技術服務與顧客關係管理之探討－以染料－染整行業為例

The Study of Relation Between Technical Service and Customer Relationship Management－A Case on Dyestuff Manufacturing and Textiles Dyeing Industry

賴寶昆(Bao-Kun Lai)

指導教授 ： 陳家祥

元智大學/管理學院/管理研究所/碩士(2004年)

摘要

隨著以服務為導向（Service-Driven）市場的來臨，企業間的競爭已由強調產品差異化轉變到服務差異化。由於資訊科技進步與市場高度競爭，在顧客關係管理的架構下，提供顧客完善的技術服務，已成為產業經營策略上的差異化策略，亦是經營上的重要關鍵因素，而技術服務在相關產業供應鏈，特別是工業產品中，扮演關鍵的提供者角色。透過顧客關係管理與技術服務，來提高顧客對於企業的貢獻度，將變成是企業的新行銷目標所在。
本研究以個案研究方式，對我國染料業者對染整業者所提供的「技術服務能力與需求」進行「顧客關係衡量」，並針對兩者受環境競爭、競爭策略、核心能力所牽動的「影響因素」一併探討其間之關聯性，藉以完整瞭解顧客對於技術服務內容的現況、實務需求及其影響。茲將研究成果摘要如下：
1. 染料供應商技術服務在染整市場的優勢利基條件：
（1）透過供應商的技術服務流程，增進了紡織染整產業的發展與技術需求缺口的滿足。形成在整體產業供應鏈中競爭力提昇的結合。如此結合，建立了雙方長期的往來關係，將染料供應商的關係行銷漸漸推昇到「合夥層次」的地位。
（2）透過染料供應商的技術服務，來進行資訊技術的整合轉換，能快速讓染整廠商接取到有效的訊息，與正確的知識應用。染料供應商於資訊整合與資訊解析階段的有效參與，強化了染整廠商與染料供應商的顧客關係程度。
（3）染整產業在應用技術能力研究投入不足，對在談差異化與創新需求的紡織產品而言，相對促成對染料供應商的技術依存，染料供應商於是成為染整廠商在企業資源策略的一部份，相對的造成有能力提供技術服務流程的染料供應商，更有機會與染整廠商做進一歩的互動結合。
2. 在染整產業中，有效提供技術服務來維護顧客關係的策略：
（1）知識平台的整合與建構：染料供應商在知識、技能的整合上，以知識移轉五階段模式：
1.取得(acquisition) 2.溝通(communication) 3.應用(application)
4.接受(Acceptance) 5.同化(assimilation)
來整合其本身所有可獲取的資源，經產生真正的「知識」後來建立其與染整廠間的應用資訊技術。
（2）核心能力的維持：優勢競爭的來源應是染料供應商能否掌握比染整廠商更多關鍵技能與來源，比其有快速對應環境產業變化的能力。
（3）技術整合能力的提昇：染料供應商應專注本身專業能力的整合與精進，以加強其在染整產業供應鏈，不易被代的地位與領導影響力。
關鍵字：顧客關係管理、技術服務、紡織染整

關鍵字

顧客關係管理 ； 技術服務 ； 紡織染整

並列摘要

ABSTRACT
The approach of “Service-Driven” market had shifted the competition between enterprises from the emphasis of product-differential to the orientation of service-differential. With the progress of IT technology and highly market competition, under customer relationship management structure, to furnish a complete technical service had become a useful differential strategy and play a key factor in enterprise management.
No doubts, technical service is also playing a decisive role of supplying knowledge foundation and practical application to end-users, especially for industrial product. The aims of new marketing strategy via customer relationship management and continuous technical service will enhance the contribution of customer to enterprises and consolidate the loyalty of customers to the products brand.
This study is proceed to the “estimation of customer relation” according to the so-called “capability and demand for technical service” of current Taiwan dyestuff manufactures devoted to textiles dyeing industry. Meanwhile, this study will help us to realize the current situation and practical demand for technical service from the customer side and relevant effects on the understandings of “competitive environment, competitive strategy, and core competence”.
The study result was abstracted and described as below:
1. The competitive advantages of dyestuff manufactures by means of technical service in textile dyeing industry:
（1）The frequent technical service procedure, provided by dyestuff manufactures, has contributed the positive development to textiles dyeing industry and satisfied the demand of technical capabilities. The long terms correlation and interactive activity also had built a solid base of cooperation between textiles dyeing mills and dyestuffs manufactures, and gradually pushed the relationship of both parties to the position of “Partnership Level”.
（2）The textiles dyeing mills are able to catch the effective information and correct application technology at right respondent moment from the dyestuff manufactures and transform these information into the integration of information technology. The steady and effective participation of dyestuff manufactures in information integration and information analysis had extended and strengthened the customer relationship of textile dyeing mills and dyestuff manufactures.
（3）In textile industry, for the issues of differential tactics and industrial innovation , the insufficient application capability and research had existed widely. On contrast, this obvious shortage has lead the dyestuff manufactures to act as part of precious resource inside the enterprises strategy and application technology. Also, the capable dyestuff manufactures, able to provide the integrated technical service, have more chance to get further interactive relation with textiles dyeing mills.
2. Effective technical service strategies to retain customer relationship in textiles dyeing industry:
（1）Integration and construction of “Knowledge Management Platform”:
There are five stage modules presented by the dyestuff manufactures in the key elements of integration process including technology, application or know-how.
(a) Acquisition (b) Communication (c) Application
(d) Acceptance (e) Assimilation
The dyestuff manufactures could integrate the obtainable technology resources and transform them into “the practice knowledge” to build the foundation technology and information center for textiles dyeing industry.
（2）Maintenance of Core Competence:
The advantageous position of dyestuff manufactures should keep is how to get more core technology and resource than dyeing mills, even the capability to face the quick shift of industry environments.
（3）Enhancement of integrated technology capability: The integration and concentration on professional capability of dyestuff manufactures have to be thought as the first priority to be distinguished with the others competitors. The stronger position they can seize in the whole supply chain of textiles dyeing industry, the more important leadership they will get even not replaceable!
KEYWORDS: customer relationship management, technical service, textiles dyeing industry

並列關鍵字

customer relationship management ； technical service ； textiles dyeing industry

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