【作者】 陈文豪；

【导师】 华中生；

【作者基本信息】 中国科学技术大学 ， 管理科学与工程， 2006， 博士

【摘要】 在体验经济盛行的现今，企业应以「管理」观点有系统的管理、执行与追踪顾客体验，以迅速掌握顾客信息、了解顾客需求并为顾客创造价值。而营销通路组织的有效配合为现今企业经营之成功关键，通路组织透过作业流程改善、通路整合，及快速与弹性应变、客制化服务等功能，留住旧有顾客并提升顾客价值。本研究以平衡计分卡概念分析台湾汽车产业通路组织，并以经销商观点探讨通路组织文化契合对其策略配合、顾客关系管理之影响进而提升顾客价值与经营绩效间的关系模式。 本研究采实务访谈与问卷调查法，以台湾四大汽车品牌Ford、Honda、Nissan与Toyota之经销商的中、高阶主管作为本研究访谈及问卷发放之对象，共寄发65份问卷，有效回收31份问卷。问卷回收后再利用SPSS 10.0统计软件进行t检定分析、因素分析、回归分析及径路分析、K-W检定等分析方法，来验证本研究之假设。研究结果显示，汽车代理商与经销商在学习文化、顾客导向文化、执行文化等组织文化之契合度越高时则越有益于营销、售后服务与创新等策略之执行配合及顾客关系管理；当组织具备高度策略配合能力时将使通路透过顾客关系管理与顾客价值提升之影响将可使得经销商获得较高的经营绩效。更多还原

【Abstract】 In an era where experience economy is prevailing, enterprises should manage, operate, and trace customer experience systematically through the aspect of "management", then the promise of customer information, customer value analysis and customization are now possible. Effective compatibility among marketing channel organizations has become a key to success in current business managing, through incorporating process improvement, channel management, elastic response, and tailored service, channel organizations are able to retain existing ones, acquire new customers, and create their lifetime value. In this study, a balance scorecard is used to analyze the channel organizations of automobile industries in Taiwan, and the affect of culture fit on strategic fit and customer relationship management are discussed to understand the relationship model between organization performance and customer value.The Interview and questionnaire survey research method are applied in this study. The research subjects are the middle and high level managers of the four top leading car dealers in Taiwan market, including Ford, Honda, Nissan, and Toyota. 65 questionnaire surveys are mailed to these managers and 31 usable responses are gathered. The responses are conducted with a series of analyses, including t-test, factor analysis, regression analysis, path analysis and K-W test using the SPSS 10.0 software. These analyses are used to prove the assumptions in this study. The result shows that the more compatible automobile agents and sellers perform in terms of organizational cultures, such as learning culture, customer-oriented culture, operating culture, the better it benefits the customer relationship management and operational fit of strategies, such as marketing, post-sale service, and innovation; and when organizations possess greater strategic fit capability, customer relationship management and customer value is increased through the channel, and eventually, automobile sellers have better managing performance.更多还原