摘要
高品質的供電系統成為廣大電腦用戶以及其他相關用戶的普遍需求，無論是辦公室自動化、家用和中小企業電腦，或是政府網絡工程的全面架設，皆運用了不斷電電源系統（Uninterruptible Power Systems, UPS）。2006年，中國UPS市場共計銷售127.9萬台，銷售額達到26.1億元人民幣，在大陸總體經濟成長的帶動下，UPS每年平均具有8%的成長，具有穩定成長之發展。
本研究根據文獻探討的理論基礎，配合對實務界運作方式的理解，說明大陸不斷電電源系統產業的產銷情形，並深入訪談在大陸投資不斷電電源系統的冠虹電子有限公司負責人，針對冠虹電子有限公司通路轉型的結構、關係控制、通路激勵與衝突管理四大方面進行個案分析，其中通路結構包括通路的長度、寬度與密度；通路激勵包含影響策略與激勵方式；衝突管理則包括衝突發生的原因、型式與解決機制，將理論與企業實際營運相結合。
本研究將研究發現冠虹電子有限公司經營大陸內銷市場歷經三次通路結構之轉型。初期藉由代理商進入大陸市場，不直接接觸市場，僅扮演製造商的角色，為較長、較窄通路結構，短期利益為重點的傳統式行銷關係，以價格誘因激勵成員，當關係惡化時，冠虹採取破壞性的解決方式。第二階段於大陸全國各地設立零售店面，並將大陸市場分為相互獨立的四大銷售區塊，禁止跨區銷售的內部協定，使四大區域各自擁有倉庫與銷售系統，為競爭關係，導致區域分銷商之間水平式的衝突，第三階段則以一整個大中華市場的概念進行銷售，雖然仍由四個辦事處處理訂單與銷售業務，但銷售範圍已不受分區限制，通路結構由密集式改為選擇式配銷，且與分銷商的關係改為管理式的垂直系統，故激勵成員的方式不再侷限於價格誘因，更能夠激勵成員共同為目標努力。
關鍵字：不斷電電源系統，通路轉型

Abstract
High quality powering systems have become the requirements for computers and electronic devices users. Uninterruptible power systems (UPS) are needed in office automation, home and small and medium enterprise computers and governmental network projects. In 2006, total UPSs sold in PRC exceeded 1,279 thousand units, with a sales value exceeding 2.61 billion RMB. The UPS industry experienced an 8% stable growth backed by economy growth of PRC.
This research served theoretical basis and the understanding of industry practices as the base, describing the business model of UPS industry in PRC. This thesis also contains an in-depth interview with the leader of Powercom Co., an UPS manufacturer in PRC, on topics such as channel structure (length, width and density), relation control, channel motivation (strategy in effect and methods used) and conflict management (reasons, forms and solutions), trying to combine theories and practices.
This study found that Powercom experienced three channel transformations in PRC market. Phase 1: instead of touching the market directly, they entered PRC via an agent, plays only the role of manufacturer – a longer, narrower channel structure, with a traditional marketing relation aims at short-term profits, and price is the incentive. When the relation went down, Powercom took destructive solutions. Phase 2: Retailing channels were established in provinces in PRC, and the PRC market was divided in to four independent geographic marketing sectors, no intersection selling were allowed – allowing the four sections to have their own storage and selling systems and compete with each other, resulting horizontal conflicts between section sellers. Phase 3: the marketing efforts are directed by a Great China concept, although the four offices still in charge of dealing orders and selling, no geographical restrictions exist. The channel structure was turned from density to selective distribution. Their relation with distributors are thus turned in to vertical systems, thus common objective, instead of price alone is the incentive to motivate firm members.
Keywords: Uninterruptible power systems, cannel transformation

目錄

表目錄...................................................Ⅲ
圖目錄...................................................Ⅳ

第一章　緒論
第一節　研究背景與動機 1
第二節 研究目的 3
第三節 研究流程步驟 4
第四節　研究範圍 6
第二章　文獻探討
第一節 通路角色 7
第二節　通路策略與管理 11
第三節　通路轉型 30
第三章　研究方法
第一節　研究架構 34
第二節　個案研究法 36
第三節　研究對象的選擇與資料收集、分析的方法 38
第四章　個案公司通路轉型分析
第一節　個案公司介紹 41
第二節　通路發展與轉型 42
第三節　個案公司通路轉型分析 57
第五章　結論
第一節　研究發現 61
第二節　管理意涵 62
第三節　研究限制與後續研究方向 63
第四節　總結 65

參考文獻
一 中文部分 66
二　英文部分 67
三　參考網站 71
附錄一　冠虹電子有限公司簡介 72
附錄二　訪談記錄 79



表目錄


　　表2-1　通路結構的影響因素 15
　　表2-2　通路結構對通路目標的影響 18
　　表2-3　通路關係管理研究 20
　　表2-4 影響策略與權力來源 21
　　表2-5 激勵方式與預期的行為結果的連結關係 23
　　表2-6 通路衝突發生原因 26
　　表2-7 企業轉型的型態 31
　　表2-8 企業轉型的方法 32
　　表2-9 企業轉型策略型態 32
　　表3-1 受訪者資料 39
　　表4-1 各銷售通路時期之經營重點與困境 58
　　表4-2 各銷售通路時期之通路策略 59
表一 　科風集團持股關係與比例 73
　　表二 　科風集團大陸地區二大生產基地規模 74
　　表三 　科風集團公司沿革 75
　　表四 　科風集團主要營業項目 78

圖目錄

　　圖1-1　研究流程 4　　
圖2-1　通路在環境下的運作子系統 12
　　圖2-2　消費品行銷通路 14
　　圖2-3　工業產品行銷通路 14
　　圖2-4 三種市場涵蓋密度 17
　　圖2-5 傳統式與垂直式行銷通路系統 19
　　圖2-6 通路衝突型式 24
　　圖2-7　衝突程度對通路關係的影響 27
　　圖3-1　研究架構 34
　　圖4-1 第一階段通路結構圖 44
　　圖4-2　第二階段通路結構圖 48
　　圖4-3　第二階段通路衝突 51
　　圖4-4　第三階段通路結構圖 53
　　圖一 　科風集團 73
　　圖二 　台灣科風組織架構 76

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三、　參考網站
國家電網公司發展策劃部國網，http://www.sgcc.com.cn/default.asp
Powercom Co., Inc. http://pcmups.com.tw/
法律圖書館網站，http://www.law-lib.com/law/law_view.asp?id=262
全球台商服務網， http://twbusiness.nat.gov.tw/
中華人民共和國國家統計局，http://www.stats.gov.cn/tjbz/hyflbz/