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題名 以服務行銷金三角探討貿易商之服務策略–以台灣扣件產業為例
An Exploration of the Service Strategy of Trading Companies with the Framework of Service Marketing Triangle: Case Studies of Taiwanese Fastener Industry
作者 馮偉益
Feng, Wei-Yi
貢獻者 羅明琇
Lo, Ming-Shiow
馮偉益
Feng, Wei-Yi
關鍵詞 扣件產業
貿易公司
全球供應鏈
服務行銷金三角
服務策略
Fastener industry
Trading company
Service marketing triangle
Global supply chains
Service strategy
日期 2023
上傳時間 1-Dec-2023 10:36:36 (UTC+8)
摘要 台灣的扣件產業以其完整的產業供應鏈與卓越的交期及品質聞名於世，這使得其出口量穩居全球第二，僅次於中國大陸，而出口金額位列全球第三，落後於中國大陸和德國。然而，台灣有超過3,131家扣件廠商，這亦突顯了此行業的競爭程度。面對過往「去中間化」的趨勢，以及現在後疫情時期全球供應鏈的變動，貿易公司必須思考如何強化自身競爭力。本研究採用服務行銷金三角模型，深入探討扣件產業中成功企業的特質，首先研究企業、客戶和員工這三大核心要素，再進一步從外部行銷、內部行銷和互動行銷的角度進行分析，並找出目前營運上的痛點，最後根據全球供應鏈趨勢提出對貿易公司的建議。 本研究採用質性研究方法，涵蓋文獻探討、半結構式的深入訪談及個案研究分析。研究結果揭示以下主要發現：首先，就外部行銷而言，企業需深入了解目標市場和客戶的真實需求，以提供最佳的解決方案，並鞏固與客戶的長期合作關係。其次，內部行銷的策略上，建立讓員工認同的企業文化是至關重要的，並透過持續的教育訓練和培訓計畫來提高員工的能力，同時透過合理的薪酬調整作為獎勵。最後，在互動行銷層面，強化員工的專業服務技能是關鍵，此外，企業也應不斷提升在價格、品質和交期上的競爭力。 本研究深度分析了個案公司的成功關鍵，並進一步揭示傳統產業貿易公司在外部、內部以及互動行銷的挑戰：難以吸引新客戶、尋找合適人才的困難，以及在服務品質與成本間的權衡。鑒於全球供應鏈目前的發展趨向，本研究為從事各種進出口業務的企業，包括但不限於扣件產業，提供服務策略以供參考和應用。
Taiwan's fastener industry is renowned for its comprehensive industrial supply chain, exceptional delivery timelines, and product quality. This has placed its export volume stably at second in the world, surpassed only by Mainland China, while its export value ranks third globally, behind Mainland China and Germany. However, with over 3,131 fastener companies in Taiwan, it also highlights the intense competition in this sector. In the face of past industry challenges like "disintermediation" and the current shifts in the global supply chain in the post-pandemic era, trading companies must consider how to enhance their competitiveness. This study adopts the Service Marketing Triangle model, delving deeply into the characteristics of successful enterprises in the fastener industry. It first investigates the three core elements of businesses, customers, and employees, and then further analyzes from the perspectives of external marketing, internal marketing, and interactive marketing. After identifying the current operational pain points, the study proposes recommendations for trading companies based on global supply chain trends. The research employs a qualitative approach, encompassing literature review, semi-structured in-depth interviews, and case study analysis. The findings reveal that, firstly, in terms of external marketing, businesses need to deeply understand the target market and the genuine needs of the customers to offer optimal solutions and solidify long-term partnerships. Secondly, in internal marketing strategies, establishing a corporate culture that resonates with employees is crucial, and continuous education and training are essential to enhance their capabilities, with appropriate salary adjustments serving as rewards. Lastly, in terms of interactive marketing, strengthening the professional service skills of employees is key, and businesses should consistently enhance their competitive edge in price, quality, and delivery timelines. This research deeply analyzes the success keys of the case companies and further reveals challenges traditional industry trading companies face in external, internal, and interactive marketing: difficulties in attracting new customers, challenges in finding suitable talents, and finding the balance between service quality and cost. Given the current trends in the global supply chain, this study offers recommendations of service strategy for businesses engaged in various import and export activities, including but not limited to the fastener industry, for reference and implementation.
