國際顧客關係管理之探討---以某自行車公司為例

A Study on the Relationship Management for International Customer --- Using a Bicycle Company as an Example

陳婉華(Wan-Hua Chen)

指導教授 ： 嚴國慶

朝陽科技大學/管理學院/企業管理系高階產業經營碩士在職專班/碩士(2015年)

摘要

我國經濟是以出口為導向的產業型態，顧客自然是以國際型顧客為主，是故，國際顧客關係管理是多數中大型企業最重要的成功關鍵因素之一。國際型顧客與一般在地型顧客最大的不同，是還必需考慮到文化的差異，國際政治關係的影響，以及地理上、時間上的距離所造成的服務障礙。自行車產業曾經是我國最重要的外銷產業之一，市場佔有率世界第一。本研究即以中部某自行車公司為例，探討國際顧客關係管理成功關鍵因素，並發展該企業的創新策略。
本研究發現國際市場顧客關係管理首先旨在加強行銷，從而增加企業的獲利，降低企業資源浪費，就現有軌跡中，精確預測市場動向，提高企業獲利能力。企業利用國際市場顧客關係的管理，洞悉國際市場顧客的趨勢，研判未來前景，預作規劃，方能在國際市場中領先群倫。

關鍵字:國際顧客關係管理，自行車產業，創新，策略

關鍵字

創新 ； 自行車產業 ； 國際顧客關係管理 ； 策略

並列摘要

The economy of our country is export-oriented industrial structure, international customers are in the majority in Taiwan. For medium and large-sized enterprises, thus, international customer relationship management (ICRM) is a key factor to success. Unlike local customers, while serving international customers, we have to take culture differences, international political influences, geography, and the equation of time into account. With the highest market occupancy, Taiwan’s cycling industry was one of the most important exporting industries. In this study was based on a cycling corporation in central of Taiwan, the research will be going over the ICRM’s key factors with a fine-tooth comb, and yield innovation strategies for the corporation.
The result of the study shows that the ICRM’S top priority is to drive sales growth; followed by generating profits, and reducing the waste of resources. Utilize all means to get the critical foresight needed to successfully tap into future markets and increase the profits. In order to be a market leader, enterprises should compile information on international customers across different channels to analyze the market trends and address their queries and issues.
Key Words: international customer relationship management (ICRM), cycling industry, innovation, strategy

並列關鍵字

cycling industry ； international customer relationship management (ICRM) ； innovation ； strategy

參考文獻

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