資訊產品售後服務個案研究→以宏□電腦為例

Abstract

資訊產品售後服務個案研究─以宏□電腦為例

學生： 林美惠 指導教授：朱博湧 教授

國立交通大學 高階主管管理學程碩士班 中文摘要 宏□是台灣少數電腦廠商能進入世界級品牌之列，目前在世界排名：個人電腦世界第三，筆記型電腦世界第二，其核心價值之一，即是對客戶的售後服務。宏□售後服務提供問題排除，技術支援，快速維修，料件供應等服務。在這激烈競爭的產業下，宏□如何提供世界級的售後服務來幫助公司成長？宏□如何執行有效且成功的售後服務？宏□的售後服務是值得研究和學習的。這份論文聚焦於宏□的售後服務探討。宏□曾經因為售後服務執行不佳，導致整個企業經營策略改變、完全撤出美國零售商市場，最後宏□體驗逆物流服務的重要性，從2001年開始對售後服務做一聯串的變革。而這變革套用藍海策略的四項行動剛好不謀而合。從產品設計，就考慮售後服務，維修料件觀念，如何簡化維修、如何降低成本放在設計中，並運用運籌速度，簡化維修流程，不對客戶做出超額的承諾，與競爭者差異化區隔，降低維修成本，使宏□能以快速、靈活的運作，並於2005重回美國個人電腦零售商市場，而且筆記型電腦在西歐更達到市場佔有率第一的銷售量，售後服務的成功使得宏□的成本大幅減少，加上銷售量的成長更突顯公司的經營效益。

本文具體研究了宏□公司的售後服務管理，包含： a 研發中心在設計新產品時，考慮將來維修的方便性及成本， 並參考不良品的問題，防範將來問題重複發生在新產品上。 b 售後服務逆物流的全球營運模式。 c 逆物流-維修成本控制。 d 如何運用售後服務維修率，要求製造廠商改善品質

A Case Study of after Service of IT Products ─ Acer Inc.

Student：Mei-Huei Lin Advisor：Dr. Po-Young Chu

Master Program of Management for Executives National Chiao Tung University ABSTRACT In Taiwan, companies lacking of brand presenting in the world are common; however, Acer is not one of them. Acer is ranked the 3rd in pc industry in the world and its Notebook is in the 2nd position globally. One of its core values enabling the branding business success is customer after service. Acer after service provides problems solving, technical supports, repair and spare parts logistics. In this furiously competitive industry, how does Acer provide a world class after service to support their business? What does Acer conduct a successful customer after service? Acer’s global after service is worth of exploration. The whole operation of Acer’s after service is the main focus in this essay. In fact, Acer had experienced a disaster on after service that caused Acer to retreat from the retailer market in the United States from the 1997 to 2002. After that, Acer realized the importance of customer after service as it would eat all the profit if company could not handle well in the area. Since 2001, Acer has conducted a series of reengineering in after service. And this improvement process is matching to the 4 actions framework in the ‘Blue Ocean Strategy’. From Acer’s reengineering, Acer has found that during a new product design stage, the repair convenience, spare parts fulfillment, service process simplification and cost reduction are designed and implemented. Acer has speeded up the reverse logistics operations such as the timing of returning goods and spare parts ordering processes. The planning of Spare parts has been precise. Never making over promise to customers and make sure customers understand what the exact service level that Acer will deliver. As the result, innovation, speed, cost saving and all the improvements are created to differentiate from other competitors. Acer went back to retailer market in 2005 and sold huge volume of Notebook in the United States and Europe.