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| Title: | 以策略行銷4C架構分析客戶關係發展策略： 以柬埔寨S微型財務公司為例
Analyze customer relationship development strategy with 4C Framework Aspect： Take Cambodia S microfinance company as an example |
| Authors: | 高毓紋
Kao, Yu-Wen |
| Contributors: | 巫立宇
Wu, Lei-Yu
高毓紋
Kao, Yu-Wen |
| Keywords: | 外國市場進入策略
策略行銷4C
權變觀點
International market entry strategy
4C Framework
Contingency theory |
| Date: | 2022 |
| Issue Date: | 2022-07-01 16:12:47 (UTC+8) |
| Abstract: | 柬埔寨隸屬東協新興熱門市場會員之一，處於「一帶一路」新經貿戰略地位，加上其政經情勢穩定，更享有未開發國家優惠措施，近年吸引各國投資者相繼進駐。根據世界銀行報告表示，柬埔寨2021年經濟成長2.2%，預測2022年經濟成長率達4.5%，2023年成長率達5.5%。此外，國際貨幣基金在2021年10月發布的「世界經濟展望」中表示，柬埔寨的GDP將在2022年成長5.7%，在東協10國中排名第5，5年內增長至6.6%，僅次於越南。另柬埔寨無外匯管制，美元可自由流通，政府允許外資完全以獨資、併購或參股持有銀行，是東協十國中獨有之金融政策，對投資者而言，整體投資環境處於優勢地位並深具發展潛力。
本研究擬透過企業訪談，以個案研究方式，先以Ekeledo和Sivakumar於1998年提出服務業進入外國市場權變觀點分析，以了解金融業在進行海外市場拓展所面臨的策略決策及問題，及藉由設點後檢視依該權變觀點所分析的面向是否對於金融業進入國際市場後產生良好的預測能力。同時，再結合邱志聖所提出的策略行銷4C架構分析，探討企業進入國際市場後應採行的業務發展策略，以期能夠提供相關業務發展建議。
研究結果發現，Ekeledo和Sivakumar提出的權變觀點分析對於服務業在進入外國市場前應採取的模式提供良好的決策建議，而進入該國市場後，邱志聖所提出的策略行銷4C架構對於柬埔寨市場的業務發展方向提供良好建議。
Cambodia is one of the emerging popular market members of ASEAN, and is in the new economic and trade strategic position of the " The Belt and Road Initiative". It’s political and economic situation is stable, and it also enjoys preferential measures for undeveloped countries. In recent years, it has attracted investors from all over the world. According to the World Bank report, Cambodia’s economy will grow by 2.2% in 2021, and it is predicted that the economic growth rate will reach 4.5% in 2022 and 5.5% in 2023. Meanwhile, the International Monetary Fund stated in the "World Economic Outlook" released in October 2021 that Cambodia`s GDP will grow by 5.7% in 2022, ranking fifth among the 10 ASEAN countries, and will grow to 6.6% in the next five years that only behind Vietnam. Cambodia has no foreign exchange control which the US dollar can be freely circulated as well. The government allows foreign capital to wholly hold financial institution through sole proprietorship, mergers and acquisitions or equity participation. This is a unique financial policy among the 10 ASEAN countries. For investors, the overall investment environment is in an advantageous position and deep development potential.
This research intends to analyze the Contingency Perspective
of service firms entering the foreign market put forward by Ekeledo and Sivakumar in 1998 via enterprise interview and case study to understand the strategic decisions and problems faced by the financial institution in overseas market expansion. And by setting the point to examine whether the aspects analyzed according to the contingency point of view have a good predictive ability for the financial institution to enter the international market. Meanwhile, combined with the analysis of the 4C Framework Aspect proposed by Cheng-Chieh Hsiao, this research to discuss the business development strategies that enterprises should adopt after entering the international market so as to provide relevant business development suggestions.
