The Study of Key Success Factors for Taiwan HVAC Distributors’ Management of Brand, Distributorship, and Business Operation - With the Example of Hotai Development Co.

• Main Authors: Hung-Chin Lin, 林鴻志
• Other Authors: Fong-Kang Chu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/05371141357875335188

碩士 === 國立成功大學 === 高階管理碩士在職專班 === 96 === The market of electronic appliance in Taiwan is considerably small in size and yet extremely competitive. It is difficult for a local brand to compete with those well-known international brands. In the case of air-conditioning industry, the top 3 brands are all from Japan; they are Daikin, Matsushita and Hitachi. Matsushita and Hitachi have already established their own subsidiaries in Taiwan whereas Daikin sells products through its sole distributor- Ho Tai Development Co. Ltd.. Recently Daikin has become a star brand of the inverter air-conditioning market of Taiwan. The following paragraphs are to discuss about the key factors to Daikin’s success. The relevant information of this study was collected based on the interviews and surveys. Firstly, I conducted interviews with Ho Tai’s top management and industrial specialists. During the interviews, two important topics were discussed. One was about Ho Tai’s key points to success in relations to Daikin’s product distribution, and the other was on the business relationship between Ho Tai and Daikin. Secondly, the collective information was derived from the surveys, which were distributed to Ho Tai’s dealers. The survey was used to ask for dealer’s point of view on Ho Tai’s success, their satisfactory to the overall business model, and the degree of brand loyalty in relation to Daikin. At the same time, this study would also examine whether the variable of distributor’s number had any relationship with key success factors, and if any difference between dealer’s satisfactory and loyalty. SPSS software was used for data analysis. The result of this study indicated that the key factors to success were laid in the strategy of dealership, market trend, execution ability, brand image, support from Daikin, education and training, and product strategy. Those factors were directly linked to dealers’ satisfactory and their loyalty. Furthermore, this study also showed that the variable of dealers’ population had different impact on key factors to success, dealers’ satisfactory and their loyalty. Finally based on the study, the way of maintaining a long-term distribution was also suggested. Hopefully those suggestions would be helpful to the management of distribution.