Industrial Marketing Is Against Customer Orientation-Take Stainless Steel Industry As An Example

[[abstract]]本研究嘗試將顧客導向的觀念引進不銹鋼產業，研究的主要目的如下︰1、了解個案Y公司主要顧客對不銹鋼供料的滿意程度和重視項目。2、比較生產端的業務人員與顧客端採購人員上項觀點的落差。3、比較不銹鋼產業第一線生產人員與直接用戶第一線材料使用人員，探索買賣雙方對材料品質及相關服務品質認知的落差，並以顧客觀點找出供料端應改進之處。研究主要採用問卷法及深度訪談法，先針對顧客端41個主要客戶(內銷經銷商24家、外銷經銷商14家和專案直接用戶3家，收回了有效問卷37份，回收率90%)的採購人員和相關生產瑞的業務人員(內銷處、外銷處、專案處業務主任各一員，合計3員)進行問卷調查，瞭解顧客對交易流程七個構面(產品、價格、交易、交運、售後服務、長期配合、資訊配合)的滿意程度和各構面子項目的滿意及重視程度，並依顧客端不滿意的事項及相對重視程度作為優先處理事項，以提升顧客滿意度。接著，再以深度訪談的方式，訪問不銹鋼Y公司第一線生產人員與3家直接用戶第一線材料使用人員，探索雙方對材料品質及相關服務品質的認知，了解落差所在。研究結果顯示：1、客戶類別不同，需求也不同，『產品』及『交易』是客戶屬於較為滿意的項目，客戶滿意度最低的三項次序為『售後服務』、『價格』、『長期配合』。再進一步分析，發現客戶均對【價格的競爭性】及【索賠的速度】相當重視卻相對不滿意、外銷經銷商對價格因素最為在意，內銷經銷商其次，直接用戶關心的反不在此、Y 公司應重視外銷經銷商相關資訊的提供，內銷經銷商則需注意長期配合條件，直接用戶重點是滿足其緊急的需料。2、賣方業務人員有高估客戶滿意度及誤認客戶重視項目的現象，特別在『產品』、『交運』、『售後服務』方面的落差最大，必需透過經營高層的重視及客戶資料管理制度的建立以確實掌握不同顧客的真正需求。3、供應端的生產人員與顧客端的用料人員對產品品質的認知落差，主要在不銹鋼材料的機械性質部份。所以賣方業務人員必須配合顧客的材料用途，對鋼卷型號外，還要對鋼卷性質建立更詳細的記錄---如表面亮度、硬度、缺陷性狀等，這樣才能提供不同客戶的不同需求以達適料適用之成效。 關鍵字：顧客導向、工業品行銷、不銹鋼產業[[abstract]]The research tries to input the idea of customer orientation into the stainless steel industry the main purpose to study is as follows: 1 Understand the main customer of the case Y Company to the satisfaction for expecting of stainless steel and pay attention to the project lead the direction that should be revised 2 Drop that relatively produces the business personnel and customer of the end and purchases personnel's last view 3 Compare the forefront material of producer and end user of industry forefront of stainless steel and use personnel explore the drop of both parties' cognition of material quality and relevant service quality and find out the place that is for the material end to be improved with customer's view Study and adopt the questionnaire law and depth interview law mainly first to customer end 41 main customer ( national marketing distributor 24 international marketing distributor 14 and special end users distributor 3 purchase personnel and relevant to produce auspicious business personnel go on questionnaire investigation on effective questionnaire 37 90% rate of recovery ) find out about the customer to seven literary composition surfaces of trade procedure Satisfaction satisfaction that each construct the face project and attention degree that (products price transaction delivery after-sales service long time cooperation information cooperation ) and the item that is unsatisfied in accordance with customer's end and relative attention degree are as having priority to deal with the item in order to improve customer satisfaction Then by way of depth interview visit producer and forefront material of 3 end users of stainless steel Y Company forefront and use personnel explore the cognition of material quality and relevant service quality of both sides find out about drop The result of study shows: 1 Different demands of customer's classification are different 『products』and『trade』are that the customer belongs to the comparatively satisfactory project lowest three items of order of customer satisfaction for『after-sale service』、『price』、『cooperating for a long time』 Analyse further find the customer【Competitiveness of the price】 and 【Speed of the claim Quite pay】quite pay attention to but unsatisfied International marketing distributor take notice of the price factor most secondly the national marketing distributor what the end user cared about is not here instead Y Company should pay attention to selling the offering of distributor's relevant information international marketing distributor sold inside the country distributor is it cooperate with terms for a long time to pay attention to End user's focal point is its satisfied urgent demand material 2 Phenomenon that the customer pays attention to the project that the seller business personnel over-evaluate customer satisfaction and admit by mistake Especially in『products』、『ship』、『after-sale service』the drop of respect is the greatest must be through managing the attention on the senior level and setting-up of customer's materials management system in order to really grasp different customers' real demand 3 Supply the producer and customer in the end with the drop of personnel's cognition of quality of the products of materials in the end in the mechanical nature part of the stainless steel material mainly。 So seller business personnel must cooperate with material use of customer to steel outside the a type set up more detailed record to a nature of steel ---For instance luminance of surface hardness defect properties etc could offer different customers' different demands in order to reach the right suitable effect of material in this way Key Words: Customer Orientation Industrial Product Marketing Stainless Steel Industr