華人中小企業如何成功形塑夥伴關係？J照明公司之個案研究

How to successfully shape partnership for Chinese small-medium enterprises ? A case study of J lighting company

劉子歆(Tzu-Hsin Liu)；黃婕雯(Jie-Wen Huang)

組織文化 ； 顧客關係管理 ； 夥伴關係 ； 中小企業 ； 通路商 ； Organizational Culture ； Customer Relationship Management ； Partnership ； Small-medium Enterprise ； Distributor

商略學報

8卷4期（2016 / 12 / 01）

271 - 282

繁體中文

對於中小企業而言，如何建立長久、合作與互惠的夥伴關係是一個非常重要的議題。然而，許多中小企業往往受限於有限資源而著眼於短期利益，而忽略了一個良好且適切的組織文化可有助於顧客關係管理的培養，進而成為夥伴關係發展的基石。在此，本研究提出「親情式組織文化－走動式顧客關係管理－共生互賴型夥伴關係」此一模式能有利於中小企業夥伴關係的經營。為了闡述此一論點，本研究以南台灣第一大照明通路商－J 照明公司進行質性的單一個案研究，揭露親情式組織文化如何影響走動式顧客關係管理，進而使企業得以成功建立共生互賴型的夥伴關係。最後，本研究將藉此提出相關的理論貢獻與實務建議。

It is an important issue for small-medium enterprises to build a long-term, cooperative, and reciprocal partnership. However, many small-medium enterprises with limited resources focus on short-term profits but ignore a fine and proper organizational culture to facilitate customer relationship management and partnership. Therefore, this research proposes the model of ＂familyship organizational culture – customer relationship management by walking around – symbiotic and interdependent partnership＂ is beneficial for small-medium enterprises to manage partnership. To explain this argument, this study draws on a single qualitative case study of J lighting company, the biggest lighting distributor in the southern Taiwan, to understand how the familyship organizational culture forms the customer relationship management by walking around and even shapes the symbiotic and interdependent partnership successfully. Finally, this article concludes with theoretical contributions and practical suggestions about business-to-business partnerships.

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