Investigation of Customer Relationship Marketing Strategy– A Case Study of Machine Tool Industry

• Main Authors: WANG, CHUN-CHIEH, 王俊傑
• Other Authors: LII, YUAN-SHUH
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/7jyqm6

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 105 === Taiwan mostly owns the irreplaceable position in the global machine tool industry yet the latest research shows the Taiwanese overall output value of machine tool industry already droped to seventh ranking in the world and lose its competitive advantage behind to Japan, America, Germany, Switzerland, Italy and Korea as well as be targeted and forced by China and India. Review the current situation of this territory, even though many enterprises already have been converting their business strategies toward Own Branding & Manufacturing(OBM) from Original Equipment Manufacturing(OEM), their mindset still stay on the orientation of manufacturing cost instead additional value optimized by far. For Taiwan country, the short term economic focus and driving engine would be expected on the contribution from industrial territories but there are few research in related to customer relationship for machine tool industry. This study focuses on machine tool industry and is expected to explore and find out the proper innovative customer relationship marketing strategies as well as the pull-marketing strategies and the optimized business model advantaged to Taiwanese machine tool industry.