A study on relationship marketing of notebook exports from taiwan

• Main Authors: Lee Yueh-ling, 李岳玲
• Other Authors: Ming-chuan Pan
• Format: Others
• Language: zh-TW
• Published: 1998
• Online Access: http://ndltd.ncl.edu.tw/handle/12689789635513753627

碩士 === 大同工學院 === 事業經營研究所 === 86 === It is now the most ferocious competition confronted by the enterprises ever since the age of Industry Revolution to this era, which is full of competition of knowledge. How can an enterprise become a successful winner? Relationship marketing, instead of land, equipment, and capital, has become the most critical resource for an enterprise to win the whole future. With the advancement of information technology, shortening of the product period, prevalence of the Internet, and furious competition and challenge from the other countries, the government tries to join the international organizations such as WTO, GATT, etc. to promote Taiwan to the international stage, and also the competitive ability. "Relationship marketing" will be the major concern if we would like to develop enduring relationships with customers. Since the competition of notebook exports is more and more furious, the product period is shorter and shorter, and the development speed is also fast, notebook exports will be the example in this thesis. There are ten corporations chosen as study cases: ACER Inc., MiTAC Int., Quanta Computer Inc., Inventec Corp., COMPAL ELECTRONICS, INC., Arima Computer Corp., First International Computer Inc., Tatung Co., Twinhead Int., and CLEVO Computer Co. The summary for the conclusion is: 1. To establish relationships with customers through salespersons, to develop the relationships with customers through technical services and social activities, to maintain the relationships with customers through friendship and fellowship. 2. With the proceeding of the relationship marketing process, the level of relationship marketing for the domestic notebook export manufacturers goes higher and higher by means of the combination of finance, society, and structure. 3. The extent of service lies mainly in customized service. Information collection and analysis will be proceeded for specific customers to provide real individualized service to customers in order to maintain more enduring relationships with customers. 4. Support from various departments in the organizations is complete. Even the president and the general manager show their full cooperation in order to maintain harmony relationships with customers. 5. The interval of trading is long, the investment amount is larger, and the transformation cost of customers'' is higher. With the combinations of leagues to have a close relationship, there will be enduring relationships by way of facilitating the combinations of systems, or highly structural interdependence. 6. Information obtained includes the needs of customers, purchasing behavior, competition situation and industry trend. Even there will be further messages about the needs of customers, process of purchasing decisions, and critical persons, case corporations can also a picture about the movement of competitors and the future needs and trend. 7. There will be enduring cooperation and win-win profit for both case corporations and customers after becoming partners.