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    Title: 市場導向新思維下之顧客價值創造-提案式經營之概念性模式建構
    Authors: 林紜亘
    Contributors: 管康彥
    林紜亘
    Keywords: 顧客價值
    市場導向
    創業導向
    驅動市場
    提案式經營
    Customer Value
    Market Orientation
    Entrepreneurship Orientation
    Market-Driving
    Proposal-Type Management
    Date: 2003
    Issue Date: 2009-09-18 13:27:47 (UTC+8)
    Abstract: 本研究屬於探索性的研究，透過文獻探討並從兩家日本個案公司－JASCO與Origin實務做法之相似處，從中歸納整理並建構提案式經營之概念性模式。提案式經營必須同時具有市場導向與創業導向互相搭配之組織文化，且要有高階管理者的支持。在兩導向相輔相成的運作之下，組織將有能力發掘顧客心中潛在、未能清楚表達的新需求，同時發展滿足此新需求所需的新技術能力，因此能夠有效促進新需求與新技術之搭配以形成一新的產品/服務提案，並主動提供給未察覺此需求的顧客。由於提案是奠基於真正了解顧客心中的需求與所渴望的價值，並融入了與顧客互動，也因而能創造真正卓越的顧客價值、幫助顧客成功，不僅達到最高的顧客滿意，更讓顧客感動。提案式經營可透過卓越的顧客價值創造，為組織帶來價值創造、改變市場和領導地位的競爭優勢。提案式經營本質上即是一種驅動市場的組織運作，是市場導向新思維下顧客價值創造之道。
    提案式經營的精髓在於新市場的開創，透過市場導向與創業導向文化相輔相成的運作之下，企業能有足夠的意願與能力去有效搭配新需求與新技術，進而開創一個新市場。能幫助廠商培養洞察新市場機會的眼光、看到未來的需求，並發展用以實現新市場機會所需的能力，因此能夠掌握到市場先機，能比競爭者更早一步進入新市場，獲得先進入者優勢。為了能在競爭激烈的環境下生存、掌握市場先機，台灣企業也應該實行提案式經營，以便能夠驅動市場並提昇在全球的競爭力，擺脫代工的命運、創造更高附加價值的產品。
    This study is an exploratory research. By reviewing literature and studying the two Japanese cases -JASCO and Origin, a conceptual framework of proposal-type management is constructed. Proposal-type management requires the alignment of market orientation and entrepreneurship orientation cultures, and must be supported by the top management. Under the coordination of the two cultures, the organization will have the abilities to discover the latent and unexpressed needs of the customers, and develop the necessary technologies, which can be used to meet the new needs, in good time. Therefore, the match of the cultures can catalyze the match of the new needs and the new technologies to generate a proposal, which can be further proposed to the customers. Because the proposal is based on thorough understanding the true needs and the desired value of the customers, it is affirmed to create superior customer value, achieve customer success, fulfill the highest customer satisfaction, and impress the customers. Through superior customer value creation, the firm will acquire the competitive advantages, including value creation, change, and leadership. Proposal-type management is a kind of market-driving organizational operation in nature, which inferred that it is a way of customer value creating under the new thinking of market orientation.
    The core value of proposal-type management lies in creating a new market. Under the cultural coordination of market orientation and entrepreneurship orientation, the firm has the will and capacity to match the new needs and the new technologies precisely and then create a new market. It can make the firm develop the insight into new market opportunity and the necessary abilities to fulfill it. Consequently, the firm can seize the market opportunity and gain the first-entry advantage by entering the new market in advance of the competitors. In order to survive in the intensive competition and to seize the new market opportunity, the firms in Taiwan should implement proposal-type management, which is helpful to drive market and acquire the globally competitive capabilities. It could also help the firms in Taiwan get rid of the fate of OEM and create high value-added products.
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