從顧客關係面向探討工業電腦產業之加值服務—以A公司為例

Exploring Value-added Service for Industrial Personal Computer industry：A case study from customer relationship aspect

張煌儀(Huang-Yi Chang)

指導教授 ： 陳家祥

元智大學/管理學院/管理碩士在職專班/碩士(2012年)

摘要

台灣的資通訊(Information and Communication Technology, ICT)產業經歷過去三十多年來的努力經營，使得台灣贏得全球資訊王國的美號。然而由於主要以OEM(Original Equipment Manufacturer)與ODM (Original Design Manufacturer)等代工經營型態為主，在廠商之間皆以成本導向的激烈競爭之下，加上近年來大陸及東南亞多國以相對低廉的生產條件加入競爭行列，使得毛利逐年下滑，近年來更是已來到「毛三到四」的保衛戰。而在ICT產業的另一支族群「工業電腦」同以PC架構設計與製造為主，即使面臨代工大廠競相透過不同的方式與工業電腦廠商進行策略聯盟的競爭，及2008年起陸續發生的美國金融風暴與歐債危機，工業電腦廠商卻大都能維持其相對高利潤的表現，顯見工業電腦廠商必有其獨特的經營策略。
在以往的文獻之中，大多以研發、製造及經營策略等面向來對工業電腦產業進行研究，甚少從工業電腦廠商是如何經營與顧客之關係，使其進而能創造高經營績效表現的方向來進行研究。本研究採個案研究方法，以探討工業電腦產業從顧客關係面向中所發展之符合顧客認知之加值服務，並瞭解其加值服務對個案公司經營績效之影響為研究目的。經研究發現個案公司藉由提供符合顧客認知的加值服務(垂直整合、實驗室服務、專業知識及互動)，而能獲得顧客的信任與依賴，並提高顧客的體驗滿意度，而由於顧客認知程度的提高使得公司的經營績效(重複購買、持續開案及價格接受程度)獲得正向的影響。

關鍵字

顧客關係 ； 加值服務 ； 工業電腦 ； 經營績效

並列摘要

Taiwan has won the name of Global Information Technology’s Kingdom after experience more than three decades striving in the ICT (Information and Communication Technology) Industry. However, most of the companies are cost oriented and compete fiercely with each others because of the OEM (Original Equipment Manufacturer) and ODM (Original Design Manufacturer) business model. Furthermore, the Mainland China and Southeast Asia Countries have joined the battle recently with benefits of relative low costs makes the Taiwan ICT Industry’s profit margins decline year by year. All of these situations make the Taiwan ICT Industry came to defense their little profits-- only 3 to 4 percent of. In contrast, most of the IPC (Industrial Personal Computer) companies, a branch group of the ICT industry who also design and produce PC systems, still keep higher profits than other ICT companies’ even face with the competition of big PC company alliance and the financial crises of American subprime mortgage and European sovereign-debt. Obviously, the IPC companies must have their different and unique enterprise management strategies.
Most of the past literatures about the IPC industry have took the perspectives on the R&D, the manufacture and enterprise management, little of them has studied about how the IPC companies manage their customer relationship to improve company business performance.
In this study, case study methodology is used to explore how the IPC company take the customer relationship to development customer aware value-added services, and to study the influence of A company’s business performance on the services.
It is found that A company has earned its customer’s trust and relied on from providing customer aware value-added services (i.e. vertical integrations, laboratory services, expert knowledge and interactions) to improve customer’s satisfactions. Furthermore, the influence of the improved customer awareness on the A company’s business performance (i.e. repeated purchases, continued projects and price acceptances.) is positive.

並列關鍵字

Customer relationship ； Value-added services ； industrial personal computers ； business performance

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