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研究生:邱培欽
研究生(外文):Pei-Chin Chiu
論文名稱:電腦產業協同行銷實務之研究
論文名稱(外文):Research on Collaborative Marketing Practice of the Computer Industry
指導教授:陳世哲陳世哲引用關係溫金豐溫金豐引用關係
指導教授(外文):Shyh-Jer ChenJin-Feng Uen
學位類別:碩士
校院名稱:國立中山大學
系所名稱:高階經營碩士班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:91
中文關鍵詞:策略聯盟價值鏈協同行銷協同銷售
外文關鍵詞:Collaborative MarketingStrategic AllianceValue ChainCollaborative Selling
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論文摘要
科技隨著時代的進步,技術以及生產製程不斷的更新,生產者不僅提供更好效能的產品,也提供了相較於以往更具成本優勢的產品給客戶,然而伴隨著全球化的經濟環境,以及資訊科技的發達,讓企業之間的競爭日益激烈,也讓供應商跟客戶的合作關係更加倍受挑戰,相較於以往以規模經濟以量制價的交易方式,已經無法滿足客戶,生產力的提升,網路上的市場資訊流暢,導致的價格競爭已經是常態,無論是對於供應商或製造商,如何提升競爭力及強化合作關係都是重要的課題。
本研究經由觀察及訪談並探討國內外相關文獻,整理並提出協同行銷的學術與發展之趨勢,論文中以產業中供應商與客戶的垂直合作關係,並擴大至組織內功能性整合,以至共同合作對目標市場銷售產品。協同行銷的意涵供應商不僅是將產品及服務銷售給客戶,另方面也與客戶共同合作規劃在市場銷售,並提供必要協助,將產品順利銷售至終端消費者,也就是將產品順利的銷售至客戶的客戶。透過分析歸納出供應商與知名電腦廠商成功的協同行銷因素,研究的結論可以提供產業界未來針對加強與客戶的夥伴關係,以及企業競爭策略之參考。
本研究結果發現協同行銷程度高,廠商的產品價值對客戶和終端消費者而言也越高。然而以往的企業間協同合作研究探討,多著重在產業供應鏈及價值鏈的分析,企業間往往也以協同製造或協同設計優先,並願意投入許多電子商務資源在共同製造及設計上,然而協同行銷實為價值系統中最後且重要的環節,協同行銷客戶的產品,其實也是為自身的產品增加價值和差異化優勢,協同行銷的運用確實使企業績效顯著提升,合作關係更穩固,最後本研究提出的協同行銷之意涵,期待企業積極參與及學術方面未來的探討。
With the technology evolves over time, science and production process has been updated continuously. Manufacturers not only provide higher efficiency, but also offers products with better cost effective to customers. However, accompanied by the global economy and development of information technology, competitions among enterprises are stronger. It also challenges the relationship between suppliers and their customers. As the result, this situation can not fulfilled customer’s demand. The increased of productivity and smooth market information exchange are the common scenario to price competition. Therefore, increase competitive advantages and relationship building have become two major topics to both suppliers and manufacturers.
With progress of times, technology and produce, make constant renewal science and technology, producer not only offer good products of efficiency but also the intersection of cost and product of advantage to the customer even more in the past. The economic environment that but it is globalized to follow, and the development of information technology, let the competition between enterprises be fierce day by day. Also let the supplier challenged with the customer''s cooperation relation more extremely too. The traditional business model of making the trade of the price with quantity in the past, it has been already unable to satisfy the customer. The improvement of productivity, the market information on the network is smooth, the price competition that causes is the normality, no matter to supplier or manufacturer, how improve competitiveness and strong compound, it makes relations to be important subject.
The research via observe 、interview 、and relevant literature, sort out and propose coordination with academy and trend of development of collaborative marketing. With the vertical cooperation relation between supplier and customer in the industry, and expand while organizing the functionality is combined, sell the products to the market of goal in cooperation so that together. The meaning supplier in coordination with marketing is not merely to sell products and service to the customer, another respect is sold with customer''s common cooperative planning on the market too, and it is essential to offer and assist, sell to terminal consumer smoothly products, only the intersection of products and smooth the intersection of sale and customer in customer. Through analyze, sum up, offer supplier and famous the intersection of computer and co-operation that manufacturer succeed in on sale throughout the factor, the conclusion studied can be offered in the future of industrial circle to strengthening the relation with the customer''s partner, and the reference of enterprise''s competitive strategy.
This research is based on observation, interview and worldwide studies, integrated with development of collaborative marketing. From the vertical cooperation of supplier and customers and extended to functionality integration within organization; thus to market product to the target segment. Collaborative marketing is not only selling products to, but also services as well as product planning and market positioning with customers. It also provides assistance to successfully sell to end users. Through analysis, this research has concluded the factors of successful marketing of suppliers and well known computer manufacturers and strengthens future relationship with customers and competition strategies in the industry.
As the result of this research, the more effective the collaborative marketing is, the better the product positioned perceived by the end users. However, the researches done previously focused more on supply chain and value chain analysis. In the past, enterprises prioritized collaborative manufacture and design and invested heavily on ERP rather than focusing on collaborative marketing which is the most valuable stage in the process. To market product collaboratively is actually to increase value and differentiate itself from others. Collaborative marketing indeed increase company’s performance and stronger relationship with customer. This research highlighted the meaning of collaborative marketing and looking forward to active participation and discussion from academy.
目 錄
論文審定書 i
誌謝 ii
論文摘要 iii
Abstract iv
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究架構 3
第四節 研究流程 4
第二章 文獻探討 6
第一節 協同行銷 6
第二節 價值鏈探討 10
第三節 策略聯盟探討 14
第三章 研究方法 17
第一節 研究範圍 17
第二節 研究方法 18
第三節 資料蒐集及訪談對象 19
第四章 訪談結果與分析 2121
第一節 桌上型電腦之協銷實務 21
第二節 筆記型電腦之協銷實務 40
第三節 伺服器之協銷實務 59
第四節 歸納比較與討論 71
第五章 結論與建議 74
第一節 研究結論 74
第二節 研究建議 777
第三節 研究限制與後續研究建議 79
參考文獻 81

