Impacts of Diversification on the Image of Chunghwa Post -An Example on Agential Service and Property Operations

• Main Authors: Yu-Lien Chiao, 喬玉蓮
• Other Authors: Shu-LingLiao
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/24716478735221164407

碩士 === 元智大學 === 管理碩士在職專班 === 100 === Abstract: To maintain a sustained operation, Chunghwa Post Office plans to develop two services, agential service and property operation, which would, respectively, generate income via handling charges and rent payment. The nature of these two services are delicate, constantly changing, and requires techniques and wide reaches. As no related documentation currently exists, this study aims to explore the impacts brought about on the image of Chunghwa Post and whether it is necessary to adjust the operation direction. Individual interviews were conducted with internal and external customers, who shared their opinions on the services and the perceived images. The results and recommendations are summarized below: Recommendation on Agential Service: 1. Planning ： a. Reevaluate operation methodology b. Create self-owned brands c. Seek attractive goods for consignment 2. Execution： a. Improve the display case with better window designs and lighting b. Use TV walls to play promotional recordings provided by distributors. c. For complicated products, permit distributor onsite selling d. Display samples near glass cases to enable customers see the products. Recommendations for Property Operation Service: 1. Planning： a. Conduct comprehensive planning with clear standards. b. Choose only projects that are in line with Chunghwa Post’s vision; those with different strategies and positioning should be excluded. c. The planning team needs to have a thorough understanding of the implementation of each unit and carry out evaluations. d. Frequently conduct reviews in case there is deviation between planning and implementation. 2. Execution： projects relating to general public’s concerns need to have better consideration, such as roof rental for base station.