由關係行銷觀點探討委外供應商之企業競爭優勢–以預錄式光儲存媒體產業為例

The Discussion of the Competitive Advantage in Outsourcing Supplier hrough Relationship Marketing View - An Empirical Study for Pre-Recorded Optical Storage Media Industry

林君衛(Chun-Wei Lin)

指導教授 ： 陳俊忠

元智大學/管理學院/管理研究所/碩士(2005年)

摘要

企業競爭優勢的形成，不外乎與維持優良品質、提昇服務水準、改善營運績效及降低成本有著密切的關係，而委外策略正是基於此考量的重要商業行為之一。在面對競爭日益激烈的全球化經濟環境，委外不再僅僅是只是企業彌補短期不足所採取的臨時性措施，為了專注於核心資源的投入同時減少外在因素的不確定性，買賣雙方的關係本質已經逐漸由以往單純的交易契約關係，演變成為長期合作的夥伴關係，所以研究委外供應商如何透過與客戶間關係行銷的關鍵因素，積極有效的提昇委外成效，的確有著需求上的迫切性。
透過實際的個案與相關文獻理論的比較，本研究分析的結論認為委外供應商對於關係建立所投入的心力，將會影響到買賣雙方之間的信任與承諾，而這部分的投入也就形成了供應商核心能力所在；當供應商的投入讓彼此間信任與承諾的程度增加之後，不僅有助於長期穩定的行銷關係發展，同時更能降低成本並有效的提昇客戶滿意度，讓買賣雙方的合作關係更為緊密，進一步凸顯委外供應商的價值，而這正是營造出企業競爭優勢的關鍵所在。

關鍵字

委外 ； 關係行銷 ； 信任 ； 承諾

並列摘要

The formation of business competitive advantages is closely related to maintaining high quality of products and services, improving operating performance, and reducing costs, while outsourcing is one of the most important strategies based on the concept. In the globalizing economic environment, outsourcing is not only the temporary measure for businesses to satisfy their short-term needs but also a long-term relationship in order to reduce the uncertainties of manufacturing. Therefore, the studies of how to improve the efficiency through such relationship marketing are necessary.
Through the comparison of reference documents and case studies, this report concludes that the efforts from outsourcing suppliers will affect the trust and commitment between buyers and sellers, which is the suppliers’ key advantage. As the trust and commitment to the suppliers increase, it not only improves the long-term relationship but also reduces costs and enhances the customer satisfaction. This, representing the value of outsourcing suppliers, is where the business competitive advantage appears.

並列關鍵字

Outsourcing ； Relationship Marketing ； Trust ； Commitment