政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/145765

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/145765

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政大機構典藏 > 商學院 > 經營管理碩士學程EMBA > 學位論文 > Item 140.119/145765

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题名:	照明控制系統代理商之策略行銷分析 -以C公司為例 Strategies Marketing Analysis of Lighting Control System Agent - C Company as Case Study
作者:	洪世宗 Hung, Shih-Tsung
贡献者:	巫立宇洪世宗 Hung, Shih-Tsung
关键词:	策略行銷4C分析品牌行銷交易成本照明控制系統 Strategic marketing 4C analysis Brand marketing Transaction costs Lighting control system
日期:	2023
上传时间:	2023-07-06 16:27:04 (UTC+8)
摘要:	本研究主要研究P品牌照明控制系統產品代理商如何透過策略行銷的方式讓潛在客戶知道所代理的商品，進而產生購買行為？以及如何讓已經購買商品的客戶會持續指名購買所代理的商品，甚至因為對商品與服務產生信任進而推薦該商品？分析方法將運用策略行銷中所提及客戶注重的四個重要交易成本來進行分析，四種交易成本分別是外顯單位效益成本、資訊搜尋成本、道德危機成本與專屬陷入成本。本研究發現，以P品牌照明控制系統產品代理商降低外顯單位效益成本可以運用透過與業主的緊密配合，適時提供專業商品與服務，並致力於提升整體服務滿意度。降低買者資訊蒐集成本，經由主動出擊增加個案公司商品與服務的曝光機會如參加國內外相關展覽、公會協會的露出機會。提供一站式購足服務，不用讓客戶還要到處去查詢蒐集採購所需物料資源、安排施工事宜等，將降低客戶的資訊搜尋成本。降低道德危機成本，以卓越經營實績、服務滿意保證、增進業主信任，因而建立業主與個案公司之間的長期合作關係。並致力降低交易時雙方的交易風險，讓業主認知到即使合作雙方有交易糾紛時，會以業主的利益為優先，保障業主的投資不用因為、擔心受騙而需要付出更多的監督成本。增加客戶專屬陷入成本，讓客戶因為個案公司所提供的商品整合規劃以及優質服務而離不開，產生工作上的依賴感。所做的方法就是盡全力的寵壞客戶，讓客戶習慣於個案公司的商品與所提供的各項服務進而產生黏著度。並增加客戶轉換其他合作廠商的成本，讓客戶不願意離開也不想離開，增加專屬陷入成本。 This study mainly investigates how the product agents of P-branded lighting control systems can use strategic marketing to let potential customers know about the products they represent, and how to encourage them continuing to make a purchase. In addition, the study will explore how to maintain a client-base that consistently chooses to purchase these products and how to cultivate an environment of trust and loyalty such that clients feel comfortable recommending these products. The analysis will utilize the four important transaction costs that clients typically notice in strategic marketing: explicit unit benefit cost, information search cost, moral crisis cost and exclusive trapping cost. This study found that product agents of P-branded lighting control systems can reduce the cost of explicit unit benefits by closely collaborating with customers, offering professional products and services in a timely manner, and working to improve overall service satisfaction. To reduce the cost of buyer information collection, agents can take a proactive approach by increasing exposure opportunities for the case company`s products and services through participation in relevant exhibitions at home and abroad and trade associations. Offering a one-stop shopping service will reduce the cost of information collection for customers as they will not have to search for material resources and arrange construction matters from various sources. To reduce the cost of ethical crisis, the case company should focus on achieving excellent business performance, providing service satisfaction guarantees, enhancing owner trust, and building long-term cooperative relationships between the owners and the company. Additionally, the company should aim to minimize transaction risks for both parties, ensuring that owners understand that their interests will be prioritized in the event of any transaction disputes. This will help protect the owner`s investment and minimize the need for additional supervision costs. The company can also increase the exclusive cost for customers by providing comprehensive product integration planning and top-quality services to create a sense of dependence on their services. The approach should aim to spoil the customers and encourage them to become accustomed to the products and services provided by the company, thereby increasing customer loyalty. Furthermore, by increasing the cost for customers to switch to other cooperative manufacturers, the company can reinforce the customer`s attachment to their product and increase the cost of exclusive access. This will result in customers feeling less inclined to leave or switch to other providers.
參考文獻:	壹、中文參考文獻（一）書籍司徒達賢（1999）。策略管理（第二版）。台北：遠流出版事業股份有限公司。吳思華（2000）。策略九說（第三版）。台北：城邦文化事業股份有限公司。邱志聖 (2014)。策略行銷分析：架構與實務第四版。台北市：智勝文化。邱志聖 (2020)。策略行銷分析：架構與實務第五版。台北市：智勝文化。（二）網際網路台灣松下銷售股份有限公司建築設備事業單位 https://essales.tw.panasonic.com/ ，最後瀏覽日2023年5月1日超暘科技工程 http://www.chauyang.url.tw/ ，最後瀏覽日2023年5月1日
描述:	碩士國立政治大學經營管理碩士學程(EMBA) 110932036
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0110932036
数据类型:	thesis
显示于类别:	[經營管理碩士學程EMBA] 學位論文

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