| 摘要: | 機械是工業之母，個案公司為德商在台成立的子公司，主要業務為銷售總公司的產品「金屬切削刀具」，業務和機械、工具機、金屬加工業有著密不可分的直接關係，客戶皆為企業客戶，B2B的商業模式。本研究的目的是為了要達成德國總公司要求的營收年複合成長率CAGR 10～15％，淨利率提升至15%以上，探討行銷策略是否要調整，是否參考日系品牌競爭者透過經銷商體制的行銷方式來擴大市場佔有率，還是繼續採用現有行銷模式，鎖定經營與開發中大型客戶為主要業務經營對象。
德國新產品推出銷售困難、產品價格高、開發新客戶不易的情況，都是目前個案公司在銷售策略上必須解決的問題。出生率下降造成國家人力資源短缺，徵才愈加困難，留才與搶人才是個案公司目前面臨的最大的挑戰，透過財務與非財務獎酬激勵的方式留住人才，現有獎金與考績制度是否再改良精進，並持續透過多元的方式不斷地徵才。
個案公司為外商公司，每年調漲進口商品的售價是無法改變的事實，這是外商公司普遍的現象，只能盡量利用工廠的生產力來提升獲利，也是個案公司未來發展的重要方向。個案公司營收太過集中、每月交易額1萬元以下的小客戶太多，形成管理上的負擔，必須從中找出有潛力的客戶來深入耕耘，或是再尋找新的潛力客戶。台灣本地業者實力提升，也逐漸追趕上來，競爭環境越加激烈，商業模式不斷地創新，製造業服務化已成為趨勢，也是個案公司未來要發展的方向。;Machinery is the mother of industry, the case company is a subsidiary of German company in Taiwan, the main business is the sales of the company′s products "metal cutting tools", the business have an directly relationship with machinery, machine tools, metal processing, all customers are belong to corporation customers, B2B business model. The purpose of this study is to achieve German mother company request CAGR 10-15%, and increase the net profit rate to over 15%, discuss whether the marketing strategy should be adjusted, and whether it refers to Japanese brand competitors through the dealer system to expand market share, or continue to adopt the existing marketing model, focus on the operation and development of large and medium-sized customers as the main business operations.
The sales difficulty when German launching new products are high, high prices and difficulty in developing new customers are all problems that must be solved in the sales strategy of the case companies, the birth rate has fallen, causing a shortage of human resources in the country, retaining talents and hiring talents is the biggest challenge facing the case companies, retaining talents through financial and non-financial incentives, whether the system of existing bonuses and performance appraisals had to improved or not, and continues to recruit talents in a variety of ways.
The case company is a foreign company, prices increase is the fac yearly, It can only use the productivity of the factory to increase profits. It is also an important direction for the future development of the case company, the number of customers with a monthly transaction volume of less than 10,000 TWD are too much, the competitive environment has become increasingly fierce, the business model innovate continued, manufacturing service has become a trend, and it is also the direction in which the case company will develop in the future. |
