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| Title: | 供應商攻入與穩固客戶關係之研究
Establishing and Solidifying Relationships with Clients |
| Authors: | 谷裔凡
Ku, Yi Fan |
| Contributors: | 于卓民
Yu, Joseph
谷裔凡
Ku, Yi Fan |
| Keywords: | 資源基礎論
核心能力
行銷策略
供應鏈
工業品採購
國際貿易
射頻通訊
無線通信
零組件
代理通路
Resource-Based Theory
Core ability
Procurement
Supply chain
Strategy
RF
Microwave
Telecommunication
Wireless
Trading
Representative |
| Date: | 2016 |
| Issue Date: | 2016-08-22 17:23:29 (UTC+8) |
| Abstract: | 本研究之個案公司其專業於微波通訊零組件之代理銷售，及配套完整測試方案之整合。目前公司市場範圍延伸至商用與消費性市場，且合作夥伴分佈在台灣、大陸甚至歐美各國。企業面對全球化競爭，若要在世界經濟舞台上扮演重要角色，其中關鍵成功因素之一就是供應鏈夥伴建立緊密的關係。
以本研究之個案公司而言，其專業於微波通訊零組件之代理銷售，及配套完整測試方案之整合。近年來行動世代的崛起，更加速無線射頻通訊技術的革新，目前公司市場範圍延伸至商用與消費性市場，且合作夥伴分佈在台灣、大陸甚至歐美各國，因此供應商與客戶之間的合作與公司策略有密不可分的關係。
本研究藉由個案分析方法，得到以下結論：(一)供應商攻入客戶需掌握的要點，包括己之能力與價值、客戶需求、與客戶達成之共識並發展解決方案、服務之擴大與產品之提升。（二）供應商對於穩固客戶關係需考量之因素，包括產品品質、產品價格、產品交期、服務與信賴關係、進入障礙。
透過本研究結果作為供應商訂定營業策略時的參考，藉以提升供應商能力，增加攻入客戶的機會，並加強客戶與供應商的互動，提高客戶忠誠度並維繫客戶關係，以期獲致最大利益。
The case company specialize in sale agent in microwave communications components, and supporting complete solution. Currently, the company extend its marketing range to the commercial and consumer markets, it has partners in Taiwan, mainland China, Europe and the United States. Companies face global competition, each of them wants to play an important role on the world economic stage. The key is to establish a close relationship to supply chain partners.
This study explores how the case company meets clients needs by their own ability and value on the basis of Resource-Based theory. The relationship between companies and their clients is a special “strategic partnership”. The relationship let company make good use of the core competitiveness in procurement process, maintain a dominant position, thereby affect the clients or industry.
This study using case analysis has the following conclusions: (a) There are five points in establishing relationships with clients by supplier, including “our own ability and value”, “clients need”, “the consensus with clients and develop solutions with clients” and “expand the services and products”. (b) There are five points in solidifying relationships with clients by supplier, including “product quality”, “product price”, “product delivery”, “service and relationship of trust”, “barriers to entry”.
Suppliers can formulate strategies through the conclusion to enhance its capability, increase the chance of establishing clients, enhance interaction between clients and suppliers, increase clients loyalty, maintain relationship with clients and earn more profit.
第一章 緒論 1
第一節 研究背景與動機 2
第二節 研究問題與目的 3
第三節 研究程序與章節簡介 3
第二章 文獻探討 6
第一節 資源基礎理論 7
第二節 工業品採購 18
第三節 小結 32
第三章 研究方法 33
第一節 研究架構 33
第二節 個案研究方法 37
第三節 資料蒐集過程 38
第四章 個案資料描述 41
第一節 個案公司介紹 41
第二節 國內第一家專業微波及衛星通訊公司 43
第三節 全球最大的代工廠 48
第四節 全球第二大德國射頻測試儀器商 53
第五節 全球IC設計領導廠商 55
第五章 個案分析 59
第六章 結論與建議 82
第一節 研究結論 82
第二節 後續研究建議 92
參考文獻 94
中文文獻 94
英文文獻 96 |
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| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
103932021 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0103932021 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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