電腦行銷之策略與知識管理-以新竹地區中小學為例

Abstract

隨著科技的日新月異，電腦產業在軟體與硬體二大巨人(微軟及英特爾, WinTel）的倍速演進下呈現快速的成長。在二十一世紀網路與無線寬頻的大量使用下，使現有的傳統行銷方式改變了。在網際網路的帶動下，資訊的透明化形成了「品牌與代工」二大主流之爭，如何制定有效的行銷策略及知識管理的運用是攸關二十一世紀企業常青及成敗的關鍵。 本論文的研究目的是以區域性資訊服務公司發展過程中所遭遇的重大事件及解決之道為個案研究，利用行銷策略與服務的知識管理，提出銷售人員與顧客之間的成功關鍵因素為(1)建構知識管理系統(2)創造新的核心價值(3)成立組織學習及(4)提升客戶滿意度，供相類似公司營運之參考。 本論文的貢獻為： 1.提出符合區域性資訊服務公司營運適用的銷售人員與顧客之間的成功關鍵因素。 2.以論文所提之成功關鍵因素，並以個案為例證，驗證了本論點之可行性及具體成果。

With the advancement of highly-developed technology, the computer industry has progressed tremendously. The two computer giants, Microsoft and Intel, upgrading both software and hardware with great effort, are the greatest contributors. Easy access to the Internet and wide adoption of wireless broadband has changed the existing traditional marketing methods. Through internet, customers can easily access the information concerning a company’s operation and policy. Therefore, making effective marketing strategies and applying knowledge management to operate a company have become the key factor to success.

The purpose of this study is to narrate the problems a local computer company encountered in the course of development and further explore the possibility of using marketing strategies combined with service management to solve the problems. The result showed that the keys to success are as follows: (1) constructing knowledge management system, (2) creating new kernel value, (3) improving organization learning environment, and (4) promoting customer’s sense of satisfaction.

It is hoped that the findings of this research will contribute to some local computer companies interested in improving their sales and services.