| dc.contributor.advisor | 巫立宇 | zh_TW |
| dc.contributor.author (Authors) | 吳麗雲 | zh_TW |
| dc.contributor.author (Authors) | WU, LI-YUN | en_US |
| dc.creator (作者) | 吳麗雲 | zh_TW |
| dc.creator (作者) | WU, LI-YUN | en_US |
| dc.date (日期) | 2021 | en_US |
| dc.date.accessioned | 1-Dec-2021 14:35:00 (UTC+8) | - |
| dc.date.available | 1-Dec-2021 14:35:00 (UTC+8) | - |
| dc.date.issued (上傳時間) | 1-Dec-2021 14:35:00 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0109932025 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/138009 | - |
| 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) | 109932025 | zh_TW |
| dc.description.abstract (摘要) | Kelin 儀器股份有限公司(以下簡稱Kelin)，成立於西元1986年，是一家華人地區視聽保健設備及服務的最大通路商。係經營眼科儀器、器械等相關產品的代理商，銷售對象為醫院、診所。對銷售客戶致力於專業、精品服務提供，塑造科林專業化、購買無牽掛的形象。在眼科產品銷售，服務得到客戶熱烈的回饋及反映，因而開啟人工電子耳世界前三大品牌的青睞，於1992年取得台灣代理。也因如此，Kelin正式開啟耳科產業的入口，一如以往服務客戶的專注，在1996年取得ISO 9001國際認證。並於2009年成立「Colin H.A國際助聽器股份有限公司」，正式跨入助聽器這門產業。Kelin營銷對象由B to B市場正式跨入B to C 市場。初期台灣助聽器市場，大都是一般小企業經營，銷售的方式是藥局、經銷商、及少數的合作醫院。消費者知曉的訊息都是由醫院獲得，畢竟取得資料有限。因為購買者並不希望別人知道自己帶助聽器，所以社會大眾對助聽器的知識有限。Colin H.A于1999年進入這產業，代理歐洲第一助聽器集團WDH的助聽器品牌，初期經營的模式，以經銷商為主要通路(類似自願加盟連鎖)，及六間自營門市。到2021年發展的現況為全部自有門市，計八十餘家直營門市，十二家合作的醫學中心，五家直營的維修門市，及十個聽能復健中心，成為全台市占率最大的廠商。本研究使用邱志聖（2020）4C架構作為分析，了解個案公司從初期的摸索，找尋經營方式，到現在的經營現狀。強調專業且有溫度的服務團隊、完善服務系統及良好的客戶關係。由於對員工的教育訓練、資訊系統、服務流程，及行銷活動等皆投入大量資源，因而提高使用者對產品、對公司的熟悉感及信賴度。藉此增加且強化公司的競爭力及優勢，達到公司永續經營的結果。 | zh_TW |
| dc.description.abstract (摘要) | Kelin Instrument Co. Ltd. (hereinafter referred to as Kelin), established in 1986, is the largest distributer for audiovisual health care equipment and services in Chinese region. It is a distributor of related products such as ophthalmic devices and instruments covering hospitals and clinics. Dedicated to providing professional and high-quality services to customers, Kelin shapes the image of being professional and guarantees customers of safe purchasing products from the company. In ophthalmic field, its service received enthusiastic feedback from customers, therefore favored by the top three brands in the world of artificial electronic ears and obtained the Taiwan distributionship in 1992. Because of this, Kelin officially opened the door of the ear industry, as it used to focus on serving customers and obtained ISO 9001 nternational certification in 1996. In 2009, " Colin H. A Co., Ltd." was then established and officially entered the hearing aid industry. Kelin`s marketing objects formally stepped in the B to C market from the B to B market.In the early days, the hearing aid market in Taiwan was mostly operated by small companies, and the sales channels were pharmacies, distributors and cooperative hospitals. Users used to acquire the information of hearing aids only from hospitals but limited. Since users do not want others to know that they are wearing hearing aids, the public has insufficient knowledge about them. Colin H.A entered this industry in 1999 and has ever since become the sole agent of WDH, the Europe`s first hearing aid group. The initial business model was with distributors as the main channel (similar to voluntary franchise chains) and six self-operated stores. By 2021, it has developedinto all its own stores, with more than 80 directly-operated stores, twelve cooperative medical centers, five directly-operated repair centers and ten hearing rehabilitation centers, covering the largest market share in Taiwan.This article analyze Dr. Chiou Jyh-Shen`s 4C theory as the basis to examine cases from preliminary exploration, trying business practices to current business operation, while accentuating professional and warm-hearted service team, complete services as well as excellent client relationships. Since we make tremendous efforts in employee trainings, information systems, process of services and sales activities, customer familiarity and trust to our company thus increased. In this way, it could enhance the company`s competitiveness and achieve the result of the company`s sustainable operation. | en_US |
| dc.description.tableofcontents | 摘要 iAbstract ii第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的 9第三節 研究流程 10第二章 文獻探討 11第一節 產業分析相關文獻 11第二節策略行銷4C架構 15第三章 個案公司概況與分析 23第一節 個案公司介紹 23第二節 個案公司發展歷程 27第三節個案公司商業模式圖(BMC)及五力分析 29第四章 個案公司4C架構分析 32第一節 個案公司策略與創新 32第二節 個案公司4C分析 36第五章 結論與建議 47第一節 研究結論 47第二節 未來建議 49參考文獻 51 | zh_TW |
| dc.format.extent | 2397313 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0109932025 | en_US |
| dc.subject (關鍵詞) | 4C | zh_TW |
| dc.subject (關鍵詞) | 策略行銷 | zh_TW |
| dc.subject (關鍵詞) | 4C | en_US |
| dc.subject (關鍵詞) | Framework of strategic marketing analysis | en_US |
| dc.title (題名) | 助聽器產業之策略行銷分析-以 Colin H.A公司為例 | zh_TW |
| dc.title (題名) | Strategic marketing analysis of hearing aid industry-taking Colin H.A as an example | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | 中文部分1.邱志聖(2020)，策略行銷分析：架構與實務應用(五版)，台北：元照出版2.Osterwalder， A.， Pigneur， Y.（2012），獲利世代：自己動手，畫出你的商業模式（尤傳莉譯），臺北市：早安財經文化英文部分1.Porter， M.E. (1985). Competitive Advantage; Creating andSustainingSuperior Performance. NY: Free Press.網站部分1.婦聯聽覺健康社會福利基金會，https://hh1314.org.tw/2.台中市聽力師公會http://taichungaud.blogspot.com/3. 國家發展委員會https://www.ndc.gov.tw/4. 衛生福利部https://www.mohw.gov.tw/mp-1.html5.聽語復健資訊站https://www.hearingtw.org/hearingloss_view.php? title=%E8%81%BD%E6%90%8D-%E8%81%BD%E5%8A%9B%E6%90%8D%E5%A4%B1%E3%80%80%E7%BD%B9%E6%82%A3%E8%80%81%E4%BA%BA%E5%A4%B1%E6%99%BA%E7%97%87%E9%A2%A8%E9%9A%AA%E5%8D%87%E9%AB%98&no=12 | zh_TW |
| dc.identifier.doi (DOI) | 10.6814/NCCU202101711 | en_US |
