博碩士論文 106450040 詳細資訊




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姓名 張偉峯(Wei-Feng Chang)  查詢紙本館藏   畢業系所 高階主管企管碩士班
論文名稱 德商切削刀具公司在台之經營策略─以G公司為例
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摘要(中) 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。
摘要(英) 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.
關鍵字(中) ★ 德商
★ 金屬切削刀具
★ 銷售策略
★ 財務激勵
關鍵字(英) ★ German company
★ metal cutting tools
★ sales strategy
★ financial incentives
論文目次 第一章 緒論.............................................................................................................................1
1.1研究背景...............................................................................................................1
1.2研究動機...............................................................................................................3
1.3研究目的...............................................................................................................4
1.4研究範圍...............................................................................................................4
1.5論文架構...............................................................................................................4
第二章 文獻探討.....................................................................................................................7
2.1工具機產業與金屬切削刀具市場分析...............................................................7
2.2行銷策略.............................................................................................................10
2.2.1行銷的定義...............................................................................................10
2.2.2行銷策略的探討.......................................................................................11
2.2.3 STP目標行銷...........................................................................................14
2.2.4行銷組合4P..............................................................................................17
2.2.5關係行銷...................................................................................................23
2.3平衡計分卡.........................................................................................................24
2.4激勵與需求理論….............................................................................................31
第三章 個案公司介紹...........................................................................................................35
3.1個案公司簡介.....................................................................................................35
3.2成長歷程.............................................................................................................37
3.3經營理念.............................................................................................................41
3.4研究議題之背景介紹.........................................................................................42
第四章 個案分析與討論.......................................................................................................44
4.1個案背景.............................................................................................................44
4.2財務與銷售數據分析….....................................................................................44
4.2.1主要數據分析...........................................................................................45
4.2.2客戶業績分布分析...................................................................................47
4.2.3產品種類銷售分析...................................................................................47
4.2.4業務員銷售分析.......................................................................................48
4.3個案公司SWOT分析........................................................................................50
4.4個案公司MBTI人格特質、團隊成熟度及能力動機分析.............................53
4.5獎金與考績制度.................................................................................................55
第五章 結論與建議...............................................................................................................59
5.1研究結論.............................................................................................................59
5.2對個案公司的建議….........................................................................................59
5.3後續研究的建議.................................................................................................61
參考文獻.................................................................................................................................62
參考文獻 一、中文部份:
1. Philip Kotler & Kevin Lane Keller(2016)Marketing Management Global Edition
14th Edition,行銷管理學,方士榮審閱、駱少康編譯,台北:東華書局。
2. 王翠娥(2005)關係行銷對於經營績效影響之探討。逢甲大學 經營管理碩士在職專班碩士論文-以台灣地區螺絲產業為例。
3. 朱凱道(1999),平衡計分卡-資訊時代的策略管理工具,臉譜文化出版。
4. 李誠(2017),人力資源管理的12堂課,天下文化書坊。
5. 林文政(2016),當主管要知道的第一件事,商周出版。
6. 邱志聖(2007),策略行銷分析:架構與實務應用二版,台北:智勝文化事業有限公司。
7. 陳文治(2012)台灣智慧型手機產業由代工轉型到自創品牌之行銷策略分析。
國立中央大學資訊管理學系研究所碩士論文。
8. 陳澤義(2011),國際行銷,台北:普林斯頓國際有限公司。
9. 郭振鶴(1999),行銷研究。台北:華泰文化事業公司。
10. 黃俊英(2005),行銷學的世界,天下遠見出版股份有限公司。
11. 劉至善(2017),應用賽局理論及平衡計分卡建立企業組織績效模式,國立中央大學營建管理所碩士論文。
12. 稻盛和夫(2011),經營與會計,天下雜誌出版,蔡青雯譯。

二、英文部分:
1. Berry, Leonard L. 1983. Relationship Marketing: Emerging Perspectives on Services Marketing, American Marketing Association, Chicago, IL. 8-24
2. Fournier, Susan, Susan Dobscha, and David Glen Mick ,“ Preventing the Premature Death of Relationship Marketing”, Harvard Business Review,vol.75, 1997, 2–8
3. Hakseve C. & Render B. & Russel R. S. & Murdick R. G. (2000) Service Management and operations, 2nd ed.
4. Ho, Thomas S. Y. and Hans R. Stoll. 1981. Optimal Dealer Pricing under Transactions and Return Uncertainty. Journal of Financial Economics
5. Kaplan & Norton (1996), Using the Balanced Scorecard as a Strategic Management System, Harvard Business Review, January, p.75-85
6. Kaplan & Norton (2001), Transforming the balanced scorecard from performance measurement to strategic management. Part2. Accounting Horizons (June), p147-160.

