北商大商研所 B2B 工業行銷與業務、客戶關係專題

  • View
    126

  • Download
    4

Embed Size (px)

Text of 北商大商研所 B2B 工業行銷與業務、客戶關係專題

  • B2B Industrial Marketing & Sales B2B

  • Quiz 1 :B2BGive me five in 5 min

  • 1. You tell me

  • Which to choose ? B2BB2C

  • Which to choose ? B2B @>$10,000,000 plusEngineering serviceB2C @$150 plusPeople service

  • Which to choose ? B2B PMB2C

  • B2C vs. B2B

  • B2C :

    1.

  • Why B2B ?The benefits :

    immediate : mid-term : or long-term :

  • (///)( Marcom / ) - (ERPMRPCRMSCM) / B2B() 3()

  • LinkedIn 2014 SEO/SEM Perl/Python/Ruby 13. MacLinux Unix 14. UI 15. 16. 17. 18. 19. Java 20. 21. SAPERP 22. IC 23. Shell 24. 25.

  • How may Paul further help you? All by myself Various stage/industry experience Most updated industry intelligence

  • B2B Paul Lee B2B

    ()My career life = B2B M & S

  • Univ. of Delaware (USA) -1981 MBAMarketing Concentrationhttp://www.udel.eduNational Taiwan University 1976 BBAhttp://www.ntu.edu.twUD

  • Marketing Research Business Strategy EconometricsProduction ManagementManagement AccountingMarketing SeminarMacro-economics

    Overall : Teaching EffortsDSSEconomicsOREnglish

    Overall : Speechless

  • (9) (1) 500 (5) + (5) + (17) B2C (6) + (1) + (3) + B2B M&S(1) (2) (1.5) B2B

  • Currently with GLGa membership network of leading expertsproviding paid online service to help clients make decisionsnot cheap, @$250/hourbeing certified by GLG

  • Regarding EnglishIt has been helping me to grow, even nowOn-line English learning platformMBA program written by Paul Lee (demo)

  • Now working onLearning English by virtually working in B2B companiesBooks written by a front-line veteran instead of a fulltime English teacherCovering sales, marketing, and operationsStill looking for ()

  • Sales ()(Sales) - (Communicating with real stuff)

    Making Appointments (it could be difficult)(it could be very helpful)2. RFQTricky RFQ RFQ RFQ(always good to receive it)RFQ(repeated RFQ may change)Price Negotiation (discount)(rebate) (flexible, quantity is the key) EMS(EMS price negotiation)

  • Sales ()P.O. Received (Too costly to make mistakes in an O.A.)(pull in)(push out)P.O. Received (keep your eyes open)(credit check on new accounts)Customer Complaints 8D RMA(returns with RMA number) 8D(Using 8D problem solution)

  • Sales ()Technical Support FAE FAE(online assistance)FAE(FAE field support)A/R (collection)(payment affects credit)

  • Marketing ()(Marketing) (Lets talk B2B industrial marketing)

    BudgetingDriving everybody nuts! (top-down) (bottom-up)(communicating with customers)(dealing with Marcom)Setting Objectivestug of war20% top 20% accounts and channel partnersheadquarters vs. sales office

  • Marketing ()STP//- Segmenting/Targeting/Positioning- precisely prioritizing your limited resourcesapplication is an easy and practical segmentation basisSTP 20/8020/80 principle, long-tail, Tier 1,2,and 3 markets. You cant miss it.Product Roadmap, a strategic platform to grow. The planned development path or product roadmap to be offered to the marketOne of the B2B industrial marketing ultimate focus.AProduct roadmap as a competitive strategy : Focusing on class A customers.

  • Marketing ()/ Product/Market portfolio and new product development proceduresChannel partners represent market. How to minimize internal competition?Rationalizing development procedures and optimizing time-to-market Tier 3Tier 2Tier 1 Be the king or a billionaire? Dealing with Tier 1 ballast orders. Dealing with Tier 2 & 1 business.Follow the ground rules, or youre out.An across-the-board rate increase? Sorry, sales guys. It isnt easy, yet you have no options.

  • Marketing () Channel partners, one of the keys-to-successMultiple channel partners? Make sure you optimize as a whole, not to maximize individually.OEM/ODM Dealing with direct accounts at the same time. Online or traditional, depending on business model. FAE Effectiveness is what we are most concerned about. Every visit is a potential sales lead for future business.

