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研究生:郭志成
研究生(外文):Chih-Cheng Kuo
論文名稱:從通路商之觀點探討香菸廠商創造之顧客價值
論文名稱(外文):The Customer Value Creation of Cigarette Company: The Perspectives of the Distributors
指導教授:賴其勛賴其勛引用關係
指導教授(外文):Chi-Shiun Lai
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:77
中文關鍵詞:台灣香菸產業顧客價值紮根理論
外文關鍵詞:Tobacco Industry in TaiwanCustomer ValueGrounded Theory.
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多位學者認為行銷資源如品牌權益、顧客關係與行銷通路關係等可以獲得與維持競爭優勢,然而卻較不重視企業的資源可以經由管理程序轉化為顧客價值。在菸害防制法日趨嚴峻下,台灣香菸產業之廠商究竟有什麼資源或能力來支撐其競爭優勢?哪些能力對於創造顧客價值具有貢獻,使通路商願意維繫這個關係?本研究基於顧客(通路商)的視角上,探討兩者關係價值創造這個議題。透過研究個案深度訪談,經由質性研究的紮根理論歸納出香菸廠商所創造的顧客價值有以下五種類別:
1. 業務協助:(1)溝通目標達一致性;(2)有效的解決業務問題;(3)實施教育訓練,提升業務執行能力。
2. 推廣協助:(1)提供商化展示活動;(2)提供促銷活動;(3)協助開發市場;(4)良好的產品形象及地區專賣制度。
3. 銷售協助:(1)商譽與產品評價高及地區專賣制度;(2)提供銷售管理;(3)輔導銷售作業。
4. 網絡關係:指迅速有效的處理客訴案件,提升客戶關係。
5. 財務協助:(1)提供激勵政策;(2)提供購貨優惠。
本研究期望藉由個案研究的結論,提供香菸廠商提升顧客價值來交換通路商的忠誠度,彼此產生互惠,維繫良好的長期關係,而創造雙贏的局面。
Scholars proposed the conception of the marketing resources, such as brand equity, company-customer relationship and marketing channels, which provide the competitive advantages. However, they ignored that the company resources can be transformed into customer values as well through the process of management. While the Tobacco Hazards Prevention and Control Act is enforced, what resources and abilities of the companies in the Tobacco industry in Taiwan can support their competitive advantages and create the customer value and the distributers will maintain the relationship with companies. The study discussed the issue of value creating between cigarette companies and distributors from the customer’s (i.e. distributor’s) perspective through interviewing several distributors in depth as case study and the grounded theory of qualitative analysis. The value could be created from 5 assistances of the cigarette companies.
1. Assistance from the administrative: (1) to communicate a common goal. (2) to solve business problems efficiently. (3) to set up the education and training programs to improve the implementation capability.
2. Assistance through promotions: (1) to provide demonstration activities. (2) to provide promotion activities. (3) to access more market. (4) to establish a product image and local exclusive possession of the trade.
3. Assistance of selling: (1) to have goodwill, high product evaluation and local exclusive possession of the trade. (2) to provide selling management. (3) to help selling skill.
4. Assistance with network: to solve the costumers’ complain efficiently and to improve costumer relationship.
5. Assistance of finance: (1) to provide encouraging policies. (2) to provide trade discounts.
By the case study, the thesis attempts to offer some references for the cigarette companies to increase the customer value in exchange for loyalty of the distributors. In addition, they could build up a mutual benefit, maintain a good long-term relationship and create a win-win situation.
目 錄
摘 要 I
ABSTRACT II
誌 謝 III
目 錄 V
表目錄 VII
圖目錄 VIII
圖目錄 VIII
一、 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 3
二、 文獻探討 4
2.1 台灣香菸產業概況 4
2.2 顧客價值(CUSTOMER VALUE) 11
三、 研究方法 17
3.1 研究觀念性架構 17
3.2 研究方法 17
3.3 選擇個案 21
3.4 資料收集 22
3.5 資料分析 23
四、 資料分析與探討 24
4.1 個案描述 24
4.2 開放編碼 27
4.3 主軸編碼 41
4.4 資料分析與發現 41
4.5 研究發現與探討 58
五、 結論與建議 60
5.1 總結 60
5.2 管理意涵 61
5.3 研究限制與後續研究建議 62
參考文獻 64
參考文獻
一、中文文獻
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二、英文文獻
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