7. Kaplan, Robert S. (1996), The balanced scorecard: translating strategy into action, Boston, Mass: Harvard Business School Press.
8. Kaplan, Robert S. (2008), The execution premium: linking strategy to operations for competitive advantage, Boston, Mass: Harvard Business Press.
9. K. L. Keller (2001) Building Customer-Based Brand Equity, Marketing Management, vol. 10, 14-20.
10. Kotler, P., & Armstrong, G., (2005). Principles of marketing (11th ed.). New Jersey: Prentice Hall.
11. Kotler, P. Marketing Management: Analysis, Planning Implementation and Control, 9th ed., Prentice- Hall Inc.(1997).
12. Kotler, P. (1976) Marketing Management: Analysis, Planning and Control (3 ed.): New York: Prentice-Hall. 1
13. Kotler, P. (2000) Marketing management Englewood Cliffs, New York: Prentice-Hall. 2.
14. Levitt, T. (1983), The Marketing Imagination, New York: The Free Press.
15. Levy, Sidney J. (1978). Market Place Behavior Its Meaning for Management, New York: AMACOM, 171.
16. Kotler, P. and Keller, K.L. (2006), “Marketing Management, 12th edition,”
17. Kotler, P. (1997), Marketing Management: Analysis, Planning, Implementation and
Control, 9th ed., New Jersey: Prentice Hall
18. Kotler Philip and Gary Armstrong. ”Principles of Marketing (11th Edition)”. (2005)
19. Kotler, P., and Keller, K. L. (2006), Marketing Management (12nd ed.), NJ: Prentice Hall.
20. Maggard, J. P., Positioning Revisited, Journal of Marketing, Vol. 40, No.1,1976, pp. 63-70
21. Monroe, Kent B. (1991), “The Pricing of Service,” The AMA handbook of marketing for the service industry, pp.297~314.
22. Maslow, A.H. (1943). A theory of human motivation. Psychological Review 50 (4) 370–96.
23. Peter Drucker (1973) Management: Tasks, responsibilities, Practices., New York: Harper & Row, p64-65.
24. Porter, M. E. (1980) Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York : Free Press.
25. Porter, M. E. (1985) Competitive Advantage : Creating Sustaining Superior
Performance., New York: The Free Press.
26. Stern, L. W. and Adel I. El-Ansary, (1992), Marketing Channels, 4th ed. NJ: Prentice-Hall
27. Treacy and Wiersema, F.,” The Discipline of Matket Leaders: Choose Your Market”, MA: Addison Wesley (1995)。
28. William D. Perreault, Jr., Joseph P. Cannon, & E. Jerome McCarthy (2014), Basic
Marketing, 19th ed., New York, NY: McGraw-Hill, pp. 20-21.

三、網站資料:
1. ECTA(2012)Wolfgang Sengebusch引述資料, 機械資訊2014年5月刊 http://www.acw.com.tw/hot_new_c.asp?id=1550
2. ManpowerGroup萬寶華2016全球人才短缺調查結果 (2019.04)
https://system.manpower.com.tw/index.php?option=com_content&view=category&id=91&Itemid=1074&lang=zh&limitstart=20
3. MBA智庫百科MBTI人格理論 (2019.04)
https://wiki.mbalib.com/zh-tw/MBTI人格理论
4. MBA 智庫百科SCP 模型 (2019.04)
https://wiki.mbalib.com/zh-tw/SCP
5. MBA智庫百科SWOT分析模型 (2019.04)
https://wiki.mbalib.com/zh-tw/ SWOT分析模型
6. MBA智庫百科 行銷策略 (2019.04)
https://inboundmarketing.com.tw/行銷策略.html
7. MBA智庫百科 財務報表分析 (2019.04)
https://wiki.mbalib.com/zh-tw/财务报表分析
8. 工具機與零組件雜誌 2019.01.25台灣 (2019.04)
https://www.maonline.com.tw/coverstory_inside.php?i=42
9. 日本生產財雜誌,2014年1月號
http://www.metalworking.com.tw/c_thisweek_info.asp?id=1382
10. 定價法 (2019.04)
https://www.pmtone.com/how-to-determine-the-list-price-of-product/
11. 馬斯洛的需求層次理論基本觀點K.Davis 調查結果
https://wiki.mbalib.com/zh-tw/%E9%A9%AC%E6%96%AF%E6%B4%9B%E4%BA%BA%E7%B1%BB%E9%9C%80%E6%B1%82%E4%BA%94%E5%B1%82%E6%AC%A1%E7%90%86%E8%AE%BA
12. 淺談歐美切削刀具市場動向-機械資訊5月刊
http://www.acw.com.tw/hot_new_c.asp?id=1550
13. 經理人雜誌,員工績效三大類:任務性、脈絡性、適應性 (2019.04)
https://www.managertoday.com.tw/columns/view/43085
14. 機械資訊598期報導(2006)台灣
http://www.tami.org.tw/print/598/598_01.htm
指導教授 何應欽 審核日期 2019-6-4
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