工業中間產品經營策略之探討–以T公司為例

近年來由於遭遇全球金融海嘯衝擊與全球化趨勢影響,許多企業正面臨生存攸關的重大難題需克服，使得許多企業在經營模式上，已意識到必需投入更多資源與時間在客戶關係的經營上，意圖藉由雙方頻繁的互動性來加強彼此間關係更穩固深化，並藉由顧客關係的充分掌握，讓企業更瞭解、確認客戶顯性與潛在的需求，如此將有利於企業經營策略的擬訂或修正。面對全球化趨勢對產業發展所產生強大的競爭壓力下，許多企業經營上，已不再局限於對優良供應商的篩選與產業供應鏈的管理能力專注而已，但是當許多企業投入更多組織資源與行銷費用支出後，相對銷售回饋的結果卻是不升反降，其中的原委值得探討。如何在企業有限的資源上，透過最經濟效益的資源配置運作與充分掌握關鍵客戶動向，從而降低經營成本增加企業收益，已成為企業經營管理上不可忽視的重要議題。企業資源是有限的，因此，企業必須特別予以正視:「企業所應追求的好客戶在那裡 ? 什麼樣的客戶才是企業應該追求的好客戶 ? 如何留住企業的重要關鍵客戶?」。隨著消費市場邁入服務導向（Service-Driven）時代來臨，企業間競爭的程度，已由強調產品差異化，轉變為服務差異化。面對市場高度競爭環境與資訊科技日新月異，如何妥善應用顧客關係管理架構，適時提供讓顧客滿意產品或服務，已成為企業經營策略上，除例行所關注行銷活動推廣外，亦必須選擇適當的差異化策略，而技術服務在相關的產業供應鏈，特別是工業產品的產業鏈中，更是扮演具有關鍵性的提供者角色。近年來許多企業擬定行銷策略，係透過顧客關係管理與完善技術服務相輔相成，而如何提高顧客終身價值貢獻度與滿意度，將形成新的企業行銷模式與業務發展趨勢。

關鍵字

金融海嘯；關鍵客戶；顧客關係管理；顧客終生價值；技術服務

並列摘要

In recent years as a result of the bitter experience whole world financial tsunami impact and the globalization tendency influence, many enterprises was facing the survival matter the significant difficult problem to have to overcome, causes many enterprises in the management pattern, has realized essential investment more resources and the time in the customer relations management, the intention strengthened each other because of bilateral frequent interactive to relate a stable deepening, and full grasping which related because of the customer, let the enterprise understand, the confirmation customer dominance and the latent demand, will so be advantageous in the enterprise manage the strategy to draft or the revision. Has under the formidable competition pressure facing the globalization tendency to the industrial development, many enterprises manage on, no longer limits in the supply chain dedicated to fine supplier's screening and the industry the managed capacity, but after many enterprises invest the more organization resources and the marketing expense disbursement, the relative sales back coupling result does not rise instead to fall actually, whole story is worth discussing. How on enterprise limited resources, penetration most economic efficiency resources disposition operation and full grasping to the key account trend, therefore reduces the cost of operation into increase income earning of an enterprise, has become in the enterprise management and operation the noticeable important subject. The enterprise resources are limited, therefore, the enterprise must give to face up to specially: “The enterprise should pursue good customer in there? What type customer is the good customer which the enterprise should pursue? How detains the enterprise the important key account ?” Enters into the service along with the expense market to guide the (Service-Driven) time to approach, the enterprise competes the degree, by the emphasis product variation, transformed for serves the variation. Competes highly facing the market the environment and the information science and technology changes with each new day, how properly relates the management construction using the customer, at the right moment provides lets the customer satisfy the product or the service, has become the enterprise to manage in the strategy, besides routine pays attention to the marketing promotion, also must choose the suitable variation strategy, but the technical service in the related industrial supply chain, especially in the industrial products supply chain, is the acting has the crucial tendered role. In recent years many enterprises drew up the marketing strategy, was penetrates the customer to relate manages and consummates the technical service to complement one another, but how enhanced the customer life value scale of contribution and the score of satisfaction, will form the new enterprise to sell the pattern and the service trend of development.

並列關鍵字

Financial tsunami ； Key account ； Custom relationship management ； Custom life value ； Technical service

參考文獻

1. 吳信宏 (2002)。「顧客關係管理之另類思考」。品質月刊，Vol.38，No.3

11. 陳怡君 (2006)。「資訊品質、系統品質對業務人員CRM使用、滿意度影響之研究–以人壽公司為例」。中原大學資訊管理學系未出版碩士論文

12. 陳建妤 (2003)。「從獨占事業濫用優勢地位論過高價格之管制– 以歐盟為例」。中原大學財經法律學系未出版碩士論文

8. 簡富臨 (2007)。「顧客關係管理之關鍵成功因素研究––資源基礎與價值創造的觀點」。中興大學企業管理學系高階經理人在職專班未出版碩士論文

3. 陳忠義 (1999)。「台灣飲料市場概況分析」。台灣區果蔬汁工業同業公會1999年刊，頁30-34 .1

國際替代計量

工業中間產品經營策略之探討–以T公司為例

主題瀏覽