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姓名 李芝瑛(Chih-ying Lee)  查詢紙本館藏   畢業系所 高階主管企管碩士班
論文名稱 國際品牌企業售後服務流程研究-以知名消費性電子品牌公司為例
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摘要(中) 近年來,資通訊產業存在相當多的挑戰與不確定因素。除了成立品牌跳脫代工低毛利的紅海以增加獲利能力,與消費者持續的溝通更是掌握產業變化的關鍵。透過產品的創新以及貼心的服務,提供消費者良好的消費體驗是業者直接與市場建立及增加共嗚的最佳方法之一。管理大師彼得杜拉克曾說:新經濟就是服務經濟,服務經濟就是競爭優勢。儘管大多數製造業繼續銷售有形的產品,在產品提供無形服務將是市場差異化的方法之一。可見服務已產品中佔有越來越重要的地位。
本研究首先透過分析目前的產業狀況,在產業面臨外界景氣低迷及快速的產業結構變化下,藉由提供符合顧客需求以及喜好的資訊及服務,才能在全球化的市場中抵抗濤濤不絕的典範轉移巨浪。個案公司為國際消費性電子知名品牌公司,致力於自有品牌業務的推廣並將產品行銷全世界。本研究藉由深入分析個案公司的現況與售後服務流程,透過學習標竿企業,提出個案公司售後服務流程改造的建議。
本研究依據Michael Hammer (1993)所提出的流程再造中的流程診斷及流程重新設計為基礎,透過向標竿企業學習、質性研究以及次級資料蒐集的方式進行個案企業售後服務的流程分析,並提出管理實務上的建議:一、建立團隊共識,讓員工認同並攜手努力;二、服務導向的產品設計,提供最佳的支援服務;三、資訊科技的開發與整合,提高客戶服務滿意及內部管理效率;四、有效的供應商管理。同時,也對未來研究者提出進一步探討的建議,最後並提出本研究的限制。
摘要(英) In recent years, there are many of challenges and uncertainties around the ICT industry. Not only shift from low margin production business to branding business with higher profit margin, it is important to follow the industry trends by creating a connection with consumers continuously. Through creation products and touched services, it is one of the easy way to attract the consumers and build up consonance with best product experience. As Peter F. Drucker said, “The New Economy is Service Economy, and Service is the competitive advantage”. While most manufacturing companies continue to sell tangible products, the intangible service that is being integrated into the product is becoming a market differentiator. Meanwhile, service represents an increasingly important part of a product.

This study is starting from investigating the current ICT industry environment, which is suffering the depression of economy, variable & fast paradigm shifts, companies that seek to survive and thrive will need to provide information & service which customer desired and wanted. This case takes a Taiwanese company as an example which selling consumer products under their own branding over the world. This case study provides business process reengineering suggestions through analyzing current business, after sales process and benchmarking other company with superior service reputation.

In this paper is base on Michael Hammer’s theory, the process analysis & process redesign of business processing reengineering method, Benchmarking, Qualitative Research, Case studies, Expert interviews and secondary data to pinpoint problem found and suggestions for process redesign. After process review and benchmarking to the IT leader which has superior reputation of customer service, this research conclude the following suggestion as follows: 1. Build up consensuses to the project team; 2. Product design for service and provide best support to customer. 3. To improve customer satisfaction and management efficiency by IT system development and consolidation. 4. Efficient vender management.
關鍵字(中) ★ 流程改造
★ 標竿學習
★ 售後服務
關鍵字(英) ★ Business processing reengineering
★ Benchmarking
★ After service
論文目次 第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與範圍 3
第三節 研究流程與階段 4
第二章 文獻探討 6
第一節 流程再造 6
第二節 標竿學習 19
第三節 售後服務 25
第三章 研究方法 32
第一節 研究架構 32
第二節 研究方法 33
第三節 研究對象 39
第四章 產業概況與個案分析 40
第一節 產業與個案公司概況 40
第二節 個案公司售後服務作業流程 52
第三節 標竿學習 66
第五章 建議與結論 79
第一節 結論 79
第二節 建議 81
第三節 研究限制 89
參考文獻 90
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三、 網站
1. Wiki: http://zh.wikipedia.org
2. MBA 智庫百科: http://wiki.mbalib.com
3. 中國生產力中心: http://www.cpc.org.tw
4. 電子時報: http://www.digitimes.com.tw
5. IDC: http://www.idc.com
6. Gatner: http://www.gatner.com
7. 商業周刊:http://www.businessweekly.com.tw
8. 中央大學: http://www.ncu.edu.tw
9. 台灣博碩士論文知識加值系統: www.ndltd.ncl.edu.tw
指導教授 李小梅 審核日期 2014-5-1
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