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系統識別號 U0002-2607200605231400
中文論文名稱 台灣高科技產業策略客戶管理因素之探討
英文論文名稱 Exploring the Factors Linking to Strategic Account Management in Taiwan’s Hi-Tech Industries
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士班
系所名稱(英) Department of Business Administration
學年度 94
學期 2
出版年 95
研究生中文姓名 林一祥
研究生英文姓名 I-Shiang,Lin
學號 792450040
學位類別 碩士
語文別 英文
口試日期 2006-06-27
論文頁數 47頁
口試委員 指導教授-徐悌
委員-王學銘
委員-徐悌
委員-白滌清
中文關鍵字 關鍵客戶管理  策略客戶管理  競爭能力基礎管理 
英文關鍵字 Key Account Management  Strategic Account Management  Competence-Based Management 
學科別分類 學科別社會科學管理學
中文摘要 從西元六十年代起客戶管理即受到相當的重視,許多企業都瞭解到運用80/20法則(柏拉圖法則)管理重要客戶之重要性。近年來,一個新的「策略客戶管理」觀念在西方被提出,主要是由「關鍵客戶管理」所衍生而來。 有別於以往的客戶管理,「策略客戶管理」更由競爭能力基礎的觀點將客戶的管理視為企業建立競爭優勢的方式。

在台灣,這個觀念還是全新的議題,僅有少數企業知道,並且尚未有學術研究針對此主題研究。本研究對台灣科技產業在「策略客戶管理」的運用作一探索性研究,期望能夠探討發掘在此產業中此議題相關的因素 。

研究結果顯示「策略客戶管理」與競爭能力基礎管理有高度的相關性,能夠幫助企業建立競爭能力與運用競爭能力。 藉由瞭解這些相關性,企業可以由不同的角度來看待客戶管理,因而提供具有策略重要性的客戶不同以往的服務。更進一步,能夠運用策略客戶的外部資源與能力讓合作雙方都能藉此獲利。
英文摘要 Account management has gained attention since late 1960’s. Many firms realized the importance of managing their important or key customers with Pareto Principles. Recent years, Strategic Account Management, a new concept evolved from key account management, was brought up in western companies. It is not only deemed as management of customers but also as a way to strengthen a firm’s competitive advantage with competence-based perspective.

In Taiwan, it is still a brand new theme that only few companies are aware of and no Taiwanese research found to study on this subject. This exploratory research lead a preliminary commence in Taiwan on this topic. It tried to find out those factors that linking to strategic account management in Taiwan’s high tech industry.

The result of the study revealed that strategic account management is highly related to competence building and competence leverage. Through the understanding of the correlation, companies may try to serve their key customers from a different point of view. Further more, they should consider of leveraging capability of their strategic important customers that will help both of them benefit from this strategic relationship.
論文目次 INDEX
INDEX I
INDEX OF TABLES III
INDEX OF FIGURES IV
CHAPTER 1 INTRODUCTION 1
1.1 BACKGROUND 1
1.2 JUSTIFICATION OF THE STUDY 2
1.3 STUDY PURPOSES 2
CHAPTER 2 LITERATURE REVIEW 3
2.1 ACCOUNT MANAGEMENT 4
2.2 KEY ACCOUNT 4
2.3 KEY ACCOUNT MANAGEMENT 4
2.4 COMPETENCE-BASED MANAGEMENT 5
2.5 STRATEGIC ACCOUNT 6
2.6 STRATEGIC ACCOUNT MANAGEMENT 7
CHAPTER 3 METHODOLOGY 9
3.1 STUDY FRAMEWORK 9
3.2 HYPOTHESES 9
3.3 STUDY INSTRUMENT 10
3.4 RESPONDENTS 10
3.5 SAMPLE AND DATA COLLECTION 10
3.6 METHODS OF ANALYSIS 11
CHAPTER 4 RESULT 12
4.1 DESCRIPTIVE DATA ANALYSIS 12
4.2 RELIABILITY AND VALIDITY 12
4.3 FACTOR ANALYSIS 15
4.4 CORRELATION ANALYSIS OF CBM AND SAM 22
4.5 ANALYSIS OF SAM IN TAIWAN 24
CHAPTER 5 DISCUSSION 25
5.1 COMPETENCE BUILDING WITH SAM 25
5.2 COMPETENCE LEVERAGE WITH SAM 25
5.3 SAM IN TAIWANESE HIGH TECH COMPANIES 26
5.4 SUMMARY 27
CHAPTER 6 CONCLUSION 28
6.1 LITERATURE 28
6.2. METHODOLOGY 28
6.3 RESULT 29
6.4 DISCUSSION 29
6.5 CONCLUSION AND SUGGESTION 29
REFERENCES 32
APPENDIX I 38
APPENDIX II 44

INDEX OF TABLES

TABLE 1 TERMINOLOGIES FOR ACCOUNT MANAGEMENT 3
TABLE 2 DEFINITIONS OF MPETENCE-BASED MANAGEMENT 6
TABLE 3 RESULT OF RELIABILITY TEST 14
TABLE 4 RESULT OF FACTOR ANALYSIS 17
TABLE 5 RESULT OF FACTOR ANALYSIS 17
TABLE 6 RESULT OF FACTOR ANALYSIS 18
TABLE 7 RESULT OF FACTOR ANALYSIS 19
TABLE 8 RESULT OF FACTOR ANALYSIS 20
TABLE 9 RESULT OF FACTOR ANALYSIS 22
TABLE 10 CORRELATION MATRIX 23
TABLE 11 CORRELATION OF COMPANY AND FACTORS 24
TABLE 12 QUESTIONS FOR FURTHER RESEARCH 30

INDEX OF FIGURES

FIGURE 1 CONCEPTUAL FRAMEWORK 8
FIGURE 2 STUDY HYPOTHESES 9

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