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題 名 | 我國資訊業筆記型電腦外銷關係行銷之研究=A Study on Relationship Marketing of Notebook Exports from Taiwan |
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作 者 | 潘明全; 李岳玲; | 書刊名 | 大同學報 |
卷 期 | 28 1998.11[民87.11] |
頁 次 | 頁85-96+446-447 |
分類號 | 484.53 |
關鍵詞 | 資訊業; 筆記型電腦; 外銷; 關係行銷; |
語 文 | 中文(Chinese) |
中文摘要 | 從工業革命的世紀走向知識競爭的世紀,企業正面臨有史以來最激烈的競爭,企業要如何成功地成為贏家?關係行銷,己經取代土地、設備、資金成為企業贏在未來的關鍵資源。隨著資訊科技的進步、產品生命週期縮短、網際網路的發達,面臨國際上更激烈的競爭與挑戰,近年來,政府致力於加入WTO、GATT等國際組織,使台灣晉升於國際的舞臺,提昇國家競爭力。然而要如何和顧客發展可長可久的關係,“關係行銷”是我們所關切的主題。本篇論文以競爭日益激烈、產品生命週期愈來愈短且產品開發速度快速的資訊業筆記型電腦外銷為例。所選擇的個案計有宏�痋B神達、廣達、英業達、仁寶、華宇、大眾、大同、倫飛及藍天等十家公司。 所得到的結論摘要為:(1)以人員推銷的方式來建立顧客關係;以技術服務和交際方式來發展顧客關係;以交情聯誼如家庭聚會、打高爾夫球、定期聚餐等較隨性的方式來維持顧客關係。(2)隨著關係行銷過程的進展,從財務的結合、社會的結合到結構的結合,我國資訊業筆記型電腦外銷關係行銷層級逐漸提高。(3)服務程度以顧客化為主,會計對個別客戶的資訊收集與分析,提供真正的個別化服務給顧客。(4)在組織中各部門的支持程度高,甚至董事長與總經理也都支持配合,可以得到良好關係的維持。(5)因為交易的時間很長,投資額較大,顧客的轉換成本也高,可藉由聯盟結合、系統相結合或是結構性依存度提高而建立起很長期的關係。(6)所獲得的資訊包括顧客需求、購買行為、競爭情勢與產業趨勢。不僅可以收集到客戶需求的訊息、購買決策的流程,關鍵影響人物外,亦能對於競爭者的動態,以及未來的需求有所瞭解。(7)客戶成為交易的夥伴後,便獲的長期的合作和雙贏的利益。 |
英文摘要 | With the century of the industrial revolution moving toward the century of knowledge competition, the business enterprise is currently faced with unprecedented and fiercest competition. How can an enterprise end up a winner? Relationship marketing has replaced land, equipment, and capital to become the most critical resource for an enterprise to win the whole future. With the advancement of information technology, shortening of the product life cycle, prevalence of the Internet, and furious competition and challenge from the other countries, the government tries to join such international organizations as WTO,GATT, etc. to catapult Taiwan on the international stage and to promote our national the competitive ability. "Relationship marketing" will be the major concern if we would like to develop enduring relationships with customers. Since the notebook's export competition is more and nore furious and since the product's life cycle gets shorter and shorter and its development accelerates, the notebook export will be the target of this thesis. There are ten corporations chosen as study cases: Acer Inc., Mitac Int., Quanta Computer Inc., Inventec Corp., Compal Electronics Inc., Arima Computer Corp., First International Computer Inc., Tatung Co., Twinhead Int., and Clevo Computer Co. The conclusion is summed up as follows: 1. An enterprise tries to establish relationships with customers through salespersons, to develop the relationships with customers through technical services and social activities, and to maintain the relationships with customers through friendship and fellowship. 2. With the progress of the relationship marketing process, the level of relationship marketing for the domestic notebook export manufacturers goes higher and higher by combining progressively from finance to society to structure. 3. The extent of service lies mainly in customized service. Information collection and analysis will be carried out for specific customers to provide real individualized service to customers in order to maintain more enduring relationships with customers. 4. Support from various departments in the organizations is complete. Even the president and the general manager show their full cooperation in order to maintain harmonious relationships with customers. 5. The duration of trading is long, the invesment amount is larger, and the cost of winning new customers in high. Though business alliances to have a close relationship, there will be enduring relationships by way of facilitation the combination of systems or developing high structural interdependence. 6. Information obtained includes the needs of customers, purchasing behavior, competition situation and industry trend. One can collect not only messages about the needs of customers, the process of purchasing decisions, and critical persons, but also the data about the movement of competitors and the future needs and trend. 7. There will be enduring cooperation and win-win profit for both case corporations and customers after becoming partners. |
本系統中英文摘要資訊取自各篇刊載內容。