後續研究建議

(一) 進行跨產業的分析比較

透過進行跨產業之分析比較後，能提高本研究模型的解釋能力及一般化能力。因此，

本研究建議後續研究者可以就不同產業之研究對象來進行探討。

(二) 尋求多品牌的探討分析

納入多品牌產品的比較與分析，能相互比對自變數對銷售量和毛利的影響在不同品 牌之下，結果是否一致? 以提高本研究模型一般化的適用性。建議後續研究者可以朝多 品牌之研究方向加以探討。

(三) 同時針對多個代表性通路商做研究

本研究建議後續研究者可以針對多個代表性通路商同時來進行研究，因為單一通路 商其交易定義不同，資料難免有所偏頗，若能整合多方的意見加以分析，相信會得到更 正確且更有意義之結果。

(四) 完整蒐集更廣泛的自變數加以探討

其它個別的自變數如行銷策略、品牌權益、市場定位、市場區隔等，也會影響到銷售 量和毛利的效果，若能建立一更精確的模型來衡量各種不同因素對銷售量和毛利的影 響，即可更貼近通路商行銷的現實狀況；而在通路結構因素也可增列品牌的競爭強度與 市場佔有率等相關變數加以討論，可更深入研究不同通路激勵因素之影響，例如:廣告合 作或提供技術訓練…等 ；此外，通路成員因素中，若能加入經銷商的購買頻率，則可使 交易成本對毛利的影響更具顯著性，研究結果也將更完整。

參考文獻

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300, Fall 1990.

[5]. Bowersox, Donald J. and M. Bixby Cooper , Strategic Marketing Channel Management, McGraw-Hill New York, 1992.

[6]. Cooper, Robin and Robert S. Kaplan, “Measure Costs Right: Make the Right Decisions”, Harvard Business Review, Vol.66, Iss. 5, pp. 96-103,

September-October 1988.

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[10]. Fisk, G., Marketing System, Harper And Row Publisher, New York, 1967.

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[12]. Jeuland, A. and S. Shugan , “Managing Channel Profits”, Marketing Science, vol.2, Iss.3, 1983.

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the gross margin ratio is defined as the gross margin divided by net sales, whereas the operating expense ratio is defined as operating expenses divided by net sales.

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附錄一

2002 2003 2004 2005 2006 2007

Flash

Ju k e b o x

MP3 CD/MD

(11.62M) (15.82M) (20.46M) (26.27M) (31.73M) (36.64M)

WW portable compressed audio player shipments 2002-2007 (M)

2.79

IDC, 2003, April

WW Market Analysis WW Market Analysis

0

2003 2004 2005 2006 2007

Flash

WW growth rate of compressed audio player 2002~2007 (%)

IDC, 2003, April

WW Market Analysis WW Market Analysis

資料來源: IDC, 2003, April

US Market Analysis US Market Analysis

5.56

2002-2007 US vs. WW Portable Compressed Audio Player shipment

US Worldwide

IDC, 2003, April

US Market Analysis US Market Analysis

43%

2003 2004 2005 2006 2007 CAGRYear

2003-2007 US vs. WW Growth Rate Comparison

US WW IDC, 2003, April

Portable MP3 Chinese Market Analysis Portable MP3 Chinese Market Analysis

47. 6

Chinese Market 4%

/ WW shipment

2006 2005

2004 2003

2002

IDC, 2003, April

Portable MP3 Chinese Market Analysis Portable MP3 Chinese Market Analysis

116.3

Growth Rate(%)

120

2002 2003 2004 2005 2006 CAGR

Chinese Market vs WW: Growth Rate Comparison

Chinese Mark et Wordwide Mark et

IDC, 2003, April

Market Analysis

Market Analysis - - Product Segments Product Segments

>>Based on the growth of shipment & revenue: Flash & Jukebox

IDC, 2003, April

附錄二

2003 ~2008 全球 MP3 Player 出貨量規模預測