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題名 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
作者 林芳婕
貢獻者 季延平
林芳婕
關鍵詞 視訊會議產業
企業轉型
成長策略
日期 2011
上傳時間 12-Apr-2012 14:00:23 (UTC+8)
摘要 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
參考文獻 中文文獻
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英文文獻
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22. Henderson, B. D., (1979)“Corporate Strategy”, Cambridge, MA:Abt Books, 1979
23. Hofer, Charles W and Schendel, Dan, (1978), “Strategy formulation: Analytical Concepts”, West Pub. Co. (St. Paul)
24. Ingram, T., Scott, T., and Mabie, L.,(1994), “Certification Study Guide”, New York: Sales and Marketing Executives International: p. 44-46
25. Ingram, T. N., LaForge, R. W., Avila, R. A. Schwepker Jr., C. H. and Williams, M. R., (2005), “Professional Selling: A Trust-Based Approach”, South-Western College Pub. 3th edition
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37. Young, L. and Burgess, B., (2010) “Marketing Technology as a Service: Proven Techniques that Create Value”, John Wiley & Son
38. Zeithaml, V. A. and Bitner, M. J., (2003), “Services Marketing: Integrating Customer Focus Across the Firm”, New York, McGraw Hill
網路資料
39. Amreican Marketing Association definition of marketing, www.markrtingpower.com/content4620.php, October 5,2006
40. Apple - iPhone 4S - 卓越的 iPhone，如今更上層樓。http://www.apple.com/tw/iphone/iphone-4s/#retina
41. AVCON6視訊會議系統，http://www.avcon.com.tw/?gclid=CLLY0_S08asCFYhLpgodKhTetg
42. CTimes -固網雙向512K鎖定中小企業市場http://www.ctimes.com.tw/News/ShowNews.asp?O=HJMAIATP6MTSA-0MNF&F=%B9q%B8%F4%B6O
43. ADSL將可望再度調降電路費
http://www.ctimes.com.tw/News/ShowNews.asp?O=HJN4LB6QUSKSA-0MNN&F=%B9q%B8%F4%B6O
44. GIS congress rental & language services http://www.giscongressrental.com/chinese/team.html
45. APEX Meeting Live Product，http://www.bnext.com.tw/edm/fet/071902.pdf
46. IBM 2010 Chief Executive Officer Study Insights http://www-935.ibm.com/services/us/ceo/ceostudy2010/multimedia.html
47. LifeSize 高清晰視像會議http://www.lifesize.com/landingpages/video1-chT.php?md=cpc&sr=google&dt=Google_Chinese_Traditional&kw=%E8%A6%96%E8%A8%8A%20%E8%A8%AD%E5%82%99&_kk=%E8%A6%96%E8%A8%8A%20%E8%A8%AD%E5%82%99&_kt=bfc8ae54-f58d-4802-abf5-afe77d3af93d&gclid=CKTyhOzA7qsCFcIkpAod5kUjqw
48. Mad libs, http://en.wikipedia.org/wiki/Mad_Libs
49. Microsoft 企業解決方案合作夥伴 - 中華電信股份有限公司企業客戶分公司http://www.microsoft.com/dynamics/zh/tw/crm-partners-cht.aspx
50. Microsoft 企業解決方案合作夥伴 - 逸凡科技股份有限公司http://www.microsoft.com/dynamics/zh/tw/crm-partners-Ivan.aspx
51. PictureTel Corp. -- Company History, http://www.fundinguniverse.com/company-histories/PictureTel-Corp-Company-History.html
52. Polycom宣布8900萬美元收購惠普視頻會議部分-搜狐IT http://it.sohu.com/20110601/n309071668.shtml
53. Sony 在台發表 HD 視訊會議系統 PCS-XG55 最高支援 16 分割畫面。 Mobile01http://www.mobile01.com/newsdetail.php?id=9505
54. TANDBERG宣佈收購Codian ，http://www.ipress.com.hk/companyview.asp?id=14494
55. V2視訊會議軟體系統，http://www.webconference.com.tw/index.html
56. V2 Conference視頻會議系統-威速視頻會議系統，http://www.v2tech.com/products/conference.jsp
57. Webex被高價併購，與朱敏的7個創業理論，http://mr6.cc/?p=765
58. 台灣威訊得視訊會議系統-活動報導，http://www.vctech.com.tw/showevent.php?infoid=12
59. 台灣電信產業發展協會，http://www.ttida.org.tw/member.php?level1_id=2&level2_id=8
60. 收購TANDBERG Cisco打造「網真科技團隊」，http://www.eettaiwan.com/ART_8800598669_675327_NT_655d939d.HTM?jumpto=view_welcomead_1318812318000
61. 美國寶利通公司(Polycom)，http://www.enet.com.cn/cio/z/qyhl/polycom/
62. 產品介紹，http://www.apex.com.tw/product_a0503.htm
63. CISCO收購Tandberg，http://www.im.tv/blog/k2345/628077
64. 視訊會議、遠距教學、數位學習-飛庭科技，http://www.flyworld.com.tw/?gclid=CMb5u6Wy8asCFcIkpAod5kUjqw
65. 視訊會議系統，http://leadoff.com.tw/new_page_2-4.htm
66. 運用ISDN推廣中小學網際網路服務-電子計算機中心 Computer Center of M.O.E，http://www.edu.tw/moecc/content.aspx?site_content_sn=7075
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69. 顧客導向 - MBA智库百科，
描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
98932406
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098932406
資料類型 thesis
dc.contributor.advisor 季延平zh_TW
dc.contributor.author (Authors) 林芳婕zh_TW
dc.creator (作者) 林芳婕zh_TW
dc.date (日期) 2011en_US
dc.date.accessioned 12-Apr-2012 14:00:23 (UTC+8)-
dc.date.available 12-Apr-2012 14:00:23 (UTC+8)-
dc.date.issued (上傳時間) 12-Apr-2012 14:00:23 (UTC+8)-
dc.identifier (Other Identifiers) G0098932406en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/52566-
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) 98932406zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 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。		zh_TW
dc.description.abstract (摘要) 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.		en_US
dc.description.abstract (摘要) 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		-
dc.description.tableofcontents 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		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098932406en_US
dc.subject (關鍵詞) 視訊會議產業zh_TW
dc.subject (關鍵詞) 企業轉型zh_TW
dc.subject (關鍵詞) 成長策略zh_TW
dc.title (題名) 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zh_TW
dc.title (題名) A study on the development of migration from distributorship to customer-oriented business - an example of d-company in video conferencing businessen_US
dc.type (資料類型) thesisen
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