高科技產業通路客戶價值評估之研究

A Research of Evaluating Channel Customer Value for High-Technology Industry

林國富(Kuo-Fu Lin)

指導教授 ： 白滌清 ； 沈景茂

淡江大學/管理學院/企業管理學系碩士在職專班/碩士(2007年)

https://doi.org/10.6846/TKU.2007.00462

摘要

客戶價值評估的能力在企業發展的過程中越來越重要，本研究運用「客戶關係管理」的概念，以系統化的研究來改進現有以經驗法則或有限資料來判斷通路客戶價值之缺失，建立客戶價值評估模式。
本研究以一個案公司2005年的通路客戶為對象，進行次級資料分析，探討其在支援反應、關係能量、成長率、市場消費能力、市場增值能力、經銷能力對客戶現在價值的影響，及客戶現在價值與客戶潛在價值的關聯性，並進行客戶區隔。統計分析工具方面分別採用敘述性統計、主成份分析、集群分析、變異數分析與相關分析及卡方檢定。
研究結果發現，支援反應、關係能量、成長率、經銷能力對客戶現在價值有顯著影響，市場消費能力、市場增值能力對客戶現在價值無顯著影響。客戶現在價值與客戶潛在價值有顯著關聯。依據本研究建立之通路客戶價值評估模型發現，新進通路客戶價值需要經歷一段考察期以累計各項資料，才足以判斷其未來價值發展的可能性。若在通路客戶現在價值的分群中其支援反應、關係能量、成長率及經銷能力等構面的特徵表現越佳，則在該群別中的客戶現在價值越高，並且可以藉此調整企業資源配置針對各群別優秀的通路客戶，加以支援及培養。
面對激烈的競爭及變動的環境，客戶區隔及客戶價值評估有利於企業的成長，通路客戶的基本資料及各區域高科技產品消費量對通路客戶價值的影響，是值得繼續研究的方向。

關鍵字

客戶價值 ； 客戶現在價值 ； 客戶區隔 ； 通路客戶價值評估

並列摘要

The ability of evaluating customer value is more important in the course of enterprise's development. This research adopts the concept of customer relationship management, a systematic approach, to improve the existing experience rules and judge the shortages of the channel customer value under the very limited database as well as building up a model of customer value evaluation.
This research carries on the secondary analysis by means of the channel customers of one company in 2005, focusing on the supporting reactions, relation energy, growth rate, market potential, market value-added competence, selling ability to the impacts on the customer current value and the relation between the customer current and potential value as well as the customer segmentation. The statistical analysis tools used include descriptive statistics, principal component analysis, cluster analysis, variance analysis, correlation analysis and chi-square test.
The result of this study indicates that the supporting reaction, relation energy, growth rate and selling ability have influences to the customers’ current value significantly. However, the market potential and the market value-added competence haven’t influences to the customers’ current value significantly. And there is a significant relation between the customer current and potential value. According to the establishment of the channel customer value model in this research, it shows that a new channel customer requires an exploration phase in order to accumulate the various statistics to judge the possibility of its future value development. If the better performance in aspects of its supporting reaction, relation energy, growth rate and selling ability of the channel customer current value, the higher value the customers of this group. They can be assistance of adjusting the allocation of the enterprise’s resource to the outstanding channel customers of each group and further supporting and training.
Facing the fierce competition and changing environment, the customer segmentation and channel customer value evaluation has benefits to the growth of enterprise, The basic materials and impact on customer value in the consumption of high-tech products in each area are worth to further studying.

並列關鍵字

Customer Value ； Customer Current Value ； Customer Segmentation ； Evaluating Channel Customer Value

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