野生動物交易產業關係行銷個案研究:探討Wildlife Asia公司

外文標題: 
The Case Study of Relationship Marketing for Wildlife Trading Industry: Investigating Wildlife Asia Company
校院系所: 
國立中山大學 傳播管理研究所
指導教授: 
陳祥
出版年份: 
2009年
主題類別: 
摘要: 

野生動物產業是以活體動物作為產品的交易活動,其特性是以活體動物為商品,因此野生動物交易過程必須接受國際公約的規範與當地政府的法令限制,以符合全球動物生態保育的潮流。此外,由於野生動物交易的過程繁複,包括CITES與進出口許可證的申請、航空運輸、檢疫、海關等,以及到貨後動物的圈養與銷售,因此野生動物交易產業需要環環相扣的繁殖場、野獲機構、供應商、經銷商等經營長期夥伴關係,才能使交易過程流暢,並減低交易成本,促進合法野生動物進出口貿易發展,確保動物福利與動物生態平衡。 「關係行銷」是90年代以來行銷傳播學界最熱門的行銷趨勢之一,隨著時代演進,以往以單一次交易、價格考量、無互動的行銷模式逐漸式微,伴隨而來與顧客建立關係、了解顧客需求、進行顧客服務,發展與維繫顧客關係的關係行銷,以及持續性的關係行銷(即顧客關係管理)成為企業長久的經營之道,同時隨著資訊科技的發展,關係行銷與顧客關係管理在網路上有了更多的發展空間,科技發展也讓關係行銷有更深入的運用。 本研究針對個案”Wildlife Asia”,一家國內成立之國際野生動物進出口貿易公司進行個案分析,理解其關係行銷策略為何,並探討:1.如何透過關係行銷對策在全球野生動物貿易市場競爭成功。2.如何運用相關策略,進行顧客關係管理,包括:個案關係行銷策略、個案顧客關係管理方式、個案網際網路關係行銷等,發現:一、個案採用關係行銷策略進行野生動物交易、二、野生動物交易產業特性適用關係行銷策略。因此對個案提出行銷建議包括:一、個案持續採用關係行銷對其營運有助益、二、個案可藉由加強顧客關係管理在該產業發展、三、個案可利用網際網路關係行銷,提高關係行銷的效率。

外文摘要: 

The characteristic of wildlife trading industry is taking the living animal as its product. Therefore, the wildlife trading process must abide by the internationals and local government laws to fit the trend of global natural convention. In addition, because of the complicated wildlife trading process, including the application of CITES permit, the import and export permits, air transportation, quarantine and customs, wildlife trading industry needs to have long-term partnership, suppliers, dealers, and brokers to make the trading process proceed smoothly and lower the trading cost. By the development of the legal wildlife trade, the animal welfare and ecological balance can be improved. In addition, “Relationship Marketing” has been one of the most popular marketing tendencies since the early 90s. As times are changed, however, the non-interaction''s marketing pattern has gradually declined, and so has the “Relationship Marketing”. Customer service has been emphasized to understand the customers’ demand to develop and maintain long-lasting relationships with customers, and consequently better marketing patterns for business have developed. In the meantime, with the development of information technology, the relationship marketing has provided more opportunities on the internet. This research will analyze the case of ” Wildlife Asia”. A domestic established international wildlife trading company, whose goal is to try to understand what its relationship marketing strategy is, and discover how it can compete successfully in the global wildlife trading market, and how it can use related strategies to carry on customer relationship management, including: Relationship Marketing strategies, Customer Relationship Management, and Internet Relationship Marketing. This research discovered: 1. This case use relationship marketing strategy to do wildlife trading business, 2. Wildlife trading industry is suitable for relationship marketing strategy. Consequently there are suggestions for this case: 1.There will be more advantage for this case to use relationship marketing strategy continuously, 2. The case can improve its CRM strategy to develop in this industry, 3. The case can use Internet relationship marketing to increase its marketing strategy.