圖目錄

圖1-1研究架構 3
圖1-2研究流程 5
圖2-1 Michael Porter的價值鏈 10
圖2-2 價值系統(Value System) 12
圖5-1供應鏈需求示意圖 76




表目錄

表2-1學者對協同與協同行銷之看法 7
表2-3國內外學者對策略聯盟之看法 14
表3-1訪談廠商與生產相關產品 20
表4-1 供應商與桌上型電腦廠商之協同行銷實務 39
表4-2 供應商與筆記型電腦廠商之協同行銷實務 58
表4-3 供應商與伺服器廠商之協同行銷實務 70
表4-4協同行銷實務歸納表 71
一、中文部分
方清居 (2000)。策略聯盟的理論與實踐。苗栗區農會專訊,12,5-7
司徒達賢 (1995)。策略管理。台北市:遠流出版社
吳清松 (1992)。本國產業策略聯盟結構與績效之評估。產業科技研究發展管理研討會,中國生產力中心。
吳清山、林天佑(2001)。策略聯盟。教育資料與研究,41,66-85
郭煌常 (1990)。國際化的合縱連橫—技術轉移與資訊聯盟。資訊傳真,5,115-119。
彭朱如 (1990)。醫療產業中跨組織合作關係類型與管理機制之研究。國立政治大學企業管理研究所博士論文,台北市。

二、英文部分
Barrera, CSP & Alessandra. (1993). Why Collaborative Selling Works Better, Collaborative Selling: John Wiley & Sons, Inc 4-5.
Combs, J.G., & D.J.Ketchen,Jr. (1999). Explaining Interfirm Cooperation and Performance: Toward A Reconciliation of Predictions from the Resource-Based View and Organizational Economics, Strategic Management Journal,20,867-888.
Coughlan, P., Coghlan, D., Lombard., Brennan, L., McNichols, T. and Nolan, R. (2003). “Managing Collaborative Relationships in a Period of Discontinuity,” International Journal of Operations and Production Management, 23, 10, 1246-1259.
Hammer, M. (2001). The Superefficient Company, Harvard Business Review, 79, 8, 82-91.
Harrigan, K. R. (1998). Joint Ventures and Competitive Strategy, Strategic Management Journal, 9(5), 141-158
Horvath, L. (2001). Collaboration: The Key to Value Creation in Supply Chain Management, Supply Chain Management, 6, 5, 49-59.
Handfield, R.B & Nichols Jr., EL. (2001) “Key Issues in Global Supply Base Management,” Industrial Marketing Manaement,33, 29-35.
Jassawalla, A.R. & Sashittal, H.C. (1998). An Examination of Collaboration in High-Technology New Product Development Process,” Journal of Production Innovation Management, 15, 237-254.
Lyu, J., Fu, H. P. & Lin, Y. (2002). Business Excellent through Collaborative Management, Proceedings of the Fourth Asia-Pacific Conference on Industrial Engineering and Management Systems, Taipei, Taiwan.
Moonen, H.M., van Hillegersberg, J. & Zwegers, A.J.R. (2003). A Framework for Collaborative Applications, Proceedings of the 10th ISPE International Conference on Concurrent Engineering: Research and Applications Madeira Portugal, 481- 488.
Porter, M.E. (1985)“Competitive advantage,” Harvard Business Review,.
Porter, M.E., & Fuller M.B. (1986). Coalitions and Global Strategy, Competition in Global Industries, Edited by Michael E. Porter, Harvard Business School press, Boston, Massachusetts, 322-325
John K. Shank, & Vijay Govindarajan. (1993) “The new tool for competitive advantage” Strategic Cost Management.
Lewis, J. (1990). Making strategic alliances work, Research Technology Management, Nov./Dec., 12-15
Freidheim, C. F. (1996). The Trillion-Dollar Enterprise, Strategy & Business, 14, 60-66

三、網站部分
http://www.netmba.com/strategy/value-chain/ (2009) ”Value System”
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