The Idustrial Buying Behavior and Its Implications of Marketing Strategy---A Case Study of CHT''s CENTREX Service

• Main Authors: Fu-Tsai Chiang, 江福財
• Other Authors: Chao-Ming Chen
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/19694833444746048318

碩士 === 國立交通大學 === 經營管理研究所 === 89 === CENTREX is a centralized extension system. It provides customers who want to have the functions of PBX another choice. At present, the usage of CENTREX in Taiwan is not so voguey as in America. The study carried by using the model of Choffray and Lilien industrial buying behavior , utilizing statistical tools of JMP and SAS after collecting the questionnaire , and analyzed the awareness and the acceptance of CENTREX by the market, trying to find its implications of marketing strategy . The result of this study indicates that: 32% of subjects still don''t know CENTREX service. The subjects'' awareness of CENTREX isn''t independent of the way they got the messages and the frequency they participated the promotional activities . Their acceptance of CENTREX depends on the product attributes, the organizational attributes and the factors of environmental restriction and that of organizational requirement. Finally, the study makes some suggestions of marketing strategy for CHT. For the product strategy : (1)reviewing product attributes (2)meeting requirements of customers (3)promoting to new technique (4) improving the schedule of service providing (5)ensuring the quality of the product. For the price strategy: (1)responding to the cost reasonably (2)making contract with the customer and giving discount to long term user. For the place strategy: (1)making alliance with PBX venders(2)making alliance with venders of CENTREX telephone set. For the promotion strategy: (1)holding promotion activities periodicly (2)enhancing the profesional ability of sales account managers (3)establishing CENTREX in CHT''s office first (4)enhancing promotion and advertisement.