關鍵客戶管理 - 關係生命週期觀點

Key Account Management - The Perspective of Relationship Life Cycle

李培僑(Pei-Chiao Li)

指導教授 ： 謝明慧

國立臺灣大學/管理學院/國際企業學研究所/碩士(2014年)

https://doi.org/10.6342/NTU.2014.02580

摘要

本研究以客戶生命週期的觀點來探討台灣中小企業對於外國市場關鍵客戶管理上的差異與其中的關鍵因素。根據買方與賣方在維持雙方關係由高到低可以區分為幾個區塊：賣方主導、買方主導、雙方互相維持、買方市場、賣方市場與離散交易等區塊，在本研究中，我們選擇了兩家台灣的中小企業做為案例，透過這兩個個案研究來進行比較兩企業現有關鍵客戶的關係發展歷程差異，研究發現除了產業類別的不同影響顧客生命週期各階段的發展外，經營者經營方式、產業結構等因素也會在客戶關係發展歷程上出現差異，進而對關鍵客戶管理辦法產生影響。本研究藉以整理出此兩企業成功建立的關鍵客戶與終止合作的客戶關係來進行比較後，再從中比對進而整理歸納出未來能用以分析於其他產業架構的分析方法。

關鍵字

關鍵客戶管理 ； 客戶生命週期 ； 關係行銷 ； 中小企業

並列摘要

This research tries to discuss the differences in managing foreign key account between Taiwan small and medium enterprise (SME). Base on the buyer’s / seller’s motivational investment in relationship, we can divide into areas as seller’s market、 buyer’s market、 bilateral relationship maintenance、 buyer-maintained relation and seller-maintained relation. This research choose two Taiwan SME to compare the differences in key account management (KAM) and its relationship life cycle. The research found that the relationship life cycle will be affected by different kind of industrial situations, leadership and industrial structures. Then it also affect the way suppliers manage their key accounts. This research build up a new framework which can be utilized in various industry by analyzing the process of successful key accounts and disengaged customers.

並列關鍵字

Key account management ； Relationship life cycle ； Relationship marketing ； Small and medium enterprise

參考文獻

Berry, Leonard L. "Relationship marketing." American Marketing Association, 1983.

Achrol, Ravi Singh, Torger Reve, and Louis W. Stern. "The Environment of Marketing Channel Dyads: A Framework for Comparative Analysis." Journal of marketing 47.4 (1983).

Akerlof, G. A. (1970). The market for ‘lemons’: quality uncertainty and the market mechanism. Aug, 84(3), 488-500.

Anderson, James C., and James A. Narus. "A model of distributor firm and manufacturer firm working partnerships." Journal of marketing 54.1 (1990).

Arino, Africa, Jose De la Torre, and Peter Smith Ring. "Relational quality: Managing trust in Corporate Alliances." California Management Review 44.1 (2001).