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  • 學位論文

採購行為、顧客關係管理與組織績效之相關性研究:以台灣製造業為例

Research of the correlation among Buying Behavior Factors,CRM and Organizational Performance:An Empirical Study of Taiwan Manufacturing Industries

指導教授 : 鄧盈嘉

摘要


隨著產業環境全球化、自由化、國際市場競爭日趨激烈以及網際網路的快速發展,以及當前全球金融風暴引起的全面性不景氣之下,低毛利甚至零毛利與成長遲緩之挑戰,是目前許多製造業所面臨的營運窘境,諸多管理專家對此也提出建言,業者應將管理思維模式從過去只單純著重於產品生產製造的傳統製造業,徹底轉變為由顧客想法與觀點去規劃和執行策略的製造服務業。 由於製造業具有資本密集及科技群聚之特性,再加上我國製造業因應外在環境變化,導致紛紛走向跨國分工生產。因此,企業對於本身核心競爭能力的維持及發展更為注重外,也將其他非核心能力的業務外包給更具優勢的企業,利用各個企業的特殊資源與技術知識的掌握,增強整個供應鏈體系的競爭優勢因此,一企業在商場上的競爭已不再是企業的個體對個體,而是轉變為上游生產廠商和下游顧客間結合而成的供應鏈(Supply Chains)與供應鏈的競爭。 本研究應用製造業中供應鏈之觀點,以天下雜誌調查之一千大製造業(2008)為主要對象,透過問卷方式蒐集製造業中實施顧客關係管理對於整體組織績效之影響的資料。並利用相關的統計分析,包括敘述性統計分析、信效度分析、因素分析、相關分析、複迴歸分析等,以驗證本研究所提出之假設。 由研究結果發現,(1)製造業之組織採購行為對於顧客關係管理績效有顯著差異。(2)製造業者顧客關係管理績效對於組織績效有顯著差異。最後,本研究依實證結果提出管理及實務上之建議,使台灣製造業在顧客關係管理之下,期能有所轉型、創新、提升企業及台灣競爭力。

並列摘要


Along with industrial environment globalization, liberalization, international market competition day by day intense , Internet fast development, as well as the current global finance storm causes integrity not booming under, the low gross profit, zero gross profit and the growth slow challenge, is even transport business predicament which present many manufacturing industries face, many manages the expert also to propose regarding this states opinion, the entrepreneur should manage purely the thought pattern from the past only emphatically in the product manufacturing traditional manufacturing industry, transformed thoroughly for plans and carries out the strategy manufacture service industry by the customer idea and the viewpoint. Because the manufacturing industry has the capital crowded and characteristic of the technical congregated, in addition our country manufacturing industry in accordance to the external environmental variation, causes to move towards the transnational division of labor production in abundance. Outside therefore, the enterprise more pays great attention to regarding the itself core competitive ability maintenance and the development, also outside the other non-core ability service the superiority the enterprise, uses each enterprise the special resources and technical knowledge grasping, the enhancement entire supply chain system competitive advantage. Therefore, an enterprise in the market competition no longer is enterprise's individual to the individual, but is transforms for the upstream produces the supply chain which between the manufacturer and the downstream customer unifies becomes (Supply Chains) with to supply the chain the competition. In this research application manufacturing industry supplies viewpoint of the chain, 1000th the big manufacturing industries take world magazine investigation (2008) as the main object, in the penetration questionnaire way collection manufacturing industry implements the customer to relate the management influence regarding the whole organization achievements material. And uses the related statistical analysis, including the narrative statistical analysis, the reliability analysis, the factor analysis, the correlation analysis, the multiple regression analysis and so on, confirms this research institute to propose the supposition.. Discovered by the findings that, organization of the (1) manufacturing industry purchases the behavior to relate the management achievements regarding the customer to have the remarkable difference.(2) manufacturing industry customer relates the management achievements to have the remarkable difference regarding the organization achievements. Finally, this research according to the real diagnosis result proposed in the management and the practice the suggestion, causes the Taiwan manufacturing industry to relate under the management in the customer, the time can have reforming, the innovation, the promotion enterprise and the Taiwan competitive power.

參考文獻


鄧盈嘉(2007),網路拍賣之顧客關係管理績效評估要素,電子商務學報,9(1),49-70。
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張淑青(2006),顧客忠誠驅動因子之研究-顧客知覺價值的關鍵角色及顧客滿意與信任的中介影響,輔仁管理評論,13(1),107-132。
何欣怡(2007),供應鏈上下游廠商競合賽局,國立成功大學交通管理科學研究所碩士論文。
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