紫式決策分析客戶品質決策行為 - 以韓日電視品牌為例

韓國電子產品在全球市場中快速崛起，並在許多類別的產品如手機、電視超越日本，不管是從策略夥伴或是競爭者的角度，相較於韓日兩國對台灣的了解，台灣對日本因有歷史上之淵源而往來頻繁，但對於韓國了解相較下卻偏少，故藉由本研究建立系統性的分析架構，以了解韓系客戶品質決策行為為主，輔以日系客戶做為對照，評估其品質決策行為及其運作模式並據此提供相對應的品質服務，提升客戶滿意度。　　透過紫式決策架構，採用主客觀兼具的方式進行分析客戶品質決策行為，客觀上，先利用六大因子：客戶品質組織架構、營運優先權衡、客訴平均結案時間、客戶窗口人數、品質決策產生方式、涉入供應商內部程度將客戶型態分類，再藉由客戶對於其內部品質指標的主觀偏好，交叉分析比較客戶型態對其決策行為之影響。本研究以液晶電視面板日韓客戶做為效度分析對象。結果顯示，韓、日客戶品質決策行為表現差異甚大，韓系客戶偏向於速戰速決型，以一人領導的組織架構與出貨導向為其特色，影響大部分外在行為的顯現；日系客戶則屬於穩紮穩打型，多層級分工組織與群體決策為其特點。針對韓日客戶的行為模式，本研究亦在結論提供在對應方式上應掌握之重點，如回應速度、溝通方式等等。

關鍵字

液晶電視面板；紫式決策；品質決策；韓國品牌；日本品牌

並列摘要

Recently the rapid rise of the Korean 3C brands has caught people’s eyes, Korean brands including mobile devices, LCD TV, and other products have taken the first place from Japanese enterprises. However, comparing with Korean’s and Japanese’s deep research into Taiwan’s economics, industries and politics, Taiwan needs to catch up with our neighborouring countires from the international strategic point of view. Therefore, this thesis aims to develop systematic analysis framework to analyze the Korean and Japanese decision behavior about quality issues, their working mode and qualiy preference, and then derive the corresonding qualiy service policy for customer satisfaction improvement. Based on the UNISON analysis framework, this thesis combines both subjective and objective logic thinking to make it draw the whole picture for the entire quality activities. Firstly, we use the 6 key factors: customer quality orgnization structure, business priority, average closing time of customer complaint cases, contact window numbers, decision method and the involvement level to vendor, to devide the customers into 3 behavior types, Secondly, to clacuate the quality index preference of customer internally, then go for the effect comparosion of cross-sectional analysis between behavior types and preference of quality index. The reserch is to use Korean and Japanese LCD TV brands to verify the validity of the thesis concclusion. The results have shown significant difference between Korean and Japanese behaviors about quality decision, the key factors to affect Korean are organization dtructure and the sales-oriention, and for Japanese, organization dtructure and decision method are the keys.This thesis concludes with discussions of the corresponding recommendation and future research directions.

並列關鍵字

LCD TV ； UNISON decision framework ； Quality decision ； Korean brands ； Japanese brands

參考文獻

黃淑貞 ( 2002)，利用紫式決策分析方法建構國家型計畫指標層級架構與績效評估，國立清華大學工業工程與工程管理學系碩士論文。

陳重佑（2006），以產品裝配為觀點探討 TFT-LCD 製造業資材規劃問題之研究，國立清華大學工業工程與工程管理學系碩士論文

陳陸寄 (2007)，背光模組生產流程創新與改善案例之研究探討，國立清華大學工業工程與工程管理學系碩士論文

賴冠州 (2008)，平面顯示器新產品開發策略 - 液晶電視用LCD 面板開發案例探討，國立清華大學工業工程與工程管理學系在職專班碩士論文

蘇峰民（2012），應用六標準差設計方法改善液晶電視色偏問題，國立清華大學工業工程與工程管理學系在職專班碩士論文

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紫式決策分析客戶品質決策行為 - 以韓日電視品牌為例

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