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石化業客戶採購意願之分析研究：以F公司為例 = Analysis of ...

國立高雄大學高階經營管理碩士在職專班(EMBA)

石化業客戶採購意願之分析研究：以F公司為例 = Analysis of Petrochemical Customer's Purchase Intention: The Case of F Company

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Analysis of Petrochemical Customer's Purchase Intention: The Case of F Company
作者:	廖宸賢,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	民104[2015]
面頁冊數:	76面圖，表 : 30公分;
標題:	供應商的議價能力
標題:	Bargaining power of suppliers
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/49553592845174174773
附註:	105年3月31日公開
附註:	參考書目：面65-67
摘要註:	本論文探討石化業客戶採購的決策行為與供應商行銷模式的對應形態。隨著資訊的迅速發展,客戶能夠輕易的找到所需的產品以解決生產設備的需求;但生產設備的重要性與產品知識的不同,需要供應商提供更多元的服務以達到最大的需求目的。這促使客戶的採購決策已經從價格考量提升到產品性能、耐用度、與安全性做為通盤的考量。供應商所提供的不在是單一商品而是一系列的供應鏈的服務方案,從產品的設計、應用、售後的服務以及製程的改善;這都是客戶所追求的目標。本論文採用個案研究法,以美商F公司為例,探討國內最大石化業者對於採購需求的對應方式。以問卷及訪談方式找出行銷與銷售策略,進一步洞察客戶關係管理的重要性與提升供應商的議價能力最後為F公司未來訂定銷售策略及未來經營政策之參考。研究結果發現,案例公司對於採購設備的需求依照各個階層有所不同。雖然大部分的供應商會以價格的優勢來取得訂單;但也忽略了現場使用者與決策單位的需求。當越來越多的詢價有綁訂規格或採用最有利標的時候,這些供應商將失去優勢,而被其他廠商所取代。而面對不同的使用需求者來說,提供不同構面的銷售策略,供應商將會獲的更多的市場機會。 This research thesis canvasses the decision making of purchaser and corresponding marketing model of supplier in Petrochemical Industry. The advanced information technology provides the possibility that customers can find the ideal products easily that meet their production demand. However, due to the lack of critical production equipment and the diversity of products knowledge, the suppliers have to provide diverse and sufficient services to maintain loyalty of their customers. Importantly, the purchasing decision should not only consider price, but also the product functionality¸ reliability and safety. What the supplier offer is not only goods but a total solutions, ranging from product design, application, services and process improvement of aftermarket. These are the goals which clients pursue.The research thesis conducts a case study for the company F. It canvasses the requirements of purchasing of the customer, the biggest petrochemical industry corporation in Taiwan. A survey was developed based on the marketing theory including price, product, promotion, and channel, and their related issue as well. The face-to-face interview was adopted to collect data. Data analysis reveals findings as follows. The case company for equipment purchasing is based on the demand of each working level. Though most suppliers obtain the order with the advantage of the price; but neglected the job site users and management demand. When increasingly inquiries are tied to the specification or adopt and mark the most favorably, these suppliers will lose ground, and will be replaced by other manufacturers. To different user's demand to offer differently sales strategy, the supplier will obtain more market chance.

石化業客戶採購意願之分析研究：以F公司為例 = Analysis of Petrochemical Customer's Purchase Intention: The Case of F Company
廖, 宸賢

石化業客戶採購意願之分析研究：以F公司為例 = Analysis of Petrochemical Customer's Purchase Intention: The Case of F Company / 廖宸賢撰 - [高雄市] : 撰者, 民104[2015]. - 76面 ; 圖，表 ; 30公分.
105年3月31日公開參考書目：面65-67.
供應商的議價能力Bargaining power of suppliers

石化業客戶採購意願之分析研究：以F公司為例 = Analysis of Petrochemical Customer's Purchase Intention: The Case of F Company
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330 $a 本論文探討石化業客戶採購的決策行為與供應商行銷模式的對應形態。隨著資訊的迅速發展,客戶能夠輕易的找到所需的產品以解決生產設備的需求;但生產設備的重要性與產品知識的不同,需要供應商提供更多元的服務以達到最大的需求目的。這促使客戶的採購決策已經從價格考量提升到產品性能、耐用度、與安全性做為通盤的考量。供應商所提供的不在是單一商品而是一系列的供應鏈的服務方案,從產品的設計、應用、售後的服務以及製程的改善;這都是客戶所追求的目標。本論文採用個案研究法,以美商F公司為例,探討國內最大石化業者對於採購需求的對應方式。以問卷及訪談方式找出行銷與銷售策略,進一步洞察客戶關係管理的重要性與提升供應商的議價能力最後為F公司未來訂定銷售策略及未來經營政策之參考。研究結果發現,案例公司對於採購設備的需求依照各個階層有所不同。雖然大部分的供應商會以價格的優勢來取得訂單;但也忽略了現場使用者與決策單位的需求。當越來越多的詢價有綁訂規格或採用最有利標的時候,這些供應商將失去優勢,而被其他廠商所取代。而面對不同的使用需求者來說,提供不同構面的銷售策略,供應商將會獲的更多的市場機會。 This research thesis canvasses the decision making of purchaser and corresponding marketing model of supplier in Petrochemical Industry. The advanced information technology provides the possibility that customers can find the ideal products easily that meet their production demand. However, due to the lack of critical production equipment and the diversity of products knowledge, the suppliers have to provide diverse and sufficient services to maintain loyalty of their customers. Importantly, the purchasing decision should not only consider price, but also the product functionality¸ reliability and safety. What the supplier offer is not only goods but a total solutions, ranging from product design, application, services and process improvement of aftermarket. These are the goals which clients pursue.The research thesis conducts a case study for the company F. It canvasses the requirements of purchasing of the customer, the biggest petrochemical industry corporation in Taiwan. A survey was developed based on the marketing theory including price, product, promotion, and channel, and their related issue as well. The face-to-face interview was adopted to collect data. Data analysis reveals findings as follows. The case company for equipment purchasing is based on the demand of each working level. Though most suppliers obtain the order with the advantage of the price; but neglected the job site users and management demand. When increasingly inquiries are tied to the specification or adopt and mark the most favorably, these suppliers will lose ground, and will be replaced by other manufacturers. To different user's demand to offer differently sales strategy, the supplier will obtain more market chance.
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