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博碩士論文 etd-0524114-151818 詳細資訊
Title page for etd-0524114-151818
論文名稱
Title
B2B市場客戶價值創造之研究─以T公司為例
A Study on Customer Value Creation in B2B Context -A Case of T Company
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
112
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2014-05-29
繳交日期
Date of Submission
2014-06-24
關鍵字
Keywords
客戶價值創造、客戶關係管理、客戶價值、客戶價值評估
Relatioship management, Value creation, Customer value, Customer value assessment
統計
Statistics
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中文摘要
在B2B的市場環境中,廠商和客戶的交易行為形成是一種複雜的過程,其主要原因在於交易的雙方為不同的企業,不同的企業有其自身的產業環境和營運目標,因此,對於廠商而言,了解客戶的需求並達到客戶的滿意度,使其能繼續和廠商產生交易行為,為B2B市場中核心的議題。客戶價值即是衍生自B2B市場中的廠商交易行為,對於交易雙方而言,交易對象定會產生其價值性,在和不同的對象交易中,廠商所提供的客戶價值就會擁有不同的價值類別,因此釐清廠商自身提供給客戶的價值,並有效地完成價值傳遞,為客戶關係管理中的重要概念。而在廠商價值提供的前提下,廠商須具備何種創造價值能力,也是本研究欲探討的議題。

本研究透過個案分析法以及策略定位分析表的方式探討下列問題。第一,了解個案公司在實務中,對於客戶關係管理的模式為何,第二,藉由了解個案公司在提供客戶價值時,所需具備何種價值創造能力,並進而歸類出價值創造的能力基礎,第三,探究在B2B市場中存有的客戶價值類別,是否有有別於單純的產品交易價值或是服務價值,最後,企業能否將公司價值創造能力基礎和價值類別做有效的連結,運用至對於客戶關係管理當中。

研究結果顯示,個案公司對於客戶價值創造的能力基礎,可分為產品創新能力、行銷能力以及市場意識能力三大基礎,經由不同的創造價值能力基礎可為客戶帶來不同的價值類別,例如產品穩定性、服務整合性、產品種類多樣性、材料來源可靠性、提升客戶媒合性、提升趨勢掌握性等,在策略領域的競爭優勢中,即為供應鏈效能的管理議題,而藉由觀察到個案公司實務中客戶管理的方式的兩大特點─尋找知名大廠合作和供應鏈跨界溝通的方式,更能看出企業在創造價值能力基礎和客戶價值間的應用。期許本研究結果能為企業帶來客戶關係管理時所參考依據,除了能提升企業在客戶資產的管理能力外,更能幫助企業在未來資源投入的決策上有優先次序的考量。
Abstract
In the B2B context, the formation of transactions between the firm and the customer is a complex process, mainly due to the two sides of different enterprises which face their industry environments and operational goals. Therefore, for the focus firm, it’s a core issue about understanding customer’s needs, and then reach customer’s satisfaction, which induces customer continues transactions with firm.Customer value is derived from B2B context. For the purpose of the both sides, the trading client will product the value. In different transactions, the value the firm providing will have different value categories. Hence, to clarify the value the firm providing to its clients, and effectively complete value delivery is an important issue in customer relationship management. And before the value was provided by the firm, what’s the ability to create customer value is alos the issue the study want to explore.

The study is use case study and analysis table of trategic position to explore the following topic issues. First, understand the mode of client relationship management of T’ company in practical. Second, through understanding the client value T’s company provided, to find the value creation capacity and then categorize the capacity base. Third, to explore value categories different from just product transaction or service behavior categories in B2B context. Finally, discuss the linkage between the firm’s value creation capacity and the value category which hope applied in client relationship management in the T’s company.

The result showed the value creation capacity can be categorized into three capacity base – product innovation capacity, marketing capacity, and marketing sensing capacity. Through different capacity bases can bring different client’s value category, for example product stability, integrated service, products diversity, sources of material reliability, improvement of customers’ matchmaking ,enhancement of grasping trend ability and so on. When it comes to competitive advantage, it just simply discusses the issue of supply chain efficiency management. By studying two special ways how case company manage their customers: cooperation with big names and communication crossing supply chain. Hence, we can realize the ability of company creating the values and application of customer’s value. Nevertheless, when companies try to do CRM (Customer Relationship Management) well, they can do it well according to the research results. It not only elevates the ability of managing customers’ asset, but helps company take accounts the priority of resources when they make critical decisions in the future.
目次 Table of Contents
目錄
第一章 緒論………………………………………………………………………………………1
第一節 研究背景………………………………………………………………………………1
第二節 研究動機………………………………………………………………………………3
第三節 研究目的………………………………………………………………………………4
第四節 研究範圍………………………………………………………………………………5
第二章 文獻探討 …………………………………………………………………………………6
第一節 價值與顧客價值………………………………………………………………………6
第二節 顧客價值創造能力基礎………………………………………………………………7
第三節 策略定位………………………………………………………………………………9
第四節 顧客管理和顧客價值的關聯…………………………………………………………14
第五節 關係管理………………………………………………………………………………17
第三章 研究設計與研究方法……………………………………………………………………20
第一節 研究架構………………………………………………………………………………20
第二節 研究流程概述…………………………………………………………………………22
第三節 研究方法………………………………………………………………………………23
第四節 研究設計………………………………………………………………………………26
第四章 個案公司分析……………………………………………………………………………30
第一節 個案公司介紹…………………………………………………………………………31
第二節 個案公司產業現況發展與分析………………………………………………………35
第三節 策略定位分析…………………………………………………………………………54
第五章 結論與建議………………………………………………………………………………84
第一節 研究發現………………………………………………………………………………84
第二節 管理意涵………………………………………………………………………………92
第三節 研究建議………………………………………………………………………………93
第四節 研究限制………………………………………………………………………………95
參考文獻…………………………………………………………………………………………96
一、中文部分…………………………………………………………………………………96
二、英文部分…………………………………………………………………………………97
附錄………………………………………………………………………………………………100
參考文獻 References
參考文獻
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