| dc.contributor.advisor | 巫立宇 | zh_TW |
| dc.contributor.advisor | Wu, Li-Yu | en_US |
| dc.contributor.author (Authors) | 潘光平 | zh_TW |
| dc.contributor.author (Authors) | Pan, Kuang-Ping | en_US |
| dc.creator (作者) | 潘光平 | zh_TW |
| dc.creator (作者) | Pan, Kuang-Ping | en_US |
| dc.date (日期) | 2019 | en_US |
| dc.date.accessioned | 7-Aug-2019 16:19:32 (UTC+8) | - |
| dc.date.available | 7-Aug-2019 16:19:32 (UTC+8) | - |
| dc.date.issued (上傳時間) | 7-Aug-2019 16:19:32 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0106932045 | en_US |
| dc.identifier.uri (URI) | https://ah.lib.nccu.edu.tw/item?item_id=143240 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 經營管理碩士學程(EMBA) | zh_TW |
| dc.description (描述) | 106932045 | zh_TW |
| dc.description.abstract (摘要) | 近年來因為中國大陸人力物力的成本不斷地增加，導致電子產業的生產線重心逐漸地移往東南亞地區。再加上中國電子量測儀器產業的各種品牌如雨後春筍般地發展開來，所以在未來的十年，東南亞地區將成為電子產業蓬勃發展的一塊寶地。本文將以馬來西亞之電子業市場為基礎，探討中國大陸之電子量測儀器廠商是如何與歐美知名量測儀器廠商做銷售競爭，在這個彼消我長的時代下，曾經被大家一致認為品質有所堪慮的中國品牌最後是如何贏得客戶的青睞?本文亦將以策略行銷分析之四大成本為基礎，分別站在終端用戶的角度以及經銷商的角度，進而分析行銷交換的行為以及銷售與顧客關係的發展的進程，做為往後中國電子量測儀器廠商將如何深耕自我品牌以及如何擴大東南亞地區的銷售業績之理論依據。\n總之，在銷售與顧客關係管理的過程當中，如何能夠抓住客戶的痛點乃是成就交換行為的一大重要因素，本文將以兩個成功銷售案例為基礎，說明中國電子量測儀器廠商是如何以技術支援、服務的價值性以及積極性，戰勝歐美量測儀器大廠的威脅，進而成就客戶，達成業績目標。 | zh_TW |
| dc.description.abstract (摘要) | In recent years, as the cost of manpower and material resources in mainland China has continuously increased, the focus of the electronics industry`s production line has gradually shifted to Southeast Asia. In addition, various national brands in China`s electronic measuring instrument industry have sprung up, so in the next decade, Southeast Asia will become a treasure trove of the booming electronics industry. Based on the electronics industry in Malaysia. This article will explore how the electronic measuring instrument manufacturers in mainland China are competing with the well-known measuring instrument manufacturers in Europe and U.S.. In this era of long-term growth, we have been consistently recognized as having quality. How do Chinese brands in the end win the favor of customers? This article will also be based on the four major costs of strategic marketing analysis, from the perspective of end users and distributors, and then analyze the behavior of marketing exchange and sales and the development of customer relationship is the theoretical basis for how Chinese measurement instrument manufacturers will deepen their brand and how to expand sales in Southeast Asia.\nIn short, in the process of sales and customer relationship management, how to grasp the pain points of customers is an important factor in the achievement of exchange behavior. This article will be based on two successful sales cases, indicating that China`s electronic measuring instrument manufacturers are How to overcome the threat of European and American measuring instruments manufacturers with technical support, value and enthusiasm of services, and then achieve customers and achieve performance goals. | en_US |
| dc.description.tableofcontents | 摘要 I\nAbstract II\n第一章 緒論 1\n第一節 研究背景與動機 1\n第二節 研究範圍 3\n第三節 研究問題 4\n第四節 研究流程 5\n第二章 文獻探討 6\n第一節 行銷交換的概念 6\n第二節 策略行銷之四大成本架構 10\n第三節 為何以四大成本來研究分析電子量測儀器市場 13\n一、屬於高單價產品 13\n二、資訊的不對稱性較高 14\n三、產品及解決方案的承諾性 14\n第三章 案例: 普源精電科技在馬來西亞之銷售案例 15\n第一節 公司與人物背景簡介 15\n第二節 案例一 19\n第三節 案例二 28\n第四章 案例分析 32\n第一節 問題一、就站在HEXO經銷商的角度、以及站在PLEXUS客戶的角度來看普源精電科技以及是德科技的4C成本架構為何? 32\n第二節 問題二、就站在FLEX的角度來看，普源精電科技與羅德史瓦茲的4C成本架構為何? 普源精電和HEXO該如何因應羅德史瓦茲的直銷團隊? 試分析之。 41\n第五章 研究結論與建議 46\n第一節 研究結論 46\n第一節 建議 48\n參考文獻 50 | zh_TW |
| dc.format.extent | 2017371 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0106932045 | en_US |
| dc.subject (關鍵詞) | 電子量測儀器 | zh_TW |
| dc.subject (關鍵詞) | 策略行銷分析 | zh_TW |
| dc.subject (關鍵詞) | 銷售與顧客關係 | zh_TW |
| dc.subject (關鍵詞) | 馬來西亞 | zh_TW |
| dc.subject (關鍵詞) | 行銷交換 | zh_TW |
| dc.subject (關鍵詞) | 行銷四大成本 | zh_TW |
| dc.subject (關鍵詞) | Electronic Measuring Instrument | en_US |
| dc.subject (關鍵詞) | Strategic Marketing Analysis | en_US |
| dc.subject (關鍵詞) | The Sales and Customer Relationship | en_US |
| dc.subject (關鍵詞) | Malaysia | en_US |
| dc.subject (關鍵詞) | Marketing Exchange | en_US |
| dc.subject (關鍵詞) | 4 Cost of Marketing | en_US |
| dc.title (題名) | 馬來西亞電子量測儀器市場之策略行銷分析 | zh_TW |
| dc.title (題名) | Strategic Marketing Analysis of Electronic Measuring Instrument Market in Malaysia | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | 中文部份\n 邱志聖(2017)，策略行銷分析架構與實務應用，智勝文化，台北\n 巫立宇、邱志聖(2017)，銷售與顧客關係管理，新陸書局，台北\n\n英文部份\n Kotler, Philip (1967), Marketing Management: Analysis,Planning, Implementation, and Control, Englewood Cliffs, NJ: Prentice Hall\n Kotler, Philip (1972),”Generic Concept of Marketing,”,Journal of Marketing, 36(April), pp.46-54 | zh_TW |
| dc.identifier.doi (DOI) | 10.6814/NCCU201900417 | en_US |
