| dc.contributor.advisor | 季延平 | zh_TW |
| dc.contributor.author (作者) | 林芳婕 | zh_TW |
| dc.creator (作者) | 林芳婕 | zh_TW |
| dc.date (日期) | 2011 | en_US |
| dc.date.accessioned | 12-四月-2012 14:00:23 (UTC+8) | - |
| dc.date.available | 12-四月-2012 14:00:23 (UTC+8) | - |
| dc.date.issued (上傳時間) | 12-四月-2012 14:00:23 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0098932406 | en_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) | 98932406 | zh_TW |
| dc.description (描述) | 100 | zh_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/#G0098932406 | en_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 business | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 中文文獻 | zh_TW |
| dc.relation.reference (參考文獻) | 1. CIO IT 經理人期刊, 2011/10。 | zh_TW |
| dc.relation.reference (參考文獻) | 2. iThome 496期2011/0325 整合通訊解決方案採購大特輯。 | zh_TW |
| dc.relation.reference (參考文獻) | 3. 瓦廉(Robert E. Wayland)、科爾(Paul M. Cole)，2001，客戶關係管理：創造企業與客戶重複互動的客戶聯結技術，商周出版。 | zh_TW |
| dc.relation.reference (參考文獻) | 4. 邱志聖，2010，策略行銷分析：架構與實務應用，第三版，智勝文化。 | zh_TW |
| dc.relation.reference (參考文獻) | 5. 林明毅，2009，及時績效管控在IT 服務品質改善之研究-以系統整合商客服部。 | zh_TW |
| dc.relation.reference (參考文獻) | 6. 周宣光譯，2010、管理資訊系統，譯自Kenneth Laudon, Jane Laudon，Management Information Systems, 11th Edition，東華書局。 | zh_TW |
| dc.relation.reference (參考文獻) | 7. 陳一陽，2006，資訊服務業發展策略之個案研究，政大商學院。 | zh_TW |
| dc.relation.reference (參考文獻) | 8. 瑞姆‧夏藍(Ram Charan)，2004，成長力：持續獲利的策略(Profitable Growth is Everyone’s Business 10 Tool You Can Use Monday Morning)，天下文化。 | zh_TW |
| dc.relation.reference (參考文獻) | 9. 寶利嘉顧問組，2003，細分：從客戶區隔中謀取利潤，中國社會科學出版社，北京。 | zh_TW |
| dc.relation.reference (參考文獻) | 英文文獻 | zh_TW |
| dc.relation.reference (參考文獻) | 10. Aaker, D.A., Aaker., J.L. and Lee, A.Y. 2006. Understanding Regulatory Fit. Journal of Marketing Research. Vol.43. 15-19 | zh_TW |
| dc.relation.reference (參考文獻) | 11. Andrews, k., (1980), The Concept of Corporate Strategy, 2th Edition, Dow-Jones Irwin | zh_TW |
| dc.relation.reference (參考文獻) | 12. Anthony, Robert N. and Govindarajan, Vijay, (2010), “Management control systems”, 12th Edition, McGraw-Hill | zh_TW |
| dc.relation.reference (參考文獻) | 13. Bateson, J.E.G. (1985), "Perceived control and the service encounter" in Czepiel, J.A., Solomon, M.R.and Surprenant, C.F. (Eds), The Service Encounter, Lexington Books, Lexington, MA | zh_TW |
| dc.relation.reference (參考文獻) | 14. Bateson, J. E. G. and Hoffman, K. D., (1999), “Managing services marketing: text and readings”, Dryden Press | zh_TW |
| dc.relation.reference (參考文獻) | 15. Baghai M., Coley S., White D., (2000), “The Alchemy of Growth: Kickstarting and Sustaining Growth in Your Company”, New Delhi: Oxford University Press | zh_TW |
| dc.relation.reference (參考文獻) | 16. Christian Grönroos, (2000), “Service Management and Marketing: A Customer Relationship Management Approach”, 2nd Edition, Wiley | zh_TW |
| dc.relation.reference (參考文獻) | 17. Covey S. R., (1990), “The 7 Habits of Highly Effective People”, Free Press; 1st edition | zh_TW |
