以顧客關係管理觀點分析保健食品公司之行銷策略: 以台灣食益補公司保健系列產品為例

Abstract

在今天激烈的行銷商戰中，企業無不盡其所能，企圖建立自身可持續的核心競爭能力，透過差異化來創造顧客價值，進而擴大與競爭者的距離。顧客應當是大部份企業的思考焦點，但是大多數組織的商業流程設計皆是以管理為目的，同時組織思維侷限在產品生產的規模經濟，行銷策略著重在市佔率的提升，在顧客關係的建立相對上是比較忽略的。但是隨著個人化，差異化的產品與服務的訴求，企業必須重新思考與顧客間的關係，如何與顧客維持互動，創造不一樣的品牌體驗與顧客感動，這就成為顧客關係管理的精神所在。 拜科技之賜，顧客關係管理，也成為自二十世紀末期以來行銷的顯學。顧客關係管理，不僅是一種觀念、一種理論、一種策略，而是企業賴以生存的態度。保健食品是具有顧客高關心度特性的產業，不論是在顧客需求與偏好的多樣化，產品線複雜的特性。顧客關係管理能夠成為企業的核心競爭力，用來協助企業瞭解顧客需求，分析顧客價值，在顧客的生命週期的各個階段，擬定有效的顧客策略與行銷活動設計，藉由滿意度的增加，來提升顧客的長期忠誠度與貢獻。 本研究透過個案在實務上的驗證，一家原來採行傳統行銷方式的保健食品公司，透過顧客關係管理，而培養出直銷的商業模式，同時維持兩種模式並存。另外亦深入探討顧客關係管理的導入過程，進而到顧客策略擬定，分析各項顧客招募策略與顧客維繫的執行。最後藉由各項關鍵指標，來評估顧客關係管理的成效。 本研究歸納分析認為，顧客關係管理可以成為企業商業模式創新的基礎，亦可做為大眾行銷與關係行銷的橋樑，兩者間可相輔相成。顧客策略是執行關鍵，企業必須具備顧客區隔的能力，瞭解顧客需求與價值，才能決定資源配置與顧客對待策略。企業的策略必須能隨時調整，以符合顧客的成長與改變，同時建立「對的顧客」才是正確的觀念。最終重要的是，顧客關係管理是需要時間和耐心，企業需要去建立一種內部的共同顧客文化與價值觀。

In today's competitive business dynamics, enterprises have tried hard to establish their own sustainable core competency in creating customer value through competitive differentiation in order to widen the gap from competitions. Although customers should be the focus, the business operations of most organizations are designed for the purpose of management control, thus neglecting thoughts for the customer and only paying attention in pursuing economies of scale in production and marketing strategies to drive market share. However, with the claims of personalized products and services with differentiated value, enterprises need to rethink ways to deepen the relationship between customers and strive to maintain the interaction with customers in order to create a unique brand experience and instill customer appreciation. This is the spirit of the customer relationship management. With the improvement of technology, customer relationship management has become popular in business since the late twentieth century. Customer relationship management is not only a concept, a theory, or a strategy, but an attitude of business survival. Health supplement has a high degree of consumer involvement and the business is complex in terms of the diversity in customer preference and needs as well as product category. Customer relationship management should be the core competency for the enterprise in order for the enterprise to be fully equipped to understand customer needs & behavior and analyze customer value. In addition, formulating an effective customer strategy and marketing campaign, to cope with customers at all stages of the life cycle and with the end goal of strengthening customer loyalty and creating life time value through customer satisfaction, is also essential. In this study, the live case of Cerebos, a health supplement company which has a traditional business model and mass marketing approach also utilizes customer relationship management in creating a direct sales business while maintaining the coexistence of the two modes, will be explored. In addition, an in-depth analysis in the implementation of customer relationship management, which encompasses customer strategy and execution of acquisition and retention, will be offered. In order to measure the effectiveness of customer relationship management the key performance indicator is applied. Customer relationship management could serve as the basis of innovation for the enterprise business model and synergize mass marketing and relationship marketing. Customer strategy is the key to implementation. Every enterprise must have the capability to segment customers and understand customer needs and values prior to resource allocation and customer treatment plan. Enterprises must be flexible in adopting strategies to meet customer growth and change, but at the same time hold the concept of 'the right customers is right'. In essence, it is important to understand that customer relationship management requires time & patience and enterprises need to establish a customer-centric culture and value within their organization.