參考文獻 一、中文文獻 KPMG(2023)。供應鏈透明化：創造利害關係人價值。KPMG。 https://kpmg.com/tw/zh/home/insights/2021/07/supply-chain-transparency-creating-stakeholder-value.html。搜尋日期：2023年5月20日。 吳欣珊(2023)。後疫情時代影響供應鏈轉移，數智驅動協助企業反應更敏捷。 就想知。https://www.digiknow.com.tw/knowledge/6461d9a867f2e。搜尋日期：2023年5月20日。 紀翔瀛(2022)。2022上半年台灣扣件業的回顧與展望。惠達。 https://fastener-world.com.tw/data/pdf_download/FW_196_C_62.pdf。搜尋 日期：2023年5月20日。 張錦源&康蕙芬(2022)。國際貿易實務新論(修訂十八版)。三民。 許永昕(2023)。行銷4P、新4P是什麼？4C又是什麼？用UNIQLO的例子帶 你一次搞懂。經理人。https://www.managertoday.com.tw/articles/view/64145 。搜尋日期：2023年5月20日。 陳金蘭(2009)。顧客關係行銷及貿易代理理論之實證研究–以台灣中部地區中 小型五金業為例。臺灣博碩士論文系統。 陳思雅(2022)。疫情大亂市場 智慧化、高值化升級 緊扣趨勢布局全球。經貿 透視。https://www.trademag.org.tw/page/itemsd/?id=7865512&no=21。搜尋 日期：2023年5月20日。 陳麗芬(2022)。當供應鏈斷鏈成新常態。工商時報。 https://www.ctee.com.tw/news/20220613700731-431302。搜尋日期：2023年5月20日。 黃正傑(2022)。如何利用數位科技打造Just in Time與Just in Case平衡的韌性供應鏈?。就想知。https://www.digiknow.com.tw/knowledge/628c844c55426 。搜尋日期：2023年5月20日。 黃鵬飛(2002)。服務行銷(二版)。華泰。 黃銘章&李萍萍(2012)。內部行銷、外部行銷對互動行銷與顧客滿意度間關係 干擾效果之研究：多層次分析模型，中山管理評論；20卷2期 (2012 / 06 / 01)， 637 – 672。 葉圳轍(2023)。我扣件業轉型升級 聚焦淨零、節電。工商時報。 https://tw.stock.yahoo.com/news/%E6%88%91%E6%89%A3%E4%BB%B6%E6%A5%AD%E8%BD%89%E5%9E%8B%E5%8D%87%E7%B4%9A-%E8%81%9A%E7%84%A6%E6%B7%A8%E9%9B%B6-%E7%AF%80%E9%9B%BB-201000102.html。搜尋日期：2023年5月20日。 葛祐豪(2023)。睽違5年台灣國際扣件展5月高雄登場。自由時報。 https://news.ltn.com.tw/news/life/breakingnews/4268888。搜尋日期：2023年5月20日。 劉麗惠(2017)。〈從「螺絲王國」到「醫療矽谷」台灣扣件產業轉型看見傳產 新力量〉。《貿易雜誌電子報》，2017，No.307.，48-51。 蔡杰成(2008)。台灣扣件貿易商行銷整合策略之研究-以A公司為例。臺灣博 碩士論文系統。 蘇恒賢(2014)。貿易商如何避免被「去中間化」？。臺灣博碩士論文系統。 二、英文文獻 Accenture(2023). Supply chain disruption, Accenture. Retrieved May 5, 2023, from: https://www.accenture.com/us-en/insights/consulting/supply-chain-disruption Anderson, E., & Coughlan, A. T. (1987). International Market Entry and Expansion Via Independent or Integrated Channels of Distribution. The Journal of Marketing, 51, 71-82. Albrecht, K., & Zemke, R. (2011). The Triangle of Service. Journal of Services Marketing, 31-47. Bechtel, C. and Jayaram, J. (1997) Supply Chain Management: A Strategic Perspective. The International Journal of Logistics Management, 8, 15-34. Bitner, M.J. (1995) Building Service Relationships: It’s All about Promises. Journal of the Academy of Marketing Science, 23, 246-251. Booms, B.H. and Bitner, M.J. (1981) Marketing Strategies and Organization Structures for Service Firms. In: Marketing of Services, American Marketing Association, Chicago, 47-51. Cooper, M.C., Lambert, D.M. and Pagh, J.D. (1997), "Supply Chain Management: More Than a New Name for Logistics", The International Journal of Logistics Management, Vol. 8 No. 1, pp. 1-14. Christopher, M. (1998). Logistics and Supply Chain Management: Strategies for Reducing Cost and Improving Service. Financial Times, London: Prentice-Hall. Coleman, J. S. (1990). Foundations of social theory. Cambridge: Harvard University Press. Frederico, G.F. (2021), "Towards