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  • 學位論文

高爾夫球頭OEM 產業導入CDG 系統關鍵成功因素之個案研究

指導教授 : 劉欽泉
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摘要


隨著產業結構的變化,屬於傳統產業的高爾夫球OEM 產業也須轉型成為「製造服務業」的型態。此型態除融入顧客關係管理的概念外,亦期望藉此整合企業支援,達到提升企業競爭力與強化組織運作的效用。但在過往僅考量生產導向的代工生產型態下,較缺乏長遠的規劃與了解所需強化的競爭優勢。是以面對產業轉型的過程中,如何找出影響企業轉型為製造服 務業之關鍵成功因素,與探索導入客戶專屬團隊服務管理系統之關鍵成功因素為何,並將這些關鍵成功因素作為經營者後續策略擬定、資源分配與未來經營擘畫之參考。 本研究透過專家問卷以層級分析法 (AHP) 彙整,經實證分析,探討復盛公司導入CDG 系統之關鍵因素。而依此區分為顧客開發、顧客購買、顧客分析與深化顧客關係四大構面及二十一項關鍵因素之研究。研究結果顯示,排序前十名的關鍵因素依序為(1)具備特殊技術、材質與創新產品研發能力(2) 有效的專案開發進度管理(3) 具備客製化產品開發能力(4) 顧客滿意度分析(5) 建立即時客訴回應系統(6) 精確的市場需求調查(7) 產品交貨期準確性高(8) 具備專業生產技術之企業形象(9) E-WINDOW 協同開發平台設置(10) 顧客建議事項分析。根據研究結果所示,藉由CDG 系統發揮之效用,協助研究個案公司轉型成為製造服務業類型、生產技術及優異的研發能力、建立管理專案進度與及時客訴反應系統、利用資料採礦方式探求顧客滿意度之價值及重視市場調查資料與建立具備專業生產技術之企業形象,為研究最終之結論。並依此研究結果,再按照個別構面提出建議,以作為本研究之參考,如下五點: 一、顧客購買構面:應加強成本控管與進度掌握,並強化製程穩定性以增進內控能力。 二、深化顧客關係構面:詳盡的客戶規格資料,快速回應客戶需求。 三、顧客分析構面:了解客戶需求,積極回應客戶需求與期望。 四、顧客開發構面:配合實質的技術能力輔助,有助於顧客開發工作進行。 五、整體研究結果:強化各項工作的品質產出水準,以串聯各關鍵成功因素之優勢。

並列摘要


With the trend of industrial structure, traditional Golf venders will need to upgrade from OEM to SOM (Service-oriented Manufacturer). To consider this concept into SOM, and expect to promote business competition and organization efficiency by integrating business support. It has been a long time that the production-oriented thinking leads this industry, causing no long-term plan and losing their own advantage. Therefore, to face to the need to transform the business type, to find out the key factors to be a successful SOM, and to investigate the key factors to build a successful CDG system, all are critical to the management to set up the next strategy, resource distribution, and future managing direction. This research use Analysis Hierarchy Process (AHP) to analyze the results of expert questionnaire in Delphi method and try to find out the key factors of CDG system implement in FS Company. The twenty-one key factors can be divided into four perspectives which are customer development, customer purchase, and customer analysis and customer relationship management. The top 10 key factors are (1)capable of special technology, material and innovation ability, (2) efficient project management, (3) customized product developing ability, (4) customer satisfaction analysis, (5) Set up compliant quick-response system, (6) precise market demand survey, (7) precise lead-time information, (8) professional enterprise image, (9) E-window –collaborative development platform and (10)customer requirement analysis. In terms of the results, this program shows the organization was successfully transformed to a service-oriented manufacturer. It focuses more on the process improvement, research development, projects management, real-time RMA reaction system, customers’ satisfaction survey, market research data and corporate image establishment. As these results, there are some suggestions listed from five perspectives below: 1. Consumer Perspective: The cost control and schedule should be well monitored. And reinforcing the process stability to enhance the internal management is necessary. 2. Customer Relationship Management (CRM) Perspective: Generating detailed and comprehensive customer specification databases, and replying the customers’ requests in a timely manner. 3. Customer Analysis Perspective: Understanding the customers’ needs and wants. Fulfilling the customer’s inquiries and expectations. 4. Customer Development Perspective: Exploring more customers by using the practical manufacturing skills. 5. Overall Research Outcome: Improving the quality of each process to integrate every possible ingredient to success.

參考文獻


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