WEEE(廢電器及電子設備指令)對歐盟手機產業售後服務之影響 / Given the rising consciousness for environmental protection, the majority of countries in the European Union (EU) have adopted the Waste Electrical and Electronic Equipment (WEEE) Directive. The Directive tackles a fast increasing waste-stream of electrical and electronic equipment (EEE) and reduce the amount of this waste going to landfills by improving reuse, recovery and recycling rates under the principle that the "polluter should pay". The main conclusions of this research are as follows: 1. If the mobile phone industry follows its traditional after-sales service model, WEEE had a significant impact on the cost of after-sales services, dropped gross margins, added uncertainty to the collection period, changed the cost basis, and raised the percentage of overall costs for after-sales services, and cost percentage of transfer price would also increased. 2. The MDRS (Mobile Device Recovery Solution) model for dealing with such problems provides a feasible solution for the mobile phone industry, but need to be refined to improve results. 3. The mobile phone industry is now driven to a large extent by fashion and design, but this creates a conflict in designing mobile phones between easy assembly and disassembly of tailored items with the needs for environmental protection and after-sales service needs. Research on this conflict can offer the mobile phone industry valuable insights for developments of newer models. 4. Although this research proposes MDRS model, it can only be put into practice based on the combined values of the price of the platform and the charges of Operators. The final calculation of the price of mobile phones and the generation of rental rates for consumers, as well as the revenue allocation between Operator and Brand can only be worked out by the two working together in concert for mutual benefit.

隨著資訊技術與科技的進步，3C產品已普及到成為現代人的生活用品，可能是家庭必備生活產品或是個人隨身必備產品，其中3C產品包含電腦(Computer)及其週邊、通訊(Communication，多半是手機)和消費電子(Consumer Electronics)產品等三種產品的代稱，而且3C產品亦可帶動相關產業的相互鏈結，或者是可以帶動社會整體的產業發展，其中遊戲機產業便是所被帶動的產業之一。根據資策會在2012年的報告指出，遊戲機市場受到智慧型手機與平板電腦的問市之後，自2011年起已開始出現萎縮的現象，而且遊戲機的品牌更是琳瑯滿目，如此的競爭市場造就了遊戲機市場的百家爭鳴的現象。此外，網路資訊在時代環境的變遷下，也逐漸開啟民眾對於網路使用的行為及頻率，包含食、衣、住、行、娛樂等行為，而該行為也促使網路融入於民眾的日常生活之中，當然也因為行為的普遍化產生了許多商機，這樣的網路商機已成為國內各大企業所關注的焦點。 因此，M品牌遊戲機希望藉由行銷通路的網路評價的資料蒐集，探討該品牌在市場上的接受程度及使用滿意程度，以及消費者使用後對該品牌產品的負評因素，據以作為品牌改善的參考方向，故對網路銷售通路的網路評價的資料作進一步的整理與分析，並且將研究發現整理如下： 一、M品牌遊戲機的品質需要升級； 二、客服態度差是回饋差評次數最多的項目； 三、品牌形象與潛在競爭者的威脅會相互影響； 四、網路評價的問題回饋處理模式可以改善產品的品質。

