臺灣博碩士論文加值系統

我會以邱志聖老師之4C進行研究，主因是行銷在全球經濟社會中所扮演的角色及重要性，研究中會以惠保公司為個案主角，是因以惠保公司是後進廠商，他們如何以後進之姿態及策略來與先進廠商一較高下，對於龐大的中國市場商機，進行策略分析及策略制定，並與最大的對手差異在哪裡?

惠保公司以一站式的策略，先以4P行銷概念進行規劃，進而鉅細靡遺的做了4C的交換分析，行銷是為了交換問題，研究中更發現交換問題包含了組織及個人需要交換的關係，交換關係是如何產生及解決，以及避免。

個案研究中，更發現惠保以如何幫助買賣雙方做到最適當的撮合，而達到貨暢其流，讓原本已趨飽和的各品牌，得以最佳的姿態在市場成長。4C架構中的外顯單位效益成本，惠保公司驗證出，如何降低買者的成本付出，來創造出較先進者優勢。

惠保公司更針對買者資訊搜尋成本，進行全盤之考量及策略分析，來減少交換中的不對稱，為買賣雙方取的最佳化平衡點。惠保公司也針對買者道德危機成本，列為一種風險成本，將買方會質疑的交易標的物，進行了明確的定位及說明，讓買者在購買行為時，不會為了此道德風險，而造成買賣雙方爭議產生，對買方而言，此成本越低越好。
惠保公司更針對後進廠商之劣勢，進行了全盤的推演，研究中發現在在驗證出4C的專屬陷入成本，是讓買者可長期依賴品牌的最佳方法，讓買方只好繼續與該特定賣方維持交換的關係，對買方而言，專屬資產越低越好，反之，賣方則越高越好。惠保公司的個案研討中，4P及4C的結合及如何相輔相成，研究中已得到證實，證實後進廠商如何以4C行銷策略掠奪市場，以及如何創造出後進者優勢，讓先進者無法複製仿冒及跟進，進而產生市場極大化，即展現了強者風範加上4C及4P理論結合，創造無可替代的一站式路徑。

I used 4C theory by Professor Zhi-sheng Qiu to analyze mainly the role and importance of marketing in the global economy and society. In this study, we chose the case of Huibao Company because it’s backward manufacturer. Then, later into the market Huibao Company’s attitude and strategy to compete with the advanced manufacturers. For the huge business opportunities in the Chinese market, strategic analysis and strategy formulation, what’s the difference with the biggest rivals for Huibao Company.

Huibao company is a one-stop strategy which the first concept of 4P marketing planning, and then have 4C interaction analysis. Marketing is a exchange problems. In the study, it is found that exchange problems include the relationships that organizations and individuals need to exchange, and how's the exchange relationships. Including, the factors were generated, resolved, and avoidance.

In the case study, we found out how we can help both buyers and sellers to get the most appropriate match to achieve the best quality of the goods, so that all the brands that have become saturated have the best attitude to grow in the market. Outsourcing unit cost of benefits in 4C architecture, the company confirmed how to reduce the cost of buyers to create a more advanced advantage.
Actually, Huibao considered overall information about buyer’s search cost and the best balance between buyers and sellers to reduce informational asymmetry. Additionally, as a risk cost, Huibao also targeted the buyer's moral crisis cost. It clearly identifies and clarifies the subject matter of the transaction that the buyer will question, so that the buyer will not take this moral hazard when buying Caused by the dispute between buyers and sellers, the buyer, the lower the cost the better.

In conclusion, the study found that the best cost-saving method to verify 4C was the best way for the buyers to rely on the brand for a long time, so that the buyer could continue to work with the specific seller Maintaining the relationship of exchange, the buyer, the lower the better the exclusive assets, on the contrary, the seller is as high as possible. In the case study of Huibao, the combination of 4P and 4C and how they complement each other have been confirmed in the study, confirming how the latecomers plundered the market with 4C marketing strategy and how to create the advantage of latecomers so that the advanced ones can not copy counterfeit and follow In turn, resulting in market maximization, that shows the strong combination of style 4C and 4P theory, to create an irreplaceable one-stop path.

