市場情報顧問經營現況探討與客戶關係品質之因素分析

Abstract

隨著網際網路日漸深植到每個人的家庭之中，以及人與人之間連繫已突破了距離與時間的障礙，我們已經來到了所謂全球性競爭的時代。在新型態的電子溝通平台上，許多人正運用著它來發展新型態的商業服務模式，這正漸漸的在改變人們的認知及生活習慣。

在電子產業日漸傳統化的趨勢之下，政府、廠商無不急於找出新一世代更高附加價值的新型態產業出來，而大家的共識似乎已經有了答案-「服務業」。我國政府於2002年核定「挑戰2008：國家發展重點計畫」(又名六年國發計畫)中之四項主軸、十大重點投資計畫之中大部分皆與知識型的服務產業的發展有著密切的關聯。面臨著知識經濟時代的到來，以及產業價值鏈拆解的效應之下，產業之間的專業分工已有別於過去單一廠商包辦所有的生產流程。而在如此快速變化的產業生態之下，掌握市場的資訊已受到相當的重視。

本研究透過學術的觀點，全球產業的現況探討以及目前國內以財團法人經營為主市場情報顧問業為研究主軸。針對全球知識型服務產業的產值的歷年成長作一說明。探討當今市場情報分析對於企業發展的意義。在研究方法的設計上，透過質性分析，對目前國內外市場情報服務顧問業者之營運動態作一分析整理；並以國內電子、金融、顧問研究相關等對市場資訊高度需求之130家廠商為研究對象，進行與關係品質有關之問卷調查；針對問卷的結果進行因素分析之定量性的研究，企圖於其中探討出目前國內市場對此一產業的反應，與所面臨之問題。並於第六章結論與建議歸納出市場情報服務顧問業在面對未來發展上應具備之重點：專業研究團隊、政府智庫及公共關係、創新能力、品牌認同度、周嚴的IT規劃管理、重視服務品質、敏銳迅速的產業洞查力、對智慧財產的尊重。

The “Internet” has gradually changed the problem of communication over distance and time. Now, we are in the new age of “globalized competition”. With new electronic communication medium, people are developing new types of service models for businesses.

Facing the maturing of electronic industry, the government and corporations need to find new types of value added businesses for the coming generation. The consensus seems to be the “service industry”. The 6 year National Development Plan published by the government in 2002 considered Knowledge Intensive Service Industry as the most important investment and developing subjects in Taiwan. Under so rapidly changing environment, the market information has become more and more important.

This thesis combines the academic viewpoint, knowledge of the service industry, global Market Information Advisory Industry status and the related local corporations. The global KIS industry development is outlined. Research data are collected from qualitative and quantitative analyses. In qualitative analysis, this study collects most of the operation activities of the domestic Market Information Advisory Industry. The purpose of the quantitative analysis is to explore the Relationship Quality from information provider to the customers. This research acquires 167 valid questionnaires form 130 companies which are domestic electronic manufacturers, financial institutions and consulting companies. Factor analysis methodology is adopted. In conclusions, this research generalizes eight points in the future operation which the Market Information Advisory Industry should do. (1) professional research team (2) government’s intelligence bank and public relationship (3) creativity (4) brand commitment (5) completed IT environment (6) attention to service quality (7) sharp insight to the industry (8) respect on intellectual property.