在當今瞬息萬變的商業市場上，許多大企業開始認知到過去那種集製造、行銷、服務於一身的整體經營方式需要因時制宜，將資源集中於具有競爭優勢的企業活動，發展企業的「核心能力」。結合企業本身的核心能力與其他企業之核心能力可以達到一加一大於二的效果，而委外正是發揮這種功效的策略之一。關於委外議題的討論，學界已將近飽和，產業界的實務操作也相當成熟。本研究希望能經由另一種思維模式，以廣泛應用於軟/硬體產品設計的模組化概念，藉由一家國際知名電腦廠商在台分公司之個人電腦售後服務業務委外的實務經驗，探討售後服務模組化委外的可行性。結果顯示，以模組化的概念將個人電腦售後服務委外可以有效地節省公司成本，使得整個運作與管理更有彈性和效率，為客戶、承包商與個案公司創造三贏的局面，讓異業結盟更有成效，組織能更迅速導入新功能、增加更多創新的售後服務項目，節省人員訓練的時間，並讓售後服務委外活動更加容易。最後建議有興趣的產學界，可以針對以模組化的概念將服務業務委外的議題多加探討，以鞏固模組化委外的實證基礎。 / Many large enterprises have realized that their companies cannot be versatile in all business activities in the rapid changing market nowadays. They need to develop their core business which is difficult for their competitors to mimic, allowing the companies to differentiate themselves. Outsourcing is one of the strategies that, by bringing in the outside specialists, the client company is able to redirect or conserve energy directed at the competencies of a particular business. Various dimensions of outsourcing have been explored and discussed academically, and the organizations have already mastered the practice of outsourcing as well. This present research intended to explore the possibilities of applying the concept of modulization, which is widely used in designing computer hardware/software and other physical products, to personal computer after-sale services outsourcing practice carried out by the Taiwan branch office of a famous global company. After exploring the experience of implementing an after-sale outsourcing practice with modular concept, several benefits were reveled: (1) the cost of an organization could be cut down effectively; (2) the operation and management of an organization could be more flexible; (3) a triple-win situation for the end-users, the client company, and the service providers could be accomplished; (4) the inter-industry alliance would be established more effectively; (5) the organization could import newer function and more creative after-sale activities, and save more time in personnel training; and (6) the outsourcing practice was made easier. To solidify the base of applying the concept of modulization on the service outsourcing, interested corporate managers and academic scholars were suggested to discuss and explore more issues on this matter.

顧客關係管理（Customer Relationship Management，縮寫為CRM）是近來十分熱門的觀念，而關係行銷是此觀念在行銷上的實際應用。關係行銷的理論認為如果企業能蒐集顧客的詳盡資訊，並據此開發出個人化的行銷計劃，就可以有效地提昇顧客的滿意度，使其成為企業的忠實客戶，為企業帶來長期性的收益。 　　在行銷活動中，售後服務是維持顧客滿意度的重要環節。本研究以售後服務中的產品常見問題集（Frequently Asked Questions，縮寫為FAQ）為主題，實作一個FAQ導覽與維護的雛型系統。使用者可以在系統的協助下，瀏覽與產品有關的FAQ，若找不到想要的資訊，則可以提出新的問題，要求公司為其解答。 　　本系統運用代理人程式的觀念，協助FAQ導覽與新問題處理工作的遂行，並利用社群討論的方式，為顧客提出的新問題尋求解答。為了讓企業重視FAQ的維護工作，本研究試圖將FAQ的維護責任與公司的客服體制作初步的結合，其作法是將新問題的處理責任加諸於公司的員工，並由公司主管監督其工作進度。藉由這些努力，本研究希望塑造出一個良好的FAQ服務環境，使得顧客與企業能互蒙其利。 / Customer relationship management (CRM) has become a very popular concept recently. Relationship marketing is one of its application in marketing area. The relationship marketing theory claims that collecting detailed information about customers and developing customized marketing plans for individual customers can improve customer satisfaction and loyalty significantly, and organizations will benefit from this strategy in the long term. 　　Post-sale service (or after-sale service) is a vital part of marketing activities for maintaining customers' satisfaction. This study focuses on product FAQs (Frequently Asked Questions) in the post-sale service category and implements a prototype system which would allow FAQ navigation and maintenance on the Internet. Users can browse product-related FAQs with assistance from the system. If they cannot find satisfying information, they could issue new requests, and the organization would then resolve them. 　　The system applies software agents to assist the process of FAQ navigation and answering of new questions. Customers' requests can also be solved by a community-discussion approach. To force organizations to pay more attention to post-sale service, this study tries to incorporate FAQ maintenance into customer services by requiring employees to answer any raised questions, and allowing the managers to monitor the performance of those employees. Through such efforts, this study establishes a FAQ service environment and creates a win-win situation for both customers and organizations.