| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系 === 105 === With the division structure of industry and the change of rapid development in the international environment, developing countries facing land costs and low labor wages are no longer competitive. In order to differentiate the competitive advantage and create a high-profit business model, the manufacturing industry has gradually changed from the traditional low-margin manufacturing to high value-added services and integrated business model. That is called "Servitization". The development of new services require different ways of marketing to accelerate the understanding of services and trading procedures for customers.
In the past, some scholars have proposed that when executing servitization, manufacturers should develop core products and innovative services at the same time. Besides, manufacturers have to promote to the customers. Therefore, there’s a demand for new marketing activities different from the previous simple sales. However, few literatures discuss the relationship between marketing innovation and the type of marketing innovation when manufacturers conduct servitization, as well as whether " the customer type" have impact on the relationship between servitization and marketing innovation activities. Therefore, this study adopts the "Taiwan second-time Industrial Innovation Survey Database" for research, defines six types of marketing innovation and uses the statistical regression approach to explore the influence between servitization and different types of marketing innovation to make up for gaps in past research.
In addition to studying the relationship between servitization and marketing innovation, this study also explores the impact of the customer type of the manufacturer on marketing innovation and the relationship between the customer type and the manufacturers which have already conducted servitization to understand and clarify the reasons why the manufacturers develop marketing innovation.
The results of the study show that compared with those manufacturers without servitization, manufacturers who conduct servitization will engage in marketing innovation activities such as “product appearance/image design”, “product presentation/ channel” and “pricing payment” , rather than "packaging", "sales channel" and "advertising promotion". Furthermore, compared to the manufacturers whose customer type is B2B, the manufacturers whose customer type is B2C have a higher probability to develop marketing innovation. After servitization, the probability of developing marketing innovation to the B2C manufacturers is raising, but that of the B2B manufacturers is reducing. This reveals that the customer type of manufacturers absolutely have impacts on marketing innovation. The academic contribution of this study is to provide links among “Servitization”, “The Type of Marketing Innovation ” and “The Customer Type of manufacturers” to deepen the conversation of the literatures. The practical contribution is to provide suggestion about choosing the type of marketing innovation for manufacturers who conduct servitization.
|
|---|
