English  |  正體中文  |  简体中文  |  Items with full text/Total items : 51776/86996 (60%)
Visitors : 8378253      Online Users : 57
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/33436

    Title: 跨國消費品公司主要客戶管理模式之探討 : 以全脂奶粉產品為例
    Other Titles: Key account management model of multinational fast moving consumer goods company by the example of full cream milk powder
    Authors: 張士騁;Chang, Shih-cheng
    Contributors: 淡江大學企業管理學系碩士在職專班
    洪英正;Hung, Ying-cheng
    Keywords: 主要客戶管理;全脂奶粉;目標設定;促銷活動;key account management;milk powder;objective setting;promotion activity
    Date: 2007
    Issue Date: 2010-01-11 04:06:48 (UTC+8)
    Abstract: 在快速變化的零售市場裡,消費者經常去購物的大賣場是消費品公司的主要客戶,而在每位消費品公司對主要客戶的管理模式是否全然相同或有所不同進而影響到績效,也引發研究者的研究動機。
    Most consumers go for hypermarkets and markets for fast-moving-consumer-goods(FMCG)shopping, which make these hypermarkets’ and supermarkets’ key account management(KAM) models for FMCG companies nowadays. However, whether every FMCG company adopts the same KAM model, if yes, is this similar model leading to similar results? With the increasing importance of KAM in Taiwanese retailing markets, this will be a very interesting area to study.
    In this study, full cream milk powder will be used as the core category to explore. Key objectives are to understand in a specific given promotion period, 1.how different KAM models work when involve different objective and strategies setting; and 2. how different KAM models lead to different results across accounts.
    The research methodology involve two stages: 1. relevant literatures review to understand elements of KAM and come out research structure, and 2. questionnaire designing for the in-depth interviewees like key account managers, full cream buyers of some selective key accounts. Totally invited five key persons to complete this questionnaire.
    The main finding is that KAM model is the critical essence of performance for FMCG companies to deliver target sales and more importantly, profit. One of proposition that is promotion activity. We found out promotion activity type if can fit key account theme will be key success factor. Clarity of objective setting and strategies to deploy are key success factors to win with key account management model in current retailing markets.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

    Files in This Item:

    File SizeFormat

    All items in 機構典藏 are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback