- 學位論文
台灣中小型企業ERP 市場區隔之研究—以預期獲得利益與障礙因素為觀點
Taiwanese Small- and Medium-Sized Enterprises Market Segmentation—Expected Benefits and Obstacle Factors Perspective
摘要
近年來台灣大型ERP 市場已逐漸步入市場飽和的狀態，以往外國與本土供應商各自以大型企業及中小型企業為主要的目標客群，壁壘分明的競爭狀況隨著外國大型供應商逐步下探，已漸漸威脅到本土小型供應商的生存利基。 資訊軟體產業在台灣已經有二十多年的發展歷史，然而本土供應商的系統普及率除了少數幾家上市櫃公司有較好的表現之外，整體而言仍有待改進。另一方面，資訊軟體業具有普及率越高可以帶動更好的口碑效果，及高度的鎖入效果（locked-in）等特性，故良好的行銷方案可進一步提昇營運績效。本研究以市場區隔理論為出發點，根據文獻探討找出影響導入資訊系統的預期獲得利益與障礙因素兩大構面，作為區隔市場的變數基礎來源。 實證結果發現以因素分析法可從兩大構面中萃取出「時間與效率」、「改善生產作業」、「人力與財務上的管理效益」、「降低庫存與物料成本」、「資訊蒐集與回饋的正確性」等預期利益因素，與「外部環境障礙」、「內部資源障礙」、「技術能力障礙」等障礙因素。接著並以兩階段群集分析法，針對因素的影響高低將樣本區隔出四個市場群集，分別為「資訊正確利益與外部障礙群」、「時間效率與技術能力障礙群」、「品質成本利益與內部障礙群」與「改善生產作業利益與多方障礙群」。 最後，利用卡方檢定、ANOVA檢定與Kruskal-Wallis H檢定分析四個群集得到在組織資本額、員工數、營業額、資訊部門人數、資訊預算、瞭解ERP 系統程度與未來是否採用ERP 系統等變數上有顯著差異，以此進一步增加對群集特徵的瞭解，並作出合適、相對應的行銷管理決策。
並列摘要
In recent years, the ERP （Enterprise Resources Planing）market of big-sized enterprises in Taiwan is getting matured gradually. The foreign and local suppliers used to target big-sized and SMEs’（Small- and Medium-sized Enterprises） market respectively before. But with the foreign ones drilling down the SMEs’ market, this competitive situation has threaten SMEs’ living niche by degrees now. Information system industry has developed for twenty more years in Taiwan, however, the diffusive rate of local suppliers’ systems remains much to be improved as a whole excepte some corporations which had gone public.In addition, the higher diffusive rate could bring better public praise and there is still locked-in effect in the information system industry that a well-designed marketing project could promote the business operating performance further.Therefore this research is based on the theory of market segmentation, and it constructed expected benefits and obstacle factors which affect the adoptive decision as the sources of segmenting variables accordingly. Putting the reseach framwork into a substantial survey, we found five factors （time and efficiency, improving productive process, benefit of human resource and finance management, reducing stock and material cost,and accuracy of collecting and feeding back information）from the expected benefit dimension and three factors （outside environmental obstacle, inside resource obstacle,and technology capability obstacle） from the obstacle dimension could be extracted by factor analysis. What is more, using the two-step cluster analysis, we segmented four market group（benefit from correct information and outside obstacle group, time-efficiency and technology capability obstacle group, benefit from quality-cost and inside obstacle group,and benefit from improving productive process and multiple-obstacle group） according to the averagy score of those affecting factors. Finally, by using Chi-square test, ANOVA（Analysis of Variables）test and Kruskal-Wallis H test to analysis the four segmenting groups, the results led to the conclusion that there is an obvious difference among the capital, employees and sales of organization, employees and budget of information department, familiarity with ERP and willing to adopt ERP or not in the future.Then we further recognized the specific characteristics of these four groups and propounded a more adequate project of marketing management for penetrating the SMEs’ market.