夥伴關係管理系統導入研究–以台灣山葉機車YMMIS系統為例

A Study of Partner Relationship Management System -- A Case Study of Taiwan YAMAHA Motor Company YMMIS System

陳貞月(Chen Chen-Yueh)

指導教授 ： 林震岩

中原大學/商學院/企業管理研究所/碩士(2004年)

https://doi.org/10.6840/cycu200400608

摘要

台灣山葉機車將夥伴關係管理系統定位為其創造差異化服務的策略性資訊系統，導入後勢必會成為台灣機車業界難以追上的標竿。本研究將就台灣山葉機車YMMIS (Yamaha Marketing Management Information System)建置的功能加以介紹，並對其經銷商導入後的實施狀況加以實證研究，以提供給企業未來在建置相關系統時的參考。
YMMIS共有四個模組，各模組主要的功能如下：
1.eSale：成車的訂單、銷售、庫存的資訊
2.eService：市場抱怨及市場品質問題即時管理的平台
3.SPONS(Spare Parts Online System)： 與零件經銷商零件資料交換的平台
4.eMotorShop：經銷商與客戶的互動平台
本研究問卷主要調查對象是個案公司的經銷商，針對426家經銷商進行問卷調查，最後之有效問卷為 105 份，實際回收率為24.64%。針對經銷商基本資料、電腦化經驗、系統實施狀況、系統實施績效、對電腦化與顧客滿意度提升的認知、經銷商對系統未來發展需求方向加以調查並分析。調查發現在系統實施程度上，以『通告查看』使用率最高、『本店銷售目標與實績查詢』使用率居第二位、『零件交換檢定單資料輸入』排在第三位。
在系統導入效益方面，從企業導入PRM，可得到a.建構市場即時情報系統；b.提升整體通路的業務效率；c.提升整體銷售鏈的營運績效；d.強化顧客關係管理，掌握消費者需求傾向等效益。從經銷商加入PRM，可得到a.即時掌握通路情報；b.提升店頭業務的業務效率，強化經銷商體質；c.強化顧客關係管理，提升顧客回客率，創造消費者與經銷商的雙贏；d.經銷商對系統功能迫切需求等效益。

關鍵字

策略資訊系統 ； 夥伴關係管理 ； 系統實施

並列摘要

Yamaha Motor Taiwan orientates Partner Relationship Management as Strategy Information Systems that develops various services, which will definitely prove to be an unreachable high standard for Taiwan motors after it is introduced. The study is to acquaint with the functions of Yamaha Motor Taiwan’s YMMIS and to prove and to research the performance after introducing to the distributors. The study is hopefully to be the reference for enterprises to create related system in the future.
There are four modules in YMMIS, and the main function of each module is as followings:
1. eSale : The information on orders, sales and stock of finished products;
2. eService : Instant management platform for market complaints and quality issues;
3. SPONS (Spare Parts Online System) : Platform for the parts information exchanges with parts distributors.
4. eMotorshop : The interactive platform for distributors and clients.
The target objects of the study questionnaires are the sample company’s distributors. 426 distributors are engaged in the survey which turns out 105 effective questionnaires with 24.64% recovery rate. The questionnaires focus on distributors’ personal profiles, experience in computerizations, effects of systematic performance, sense of the upgrade of computerizations and customer satisfaction, the demand directions of the system in the future to be examined and analyzed. The survey found “View Notice” is the most common one used in systematic performance, and “Sale and achieved goal” and “Enter Examination form of exchanges parts” take second and third use rate.
On the effects of systematic conduction, a. building an instant market information system; b. upgrading the business efficacy of integral sales; c. enhancing the management of customer relationships to control the trend of customers’ demands are achieved when PRM is conduced into a corporation. Meanwhile, when it is conducted to a distributor, the system can achieve a. controlling instant marketing information; b. upgrading sales in the stores; c. straightening the management of customer relationships to improve customer royalty and create bilateral wins between the customers and the distributors; d. distributors’ imperious demands for the system.

並列關鍵字

Partner Relationship Management ； systematic performance ； Strategy Information Systems

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