| dc.contributor.advisor | 巫立宇<br>林智偉 | zh_TW |
| dc.contributor.advisor | Wu, Lei-Yu<br>Lin, Chih-Wei | en_US |
| dc.contributor.author (Authors) | 輝忠蘋 | zh_TW |
| dc.contributor.author (Authors) | Hui, Chung-Pin | en_US |
| dc.creator (作者) | 輝忠蘋 | zh_TW |
| dc.creator (作者) | Hui, Chung-Pin | en_US |
| dc.date (日期) | 2025 | en_US |
| dc.date.accessioned | 4-Aug-2025 13:48:26 (UTC+8) | - |
| dc.date.available | 4-Aug-2025 13:48:26 (UTC+8) | - |
| dc.date.issued (上傳時間) | 4-Aug-2025 13:48:26 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0112363092 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/158453 | - |
| 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) | 112363092 | zh_TW |
| dc.description.abstract (摘要) | 本研究以E公司在台灣推動商用噴墨影印機為個案，探討其如何於長期由雷射影印機主導的成熟市場中，透過策略行銷設計與商業模式創新，成功導入新技術並突破產業慣性。台灣影印機產業具備高轉換成本、通路集中與B2B用戶行為保守等特性，導致新進者面臨極高的進入障礙。E公司欲導入新型噴墨影印機，不僅面對顧客對雷射設備的路徑依賴與認知偏誤，也需說服具租賃能力的經銷商改變銷售結構與獲利模式。
本研究採用個案研究法，結合第一手訪談資料與產業分析，並運用巫立宇與邱志聖（2021）提出之策略行銷4C理論作為分析架構，探討E公司如何從顧客決策成本角度出發，有效降低市場對新商業模式與新技術的抗拒。
重要研究結果如下：
1. E公司透過TCO（總持有成本）溝通與ESG訴求，成功凸顯產品低耗能、低碳排、高效能等價值，有效降低顧客對價格與效益落差的疑慮（C1：外顯單位效益成本）。
2. 公司善用故事行銷與成功案例，結合官網資訊、現場Demo與經銷商說明會，降低企業顧客的理解門檻與資訊搜尋負擔（C2：資訊搜尋成本）。
3. 透過數據佐證（智慧電表、PM2.5監測、碳排認證）與代表性客戶導入（如新光金控），有效建立顧客對產品效能與服務履約的信任（C3：道德危機成本）。
4. E公司透過產品互補性設計與集中列印訴求，培養企業用戶使用習慣，提升續約率；同時，經銷商已建立專屬作業流程與資源依賴，轉換他牌難度高。再加上品牌活動如節能巡邏隊深化客戶情感連結，進一步強化鎖定效果（C4：專屬陷入成本）。
本研究除補足策略行銷理論在企業顧客心理成本管理面向的應用空缺，亦可為其他B2B企業推動綠色產品、創新租賃模式與技術導入時提供具體行銷策略參考。 | zh_TW |
| dc.description.abstract (摘要) | This study investigates how E Company introduced its commercial inkjet copier solution into Taiwan’s mature copier market, traditionally dominated by laser-based products. Characterized by high switching costs, entrenched leasing models, and conservative purchasing behavior among B2B clients, the copier industry poses substantial entry barriers for new technologies and business models. E Company faced challenges not only in persuading customers to shift from laser to inkjet technology but also in reconfiguring its dealer network to support a recurring-revenue leasing model.
Employing a qualitative case study methodology, the research integrates primary interview data with secondary market information. It adopts the Strategic 4C Framework proposed by Wu and Chiu (2021). The framework is applied to analyze how E Company reduced psychological and behavioral barriers faced by enterprise clients during product and model adoption.
Key findings are summarized as follows:
1. E Company effectively communicated its Total Cost of Ownership (TCO) advantage and ESG value proposition, highlighting low energy consumption, low carbon emissions, and reduced consumable waste, thereby reducing cost-benefit perception gaps (C1: Clear Benefit Cost).
2. Through case storytelling, online materials, in-person demos, and channel education, the company reduced information barriers for enterprise clients (C2: Information Search Cost).
3. By providing data-backed evidence—such as smart electricity monitoring, PM2.5 air quality tracking, and third-party carbon certifications—E Company enhanced customer trust in its performance claims (C3: Moral Risk Cost).
