郵局代售商品之通路策略與顧客消費行為研究—以中壢郵局為例

Marketing Strategy and Customer Behavior of Selling Manufactured Products in Post Office – A Case Study on ChungLi Post Office

王 任 達(Jen-Ta Wang)

指導教授 ： 郭文忠

共同指導教授 ： 徐學忍

元智大學/管理學院/管理研究所/碩士(2006年)

摘要

摘 要
本論文研究係以中壢郵局為例，以文獻探討和深度訪談法並結合實務經驗觀察法作實證研究。針對目前郵局的通路現況，探討郵局在經營代售商品的通路優勢和環境，以採取有效的通路策略；並透過瞭解郵局顧客的消費行為，期望郵局採取有效的門市經營策略，結合現有業務在代售商品的銷售產生最大營運績效，以強化郵政公司化後之企業體質，並達多元創新、開展業務、以增裕營收，使郵局通路價值發揮最大化的目的。經分析並整理出對中華郵政股份有限公司，今後在推展郵局代售商品之通路策略與顧客消費行為之具體建議如下：
1、善用郵局實體通路優勢，結合新興虛擬網路郵局通路，推廣代售商品業務。
2、強化代售商品之商品結構面、建立差異化競爭優勢 。
3、慎選代售商品之合作伙伴或評估與廠商策略聯盟合作模式。
4、豐富產品內容、建立郵局自有品牌商品、周延服務客層、滿足顧客需求。
5、促進組織學習、加強員工教育訓練，提升門市人員的專業知識和銷售技能。
6、資源共享、交叉聯合行銷、創意拓展代售商品業務 。
7、建立郵政經營特色和代理商品專業化 。
8、提升服務品質、重視消費者權益、強化顧客關係管理 。

關鍵字

通路策略、代售商品、消費行為

並列摘要

Abstract
This paper investigates the prospects of selling manufactured products in Post Office. We explores the problem empirically from our working experiences, the academic articles, and field work with personnel of Post Office, Bank, and Convenience Store. By examine the current marketing channels for selling manufactured products, the advantages and disadvantages of selling manufactured products in Post Office are analyzed. Furthermore, the classification of customer behaviors about the willing of purchasing products in Post Office helps us to summarize the products suitable for selling in Post Office. We aim to find an efficiency marketing strategy to maximize the profit of the business of selling manufactured products in Post Office. From the study of this thesis, the following suggestions are made for Chunghwa Post Corporation to make the business about selling manufactured products successfully.
1. Take the advantages of traditional Post Office marketing channels, integrate it with Web Post Office to increase the overall business profits.
2. Increase the diversity of products to promote the market competition capability.
3. Carefully choose business partners, and make marketing allies.
4. Build the brand owned by Post Office itself, and improve the quality of services.
5. Encourage on-the-job learning of workers, and offer technique disciplines for workers to increase their professional skills and experience.
6. Resource sharing and develop creative products.
7. Build the characteristics owned only by Post Office.
8. Enhance the quality of service, especially emphasis on the protection of customers right, and keep good relationship with customers.

並列關鍵字

Customer Behavior, Marketing strategy, Manufactured Product.

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