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| Title: | 半導體設備製造商拓展業務之成功銷售案例- 以策略行銷4C分析
Case analysis of an equipment company in the Semiconductor Industry: From 4C Framework Aspect |
| Authors: | 李珮慈
Lee, Pei-Tzu |
| Contributors: | 巫立宇
郭曉玲
李珮慈
Lee, Pei-Tzu |
| Keywords: | 4C策略行銷分析
銷售流程
半導體設備供應商
B2B銷售
4C framework of strategic
Sales process
Semiconductor equipment manufacturers
B2B sales |
| Date: | 2019 |
| Issue Date: | 2020-03-02 11:40:29 (UTC+8) |
| Abstract: | 積體電路發明以來，半導體產業不斷的引領科技創新前進，至2018年為止全球半導體產值已達4600多億美元；台灣在政府的大力支持下，發展為半導體產業重鎮，擁有完整的產業聚落與垂直分工，2018年產值為全球第三名。雖然近期美中貿易戰延燒及智慧型手機、電腦等產品發展邁入成熟階段，但隨著人工智慧、5G、自動化等發展趨勢的升起，間接帶動了許多應用領域的發展，可望繼續帶領半導體業相對穩定成長。在這樣的產業前景之下，台灣的半導體大廠持續注入資金研發，近年亦陸續有擴廠、建廠的計畫，相關的供應鏈例如半導體設備產業及耗材相關廠商，亦受惠其中有獲利的成長。
本研究以半導體產業為背景，並以某家半導體設備製造商「士鋐公司」為研究對象，透過個案訪談，並以八大銷售流程及4C策略架構進行分析，探討個案公司在銷售流程如何掌握客戶需求，以及透過哪些策略降低客戶之成本並解決客戶痛點，成功銷售公司生產之產品，期望透過此研究解構B2B產業之間銷售的成功因素及分析此案例中之成功關鍵因素。
解構此個案後，研究者認為於銷售流程中，穩固的人際網絡關係及以顧客為導向探詢需求為銷售流程成功之關鍵；以4C策略觀點來說，降低外顯單位效益成本為搏得客戶青睞之關鍵，但過程個案公司亦透過許多策略做法如提供完整資料給客戶、產品測試等方式降低資訊搜集成本、道德危機成本及專屬陷入成本，才能創造此銷售代表性案例。本論文期望研究結果與建議能對個案公司未來之營運銷售策略產生幫助，能在動態變化的產業環境中永續前進。
Since the invention of the integrated circuit, the semiconductor industry has continuously led the innovation of technology. Statistics reveals overall output of the global semiconductor industry has reached more than 460 billion US dollars by 2018. With the strong support by the government, semiconductor industry has developed for decades in Taiwan, being known for its industry clusters and vertical separation, and gained the third spot in global production value in 2018. Despite the escalation of U.S.-China trade war and the maturity stage of 3C products, numbers of application domains remain growing due to the development of artificial intelligence, 5G and Automation.
Based on industry prospect, semiconductor companies have kept putting effort on this industry. Related supply chains such as semiconductor equipment industry and consumables-related manufacturers have also benefited from profitable growth.
Based on semiconductor industry, this study focus on a semiconductor manufacturer company and use two frameworks which are 8-step sales process and 4C framework of strategic to analysis through case interview. Our study try to understand the key success factors of sales in B2B industry by analyzing the success of this company, understanding the way they stay on top of customer’s need and the strategies been used to solve the problems of customers.
In conclusion, researcher consider that the strong network with customers and customers-oriented requirement are the keys to success. From the prospective of 4C strategy, reducing cost of utility is the key factor to satisfy customers. This company also use several approaches to reduce the cost of customer, by providing detailed information and product test. Researcher expect the result of this study might help the company to conduct more practical strategies and keep growing in this competitive industry. |
| Reference: | 1. Anderson, J. C. (2006). Customer Value Propositions in Business Market. Harvard Business Review, March, 91-99.
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5. Atkinson(2019)，SEMI：2019 年半導體產業不確定性加大，但維持健康成長，科技新報，民108年1月21日，取自https://reurl.cc/aQy93
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
107363058 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107363058 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202000154 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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