4. E Company fostered user dependence through product complementarity and centralized printing strategies, resulting in high renewal rates. Dealers were locked in by proprietary systems and training, while brand loyalty was strengthened through initiatives like the Energy Patrol Team (C4: Lock-in Cost).
This research contributes to marketing theory by applying the 4C customer cost model to a B2B innovation scenario and offers practical insights for firms promoting green, service-based, or disruptive technology in high-resistance markets. | en_US |
| dc.description.tableofcontents | 摘要 II
ABSTRACT IV
目次 VI
表目錄 VIII
圖目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與重要性 3
第二章 文獻探討 6
第一節 商業模式畫布圖 6
第二節 策略行銷4C 14
第三章 研究方法 20
第一節 個案研究法 20
第二節 個案選擇 21
第三節 資料搜集方法 22
第四章 產業與個案 24
第一節 影印機產業市場概況與發展趨勢 24
第二節 E公司介紹 28
第五章 個案分析 30
第一節 E公司的商業模式 30
第二節 E公司之策略行銷4C 41
第六章 結論與建議 51
第一節 研究結論 51
第二節 E公司之未來經營課題與後續建議 53
參考文獻 56
一、中文文獻 56
二、英文文獻 57
三、網路文獻 58
致謝 59 | zh_TW |
| dc.format.extent | 1233765 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0112363092 | en_US |
| dc.subject (關鍵詞) | 策略行銷 | zh_TW |
| dc.subject (關鍵詞) | 4C理論 | zh_TW |
| dc.subject (關鍵詞) | B2B市場 | zh_TW |
| dc.subject (關鍵詞) | 影印機產業 | zh_TW |
| dc.subject (關鍵詞) | 商業模式轉型 | zh_TW |
| dc.subject (關鍵詞) | ESG | zh_TW |
| dc.subject (關鍵詞) | 顧客心理成本 | zh_TW |
| dc.subject (關鍵詞) | Strategic Marketing | en_US |
| dc.subject (關鍵詞) | 4C Framework | en_US |
| dc.subject (關鍵詞) | B2B Market | en_US |
| dc.subject (關鍵詞) | Copier Industry | en_US |
| dc.subject (關鍵詞) | Business Model Transformation | en_US |
| dc.subject (關鍵詞) | ESG | en_US |
| dc.subject (關鍵詞) | Customer Switching Costs | en_US |
| dc.title (題名) | 日商影印機品牌在台之策略行銷分析－以 E 公司為例 | zh_TW |
| dc.title (題名) | Analysis of the Strategic Marketing of Japanese Photocopier Brands in Taiwan: A Case of E Company | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | 一、中文文獻-
1. 高家祥 (2022)。原廠委託設計代工 (ODM) 產業轉型成解決方案導向產業並透過4C策略行銷方式建立。國立政治大學經營管理碩士學程。
2. 國家研究院 (1995)。個案研究方法探討。臺北市：國家研究院出版。
3. 邱志聖、巫立宇 (2021)。銷售與顧客關係管理（第二版）。新陸書局股份有限公司。
二、英文文獻
1. Burnham, T. A., Frels, J. K., & Mahajan, V. (2003). Consumer switching costs: A typology, antecedents, and consequences. Journal of the Academy of Marketing Science, 31(2), 109–126.
2. Mohr, J., & Sarin, S. (2009). Drucker’s insights on market orientation and innovation: Implications for emerging markets. Journal of the Academy of Marketing Science, 37, 85–96.
3. Neely, A. (2008). Exploring the financial consequences of the servitization of manufacturing. Operations Management Research, 1(2), 103–118.
4. Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. John Wiley & Sons.
5. Testa, F., Grappio, P., Gusmerotti, N. M., Iraldo, F., & Frey, M. (2016). Examining green public procurement using content analysis: Existing difficulties for procurers and useful recommendations. Environment, Development and Sustainability, 18(1), 197–219.
6. Yin, R. K.（2003）。Case Study Research: Design and Methods。Thousand Oaks, CA：Sage Publications.
三、網路文獻
1. 今周刊（2023年1月30日）。〈影印機變革！Epson靠這台「彩色極速微噴影印機」，讓新光金控節能減碳又提升列印效率〉。《今周刊》。取自：https://www.businesstoday.com.tw/article/category/183015/post/202301300021/ | zh_TW |
