The Relation among Organization Strategy, Resource Advantage, Strategic Marketing and Customer Satisfaction ─ The Case of Lead Acid Battery Industry
| Autor: | HWA SOO LEE, 李和修 |
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| Rok vydání: | 2003 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 91 For decades, domestic lead-acid battery industry relied on Japanese technology and protected by the government played an important role in the market worldwide. Due to rapid expansion of free economy, and market globalization formed, plus lead-acid battery is very sophisticated product and declines gradually. Therefore, the major task right at this moment is how to get rid of tangle some price competition of low end products from China and Southeast Asia and upgrades our own competitive potentiality. Yet 21st century is a century dominated by consumers, consumers make decisive purchasing on their free will, so it’s very important for developing new customers and keep old customers to meet customer’s requirements and to satisfy customers. This research approaches from the view points of customers, Taiwanese or foreign customers, explore deeply into the impact caused by customer satisfaction and difference between domestic and foreign customers. This research induces 2 important factors from documents --- Organization Strategy and Resource Advantages, and the 2 marketing strategy strongly affect consumer’s free will to buy ---Sales Organization Strategy and Relative Sales, with form of strict list, the examination for trustiness and efficiency is outstanding. As for verification of theoretic framework, this research first divides into areas of Taiwan, Asia, Europe, America, Oceania and Africa, and divides into 5 types of manufacturers, dealers, traders, agencies and shopping malls in each area, poll from each level and send questionnaire randomly in the area, total there are 242 effective samples collected, and answerer ratio is 53.8﹪. The result of the experiment shows for suppliers, to utilize organization strategy and resource advantages on different consumers, create different extent of impact on customer’s satisfaction, to coordinate sales organization strategy and relative sales affect even more obviously. When different kinds of consumers facing suppliers’ resource advantages, the satisfactory intention is different too, and bigger companies pay more attention on how they behave in organization strategy. Moreover, foreign manufacturers think more about their suppliers’ customer-wise service and novelty of products than domestic consumers and other types of consumers. Objects examined from different areas also vary in satisfaction. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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