目錄
中文摘要………………………………………………………………..… i
Abstract………………………………………….………..………….… iii
目錄…………………………………………………………………..…… v
圖目錄……………………………………………………….……….… viii

第一章　緒論…………………………………………………………..… 1
第一節 公司簡介………………………………………………….… 1
第二節 研究動機…………………………….……………………… 2
第三節 研究目的…………………………….……………………… 2

第二章　文獻探討…………………………….…………………….…… 3
第一節 行銷4C架構…………………………….……………….… 3
一、 4C架構…………………………….………….………….… 3
二、 行銷的目的………………………….………….………..… 4
三、 行銷的路徑………………………….………….………..… 5
四、 競爭策略………………………….…………….………..… 5
五、 4P與4C的搭配………………….…………….………..… 6
六、 影響4C之主要因素…………….…………….…………… 6
第二節 先進者優勢..…………………….…………….…………… 7
第三節 後進者策略..…………………….…………….…………… 9

第三章　研究方法..…………………….…………….…………..…… 12
第一節 研究架構………………….…………….…………..….… 12
一、本研究採取個案研究法………………….……..…..….… 12
二、核心競爭力………………….……..…..……………….… 13
第二節 專家訪談………………….……….…..……………….… 13

第四章　4C架構-後進者分析-惠保公司策略行銷..……………….… 15
第一節 外顯單位效益成本..………………………….……….… 15
　一、 外顯單位效益成本..………………………….……….… 15
　二、 超級雲庫的誕生..…………………………….……….… 15
　三、 低價位與大數據..…………………………….……….… 17
　四、 汽車銀行與訓練系統………………………….……...… 17
　五、 外顯單位效益成本隱憂……………………….……...… 18
第二節 資訊蒐集成本……………………….………………...… 20
　一、資訊蒐集成本………………………..………………...… 20
　二、舉辦全中國內各省說明……………………….……....… 20
　三、雲端…………………………………………….……....… 20
　四、隱憂…………………………………………….……....… 21
第三節 道德危機成本………………………………….……...… 23
第四節 專屬陷入成本………………………………….……...… 26
第五節 綜合評估………………………………….…….……..… 28

第五章　惠保公司4C與4P的關係與驗證………….…….………… 33
第一節 微妙的關係…………………………….…….…………… 33
第二節 第二節 4C如何結合4P…….…….………….…..……… 36

第六章 結論…….…….………….…..………………………………… 41
第一節 結述.…….………….…..………………………………… 41
第二節 研究限制與未來研究方向…………………………..…… 42

參考文獻…………………………………….……………………..…… 43

圖目錄

圖3-1一站式架構圖………………….…………….…………....…… 12
圖3-2核心競爭力………………….…………….…………..….….… 13
圖4-1超級雲庫示意圖..………………………….………………...… 16
圖4-2外顯單位效益成本隱憂示意圖………..…………….……...… 18
圖4-3合作夥伴機制示意圖………………………………….……..… 21
圖4-4超級雲庫的顧客道德危機成本示意圖……………………...… 24
圖4-5顧客道德危機成本解決方式示意圖…………………….…..… 25
圖4-6專屬陷入成本隱憂示意圖…………………………………...… 27
圖4-7 綜合評估分析…………………………………...…….……..… 28
圖4-8 綜合分析………………………………….……..…….……..… 29
圖5-1 4C關係………………………….…….………………………… 33
圖5-2 4C & 4P的比較………………….…….………….…………… 34
圖5-3 4C & 4P佔內隱成本交換比例….…….………….…………… 36
圖5-4 4C拉的策略…….…….………….…..………………………… 37
圖5-5 4C推的策略…….…….………….…..………………………… 38
圖5-6 關聯性…….…….……….……….…..………………………… 40

邱志聖. (2010). 策略行銷分析-架構與實務應用 (三版) ，台北市: 智 勝文化.
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