過去三四十年間，臺灣在世界以自行車聞名，全球許多知名自行車品牌與其供應鏈，和台灣可說是有密不可分的關係。雖說近年從臺灣外銷的自行車表現已大不如前，但臺灣一直以來還是在各國間擁有著「自行車王國」的美名。
在自行車發展初期，因應著政府的政策，鼓勵國內民眾開始生產自行車與其相關零組件，進而可以與世界市場競爭並且試圖打擊當時既有的進口市場，與此同時，逐漸茁壯的自行車製造業也建立起自行車外銷的市場，臺灣耳熟能詳的自行車品牌捷安特、美利達皆陸陸續續地往國際的市場邁進。
隨著時間的進展，全球刮起一陣運動炫風，民眾的運動意識抬頭，騎乘自行車的目標族群也漸漸從通勤代步轉變成閒暇時的休閒娛樂，也因此消費者購買的自行車也從低單價轉變成高單價，讓原先的自行車市場與自行車之價值主張開始有了改變。因此，在因應全球化所致的產業風潮與消費者之購買意願改變的過程中，企業試圖尋求更多志同道合的通路合作夥伴，以利統籌或媒合眾多生產者的資源，並創造出更大的價值利潤。
本研究以臺灣一家自行車代理商SYB為例，以質性研究方法中的個案研究方法來探討SYB如何以身為代理商的角色進行其行銷通路的拓展，進而影響其策略之調整。SYB雖然未有生產及研發的功能，但卻握有來自世界至少三十個自行車或週邊商品之品牌獨家銷售權，本研究希冀透過理論結合此個案之實務發現之結果，除了能帶給產業界與學術界相關之驗證外，也可以導論出不同理論或實務應用的觀點並可供給後續研究之參考。

In the past three to four decades, Taiwan has been known for its bicycles in the world. Many well-known bicycle brands and their supply chains have an inseparable relationship with Taiwan. Although the performance of bicycles exported from Taiwan in recent years has not been as good as before, Taiwan has always had the reputation of "king kingdom" among countries.
In the early stage of bicycle development, in response to the government's policy, the domestic people were encouraged to start producing bicycles and related components so as to compete with the world market and try to crack down on the existing import market. Meanwhile, the bicycle industry was gradually built among the process.
As time passed by, the world spurred a wave of sports, the public's awareness of sports rose, and the target group of bicycles gradually changed from commuting to leisure. The price of bicycles has turned from low price to high price, and the original bicycle market and the value proposition of bicycles began to change. Therefore, in response to the changes in the industry caused by globalization and the changing willingness of consumers to purchase, companies are trying to find more like-minded channel partners to co-ordinate or match the resources of many producers and create bigger value of profit.
In this study, a bicycle dealer in Tainan city, Sheng Yang Bike (SYB), was used as an example to discuss how SYB expands its marketing channel as a role of agent, at the same time adjust its strategy. This research is based on the method of qualitative research and focused on marketing channel theory. Although there’s no manufacturing and R&D activities in SYB, it has earned exclusive sales rights for nearly 30 brands around the world. This research hopes to bring the results of the practical discovery of this case through the theory, in addition to bringing it to the industry.

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