B2B服務客製化策略之探討： 以Raritan進入iPDU市場為例

Abstract

企業競爭策略的選擇，往往是企業成功的關鍵因素，企業在評估本身的核心競爭能力，有限的資源，市場機會與及競爭對手等整體市場情況後，必須選擇對的經營策略與程序，以此達成企業經短，中，長期經營目標。 本研究採用個案研究法，探討「服務客製化」對於一般「企業對企業(B2B)」產業在市場行銷上所帶來的競爭優勢與顧客價值，個案公司Raritan Inc. 於 2007年藉由「服務客製化」的策略進入機架型電源分配器(Rack Power Distribution Units)產業，擴充其產品組合，服務項目與在資訊中心的新市場。 最後並從「服務客製化」的觀點，探索實施「服務客製化」對B2B產業發展的影響與挑戰，進一步提出相關的研究結論與建議，成為相關產業發展服務客製化之參考。

Selecting an appropriate marketing strategy is crucial for the success of B2B firms. With limited resources, small to medium B2B firms must carefully evaluate the market opportunities, analyze the market conditions and competitors in order to achieve their core competence. Service customization has been one of the major strategies for business success. This research explored the case of Raritan Inc. which achieved its competitive advantage through customized service in the B2B context. In-depth interviews with B2B managers and partners were conducted to examine Raritan Inc.’s service customization strategies. Several business strategies and procedures were identified. Implications, limitations and future research directions were then discussed.