從顧客關係管理提昇OEM客戶夥伴關係之研究-以某DRAM 廠為例

Abstract

DRAM是影響台灣半導體產業重要的產品之一，其產品規格屬於適用全球標準，受到產品同質性程度高的影響，單一廠商不容易透過產品差異化，改變產品價格與市場競爭狀態，尤其台灣產出佔世界比重近四成，相對地在影響及操控市場的力量不容小覬。本研究以個案研究方式，依據文獻探討的結果，進行一系列的初、次級資料收集及訪談，藉以收集相關證據，再經由分析收集的證據來提出本研究的研究結果，探討如何藉由CRM (Customers Relationship Management)的運作提昇夥伴關係，並以某DRAM (Dynamic Random Access Memory, DRAM)廠為個案研究對象。

研究歸納出幾個應強化CRM的重點包括: 1、強調自家產品的重點 2、考慮客戶的需求 3、敏銳的環境應變力 4、將認知轉為企業文化。本研究發現，完整的顧客關係管理同時也必須與研發、製造、銷售等組織功能相整合;企業競爭力才得以提升，也是一個產業要永續經營必需思考的重要環節。

DRAM is important in Semiconductor industry of Taiwan. It is standard in the world and higher homogeneity, so each of the manufactories cannot control the prices and market competition through product differentiation. The volume from Taiwan is approximately 40%. Relative to the impact and manipulation of market forces can not be small covet .This research according to the outcome of literature. Throughout the methodology of case study, processing a series of raw data, Secondary Data to collect relevant proof . Thus, the convincing ultimate proof yields this research. This study of a case tried to analyze a relationship of partners in business by Customers Relationship Management. The case was one of Dynamic Random Access Memory manufactories in Taiwan. Thus, This study chose this case and studied.

We summarized in a few points which should strengthen the focus of CRM include: (1) stressed that the focus of their products. (2) consider the customer's demand. (3) quick response force of the environment. (4) to a corporate culture to cognition. The study found that a complete customer relationship management must consist with R&D, manufacturing, sales, integration of functions of such organizations, and also helps businesses and customers to establish long-term relationship. Enterprise must enhance competitive capabilities, and also sustain to development in the future.