The results of the study found that the contingency perspective analysis proposed by Ekeledo and Sivakumar provides good decision-making suggestions for the model that enterprises should adopt before entering the foreign market. Also, after entering the domestic market, the 4C framework Aspect proposed by Cheng-Chieh Hsiao can provide good advice when business development in Cambodia market. |
| Reference: | 中文部分
1. 王期，2021，以策略行銷分析架構探討數位轉型的成功案例，政治大學企業管理研究所碩士論文。
2. 巫立宇.邱志聖，2015，銷售與顧客關係管理修訂版，新陸書局。
3. 邱志聖，2014，策略行銷分析:架構與實務應用(四版)，智勝文化。
4. 柯濬樑，2019，以4C策略行銷分析架構解析日本啤酒品牌之上市策略-以C品牌為例，政治大學經營管理碩士學程碩士論文。
5. 顏明裕，2015，日本外籍勞工仲介市場進入模式選擇策略之研究，中山大學管理學院高階經營碩士學程在職專班碩士論文。
英文部分
1. Agarwal and Sridhar N Ramaswami. 1992. “Choice of Foreign Market Entry Mode: Impact of Ownership, Location and Internalization Factors.” Journal of International Business Studies 23 (1):pp.1-27.
2. Anderson, Erin and Hubert Gatignon. 1986 “ Modes of Foreign entry: A Transaction Cost Analysis and Propositions”. Journal of International Business Studies, 17 (Fall):pp.1-26
3. Cespedes, Frank V. 1988 “Control vs. Resource in Channel Design: Distribution differences in One Industry”. Industrial Marketing Management, 17:pp. 215-227.
4. Dahringer, Lee D. 1991. “Marketing Service Internationally :Barriers and Management Strategies. ”，Journal of Marketing 5 Summer，pp.5-17.
5. Davidson, William H. 1982 “Global Strategy Management” New York: John Wiley and Sons.
6. Douglas,Susan P. and C.Samuel Craig,1995 “Global Marketing Strategy”New York:McGraw-Hill
7. Erramilli, M.Krishna.1990 “Entry Mode Choice in Service Industries”International Marketing Review 7 (5):50-62
8. Erramilli, M. Krishna and C. P. Rao. 1990. “Choice of Foreign Market Entry Modes by Service Firms: Role of Market Knowledge” Management International Review 30(2):pp.135-150
9. Erramilli, M. Krishna 1991. “The Experience Factor in Foreign Market Behavior of Service Firms” Journal of International Business Studies 22 (3):pp.479-502.
10. Erramilli, M. Krishna and C. P. Rao.1993. “Service Firm’ International Entry-Mode Choice: A Modified Transaction-Cost Analysis Approach.” Journal of Marketing 57 (July):pp.19-38
11. Herring, Richard J., ed 1983 “Managing International Risk” Cambridge: Cambridge University Press
12. Kought,Bruce and Harbir Singh.1988 “The Effect of National Culture on the Choice of Entry Mode”Journal of International Business Studies 19(3):411-432
13. Richman, Barry M. and Melvyn Copen 1972 “International Management and Economic Development”New York:McGraw-Hill.
14. Root, Franklin J 1983 “Foreign Market Entry Strategies” New York : AMACON
15. Root, F. R.1987. “Entry Strategies for International Markets” Lexington, MA: D.C. Heath
16. Sampson, Gary P.and Richard H.Snape 1985 “Identifying the Issue in Trade in Service” The world Economy 8 (June):171-182
17. Terpstra and Ravi Sarathy. 1994. International Marketing. 6th ed. Fortworth, TX:Dryden.
18. Terpstra,Vern and Chwo-Ming Yu.1988 “Determinants of Foreign Investment of U.S. Advertising Agencies”Journal of International Business Studies 19(Spring):33-46
19. Zeithaml,Valarie A.,A.Parasuraman, and Leonard L.Berry 1985 “Problems and Strategies in Service Marketing” Journal of Marketing 49(Spring):33-46
其它參考資料
1. 中央銀行金融統計月報
https://www.cbc.gov.tw/tw/cp-532-104915-d9972-1.html
2. 公開資訊觀測站
https://mops.twse.com.tw/mops/web/index
3. 駐胡志明市台北經濟文化辦事處
https://www.taiwanembassy.org/vnsgn/post/10032.html
4. International Monetary Fund
https://www.imf.org/en/Data
5. National Bank of Cambodia
https://www.nbc.org.kh/english/
6. NBC Supervision Annual Report
https://www.nbc.org.kh/english/publications/supervision_annual_reports.php
7. Provisional Population Totals of General Population Census of Cambodia 2019-English
https://www.nis.gov.kh/nis/Census2019/Provisional%20Population%20Census%202019_English_FINAL.pdf
8. World Bank
https://www.worldbank.org/en/country/cambodia |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
106932408 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106932408 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202200475 |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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