| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 96 === The strategy of “How to satisfy customer value” is the further competitive advantage. The core aspect of the customer guidance is the customer value, and the creation superior customer value is the company obtains the success in the competitive market the key factor. Only when understands the customer regarding the product and the service expectation, the idea and the feeling, and then discovers affects the customer value. This research interview object is 38 main customers of the Eagle Eyes company’s Auto Performance Lamp as analysis source. The interview way adopts half structural questionnaire to carry on the data collection. In the visit process picks the method of inspection observation interview object body language and solicits the participant to agree carries on the sound recording, the interview time is limited to by 40 minutes to two hours. Finished after the interview foreign language (English, Japanese, and Spanish) records, then translate to Chinese records only, after transcribes Chinese recording of extension the interview word by word the manuscript, and transformed into text of the analysis.
This research utilize the qualitative research, and takes grounded theory as the foundation of development concept, and concept phenomenon definition naming which expresses the material, then will obtain many conceptual analyses, the vein induction, the category and the annotation, will carry on the customer value extract saturated until the theory, will establish the global Auto Performance Lamp industry customer of value construction. Finally has the conclusion on this research, manages Italy to contain the opinion, and regarding promotes the global Auto Performance Lamp industry to put forward the proposal. The obtained conclusion are: 1) researches and develops the innovation primarily, develops the new product and realizes the value innovation; 2) separates the strategy because of the market area to meet the different customer group need; 3) reduces the customer cost, responds the customer to complain fast; 4) external environment regarding customer value influence.
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