The Customer Value Creation of Cigarette Company: The Perspectives of the Distributors

• Main Authors: Chih-Cheng Kuo, 郭志成
• Other Authors: Chi-Shiun Lai
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/64437861500098246502

碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 97 === Scholars proposed the conception of the marketing resources, such as brand equity, company-customer relationship and marketing channels, which provide the competitive advantages. However, they ignored that the company resources can be transformed into customer values as well through the process of management. While the Tobacco Hazards Prevention and Control Act is enforced, what resources and abilities of the companies in the Tobacco industry in Taiwan can support their competitive advantages and create the customer value and the distributers will maintain the relationship with companies. The study discussed the issue of value creating between cigarette companies and distributors from the customer’s (i.e. distributor’s) perspective through interviewing several distributors in depth as case study and the grounded theory of qualitative analysis. The value could be created from 5 assistances of the cigarette companies. 1. Assistance from the administrative: (1) to communicate a common goal. (2) to solve business problems efficiently. (3) to set up the education and training programs to improve the implementation capability. 2. Assistance through promotions: (1) to provide demonstration activities. (2) to provide promotion activities. (3) to access more market. (4) to establish a product image and local exclusive possession of the trade. 3. Assistance of selling: (1) to have goodwill, high product evaluation and local exclusive possession of the trade. (2) to provide selling management. (3) to help selling skill. 4. Assistance with network: to solve the costumers’ complain efficiently and to improve costumer relationship. 5. Assistance of finance: (1) to provide encouraging policies. (2) to provide trade discounts. By the case study, the thesis attempts to offer some references for the cigarette companies to increase the customer value in exchange for loyalty of the distributors. In addition, they could build up a mutual benefit, maintain a good long-term relationship and create a win-win situation.