全套管基樁抓斗之策略行銷分析

摘要公共工程建設為國內的火車頭工業，許多行業因為公共工程建設而一起成長。工程機具為公共工程建設中不可缺少的一部分，工程機具業者應如何透過策略行銷思維制定行銷策略，以達到其行銷效益？本研究以策略行銷4C 架構分析工程機具業者在制定行銷策略時應注重的各項作為，確保企業之行銷獲得應有的行銷效益。研究發現，在外顯單位效益成本部分，工程機具供應商，應盡力控制其製造、服務成本，保有最佳的成本結構來創造最好的銷售利潤，提升企業的競爭力。在每一次的交易過程中，創造客戶最佳的交易體驗，降低客戶外顯單位效益成本。在買者資訊蒐尋成本方面，廠商應把握每次潛在客戶洽詢的機會，了解客戶要求與需求，從交付樣品開始，讓客戶對其公司的產品與服務能力感到滿意，進而開始小量試產，最終可以下大量的訂單，成為長期合作的客戶。並注重供應商的價值主張（Value Proposition），讓客戶認同，降低買者資訊蒐尋成本。在買者道德危機成本方面，廠商應該站在客戶的立場，賣方應該致力於降低買方的買者道德危機成本，讓買方可以在安心、放心的情形下完成每一次的交易。執行重點還是來自賣方的承諾，供應商需想盡辦法來完成客戶的委託，達到客戶預期的效果。專屬陷入成本方面，廠商掌握買方必須仰賴賣方所提供的維修保養服務特性，產生買方對賣方的專屬陷入成本。此外，另外一種專屬陷入則與人員或系統有關，因為交易雙方的熟悉與信任，增加了減少溝通效率。

關鍵字

策略行銷4C 分析；行銷4P ；交易成本；五力分析

並列摘要

Abstract Public engineering construction is the domestic locomotive industry, and many industries have grown together because of public engineering construction. Construction machinery is an indispensable part of the construction of public projects. How should construction machinery manufacturers formulate marketing strategies through strategic marketing thinking to achieve their marketing benefits? This study uses the strategic marketing 4C framework to analyze the various actions that the engineering machinery industry should pay attention to when formulating marketing strategies to ensure that the company's marketing obtains its due marketing benefits. The study found that in the part of the apparent unit benefit cost, engineering machinery suppliers should try their best to control their manufacturing and service costs, maintain the best cost structure to create the best sales profit and enhance the competitiveness of the company. In every transaction process, we create the best transaction experience for customers and reduce the cost of external unit benefits for customers. In terms of buyer information search costs, manufacturers should grasp every opportunity for potential customers to inquire, understand customer requirements and needs, start from delivering samples, make customers satisfied with their company’s products and service capabilities, and then start small-scale trial production , And finally can place a large number of orders and become long-term customers. And pay attention to the supplier's value proposition (Value Proposition), let customers agree, and reduce the cost of buyer information search. With regard to the cost of buyer's moral crisis, the manufacturer should stand on the customer's standpoint, and the seller should work to reduce the buyer's buyer's moral crisis cost, so that the buyer can complete every transaction with peace of mind and peace of mind. The focus of execution is still from the seller’s commitment, and the supplier needs to find ways to complete the customer’s entrustment and achieve the customer’s expected effect. In terms of exclusive sinking costs, manufacturers know that the buyer must rely on the characteristics of the maintenance services provided by the seller, resulting in the buyer's exclusive sinking costs for the seller. In addition, another exclusive trap is related to personnel or systems, because the familiarity and trust of both parties in the transaction reduces the cost of communication and trust.