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  • 學位論文

顧客經驗週期與商業模式設計-以A公司為例

Customer Experience Cycle and Business Model Design - Case Study of Company A

指導教授 : 蔡文鈞

摘要


半導體設備的開發對於半導體製造的技術進步是相當重要的一環,近年來半導體設備產業面臨了下列環境的變化:(1)隨著半導體製程技術推演進到奈米世代,許多設備供應商憑藉著優異的技術能力取得寡佔或接近獨佔的地位,也開始形成與半導體製造廠商的合作關係。(2)除了設備產業本身的重整外,設備製造商還必頇面對客戶之間的整合。 在這樣的情況下,顧客經驗週期與商業模式設計考量成為領先其他設備商重要的一環。因此本研究的主旨乃針對A公司在商業模式設計與其顧客的經驗週期的對應關係加以探討,以瞭解本研究個案如何保持市場領導地位。 本研究主要發現:(1)A公司的顧客在經驗週期中,從第一階段採購到第六階段的拋棄與處理階段,皆有設立一定的作業流程,主要是從員工安全、產品生產量與品質穩定、降低生產成本等層面考量,且以上因素也會影響到顧客對設備供應商的抉擇。(2)A公司在商業模式上,主要透過全球服務事業群的方式提供所生產的產品與服務給全球的客戶群,並將商業模式分成八大區塊,以期望能滿足全球不同區域的顧客,A公司透過客製化及以顧客為中心的商業模式,才能夠持續在半導體設備產業獨占鰲頭。(3)結合A公司顧客的經驗週期以及A公司商業模式的設計,可以發現兩者間有許多對應的關係,A公司在進行商業模式設計前,必頇先了解其顧客經的驗週期,透過對顧客經驗週期的分析才能夠了解顧客的需求,進一步才能設計出滿足顧客需求的商業模式以達到企業的最終目標,也就是追求利潤極大化。

並列摘要


ABSTRACT The development of semiconductor equipment is a very important part for the technological improvement in semiconductor manufacturing. In recent years, the semiconductor equipment industry has faced following changes in the environment: (1) With the evolution of semiconductor process technology advanced to the nano-generation, many equipment suppliers with excellent technical competence have achieved an oligopsonistic or near monopolistic status, and began to form a partnership with semiconductor manufacturers (2) Except re-integration of the equipment industry, equipment manufacturers also have to face the integration among customers. In such situation, the design of business model and the concern of customer experience cycle become important links to a certain firm with getting head of other equipment suppliers. Therefore, this research's main purpose is to discuss the corresponding relationship between its Customer Experience Cycle and Business Model Design in view of Company A, and to understand how this case study maintains its leading position in current market. This research has mainly discovered: (1) For Company A's customers, in their experience cycle, a certain operation procesudre will be set for each stage from the first stage - Purchase to the sixth stage - Desertion and Disposal stage, which will be mainly considered aspects of the employees’ safety, product productivity, stable quality, and reduction in production cost; in addition, those abovementioned factors will be also affected customers to choose the equipment supplier. (2) Company A's business model is provided its products and services to global customers by global services group, and its business model is divided into eight areas so as to seek to satisfy its global customers in different regions. Moreover, through customization and customer-oriented business model, Company A is able to continuously maintain its leading status in the semiconductor equipment industry. (3) We can find many corresponding relations between Company A's customer experience cycle and the design of Company A's business model. Before designing its business model, Company A must firstly understand the experience cycle for its customers. After analyzing such customer experience cycle to understand customers’ need, it can further to design a business model to satisfy customers in order to achieve the ultimate goal of business, that is, the pursuit of profit maximization. Keywords:Business Model Design, Customer Experience Cycle, Semiconductor Equipment Industry

參考文獻


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參考文獻

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