| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 94 === TaiPower is the only power company in Taiwan engaged in the businesses of power generation, transmission, and distribution, and it has been operated as a state monopoly. However, under the impact of liberalization of power industry, it is losing its competitive edge as a state monopoly. A great challenge facing TaiPower is how to bolster its customer service within a short timeframe in order to safeguard its customer base and market share. Since TaiPower’s Branch Offices are in the forefront of serving customers and generating new revenues, it is the main purpose of this thesis to find ways to strengthen their sales and marketing. To this aim, the thesis first explores the impact and influence of power industry liberalization on TaiPower, followed by an analysis of the marketing challenges facing the TaiPower’s Branch Offices versus their competitive advantage. Finally, this thesis proposes a marketing strategy in response to the power industry’s liberalization.
The research on “Marketing Strategy for TaiPower’s Branch Offices” resulted in the following recommendations:
1.The Branch Offices should adapt and follow the business principles of “Integrity, Caring, Innovation, and Service” in concert with Headquarters.
2.The Branch Offices should work with Headquarters to restructure the corporate culture to transform from a “producer culture” to a “service culture”.
3.The Branch Offices should fortify service-based marketing to preserve their market advantages.
a.Simplify all application workflows for customers.
b.Segregate target markets into groups to provide customized service for each group.
c.Set competitive pricing and strengthen integrated marketing.
d.Open up communication channels, and protect customers’ rights and interest.
4.Each Branch Office should enhance its power distribution network, and improve the quality of the power.
a.Expand power distribution network and equipment.
b.Revamp antiquated power distribution lines.
c.Improve the quality of power.
5.Each Branch Office should strengthen its core competencies, and improve its business efficiency and effectiveness.
a.Advance core technologies in power distribution.
b.Advance core technologies in power sales.
c.Pay close attention to the quality of internal services and boost employees’ satisfaction with the company.
d.Improve knowledge management and promote e-services.
6.Each Branch Office should fulfill its duties as a corporate citizen, and establish a good corporate image.
a.Put into practice the culture of safety and improve environmental protection.
b.Take good care of employees and pay attention to the needs of the society to project a good corporate image.
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