a Supply Chain 4.0 on the post-COVID-19 pandemic: a conceptual and strategic discussion for more resilient supply chains", Rajagiri Management Journal, Vol. 15 No. 2, pp. 94-104. Flipo, J. (1986), "Service Firms: Interdependence of External and Internal Marketing Strategies", European Journal of Marketing, Vol. 20 No. 8, pp. 5-14. Gibson, B.J., Mentzer, J.T. and Cook, R.L. (2005) Supply Chain Management: the Pursuit of a Consensus Definition. Journal of Business Logistics, 26, 17-25. Gronroos, C. (1998). Marketing services: The case of a missing product. Journal of Business and Industrial Marketing, 13, 322-338. Gronroos, Christian, 1999. "Relationship Marketing: Challenges for the Organization," Journal of Business Research, Elsevier, vol. 46(3), pages 327-335, Heskett, J.L., Jones, T.O., Loveman, G.W., et al. (1994) Putting the Service-Profit Chain to Work. Harvard Business Review, 72, 164-170. Herriott, R.E. and Firestone, W.A. (1983) Multisite Qualitative Research: Optimizing Description and Generalizability. Education Researcher, 12, 14-19. Ishida, S. (2020). Perspectives on Supply Chain Management in a Pandemic and the Post-COVID-19 Era. IEEE Engineering Management Review, 48(3), 146-152. Morgan, R. M., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20–38. Michael Schrage(2020). Data, Not Digitalization, Transforms the Post-Pandemic Porter, L. W., Steers, R. M., Mowday, R. T., & Boulian, P. V. (1974). Organizational Commitment, Job Satisfaction, and Turnover among Psychiatric Technicians. Journal of Applied Psychology, 59, 603-609. Remko, v.H. (2020), "Research opportunities for a more resilient post-COVID-19 supply chain – closing the gap between research findings and industry practice", International Journal of Operations & Production Management, Vol. 40 No. 4, pp. 341-355. Reichheld, F.F. and Sasser, E. (1990) Zero Defections: Quality Comes to Services. Harvard Business Review, 68, 105-111. Reichheld, F.F. and Schefter, P. (2000) E-Loyalty: Your Secret Weapon on the Web. Harvard Business Review, 78, 105-113. Rafiq, M. and Ahmed, P.K. (2000) Advances in the Internal Marketing Concept: Definition, Synthesis and Extension. Journal of Services Marketing, 6, 449-462. Singh, J. and Sirdeshmukh, D. (2000) Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments. Journal of the Academy of Marketing Science, 28, 150-167. Smith, P. C., Kendall, L., & Hulin, C. L. (1969). The measurement of satisfaction in work and retirement. Chicago, IL: Rand McNally. Sarkis, J. (2021), "Supply chain sustainability: learning from the COVID-19 pandemic", International Journal of Operations & Production Management, Vol. 41 No. 1, pp. 63-73. Simchi-Levi, D., Kaminsky, P., and Simchi-Levi, E. (2008) Designing and Managing the Supply Chain: Concepts, Strategies and Case Studies. 