Opinion leaders of the enterprise in mechanical seals.

• Main Authors: Wan-Rong Kung, 龔婉蓉
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/43477172514224566271

碩士 === 義守大學 === 管理學院管理碩士班 === 99 === Business through positive word of mouth medium to convey products, corporate image, and service information, and interpersonal word of mouth but an important source of information of consumers, however limited due to mechanical seal industry products, industry characteristics, is still to visit clients and interpersonal relationships of the main traditional methods.Therefore, this research aims to analyze downstream seal industry opinion leaders to provide role models inspire imitation, to provide advice to buy and use, dissemination of information through word of mouth and influence of the current situation and put forward practical suggestions given from the case company and the industry, a view to industry opinion leaders and successfully master these in order to develop long-term relationship, a marketing of the niche. This study used a single case study of the case study method to explore the depth interviews with five A''s downstream manufacturers and among opinion leaders of the impact of the phenomenon. The results showed: (A)The mechanical seal industry opinion leaders usually operate natural form rather than proactive. (B)The mechanical seal industry characteristics limit the influence of opinion leaders. (C) The mechanical seal industry opinion leaders influence and power have expertise, knowledge, power, legitimate power, reference power, reduce uncertainty, and five sources. (D) Seal the size of different industries to manufacturers, passing messages in different ways. (E) Mechanical seal industry opinion leaders in the consumer purchase decision, will be subject to product characteristics, influence opinion more inconsistent. (F) Mechanical seal industry opinion leaders is limited by product, industry characteristics, consumers are less likely to take the initiative to refer to the views of others and communication. (G) Mechanical seal industry opinion leaders will take the initiative to buy and use the advice. Practice in accordance with conclusions of this study suggest mechanical seal industry opinion leaders can influence the potential customer base to find the opinion leaders and opinion leaders with long-term stability to maintain the relationship. There is also need different products according to customer characteristics, according to company size and industry characteristics to deliver multiple product information and business services, flexible adjustment of marketing strategy, and thus the competition segment.