The Study of Strengthening Customer Relationship by Using Product Strategy on the Case of Taiwan，s Wheat Flour Industry

• Main Authors: Kuo-Ku Chi, 紀國庫
• Other Authors: Ho-Ming Cheng
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/43371764303206237791

碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 92 === Abstract In the past several years, the lifetime of products has great shrunk due to the enormous change in the global economy, social structure of population, consumer buying behavior, and the advance of technology and information system. Facing the radical competition, the enterprise have focused increased attention on the concept of Customer Relationship Management. These customer oriented products and services can completely satisfy customer’s demands, retain the long —term customer relationship, achieve the company goal of profit earning. Hence, the customer is the key to company’s profitability and the driving force of company growth. This research is engaged on case study of strengthening customer relationship by using product strategy on the case of Taiwan’s wheat flour industry. Based on Cannon & Perreault (1999) empirical research model of Buyer Seller Relationships In Business Markets, this study utilizes personal interviews and telephone discussions with the professional R&D managers, purchasing managers, operation managers, and then through content analysis. As a result, the buyers and the sellers can maintain the long-term stable business relationships on flour industrial marketing, thus the proposal research framework can be testified. The study shall have the following conclusions: 1. The supplier of wheat flour product (first processing) must communicate with the customers of wheat food product (second processing) , develops the most suitable customer special-proposal wheat flour. Such product design strategy can satisfy the individual customer’s needs and wants, and therefore it can get the wheat food product processing customers the trust and commitment. 2. It is essential for the two organizations to construct the food manufacture, quality, sanitation, and safety independent management systems to maintain the wheat food product processing customers long-term stable business relationship， like through the International Organization for Standardization (ISO-9000) quality guarantee authenticates, the Food Good Manufacturing Practices (GMP) authenticates, the Hazard Analysis Critical Control Point (HACCP) authenticates and so on. The buying and selling organizations must involve the other parties in early stages of product design, discuss about future product development plans, share cost information, provide supply and demand forecast, and link with each other to facilitate operation including computerized inventory or order and replenishment system and Just-in-time delivery system. It is necessary to sign a formal contract or agreement that specify the obligations and protections of both organizations in the relationship and the appropriate cooperation, to invest the particular processing customer special-purpose installation to satisfy the individual customer’s special demands and services. Thus, performing effectively the customer relationship management activities to build up long-term stable relationship in business market is not only the key to enhance mutual competitive advantages but also the key to attain the two-win goal of profit earning .