3rd Edition, McGraw-Hill Irwin, Boston. Souza, Gilvan C., 2014. "Supply chain analytics," Business Horizons, Elsevier, vol. 57(5), pages 595-605. Supply Chain. MIT Sloan Management Review. Retrieved May 5, 2023, from: https://sloanreview.mit.edu/article/data-not-digitalization-transforms-the-post-pandemic-supply-chain/ Tansuhaj, P., Randall, D. and McCullough, J. (1988), "A SERVICES MARKETING MANAGEMENT MODEL: INTEGRATING INTERNAL AND EXTERNAL MARKETING FUNCTIONS", Journal of Services Marketing, Vol. 2 No. 1, pp. 31-38. Zeithaml, V.A. and Bitner, M.J. (2003) Services Marketing: Integrating Customer Focus across the Firm. 3rd Edition, Irwin McGraw-Hill, New York. Zeithaml, V.A. and Bitner, M.J. (1996) Services Marketing. McGraw-Hill, New York.
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
110363093
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110363093
資料類型 thesis
dc.contributor.advisor 羅明琇zh_TW
dc.contributor.advisor Lo, Ming-Shiowen_US
dc.contributor.author (Authors) 馮偉益zh_TW
dc.contributor.author (Authors) Feng, Wei-Yien_US
dc.creator (作者) 馮偉益zh_TW
dc.creator (作者) Feng, Wei-Yien_US
dc.date (日期) 2023en_US
dc.date.accessioned 1-Dec-2023 10:36:36 (UTC+8)-
dc.date.available 1-Dec-2023 10:36:36 (UTC+8)-
dc.date.issued (上傳時間) 1-Dec-2023 10:36:36 (UTC+8)-
dc.identifier (Other Identifiers) G0110363093en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/148477-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 110363093zh_TW
dc.description.abstract (摘要) 台灣的扣件產業以其完整的產業供應鏈與卓越的交期及品質聞名於世，這使得其出口量穩居全球第二，僅次於中國大陸，而出口金額位列全球第三，落後於中國大陸和德國。然而，台灣有超過3,131家扣件廠商，這亦突顯了此行業的競爭程度。面對過往「去中間化」的趨勢，以及現在後疫情時期全球供應鏈的變動，貿易公司必須思考如何強化自身競爭力。本研究採用服務行銷金三角模型，深入探討扣件產業中成功企業的特質，首先研究企業、客戶和員工這三大核心要素，再進一步從外部行銷、內部行銷和互動行銷的角度進行分析，並找出目前營運上的痛點，最後根據全球供應鏈趨勢提出對貿易公司的建議。 本研究採用質性研究方法，涵蓋文獻探討、半結構式的深入訪談及個案研究分析。研究結果揭示以下主要發現：首先，就外部行銷而言，企業需深入了解目標市場和客戶的真實需求，以提供最佳的解決方案，並鞏固與客戶的長期合作關係。其次，內部行銷的策略上，建立讓員工認同的企業文化是至關重要的，並透過持續的教育訓練和培訓計畫來提高員工的能力，同時透過合理的薪酬調整作為獎勵。最後，在互動行銷層面，強化員工的專業服務技能是關鍵，此外，企業也應不斷提升在價格、品質和交期上的競爭力。 本研究深度分析了個案公司的成功關鍵，並進一步揭示傳統產業貿易公司在外部、內部以及互動行銷的挑戰：難以吸引新客戶、尋找合適人才的困難，以及在服務品質與成本間的權衡。鑒於全球供應鏈目前的發展趨向，本研究為從事各種進出口業務的企業，包括但不限於扣件產業，提供服務策略以供參考和應用。zh_TW
dc.description.abstract (摘要) Taiwan's fastener industry is renowned for its comprehensive industrial supply chain, exceptional delivery timelines, and product quality. This has placed its export volume stably at second in the world, surpassed only by Mainland China, while its export value ranks third globally, behind Mainland China and Germany. However, with over 3,131 fastener companies in Taiwan, it also highlights the intense competition in this sector. In the face of past industry challenges like "disintermediation" and the current shifts in the global supply chain in the post-pandemic era, trading companies must consider how to enhance their competitiveness. This study adopts the Service Marketing Triangle model, delving deeply into the characteristics of successful enterprises in the fastener industry. It first