系統識別號 | U0002-2607200605231400 |
---|---|
DOI | 10.6846/TKU.2006.01175 |
論文名稱(中文) | 台灣高科技產業策略客戶管理因素之探討 |
論文名稱(英文) | Exploring the Factors Linking to Strategic Account Management in Taiwan’s Hi-Tech Industries |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 企業管理學系碩士班 |
系所名稱(英文) | Department of Business Administration |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 94 |
學期 | 2 |
出版年 | 95 |
研究生(中文) | 林一祥 |
研究生(英文) | I-Shiang,Lin |
學號 | 792450040 |
學位類別 | 碩士 |
語言別 | 英文 |
第二語言別 | |
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 |
關鍵字(中) |
關鍵客戶管理 策略客戶管理 競爭能力基礎管理 |
關鍵字(英) |
Key Account Management Strategic Account Management Competence-Based Management |
第三語言關鍵字 | |
學科別分類 | |
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. |
第三語言摘要 | |
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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