台灣市場情報會員服務續約率提升之個案研究─以Ｉ研究機構為例

Abstract

台灣產業資訊服務機構本著以成為政府智庫及產業諮詢顧問角色，透過提供市場情報及顧問服務，掌握市場趨勢，讓台灣知識競爭力走在前端。而台灣產業資訊服務機構多半需兼顧政府收入及民營收入，其中市場情報會員服務為民營收入重要來源，且又以會員續約營收佔會員服務總營收最大比重。個案公司為台灣提供市場情報會員服務機構之一，會員續約率相較於其他同性質機構偏低，且面臨會員服務每年營收需成長之壓力。本研究透過訪談個案公司會員輔以個案公司之資料收集方式進行研究，針對個案公司市場情報會員服務續約率提升提出建議之做法，且研究結果除了有效提升續約率，並能提供個案公司做為未來規劃參考依據。

The core business of Industrial Information Service Institution is to provide clients with market intelligence, technology trends, and strategic insights. These make a great impact on the knowledge-based economy competitiveness in Taiwan. And the revenue of Industrial Information Service Institution in Taiwan includes government’s research revenue and non- government’s . The membership renew revenue is an important cause of non- government’s research revenue. However, the membership renew rate of I Research Institution is lower than other competitors. This essay aims to use case study to propose suggestions of membership renew rate improvement to I Research Institution. Research methodology includes document analysis, in-depth interviewing and direct observation. The research result shows that the suggestions of membership renew rate improvement is effective, and to give I Research Institution a reference for future planning.