行銷不僅是包含銷售、廣告、促銷或公關等活動，事實上，行銷學涵蓋面相當廣泛，且擁有非常紮實的知識和能耐，更和企業的市場營運、民眾的日常生活息息相關且無所不在。然而，企業的行銷運作往往受限於產品特性，而難以有多面化的施展，尤以傳統產業更是囿於市場特性與產業慣性，行銷活動總侷限在比較狹隘的少數層面上。因此，行銷的創新成為傳統產業亟思突破的ㄧ環；而近年來鋼鐵產業隨著國際行情的劇烈波動，如何乘著市場大幅成長，以創新的行銷規劃攻佔市場，亦成為鋼鐵產業重要的策略考量。
本研究透過文獻探討與個案研究方法，深入分析H公司以傳統手法進行逾三十年鋼筋的銷售業務。透過目標市場的界定，聚焦在顧客需求的滿足上，開展產品、定價、通路與推廣等創新策略，並透過水平與垂直的策略聯盟、財務工具與行銷觀念的結合，以整合行銷手法，加上H公司推行ISO多年的品質政策「務實品質、顧客滿意」之理念的落實，創造與維持長期的顧客關係，並藉以建立H公司新的競爭策略與達成獲利與成長的目標。以上述概念為基礎，本研究針對H公司發展創新行銷模式，再從H公司的鋼品客戶群選取代表性的樣本，分別涵蓋直接客戶與盤商等四家公司，進行深度訪談，以客戶觀點驗證該創新行銷模式之實際可行性。
研究結果發現，本研究所提出之創新行銷模式，透過客戶訪談的驗證，除了確認其市場可行性外，更從客戶訪談之整理，修正該創新行銷模式。修正模式的核心為創造高顧客價值，並由高度的品質穩定、顧客價值定價、建立密切的夥伴關係、預約提貨制、信任的企業形象、結合鋼筋加工業之整合服務、結合混凝土業之整合服務、行銷與財務彈性之整合等策略性作法，提升客戶的接受度與信賴感，以達成高顧客價值的目標。透過客戶深度訪談的驗證，也顯示此一修正後行銷創新模式將更能貼近客戶需求，獲得高度的行銷績效；從學術性與實務面而言，本研究同時具備研究上的實證邏輯，與符合創新行銷的策略意涵。

Marketing not merely refers to selling, advertising, sales promotion and public relation, but also includes various perspectives which shows solid knowledge and sturdy ability. Marketing relates to corporate operation and public daily lives intensively as well. However, it is difficult for corporation to implement diversified marketing activities due to confined product features. Marketing programs are particularly restricted to narrower scopes within the boundary of market characteristic and industry common practices for conventional industry. In virtue of the price fluctuation of international steel products in recent years, how to increase market share with more innovative marketing programs is an important strategic concern of steel industries. Hence, marketing innovation has become the breakthrough point that conventional industry needs to pursuit.
This study profoundly analyzes the H-company, which has carried out its traditional sales practices for more than thirty years, by literature review and case study methodology. After recognizing the target market and focusing on meeting customers’ needs, we developed the innovative marketing strategies containing product, price, place and promotion aspects. Next, we integrated marketing techniques of horizontal and vertical alliances, financial instruments as well as marketing concepts. Then, by thoroughly executing ISO quality policy “ pragmatic quality, customer satisfaction” which H-company has exercised to build its new competition strategies and target of growth and profit. Based on these integrated concepts, we constructed an innovative marketing model. Finally, the in-depth interviews were made to verify the feasibility of this innovative marketing model from customers’ perspective. The sample comprised two direct clients and two intermediary agents, were selected from customers of H-company.
The research reached the conclusions that the innovative marketing model proposed by this study has not only verified its market feasibility through clients’ in-depth interview, but also modified from customer’s perspective to fit customer needs. The ultimate target of the modified model is creating high customer value through high quality consistency, pricing based on customer value, forming closer partnership relationship, delivery reservation system, trustworthy business image, integrated service combining constructional reinforced steel bar forming industry or concrete industry, and marketing-finance integration service. The verification via deep customer interviews also demonstrates that the revised innovative marketing model can best approach customer needs and acquire high marketing achievements. Last but not least, the study was done in research methodology and provided some strategic implications, making up its contributions to both academic and practical aspects.

中文摘要 i
Abstract iii
誌謝詞 v
目 錄 vi
表目錄 viii
圖目錄 ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第四節 研究範圍與限制 4
第二章 文獻探討 5
第一節 行銷策略 5
第二節 行銷創新 13
第三節 顧客導向 20
第四節 鋼鐵產業 26
第三章 研究設計 41
第一節 行銷創新模式 41
第二節 研究方法 42
第三節 資料蒐集 43
第四章 H公司行銷創新規劃 45
第一節 H公司簡介 45
第二節 SWOT分析 50
第三節 市場區隔與目標市場 52
第四節 行銷創新規劃 57
第五節 行銷創新模式修正 69
第五章 H公司行銷創新實證 70
第一節 深度訪談問題結構 70
第二節 訪談資料分析 72
第三節 客戶觀點差異比較 79
第六章 結論與建議 83
第一節 結論 83
第二節 策略意涵 85
第三節 建議 88
參考文獻 90
















表目錄
表2-1 與行銷創新相關的創新定義 15
表2-2 與行銷創新相關的創新分類 17
表2-3 鋼鐵產品類別 28
表2-4 2005年全球粗鋼產量前二十大國家統計 31
表2-5 2005年至2007年全球鋼鐵表面消費量短期預測 32
表2-6 2004年至2006年台灣鋼品供需統計 36
表2-7 2001~2005年我國鋼胚錠市場供需分析 38
表3-1 受訪對象與受訪時間 44
表4-1 鋼筋使用者類別說明 53
表4-2 H公司最近五年度鋼筋銷售量及市佔率 56
表4-3 H公司客戶別銷售分析表 59
表4-4 H公司與上市同業近年每股獲利比較表 60
表4-5 專業加工廠加工與傳統現場加工比較表 66
表5-1 客戶訪談問題結構 71
表5-2 客戶訪談結果彙整 79
表5-3 客戶建議彙整 81
表6-1 客戶觀點的驗證結果彙整 85
表6-2 鋼筋業行銷創新模式依客戶屬性所作之調整 86






圖目錄
圖1-1 行銷創新研究流程圖 3
圖2-1 4P行銷組合 5
圖2-2 行銷組合策略的流程觀點 6
圖2-3 整合行銷溝通流程模式 13
圖2-4 我國2005年鋼品種類產量比例圖 35
圖3-1 高顧客價值行銷創新模式 41
圖4-1 靈活彈性業務接單示意圖 64
圖4-2 修正後之高顧客價值行銷創新模式 70

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