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| Title: | 從產品代理轉型為顧客導向的發展之研究 －以視訊會議產業D公司為例
A study on the development of migration from distributorship to customer-oriented business - an example of d-company in video conferencing business |
| Authors: | 林芳婕 |
| Contributors: | 季延平
林芳婕 |
| Keywords: | 視訊會議產業
企業轉型
成長策略 |
| Date: | 2011 |
| Issue Date: | 2012-04-12 14:00:23 (UTC+8) |
| Abstract: | 寬頻網路時代、使用網路進行雙向的面對面的影像，聲音和資料會議的應用；統稱為「視訊會議」，台灣視訊會議產業從民國八十二年電信業者推出數位整合網路ISDN電路開始，企業開始引進作為跨國會議或是分公司之間連絡的工具。主要顧客是以大型組織及跨國企業為主。在產業通訊標準未規範完整前，代理商多為與電信或企業關係良好的系統整合公司。隨後IP VPN網路及ADSL雙向寬頻網路建置完成，國際電信聯盟標準化部門(ITU-T)訂定出以ISDN網路下的通訊標準(H.320)及IP網路下的通訊標準(H.323)後，隨著台商外移到大陸及SARS等危機，更多台灣資訊或科技公司因顧客的需求增加，開始代理國外廠牌在台灣銷售，形成一個新的視訊會議產業。
本研究在探討視訊會議產業的代理商，在品牌間的併購及通訊技術整合性提高，顧客需求模糊及選擇性變動加速、企業用戶環境差異加大，國際景氣不穩定，企業資訊投資緊縮等，產品代理商面對多重代理的壓力，如何進行企業轉型與顧客共創價值，從產品功能銷售轉型為顧客導向的客製化服務導向。其轉型過程所面對的問題及策略進行研究，找出方法，以企業經營利潤提升為目的。
Exchanging video, voice and data in broadband era is in general called “Video Conferencing”. Since Telecom providers introduced ISDN (Integrated Service Digital Network in 1993, a lot of corporations started to use video- conferencing for international and branch-office virtual meetings, with large corporations and multi-national companies as the main customers. Prior to the availability of communication standards for such application, the system- integrators having better relationship with telecommunication companies became distributors of video-conferencing product. When IP-VPN and ADSL networks were established, and the ITU-T (International Telecommunication Union) set up the protocols for ISDN (H.320) and IP (H.323) communication to ensure inter-operability among various brand-names, the demand for video-conferencing equipments grew rapidly as a lot of Taiwanese companies moved their manufacturing facilities to China; particularly during the outbreak of SARS (Severe Acute Respiratory Syndrome). The situation led to the growth of distributors and emergence of video-conferencing industry in Taiwan.
The research aims at studying how video-conferencing distributor migrates from product-oriented sales to customer-oriented sales, the challenges and strategy, and how it creates the mutual benefits with its customers and improves the profit margin amidst the mergers of equipment suppliers, increased integration requirements of telecommunication technology, uncertain customer demand, increased differentiation of customer application, economic-downturn resulting in reduced capital expenditure, etc.
第一章 緒論 12
第一節、研究背景與動機 12
第二節、研究目的 14
第三節、研究流程 16
第二章 文獻探討 17
第一節、企業轉型與策略管理 17
壹、策略計畫 17
貳、公司層面策略與企業核心競爭力 18
參、經營單位層面策略與相關多角化企業 21
肆、企業成長策略 24
第二節、企業轉型與行銷策略 26
壹、科技服務 26
貳、專業銷售 40
第三章 研究方法與架構 53
第一節、研究方法 53
壹、研究對象 55
貳、資料蒐集分析 55
参、研究限制 57
第二節、研究架構 58
第三節、研究步驟 59
第四章 個案分析 62
第一節、產業分析 62
壹、外部環境分析 62
貳、視訊會議產業分析 75
第二節、個案公司介紹 94
壹、背景、產品線及客群說明 94
貳、競爭分析 104
参、目標顧客區隔 108
肆、定位 113
伍、價值鍊分析 115
陸、SWOT分析 129
第三節、轉型之策略 131
壹、重新定位(新的產業定位) 132
貳、改變行銷策略 133
參、策略實施 138
肆、長期策略 147
第五章、結論與建議 149
第一節、研究發現與結論 149
第二節、研究建議 151
第三節、未來研究方向 152
參考文獻 153 |
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| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
98932406
100 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0098932406 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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