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Title:	馬來西亞電子量測儀器市場之策略行銷分析 Strategic Marketing Analysis of Electronic Measuring Instrument Market in Malaysia
Authors:	潘光平 Pan, Kuang-Ping
Contributors:	巫立宇 Wu, Li-Yu 潘光平 Pan, Kuang-Ping
Keywords:	電子量測儀器策略行銷分析銷售與顧客關係馬來西亞行銷交換行銷四大成本 Electronic Measuring Instrument Strategic Marketing Analysis The Sales and Customer Relationship Malaysia Marketing Exchange 4 Cost of Marketing
Date:	2019
Issue Date:	2019-08-07 16:19:32 (UTC+8)
Abstract:	近年來因為中國大陸人力物力的成本不斷地增加，導致電子產業的生產線重心逐漸地移往東南亞地區。再加上中國電子量測儀器產業的各種品牌如雨後春筍般地發展開來，所以在未來的十年，東南亞地區將成為電子產業蓬勃發展的一塊寶地。本文將以馬來西亞之電子業市場為基礎，探討中國大陸之電子量測儀器廠商是如何與歐美知名量測儀器廠商做銷售競爭，在這個彼消我長的時代下，曾經被大家一致認為品質有所堪慮的中國品牌最後是如何贏得客戶的青睞?本文亦將以策略行銷分析之四大成本為基礎，分別站在終端用戶的角度以及經銷商的角度，進而分析行銷交換的行為以及銷售與顧客關係的發展的進程，做為往後中國電子量測儀器廠商將如何深耕自我品牌以及如何擴大東南亞地區的銷售業績之理論依據。總之，在銷售與顧客關係管理的過程當中，如何能夠抓住客戶的痛點乃是成就交換行為的一大重要因素，本文將以兩個成功銷售案例為基礎，說明中國電子量測儀器廠商是如何以技術支援、服務的價值性以及積極性，戰勝歐美量測儀器大廠的威脅，進而成就客戶，達成業績目標。 In recent years, as the cost of manpower and material resources in mainland China has continuously increased, the focus of the electronics industry`s production line has gradually shifted to Southeast Asia. In addition, various national brands in China`s electronic measuring instrument industry have sprung up, so in the next decade, Southeast Asia will become a treasure trove of the booming electronics industry. Based on the electronics industry in Malaysia. This article will explore how the electronic measuring instrument manufacturers in mainland China are competing with the well-known measuring instrument manufacturers in Europe and U.S.. In this era of long-term growth, we have been consistently recognized as having quality. How do Chinese brands in the end win the favor of customers? This article will also be based on the four major costs of strategic marketing analysis, from the perspective of end users and distributors, and then analyze the behavior of marketing exchange and sales and the development of customer relationship is the theoretical basis for how Chinese measurement instrument manufacturers will deepen their brand and how to expand sales in Southeast Asia. In short, in the process of sales and customer relationship management, how to grasp the pain points of customers is an important factor in the achievement of exchange behavior. This article will be based on two successful sales cases, indicating that China`s electronic measuring instrument manufacturers are How to overcome the threat of European and American measuring instruments manufacturers with technical support, value and enthusiasm of services, and then achieve customers and achieve performance goals.
Reference:	中文部份  邱志聖(2017)，策略行銷分析架構與實務應用，智勝文化，台北  巫立宇、邱志聖(2017)，銷售與顧客關係管理，新陸書局，台北英文部份  Kotler, Philip (1967), Marketing Management: Analysis,Planning, Implementation, and Control, Englewood Cliffs, NJ: Prentice Hall  Kotler, Philip (1972),”Generic Concept of Marketing,”,Journal of Marketing, 36(April), pp.46-54
Description:	碩士國立政治大學經營管理碩士學程(EMBA) 106932045
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0106932045
Data Type:	thesis
DOI:	10.6814/NCCU201900417
Appears in Collections:	[Executive Master of Business Administration] Theses

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