摘要
進步的製造科技、激烈的價格競爭、跨國的產業經營、顧客品牌認同度等，使得管理更趨複雜與困難。為因應此快速變遷的市場變化，資訊品牌公司勢須專注於研發、行銷，以及提昇顧客關係管理上，建立品牌產品競爭能力。 本研究目的，藉由導入AFR（Annual Failure Rate）程序實務的瞭解，研究資料倉儲、資料探勘應用在總部客服部門，從企業所處外部競爭環境、組織的特性、導入準備與過程，尋求對AFR系統的期望與實際成效。本研究以個案研究的方式進行，作系統性的個案分析。個案公司為知名資訊品牌公司，全球分為五大區域總部，主要資訊產品由總部負責評估，而產品的售後客戶服務，由全球各區域總部之客服部門負責。 本研究結果發現，由於個案公司AFR系統成功導入，總部客服部門掌握到產品維修資訊，達成以下之效益： 一、 提高顧客的品牌產品滿意度 二、 提升產品品質及快速因應 三、 減少備用零組件庫存準備量以降低成本 四、 更有效之外包製造廠商和零組件供應商的管理 在管理上，個案公司外包品牌資訊產品製造，專注於品牌營運，藉由資料倉儲、資料探勘應用，強化顧客關係管理，經由總部和區域總部合作連繫，吸取彼此優勢，更進一步提昇品牌競爭力。此外，個案公司高階管理者的全力支持，明確、務實的專案目標，關注於公司整體性的利益，而非區域性的改善，全球性的專案成員參與，計劃的執行掌控及管理不得外包，也是很重要的成功要素。 本研究所得結果雖然未能涵蓋各項領域，但可為此議題相關研究之初探，以作為日後相關企業的參考，以及後續研究更深入探討之基礎。
並列摘要
Fast moving technology, severe price competition and continuous customer recognition, all such pushes the brand IT product enterprises focus more on their R/D, marketing and CRM (Customer Relational Management) in order to sustain their brand IT product competitive capability. The main purpose of this study tries to find out the expected performance of data warehouse, data mining in brand IT product HQ (Headquarter) CSD (Customer Service Division) through implementing AFR (Annual Failure Rate) project. The case company is a well-known brand IT product enterprise which comprises 5 independent operation ROs (Regional Office) global-wise. The major IT products are outsourced to OEM / ODM by HQ, as marketing and customer services are managed by ROs. The case finds that owing to successfully implement AFR project, HQ CSD integrates the products maintenance data through 5 ROs, so HQ CSD can achieve below advantages, 1) Enhance customers satisfaction for brand IT products 2) Promote product qualities and fast reaction for product issues 3) Lower spare parts inventory preparation and spare parts cost down 4) Efficient OEM / ODM management and spare part suppliers management In managerial meaning, case company focuses on brand operation and outsource IT products manufactured to efficient OEM /ODM. HQ and ROs play independent roles but hold tight cooperation, all the objectives are to enhance brand IT product competition. Through data warehouse and data mining, branded company intensifies customer relationship. Besides that, there are important factors for AFR project success – top management support, precise and concrete objectives, focus on over-all advantages not only specific regional office and global members participation. The case study can’t encompass all related topics but it can be a preliminary study of data warehouse and data mining for brand IT product HQ CSD application. From the study, hopes to set up the model of a reference guideline of data warehouse and data mining for HQ CSD, which may become a useful reference for both the enterprises and academic organization.
參考文獻
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