded case study approach to study glocalization in international
channels of distribution by conducting in-depth interviews with the firm’s senior executives.
Results reveal that the firm employs glocal channels of distribution strategies. The study
specifically identifies two types of glocalization: inter-decision and intra-decision, and it is
found that the firm follows a combination of both. The findings also suggest that the decision
on how to glocalize channel strategies is based upon the firm’s global practices as well as
several local conditions specific to individual markets. The study concludes that there is no
uniform formula to pursue glocalization. Firms may choose to pursue inter-decision or intradecision
glocalization, or a combination of both. However, the decision should be based upon
a careful assessment of the firm’s global philosophy, the channel decision involved, and
ground realities in each market.
This thesis fills the gap in prior literature by throwing light on the lesser understood
viii
‘global dimension’ of a glocal strategy. Even though scholars agree that glocalization is a
combination of both global and local, still the extant glocal literature just focuses on the
‘local’ part of the glocal strategy and completely ignores the ‘global’ part of the glocal
strategy. This thesis focuses on both the global and the local dimensions of glocal strategy.
Also, this thesis may be the first to identify different types of glocal strategies and thus offers
relevant insights into the concept of glocalization. The study shows how glocalization can be
applied to international channel strategies. It also adds to the limited knowledge on
practicable application of glocalization among both academics and practitioners.

關鍵字(中)

★ 全球在地化
★ 全球化
★ 本土化
★ 國際行銷通路

關鍵字(英)

★ Globalization
★ Glocalization
★ Localization
★ International channels of distribution

論文目次

Title Page ………………………………… i
Library Letter of Authorization ………………………………… ii
Advisor’s Recommendation Letter ………………………………… iii
Verification Letter of Examination Committee…………………………… iv
Committee of PhD Thesis Defense ………………………………… v
Abstract in Chinese Mandarin ………………………………… vi
Abstract in English ………………………………… vii
Acknowledgements ………………………………… ix
Dedication ………………………………… xi
Table of Contents ………………………………… xii
List of Tables ………………………………… xvi
List of Figures ………………………………… xvii
CHAPTER 1: INTRODUCTION ………………………………… 1
1.1. Background ………………………………… 1
1.2. Research Gaps and Contributions ………………………………… 2
1.3. Research questions ………………………………… 4
1.4. Limitations and Scope ………………………………… 4
1.5. Organization of Thesis ………………………………… 5
CHAPTER 2: LITERATURE REVIEW ………………………………… 8
2.1. The Concept of Global, Local, and Glocal ………………… 8
2.1.1. Background of Globalization ………………………………… 8
2.1.2. Ambiguity Regarding the Definition of Globalization ………………………………… 12
2.1.3. Background of Localization ………………………………… 14
2.1.4. Globalization versus Localization and Emergence of Glocalization ………………………………… 17
2.1.5. The Concept of Glocalization ………………………………… 21
2.1.6. Previous Studies ………………………………… 26
2.1.7. Glocalization and Marketing Mix ………………………………… 31
2.2.Channels of Distribution in the Glocalization Context ………………………………… 32
2.3. Channels of Distribution Strategies ………………… 35
CHAPTER3:RESEARCH METHODOLOGY ………………………………… 39
3.1. Case Study Methodology ………………………………… 39
3.1.1. Background ………………………………… 39
3.1.2. Types of Case Studies ………………………………… 45
3.1.3. Case Study Processes ………………………………… 47
3.2.Application of the Case Study Methodology in the Current Research ………………………………… 51
3.2.1. Application of Case Study Processes ………………… 51
3.2.2. Reliability and Validity of the Current Case Study Research ………………………………… 59
Chapter 4: FIRM BACKGROUND ………………………………… 64
4.1. Firm Introduction ………………………………… 64
4.2. Firm History ………………………………… 65
4.3. Firm’s Suitability for the Current Study ………………… 68
CHAPTER 5: DATA INTERPRETATION ………………………………… 73
5.1. Channel Design ………………………………… 73
5.1.1. Channel Structure ………………………………… 73
5.1.2. Channel Member Selection ………………………………… 76
5.1.3. Channel member Functions and Obligations ………………………………… 78
5.2. Channel Management ………………………………… 79
5.2.1. Conflict Management ………………………………… 79
5.2.2. Channel Power ………………………………… 80
5.2.3. Locus of Decision—Making ………………………………… 82
CHAPTER 6: CONCLUSION ………………………………… 86
6.1. Conclusion ………………………………… 86
6.2. Theoretical Implications ………………………………… 90
6.3. Managerial Implications ………………………………… 91
6.4. Limitations and Future Research Directions ………………………………… 95
REFERENCES ………………………………… 98
APPENDIX ………………………………… 124
Table 1. Positioning of the Concept of Glocal Marketing…………………………… 20
Table 2. Decision Elements in Channel Design and Management Channel Strategies 37
Table 3. Choice of Research Design…………………………………………………. 41
Table 4. Validity and Reliability in Case Study Methodology………………………. 42
Table 5. Types of Case Studies in Three Fields of Business Research (2000-2005)... 44
Table 6. World’s Top Display Brands in Terms of Market Share…………………… 65
Table 7. Solution providers’ Willingness to Sell or Recommend Display Brands…... 71
Table 8. ViewSonic Regional Offices Location and Coverage……………………… 83
Figure 1. Flowchart of Chapter 1 and 2………………………………………………... 7
Figure 2. Flowchart of Chapter 2 and 3………………………………………………... 38
Figure 3. Basic Types of Designs for Case Studies…………………………………… 46
Figure 4. Case Study Processes………………………………………………………... 50
Figure 5. Flowchart of Chapter 3 and 4………………………………………………... 63
Figure 6. Flowchart of Chapter 4 and 5………………………………………………... 72
Figure 7. Flowchart of Chapter 5 and 6………………………………………………... 85
Figure 8. ViewSonic’s Glocalization of Channel Strategies…………………………... 89
Figure 9. The Flowchart for Determining the Glocalization Process of Channel……... Strategies 94

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指導教授

鄭明松(Julian Ming-Sung Cheng)

審核日期

2012-4-23

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