化工建材銷售行為之研究－以矽橡膠為例

Selling Behavior Study of Chemical Building Materials-An Example of Silicone Rubber

陳啟斌(Chie-Bein Chen) ； 林廣易(Kuang-Yi Lin) ； 溫秀娥(Huiu-E Wen) ； 談心怡(Hsin-Yi Tan)

《創新研發學刊》 7卷1期 (2011/06) Pp. 138-152

https://doi.org/10.30080/JIRD.201106.0009

摘要

國內化工建材主要以進口Silicone的品牌較能被業者所接受及使用，本研究針對美國道康寧品牌為研究對象，透過個別電訪了解國內Silicone產業主要進口品牌之經理人得知其代理商和通路以及專訪個案代理商之經理人得知各品牌使用上差異，再以問卷方式驗證代理商與下游之客戶對此品牌顧客忠誠度之看法。本研究運用結構方程模式(SEM)建構品牌權益、銷售人員特質、及交貨績效等三構面對顧客忠誠度之關係模式，再探討產品價格為上述構面之干擾變數的影響，經驗證分析後依結果提出可行的銷售策略與經營建議。

關鍵字

矽橡膠 ； 產品價格 ； 品牌權益 ； 交貨績效 ； 顧客忠誠度

並列摘要

Imported brand silicones are mainly accepted and popularly used as domestic chemical building materials. This study takes Dow Corning brand of USA as the research object, trying to find out the difference in agents and pathways of different silicone brands, using experience, sale efficiency and so on by means of phone-visiting to the managers and users, as well as to verify the loyalty to this brand by sending out questionnaires to the agents and downstream customers.This study utilizes structural equation modeling (SEM) to build three aspects of brand equity, salesmen personnel characteristics and the relationship model of delivery performance relating to customer loyalty, and then explores the influence to customer loyalty caused by previously mentioned aspects in taking the product price as a disturbance variable condition according to the verified results of analysis and the issues of sales strategy and management recommendations.

並列關鍵字

Silicone ； products price ； brand equity ； delivery performance ； customer loyalty