| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 97 === This case study analyzes how the characteristics of four types of target customers in manufacture, finance, service industries and government affect the demands for horizontal and vertical qualities. Our results show that: 1. The customers in manufacture industry has lower demand for “Transparency of after-service process” and “Consultant integrated service” than that of customers in finance and service industries, 2. Finance customer has stronger demand for “Service response time”, “Service reliability” and “Consultant integrated service” than that of customers in other industries, 3. Service customer shows higher demand for “Service response time”, “Transparency of after service process” and “Extended service hours” than that of customers in other industries, 4. Government customer shows the lowest demand for above three types of services.
This research suggests that to create more added value than its competitors, company A should take the following four marketing strategies: 1.maintaining broad market operation strategy, 2.increasing sales ratio of service products, 3.enlarging market share of target customers, 4.providing enterprise application system software.
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