||The marketing-oriented concept emphasizes that all marketing strategies and sales activities, based on product development, market positioning, product, pricing, access and promotion, are based on the needs of the buyer and attempt to maximize the satisfaction of the buyer. Different from the purchase of consumer goods, industrial product procurement decision-making is a behavior of the organization, the decision-making process is lengthy and complex. By drawing the concept of "four exchange cost" from the book of Strategic Marketing Analysis written by Professor Jyh-Shen Chiou of National Chengchi University, this study applies the "cost" perspective to identify the influential factors when customers purchase industrial products so as to find out the key factors and countermeasures influencing their final decisions.|
The research object is KCW Eternal Enterprise Co., Ltd. - distributor of Europe and the United States reducer and related transmission components , the application of the market and customers are for the traditional industrial machinery. This study applies the methods of both qualitative and quantitative analyses. Qualitative analyses include the analysis of the reasons and key factors of four successful cases. Quantitative analyses were conduted through the design of the questionnaire to collect the survey data of 89 manufacturing enterprises in order to understand the decision-making factors that influence customers’ procurements of industrial products.
The research shows that the customer's attention to the procurement decision-making factors, the most important of the first four in order is 1. Product quality/ specification requirements; 2. Supplier’s feedback on the speed of the message and processing; 3. Maintenance costs after selling and maintenance convenience; 4. Capacity of suppliers for technical support and product integration.
This study provides a marketing analysis model, which can help marketing personnels to manage the marketing activities in the transaction process and clearly find out the correct goals and direction