| dc.relation.reference (參考文獻) | 18. Cowell, D. W., (1984), “The marketing of services”, London : Heinemann | zh_TW |
| dc.relation.reference (參考文獻) | 19. Friedel R., (2007) “A Culture of Improvement: Technology and the Western Millennium”, The MIT Press; 1st edition | zh_TW |
| dc.relation.reference (參考文獻) | 20. Galbraith, Jay R. and Kazanjian, Robert K., (1986), “Strategy implementation: Structure, systems, and process”, West Pub. Co. (St. Paul) Gwinner, R. F.,(1968), “Bse Theory in the Formulation of Sales Strategy,” MSU Business Topics, Autumn 1968, p 37 | zh_TW |
| dc.relation.reference (參考文獻) | 21. Hawes, J. M., Mast, K. E., and Swan, J. E.,(1989), “Trust Earning Perceptions of Sellers and Buyers”, Journal of Personel Selling and Sales Management 9, 1 | zh_TW |
| dc.relation.reference (參考文獻) | 22. Henderson, B. D., (1979)“Corporate Strategy”, Cambridge, MA:Abt Books, 1979 | zh_TW |
| dc.relation.reference (參考文獻) | 23. Hofer, Charles W and Schendel, Dan, (1978), “Strategy formulation: Analytical Concepts”, West Pub. Co. (St. Paul) | zh_TW |
| dc.relation.reference (參考文獻) | 24. Ingram, T., Scott, T., and Mabie, L.,(1994), “Certification Study Guide”, New York: Sales and Marketing Executives International: p. 44-46 | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | 26. Kerin, R. A., Mahajan, V., and Varadarajan, P. R., (1990) “Strategic Market Planning”,Boslon:Allyn & Bacon | zh_TW |
| dc.relation.reference (參考文獻) | 27. Lagace, M., (2002), “Gerstner: Changing Culture at IBM - Lou Gerstner Discusses Changing the Culture at IBM”, HBS Working Knowledge | zh_TW |
| dc.relation.reference (參考文獻) | 28. Levitt, T., (1972), “Production-Line Approach to Service”, Harvard Business Review, Vol. 50, No. 5 | zh_TW |
| dc.relation.reference (參考文獻) | 29. Porter, M. E., (1985), “Competitive Advantage”, NewYork:The Free Press | zh_TW |
| dc.relation.reference (參考文獻) | 30. Porter, M. E., (1988), “Competitive Advantage: Creating and Sustaining Superior Performance”, Free Press, New York | zh_TW |
| dc.relation.reference (參考文獻) | 31. Pfeffer, Jeffrey, (1986), “Power in organizations”, Pitman Pub. (Marshfield, Mass.) | zh_TW |
| dc.relation.reference (參考文獻) | 32. Ries, A. and Trout, J.,(2000), “Positioning: The Battle for your Mind”, McGraw-Hill; 1 edition | zh_TW |
| dc.relation.reference (參考文獻) | 33. Ruskin-Brown, I., (2005), “Marketing Your Service Business”, London, Thorogood | zh_TW |
| dc.relation.reference (參考文獻) | 34. Shostack G. L., (1977), “The Journal of Marketing”, American Marketing Assocaition | zh_TW |
| dc.relation.reference (參考文獻) | 35. Stacey, Ralph D, (1993),“Strategic Management and Organisational Dynamics”,Pearson Education Limited., New York | zh_TW |
| dc.relation.reference (參考文獻) | 36. Üstüner, T. and Godes, D., (2006) “Better Sales Networks”, Harvard Business Review, p. 102-13, July 2006 | zh_TW |
| dc.relation.reference (參考文獻) | 37. Young, L. and Burgess, B., (2010) “Marketing Technology as a Service: Proven Techniques that Create Value”, John Wiley & Son | zh_TW |
