區隔策略與顧客關係管理之探討：以研華科技為例

Abstract

工業電腦產業是一個較容易被一般人忽略的利基型產業，但是其市場成長速度與高毛利的特性，值得進行產業研究與實務個案探討。由於顧客關係管理與工業電腦產業極具研究價值，本研究選擇已導入顧客關係管理系統的工業電腦龍頭廠商研華科技，透過實地觀察法以及深度訪談進行研究。 本研究根據文獻探討，從區隔的角度來看行銷、業務以及服務三大導向的顧客關係管理差異化作法，並提出了企業的區隔策略與顧客關係管理矩陣。研究結果發現，研華科技的區隔策略主要考慮了產業環境變遷與競爭者而選擇了產品應用這個區隔變數，形成ACG、IAG、NCG這三個區隔；亦考慮了顧客結構而選擇了業務人力這個變數，形成了通路商、一般系統整合商，以及最終消費者三個區隔；最後，在考慮企業策略之下，選擇顧客價值的這個區隔變數，形成了一般顧客區隔、重要顧客區隔、以及白金顧客區隔等三個區隔。另一方面，從區隔的角度來看研華科技的顧客關係管理三大導向作法，每一個區隔差異化作法的種類主要有作法內容上的差異、作法適合採用的差異、以及作法程度上的差異。 企業應該嘗試找出自己的區隔策略與顧客關係管理的矩陣，並深入探討目前的顧客區隔方式是否能夠使企業有效率的實施差異化的顧客關係管理。區隔策略的擬定與差異化的顧客關係管理作法是一個不間斷的迴圈，透過不斷的修正，才能確保顧客關係管理免於沈溺在IT基礎的迷思。

Though easily to be neglected and typical niche, the industrial PC industry is worth of studying due to its potential growth power and high-margin characteristic. Since CRM and IPC industry are worth of studying, this paper chooses Advantech, the leading company in global IPC industry which had implemented CRM system, as the case company, where observation and interviews research methods are employed. According to the literature review, this paper views the marketing, sales, and service CRM from the angle of segmentation, and presents the segmentation and CRM matrix. The result reveals that given the industry environment changes and competitors, Advantech’s strategy uses the product application segmentation variable to form ACG, IAG, and NCG segments; given the customer construct it uses the sales force segmentation variable to form channels, system integrators, and end users segments; given the firm strategy, it uses customer value segmentation variable to form general account, key account, and premier account segmentation. On the other hand, from the perspective of segmentation, Advantech’s CRM implementations are differentiated in terms of content, fitness, and degree. Firms must try to build their segmentation strategy and CRM matrix, and examine whether the current segmentation can help with effectively differentiated CRM implementation. While the development of segmentation strategy and differentiated CRM implementation is a non-stop cycle, only through continuous corrections can the firms perceive that CRM is more than software and databases.