顧客價值與經銷體系關係忠誠之探討 ─台灣電子量測儀器產業品牌商與經銷商之關係關係

The Relationships between Customer Perceived Value and Loyalty of Channel Distributors – between Manufactures and Distributors in Taiwan Electronics Test and Measurement Industry

蕭鳳連(Fung-Lien Hsiao)

指導教授 ： 徐純慧

國立臺北大學/商學院/企業管理學系/碩士(2011年)

摘要

電子量測儀器產業在台灣的發展已有60年的歷程。台灣之電子量測儀器產業係屬於高科技產業，由於其銷售方式係經由經銷通路之經銷商業代，提供專業之技能與服務完成銷售，易造成顧客對經銷商之依賴，而忽略了對品牌商之忠誠。

本研究採質性研究中的個案深度訪談的方式，以國內電子量測儀器產業為研究對象，探討電子量測儀器產業之行銷通路特性、電子量測儀器產業之品牌商與經銷商之關係，並探討電子量測儀器產業之顧客對品牌之忠誠因素，以及探討如何強化電子量測儀器產業之品牌商與經銷商之夥伴關係，由而探討電子量測儀器產業品牌商如何提昇顧客對品牌之忠誠。

本研究結果發現，在台灣電子量測儀器產業中，品牌商與經銷商之關係，係一競合關係。品牌商可經由某些關係強化活動而強化其與經銷商之合作夥伴關係，並提昇顧客對該品牌的知覺價值，一方面可提昇顧客對品牌商之忠誠，亦可提昇經銷商對品牌商之忠誠。並可弱化品牌商與經銷商之競爭關係，以期降低品牌商之營收風險並提昇其營收成長。本研究並提出若干有關關係強化活動之建議，供台灣電子量測儀器產業之經營策略參考。

關鍵字

電子量測儀器產業,關係強化活動,顧客知覺價值,顧客忠誠

並列摘要

The Electronics Test and Measurement Industry in Taiwan have developed for 60 years in the high-tech industry field. The sales patterns for Taiwan Electronics Test and Measurement Industry are built up by the channel distributors. Since they offer professional skills and services, customers become more depend on these distributors, and thus neglect the loyalty to manufactures. Therefore, we uses qualitative research－In-depth Interview as our case study method to examine this phenomenon.
We mainly focus on studying the industry channel characteristics, and the relationships between manufactures and distributors. Besides, factors to maintain customer loyalty as well as how to reinforce the partnership between manufactures and distributors in Taiwan Electronics Test and Measurement Industry are also key points in this research. Then we further study how to raise customer loyalty in the industry.
Our research finds that there exists co-opetition relationship between manufactures and distributors in Taiwan Electronics Test and Measurement Industry. Manufactures can intensify the partnership with distributors via relationship reinforcement activities and improve customer perceived value toward the brand. In other words, both customers’ and distributors’ loyalty can be strengthened further. On the other hand, the competitive relationship between manufactures and distributors can also be weakened so that manufactures’ revenue risks are reduced. At last, our research provides some suggestions related to relationship reinforcement activities as references for Taiwan Electronics Test and Measurement Industry.

並列關鍵字

Electronics Test and Measurement Industry, relationship reinforcement activity, customer perceived value, customer loyalty

參考文獻

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