政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/124778

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/124778

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | 全文筆數/總筆數 : 113451/144438 (79%)
造訪人次 : 51345655 線上人數 : 667

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

搜尋範圍

查詢小技巧：

您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果

若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料

進階搜尋

主頁 ‧ 登入 ‧ 上傳 ‧ 說明 ‧ 關於政大典藏 ‧ 管理

到手機版

政大機構典藏 > 商學院 > 經營管理碩士學程EMBA > 學位論文 > Item 140.119/124778

請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/124778

題名:	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
作者:	潘光平 Pan, Kuang-Ping
貢獻者:	巫立宇 Wu, Li-Yu 潘光平 Pan, Kuang-Ping
關鍵詞:	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
日期:	2019
上傳時間:	2019-08-07 16:19:32 (UTC+8)
摘要:	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.
參考文獻:	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
描述:	碩士國立政治大學經營管理碩士學程(EMBA) 106932045
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0106932045
資料類型:	thesis
DOI:	10.6814/NCCU201900417
顯示於類別:	[經營管理碩士學程EMBA] 學位論文

文件中的檔案:

檔案	大小	格式	瀏覽次數
204501.pdf	1970Kb	Adobe PDF2	119	檢視/開啟

在政大典藏中所有的資料項目都受到原著作權保護.

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

DSpace Software Copyright © 2002-2004 MIT & Hewlett-Packard / Enhanced by NTU Library IR team Copyright © - 回饋