汽車產銷運籌服務管理分析與顧客偏好區隔 -以分群方法為基礎

台灣汽車工業受2008年金融風暴的影響，成車生產量年年下滑，使得汽車產業的利潤營收年年降低，因此台灣汽車工業正面臨了前所未有的挑戰。而汽車物流業作為汽車產銷物流上相當重要的一環，亦也深受影響。因此汽車物流業者勢必針對更合適的物流委外客戶，更加積極拓展更加客製化的附加物流服務範疇，以加強物流業者的市場競爭力，增加其營業利潤。目前國內汽車產業的物流成本普遍約占10%~15%，因此面對能源物價不斷上漲以及生產成本不斷提高的不利影響之下，汽車產業必須導入完善之3PL機制，以展開降低汽車物流成本與增進汽車產銷鏈物流效率的策略。本研究以3PL的觀點探討分析國內汽車工業產銷物流的運籌模式之綜整，以及進行產銷鏈各物流委外客戶之物流服務偏好的顧客分群分析，使用K-means分群演算法針對眾多的顧客市場加以區隔，歸納物流服務偏好屬性較相似的顧客族群，執行更加客製化的物流服務活動，期望以導入顧客關係管理的策略於汽車物流業者的未來營運方向，以及規劃物流服務活動之考量，以利未來3PL發展以顧客需求偏好為基的顧客關係管理模式，來經營與推行物流活動業務，並強化汽車工業與物流業者的競爭優勢，為本論文的研究動機。首先本研究試從國內汽車製造銷售鏈上各不同成員，探討其供應物流，生產物流的營運與運籌現況模式分析。接續制定物流委外客戶之3PL服務價值的重視指標與滿意度指標，進行個案公司之物流委外客戶之相關資料的蒐集；進行相關統計分析，並輔以K-means分群方式區隔4大顧客族群，分析各不同顧客族群之物流偏好特徵，比較先前整理的運籌模式現況，給予物流業者建議，作為其日後規劃不同顧客族群的物流活動的營運模式參考，亦可針對顧客滿意程度較低之顧客族群，作出重點式的改善處理，致力提供顧客滿意度，期望後續可推動國內汽車工業供應鏈上，各成員協同產銷物流運籌體系之建立基礎與依據，藉由彼此合作、資訊互享，以強化該產業的供應鏈物流效率，進而提升汽車產業相關產品與服務在全球市場上能極具競爭優勢。

關鍵字

汽車產業；第三方物流；供應鏈管理；顧客關係管理； K-means分群

並列摘要

Taiwan automobile industry has been influenced financial crisis, which caused the vehicle productivity and profit earing to decrease year after year. Therefore Taiwan automobile industry has been facing the unprecedented challenge. However the automobile 3PLs take on the automobile production and marketing physical distribution a quite important link, also deeply are affected. Thus the automobile logistics entrepreneur will aim at distinctive coustomer segments to better provide more customized logistics services category positively, strengthen the 3PL's market competitiveness, and increase 3PL’s trading profit. At present the domestic automobile industry's logistics and distribution cost approximately composes 10%~15% generally. Facing the energy price to rise under unceasingly the adverse effect which as well as the production cost enhances unceasingly, it must implement the 3PL mechanism to reduces the automobile physical distribution cost and enhance the automobile production and marketing chain physical distribution efficiency. This research analyses supply chain characteristic of Taiwanese automobile industry and proposes comprehensive logistics business and operations models to better understand operational processes of supply entity flows. Moreover, the study analyzes logistics transportation, selling, business and operation processes and develops optimized reference models for improving performances for Taiwan automobile logistics industries. Given the growing complexity of consumer preferences and the underlying market advantages of addressing these preferences, manufacturers and logistic service providers constantly monitor supply chain efficiency and quality requirements. Third-party logistic services are offered as a means to attract customers and enhance competitiveness as long as these services are effectively integrated into the order fullfilment processes. This research uses customer preference attributes to define distinctive customers. The clustering methods using customers’ demand attributes provide decision support capabilities to logistics providers so that they can adapt processes to satisfy specific customer preferences. As demonstrated by the case study that importance of customers’ preference service value of third party logistics provider and customer satisfaction revealed significant correlation. Given these results, the 3PLs provides customized logistics services for each customer based on their previous preferences and order requirement behaviors. The study demonstrates an effective means to better manage and promote complex logistics activities in automobile industry supply chain.

並列關鍵字

Automobile Industry ； Third-Party Logistics Provider ； Supply Chain Management ； Customer Relationship Menagement ； K-means Clustering

參考文獻

[29] 李明憲，2006，「全球運籌服務之模式研究－以汽車產業以及精密機械產業應用為例」，指導教授：張瑞芬，碩士論文，國立清華大學工業工程與工程管理研究所。

[30] 姜玉苹，2003，「供應鏈管理績效評估模式之設計-以筆記型電腦產業為例」，指導教授：李正文博士，碩士論文，中原大學國際貿易研究所。

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汽車產銷運籌服務管理分析與顧客偏好區隔 -以分群方法為基礎

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