跨產業顧問式行銷之比較研究--內隱交換成本理論觀點

A Comparative Study of Consultative Selling--The Inner Exchange Cost Perspectives

王志明(Chih-Ming Wang)

指導教授 ： 王如鈺

中原大學/商學院/企業管理研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400407

摘要

我在化學纖維產業服務多年，而近年來國內化纖產業面對中國大陸的快速擴建及低價競爭，國內各廠面臨大陸的”紅海策略”，紛紛思考產品轉型及奔向藍海的銷售策略。

顧問式行銷是現今相當受重視的行銷方式，此種高效行銷方法，企業首先必須投入資金及人力，培訓專業的行銷人員，對本身及客戶的產品或需求都必須相當熟悉，進而從客戶觀點思考，客戶提出需求後，介紹自家的產品與客戶相互討論後，提供客戶解決方案，達成交易後，更需時常關心客戶使用狀況，使其滿意後產生信任感，而成為長期交易夥伴的忠誠客戶。

本研究搜集國內有施行顧問式行銷的個案，分別有外商壽險公司、外商藥品公司與南僑化工公司三個個案，此三個個案在顧問式行銷的做法中，都耗費極大的心力去策劃與執行，一分耕耘，一分收獲，三個個案公司都在顧問式行銷的有效執行下，公司業績持續成長，南僑公司更進一步擴大事業版圖，進軍大陸及東南亞地區。

為了進一步分析以上三個個案的執行方式，本研究再導入交易成本中的內隱交換成本。首先分析三個個案在內隱交換成本中的三大成本: 降低買方資訊搜尋成本、賣方建立專屬陷入成本、降低道德危機成本的要項做法；再對應到顧問式行銷四大構面，獲得結論有: 資訊搜尋成本對於讓客戶了解產品價值階段最為重要，專屬陷入成本對讓客戶了解產品價值、提供客戶解決問題方案、客戶滿意與忠誠都重要，道德危機成本對於維繫客戶滿意、信任與忠誠最為關鍵。

關鍵字

內隱交換成本 ； 顧客忠誠度 ； 資訊搜尋成本 ； 道德危機成本 ； 專屬陷入成本

並列摘要

I have worked in the chemical fiber industry for many years. In recent years, the chemical fiber industry in Taiwan has faced the rapid expansion in and price competition from the Mainland China. Therefore, in order to confront with its Red Ocean Strategy, product transformation and Blue Ocean Strategy are considered in Taiwan.

Consultative Selling is a highly valued marketing method nowadays, which is high efficient. Initially funds and manpower have to be invested and professional salesmen have to be trained, who must be quite familiar with the products or demands of their own and of the customers. When the demands of the customers are proposed, the seller’s own products will be introduced and mutual discussion with the customers will be made from the aspect of the customers to provide solutions. Subsequently, the salesmen will frequently be thoughtful for the using situation of the sold products, with which the customers may be satisfied to win their trust. Finally, the customers become loyal and long-term trading partners.

Three domestic cases are collected, in which consultative selling is implemented, including a foreign life insurance company, a foreign pharmaceutical company and Namchow Chemical Industrial Co. Ltd. The three companies have spent extremely great effort in planning and implementing the consultative selling. No pain, no gain. With effective implementation of consultative selling, their company performances grow continuously; in particular, the Namchow Chemical Industrial Company has further expanded its business territory to the Mainland China and Southeast Asia.

For further analysis of how the consultative selling is implemented by the three cases, the inner exchange cost within transaction costs is considered. First, to analyze the three major costs of their inner exchange costs, which are information search costs reduction of the buyers, the asset specificity costs establishment of the seller and moral hazard costs reduction. Then, corresponding to the four dimensions of consultative selling, conclusions are shown as the followings: The information search cost is the most importance during the stage when customers start to understand the product value. The assets specificity cost allows the customers to understand the produce value. Solutions are provided to customers. Both the satisfaction and loyalty of the customers are important. The moral hazard cost is the key factor to maintain the satisfaction, trust and loyalty of the customers.

並列關鍵字

Moral Hazard ； Information Search ； Inner Exchange Cost ； Customer Loyalty ； Asset Specificity

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