從內部行銷觀點探討紙品容器製造公司之價值主張以俊侑股份有限公司為例

Exploring the Value Proposition of Paper Container Manufacturers from the Perspective of Internal Marketing-Taking Jiunyo Co., Ltd as an Example.

魏淑娟(SHU-CHUAN WEI)

指導教授 ： 賴奎魁

朝陽科技大學/管理學院/企業管理系/碩士(2018年)

摘要

臺灣產業的外移與西進，加上東南亞等新興國家布局增加，在服務產業中服務提供者和消費者互動上的快速革新競爭，紙容器製造業面臨激烈競爭及消費者意識抬頭，服務創新的商業模式以顧客視角來探討服務創新的感受及顧客價值共創服務產業的應用。因此，研究企業與顧客價值如何共創，衡量企業價值主張與顧客的實際需求最佳價值的一致性非常重要。本研究採用商業模式觀點探討紙容器製造業公司之價值主張傳遞過程以進行價值創造。
本研究個案採訪談法，與紙容器製造業俊侑公司主管及相關人員五位深度訪談再以紮根理論方法進行個案分析，探究紙容器製造業公司透過內部行銷傳達服務價值和企業理念予第一線服務顧客人員，藉由關鍵活動報價、訂單及出貨服務流程，提供顧客服務過程之優質產品和服務，痛點解方進而獲利引擎創造利潤。
報價及訂單階段，企業優化報價評估流程，提高答交率；企業生產計畫目標達成及縮短允交，訂單流程跟進，以提升訂單達交率，擴大接單；在出貨階段，提升服務資源的調配速度。透明化的產品和服務程序讓顧客心理安定與信賴，創造服務價值，型塑高素養的交易執行內涵。

關鍵字

紙容器製造業 ； 商業模式 ； 價值主張 ； 內部行銷 ； 紮根理論

並列摘要

The outward migration and westward movement of Taiwan's industries, coupled with an increase in the deployment of emerging countries such as Southeast Asia, and rapid innovation and competition in the service industry's interaction between service providers and consumers, the paper container manufacturing industry is facing fierce competition and a rise in consumer awareness. The business model explores the experience of service innovation from the perspective of customers and the value of customers to create applications for the service industry. Therefore, it is very important to study how to co-create the value of the company and its customers and to explore the consistency between the best value of the company's value proposition and the customer's actual needs. This study uses a business model perspective to explore the value proposition transfer process of paper container manufacturing companies in order to create value.

This case study uses interview survey, five in-depth interviews with paper container manufacturing company executives and related personnel, and a case-by-case analysis using grounded theory to explore how paper container manufacturing companies communicate service value and corporate philosophy to first-line services through internal marketing. Through the key activities of quotations, orders and delivery service processes, provide customer service process quality products and services, pain points solution to profit-making engines to create profits.

In the stage of quotation and order, the enterprise optimizes the quotation evaluation process and improves the efficiency of availability-to-promise (ATP). Achieve and shorten the production plan target of the enterprise and shorten capable-to-promise (CTP), and follow up the order process, so as to improve the order fill rate(OFR) and expand the receiving orders and profit. In the delivery phase, improve the deployment of service resources. Transparent products and service procedures enable customers to be psychologically stable and reliable, create service value, molding high-quality transaction execution connotation.

Keywords: Paper Container Manufacturing Industry, Business Model, Value Proposition, Internal Marketing, Grounded Theory.

並列關鍵字

Paper Container Manufacturing Industry ； Business Model ； Value Proposition ； Internal Marketing ； Grounded Theory

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