investigates the three core elements of businesses, customers, and employees, and then further analyzes from the perspectives of external marketing, internal marketing, and interactive marketing. After identifying the current operational pain points, the study proposes recommendations for trading companies based on global supply chain trends. The research employs a qualitative approach, encompassing literature review, semi-structured in-depth interviews, and case study analysis. The findings reveal that, firstly, in terms of external marketing, businesses need to deeply understand the target market and the genuine needs of the customers to offer optimal solutions and solidify long-term partnerships. Secondly, in internal marketing strategies, establishing a corporate culture that resonates with employees is crucial, and continuous education and training are essential to enhance their capabilities, with appropriate salary adjustments serving as rewards. Lastly, in terms of interactive marketing, strengthening the professional service skills of employees is key, and businesses should consistently enhance their competitive edge in price, quality, and delivery timelines. This research deeply analyzes the success keys of the case companies and further reveals challenges traditional industry trading companies face in external, internal, and interactive marketing: difficulties in attracting new customers, challenges in finding suitable talents, and finding the balance between service quality and cost. Given the current trends in the global supply chain, this study offers recommendations of service strategy for businesses engaged in various import and export activities, including but not limited to the fastener industry, for reference and implementation.en_US
dc.description.tableofcontents 第一章 緒論 1 第一節 研究背景 1 第二節 研究動機 2 第三節 研究目的 3 第四節 研究流程 4 第二章 文獻探討 5 第一節 供應鏈管理之定義 5 第二節 貿易商之文獻回顧 7 第三節 服務行銷金三角 9 第四節 全球供應鏈發展趨勢 16 第三章 研究方法 20 第一節 質性研究方法 20 第二節 個案研究法 21 第三節 研究架構 23 第四節 研究對象 24 第五節 個案分析架構 26 第四章 個案研討 28 第一節 個案公司A 28 第二節 個案公司B 37 第三節 個案公司C 47 第四節 跨個案分析 58 第五章 結論與建議 68 第一節 研究結論與建議 68 第二節 研究貢獻 76 第三節 研究限制與未來發展建議 78 參考文獻 80 附錄一：訪談重點整理 85zh_TW
dc.format.extent 1587835 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110363093en_US
dc.subject (關鍵詞) 扣件產業zh_TW
dc.subject (關鍵詞) 貿易公司zh_TW
dc.subject (關鍵詞) 全球供應鏈zh_TW
dc.subject (關鍵詞) 服務行銷金三角zh_TW
dc.subject (關鍵詞) 服務策略zh_TW
dc.subject (關鍵詞) Fastener industryen_US
dc.subject (關鍵詞) Trading companyen_US
dc.subject (關鍵詞) Service marketing triangleen_US
dc.subject (關鍵詞) Global supply chainsen_US
dc.subject (關鍵詞) Service strategyen_US
dc.title (題名) 以服務行銷金三角探討貿易商之服務策略–以台灣扣件產業為例zh_TW
dc.title (題名) An Exploration of the Service Strategy of Trading Companies with the Framework of Service Marketing Triangle: Case Studies of Taiwanese Fastener Industryen_US
dc.type (資料類型) thesisen_US
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