Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/34177
標題: A Case Study on Establishment of Customer Relationship Management and Customized Product Marketing in Frozen Food Manufacturer
冷凍食品製造商顧客關係管理之建立與客制化產品行銷之個案探討
作者: Tsai, Yi-Da
蔡易達
關鍵字: Frozen food;冷凍食品;CRM;Relationship Bonds;Customized Product Marketing;顧客關係管理;關係結合類型;客制化產品行銷
出版社: 生物產業暨城鄉資源管理學系所
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摘要: 
本研究以冷凍食品製造業為場域,在外食人口增加及備餐時間縮短,冷凍食品越來越受到業者的重視,業務用通路也成為冷凍食品製造商穩定的獲利來源。因此,研究透過深度訪談的方式,將顧客關係管理的觀念與個案公司實際實行概況進行歸納整理,了解企業在顧客關係管理的實施情形,藉由顧客關係管理的過程中累積客戶知識以及與客戶互動、參與產品設計,利用客制化的產品行銷滿足各個業者對於產品的不同需求,企業針對業者之需求與期望給予相關的回應。
研究結果發現在關係建立類型三階段,個案由於著重業務市場所以在獲取顧客、增進顧客階段偏重財務面類型,但在維持顧客階段則偏重結構面類型,因此在結構面以顧問式行銷、個人化的服務成功鎖住了餐飲業者的結構,形成了客制化行銷之基石,透過這樣的過程,不僅能強化彼此關係,創造雙贏的局面,發展出具有競爭優勢的經營型態。
藉由顧客關係管理結構面的深化,利用顧問式行銷的解決問題方式、個人化的服務,讓個案累積了豐富的顧客知識,並且在客戶參與設計下客制化產品,然而小型餐飲業因為經濟規模無法達到批次量的生產,個案在關係建立的深化之下運用顧客知識將眾多小型餐飲業者之需求累積達到客制化的生產,使的小型餐飲業擁有客制化的產品能販售給消費者,而餐飲業者也因此更依賴個案公司,忠誠度也隨之提高。

The research area of this study is the frozen food manufacturing industry. There are more and more people eating out with less and less time spent on preparing foods, therefore, restaurants have started to pay more attention to frozen foods, and sales channels have become frozen food manufacturers' stable sources of profits. Thus, by conducting in-depth interviews, this study summarizes the concepts of CRM and the situations of the case company's implementation, in order to find out how enterprises carry out CRM solutions. In the process of managing customer relations, knowledge of customers can be accumulated, and enterprises can interact with customers and get them involved in product design. By adopting customized product marketing, enterprises can make proper responses according to restaurants' demands and expectation, satisfying their different requirements for products.
According to the results of this study, it is found that, considering the types of relationships built in the three phases, because the case company puts emphases on the market, the focus is on the financial aspect in the customer acquisition phase and the customer relationship enhancements phase. However, in the customer retention phase, the focus is on the structural aspect. Thus, in the structural aspect, consultative marketing and personalized services successfully fix the structure of restaurants, forming the foundation of customized marketing. This kind of process can not only improve the relations between both sides, but also create a win-win situation and develop a business model with advantages in competitions.
By deepening the structural aspect of CRM, the case company has accumulated rich knowledge of its customers through the consultative marketing solution and personalized services. And its products have been customized with the involvement of customers. However, small restaurants' economic scale is too small for batch production, with deepened relationships being constructed, the case company uses its knowledge of its customers to accumulate demands from small restaurants to meet the standard for customized production, so that small restaurants can have their own customized products to sell to consumers. And restaurants therefore rely more on the case company, which means their loyalty is getting stronger.
URI: http://hdl.handle.net/11455/34177
其他識別: U0005-1808201003080800
Appears in Collections:生物產業管理學系

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