| dc.relation.reference (參考文獻) | 38. Zeithaml, V. A. and Bitner, M. J., (2003), “Services Marketing: Integrating Customer Focus Across the Firm”, New York, McGraw Hill | zh_TW |
| dc.relation.reference (參考文獻) | 網路資料 | zh_TW |
| dc.relation.reference (參考文獻) | 39. Amreican Marketing Association definition of marketing, www.markrtingpower.com/content4620.php, October 5,2006 | zh_TW |
| dc.relation.reference (參考文獻) | 40. Apple - iPhone 4S - 卓越的 iPhone，如今更上層樓。http://www.apple.com/tw/iphone/iphone-4s/#retina | zh_TW |
| dc.relation.reference (參考文獻) | 41. AVCON6視訊會議系統，http://www.avcon.com.tw/?gclid=CLLY0_S08asCFYhLpgodKhTetg | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | 43. ADSL將可望再度調降電路費 | zh_TW |
| dc.relation.reference (參考文獻) | http://www.ctimes.com.tw/News/ShowNews.asp?O=HJN4LB6QUSKSA-0MNN&F=%B9q%B8%F4%B6O | zh_TW |
| dc.relation.reference (參考文獻) | 44. GIS congress rental & language services http://www.giscongressrental.com/chinese/team.html | zh_TW |
| dc.relation.reference (參考文獻) | 45. APEX Meeting Live Product，http://www.bnext.com.tw/edm/fet/071902.pdf | zh_TW |
| dc.relation.reference (參考文獻) | 46. IBM 2010 Chief Executive Officer Study Insights http://www-935.ibm.com/services/us/ceo/ceostudy2010/multimedia.html | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | 48. Mad libs, http://en.wikipedia.org/wiki/Mad_Libs | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | 51. PictureTel Corp. -- Company History, http://www.fundinguniverse.com/company-histories/PictureTel-Corp-Company-History.html | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | 54. TANDBERG宣佈收購Codian ，http://www.ipress.com.hk/companyview.asp?id=14494 | zh_TW |
| dc.relation.reference (參考文獻) | 55. V2視訊會議軟體系統，http://www.webconference.com.tw/index.html | zh_TW |
| dc.relation.reference (參考文獻) | 56. V2 Conference視頻會議系統-威速視頻會議系統，http://www.v2tech.com/products/conference.jsp | zh_TW |
| dc.relation.reference (參考文獻) | 57. Webex被高價併購，與朱敏的7個創業理論，http://mr6.cc/?p=765 | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | 59. 台灣電信產業發展協會，http://www.ttida.org.tw/member.php?level1_id=2&level2_id=8 | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | 61. 美國寶利通公司(Polycom)，http://www.enet.com.cn/cio/z/qyhl/polycom/ | zh_TW |
| dc.relation.reference (參考文獻) | 62. 產品介紹，http://www.apex.com.tw/product_a0503.htm | zh_TW |
| dc.relation.reference (參考文獻) | 63. CISCO收購Tandberg，http://www.im.tv/blog/k2345/628077 | zh_TW |
| dc.relation.reference (參考文獻) | 64. 視訊會議、遠距教學、數位學習-飛庭科技，http://www.flyworld.com.tw/?gclid=CMb5u6Wy8asCFcIkpAod5kUjqw | zh_TW |
| dc.relation.reference (參考文獻) | 65. 視訊會議系統，http://leadoff.com.tw/new_page_2-4.htm | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | 67. 遠距教學與虛擬大學：網路時代的教育模式變遷，翟本瑞，http://jai.nhu.edu.tw/A29.htm | zh_TW |
| dc.relation.reference (參考文獻) | 68. 整合服務數位網路 - 维基百科，http://zh.wikipedia.org/wiki/ISDN | zh_TW |
| dc.relation.reference (參考文獻) | 69. 顧客導向 - MBA智库百科， | zh_TW |
