臺灣博碩士論文加值系統

在全球經濟貿易蓬勃發展的時代，在貨物運輸的過程中，貨運承攬業是不可或缺的一部份，為了在此環境中穩定的營運，除了需要投入大量的人力及物力之外，貨運承攬業者亦受到 航運公司的運輸費用不斷調漲及各國港口作業費用，使得成本大幅提升。在疫情嚴峻期間，人力短缺的情況連帶影響港口碼頭及運輸的作業，造成各國諸多港口作業受到疫情牽連，塞港、缺櫃、交貨延誤及運價飆升，衍生的各項費用，影響著貨運承攬業的成本評估。然而，在貨運承攬業激烈競爭的市場環境下，並不能因為市場價格的異動，頻繁的調整與客戶 簽訂的合約內容，難以在競爭激烈的市場環境下，獲得理想的利潤。
為獲得理想的利潤，多數貨運承攬業者紛紛擴充車隊、增加承攬航線，並積極開拓市場，使投入的資源利用率最適化。基於上述動機，本研究以臺灣貨運承攬業H公司為例，探討臺灣H公司所處的貨運承攬業，面對當前市場的競爭，為在競爭激烈的市場環境下，如何有效的投入公司資源與優化所投入的資源，針對H公司的客層進行分群分析，利用重要度與滿意度分析法(Importance-Performance Analysis, IPA)分析貨運承攬業所提供服務的重要度及滿意度，並調查附加服務的需要程度，進行行銷組合之研究，以達到資源利用最適化，期許藉由分析所得到之研究結果，能提供Ｈ公司作為參考，提供不同客群差異化的服務與行銷組合，進而獲得合理的利潤。

Today, freight forwarding is a crucial part of the logistics process due to the booming global economic trade. To maintain stable operations in this environment, freight forwarders not only require significant investment in human and material resources, but are also subject to rising shipping costs from maritime companies and increased port operation fees in various countries, causing substantial cost increases. Due to labor shortages caused by the severe pandemic, port terminal and transportation operations have been affected in many global ports.

Due to market price fluctuations, freight forwarders cannot often modify their contract terms with clients in the competitive market environment, making it challenging to secure ideal profits. To ensure profitable results, a large majority of freight forwarders have expanded their fleets, widened shipping routes, and actively investigated markets to optimize resource utilization.

Based on the above motivations, this study takes Taiwan's H Company as an example to explore how the freight forwarding industry faces current market competition. In a competitive market environment, the company aims to effectively allocate and optimize resources. The study conducts customer segmentation analysis for H Company and uses the Importance-Performance Analysis (IPA) method to analyze the importance and satisfaction of services provided by freight forwarders. It also investigates the need for additional services and examines marketing strategies to optimize resource utilization. The research findings aim to provide H Company with a reference to achieve desirable profits.

摘 要 I
Abstract II
致 謝 III
目 次 IV
圖 次 VI
表 次 VII
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的與方法 3
1.3 研究流程 3
第二章 文獻回顧 5
2.1貨運承攬業的相關文獻 5
2.2 貨運承攬業服務內容 5
2.3 顧客關係管理相關文獻 9
2.4 小結 11
第三章 研究方法 12
3.1 研究架構 12
3.2研究變數 13
3.3研究假說 14
3.4問卷設計 14
3.5研究對象與資料收集 16
3.6資料分析方法 16
第四章 資料統計與分析 20
4.1 敘述性統計分析 20
4.2 信度與效度分析 24
4.3 單因子變異數分析 25
4.4 因素分析 29
4.5 集群分析 32
第五章 重要度與滿意度分析 37
5.2 各評估因素之IPA分析 38
5.3區塊一，繼續保持 39
5.4 區塊二，優先改善 40
5.5 區塊三，次要改善 40
5.6 區塊四，過度重視 40
第六章 結論與建議 42
6.1 結論 42
6.2 建議 43
參考文獻 45
英文部分： 45
中文部分： 47
網站： 48
附錄、顧客滿意度問卷 49

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