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研究生:王志美
研究生(外文):Wang ,Chih-Mei
論文名稱:B2B 顧問式指導對焦點廠商績效的影響
論文名稱(外文):The Effect of B2B Counseling Service on Focal Firm's Performance
指導教授:張旭華張旭華引用關係張世佳張世佳引用關係
指導教授(外文):Chang , Hsu-HwaChang , Shih-Chia
學位類別:碩士
校院名稱:國立臺北商業大學
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:2017
畢業學年度:105
語文別:中文
論文頁數:50
中文關鍵詞:顧問式指導焦點廠商績效產品創新指導製造技術指導
外文關鍵詞:counseling serviceFocal firm's performanceProduct innovation guidanceManufacturing technical guidance
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B2B顧問式指導可說是走一條稀有之路的製造服務學。以食品製造業為例,它將食品製造產業與客戶服務的量身訂做端連結,把製造與服務形成獨特共創利益的生命共同體關係。預見客戶潛在機會和創造自身服務客戶的能力,儼然成為客戶最佳的指導教師,不僅能藉此抓住客戶的心,更能獲得客戶長期的信任。雖然提供無償的顧問式服務,但可由此得到業務和利益的增加。

本研究以食品製造產業業者為實證對象,經過文獻探討後建構出B2B顧問式指導的3個構面(營運指導、產品創新指導、製造技術指導)對焦點廠商的4個績效(廠商家數增加、新產品件數成長、市場績效、財務績效)之研究假設與架構,透過因素分析及複迴歸分析,驗證B2B顧問式指導對焦點廠商績效的影響作用。研究結果顯示,B2B顧問式指導對焦點廠商績效構面有著不同的影響關係,可提供管理決策者如何創建B2B顧問式指導的服務模型,與焦點廠商績效影響之決策參考。
Engaging in B2B counseling service is just like taking a rare road to manufacturing service theory. Take food manufacturing industry as an example, it links food manufacturing industry and customized service together, and forms manufacturing and customer service as a unique mutual interest life community. Foreseeing the customers’ potential opportunities and creating its own ability to serve their customers makes B2B counseling service literally become the customer’s best mentor. It can not only seize the customer's heart but also gain customer’s long-term trust. Although the provision of B2B counseling service is for free, the food manufacturing industry itself gets business growth and profit increase.

This study focuses on food manufacturers as the empirical objects to build the research assumptions and architecture, by literature review, of the three facets of B2B counseling service (operating service, product innovation service and manufacturing technical service) versus the focal firms’ four performances (increasing number of food firms, increasing number of new products, market performance and financial performance) to verify how B2B counseling service will impact on focal firms’ performance by the method of factor analysis and multiple regression analysis. The result shows that B2B counseling service has various influences on focal firms’ performance facets, and it helps the management decision makers create B2B counseling service model as well as provide the focal firms references when making policy decisions of performance impact.
摘要 ii
ABSTRACT iii
誌 謝 v
圖目錄 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 1
第三節 研究流程 2
第二章 文獻探討 4
第一節 B2B顧問式指導 4
第二節 焦點廠商績效 8
第三章 研究設計與方法 12
第一節 研究架構 12
第二節 研究假說 13
第三節 變數衡量 16
第四節 研究樣本與對象 19
第五節 資料統計及分析方法 20
第六節 問卷前測結果分析 22
第四章 資料分析與實證研究 24
第一節 敘述性統計分析 24
第二節 因素分析 30
第三節B2B顧問式指導對焦點廠商績效之因果關係分析 34
第五章 研究結論與建議 39
第一節 研究結論 39
第二節 管理應用意涵 40
第三節 研究限制與未來研究方向 43
參考文獻 44
附 錄 一 49
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