  • Operations (WIP)operations count

    Will cover :Capacity planning Production planning Manufacturing methods Supply chain Product management Project management Q.A. & Q.C. Vendor managed inventory(VMI)

  • Container Liner Service1978 ~ 1979 1981 ~ 1990How did I grow?How does container shipping operate?Key takeawaysBasics, IT service, B2B sales, shipping techEnglish capability

  • 1992PM M&SODM(US & Europe)

  • 1997 1. Paul () ODM() OEM/ODM(+)2. + One and the only one in the industry.

  • 2003 B2B M&S

    2Good & Bad : (Achilles heel)Vishay was too big to fight against.

  • 2003 2008 ()55% FAE FAE + OEM(MarcomPricingIncentives)

    Key takeaways

  • 2009

    AppleNVIDIASeagateWDPM()

  • B2B M&S NTUB +

  • Syllabus

    2/26 B2BQuiz 1 +

    3/5 23:003/12+ 1-1 & 1-2Term paper 3/19/Quiz 2

    3/26 + + 2

    Term final project proposal due4/2B2B Quiz 3

  • Syllabus

    DateCoverage4/9B2B M&S B2B vs. B2CB2B M&S case sharing 3

    4/16TSMC Quiz 4

    4/23B2B ()

    4/30B2B M&S 4

    5/7B2B M&S STP Quiz 5

    5/14B2B M&S

  • Syllabus

    Coverage5/21B2B

    5/28

    6/4B2B 2015 B2B

    6/11CRM

    6/18Term paper presentation35 ~ 40 min per group

  • +B2B()Marketing, sales, customer service, application engineering, R&D, engineering, PM, design, manufacturing, quality assurance & quality control, supply chain, HR, finance & accounting

  • Term Paper B2BB2B()

  • B2C vs. B2B

  • mktg/sales/pm/fae/ buyer/planner ()

  • Case :ODM : TEs TW for Femtocell (customer PM and purchaser, TE sales, R&D, marketing, engineering, manufacturing, finance, operations, and CEO.TSMC : slide 55-63, article page 9-15

  • + EPISTAR() + TSMC()LEDLEDLEDLEDCree

  • B2B + TSMC + Motech

  • B2B + Motech + UMC

    () 9

  • B2B + TSMC ()

    8,500 Qualcomm

  • ICIntel : IDM TSMC : Foundry(pure player)

  • IC EDA ()Schematic

  • block diagram

  • (layout/schematic diagram)

  • (mask)()

  • (mask)

  • (wafer manufacturing)

  • (testing)

  • (assembly)

  • TSMC Intel, IBM,TIIBM, TI,Wang Intel, IBM,

  • business model TSMC

  • TSMCTape-out :IPEDADesign service

  • TSMC(ERPSCMCRM)7-8SCMCRMERPSCMERPCRM/eFoundryIDM : IBM Intel TIFablite : MotorolaFabless : NVIDIA MTKFoundry : TSMC GF

  • TSMC e-Foundry design, engineering, and logistics

  • TSMCs OIP (open innovation platform)

  • Why OIP ?

    (time-to-market)

  • (Grand Alliance)

  • B2Bmobile devicesA7 SoC (A8TSMC

  • ~ 104 1. 2. 3. , , , 1. .PM 2.NB/PC? ?

    ()

  • 104 2015

  • PM & PM()Product ManagementProject Management

  • 6 TimeCostResourcesScopeQualityCustomer satisfactionTeam satisfaction

  • Product Manager(Roadmap)(EOL)()=CEO()(QBR)

  • PM Wireless PM Wire PM IP

  • Brand ManagerB2B

  • BM ODM/OEMHP Dell BM LenovoBM Toshiba BMApple BM iPod BM

    OEM ODM

  • B2B Marketing 1PLC

  • B2B Marketing 2 Product Roadmap

  • Roadmap

  • TSMC up to 2010656540402832222045

  • TSMC up to 2016

  • () /

  • End-of-Life (EOL)End-of-Service(EOS)

  • (EOL/EOS)? ? /So,

  • Nathan, Nicole, Fiona (Web 2.0 Web 3.0)

  • B2B - - ()()(B2B) PM

  • B2B IC

  • Apple

  • Apple supplier list 2015

  • B2B :

    () P. Kotler & K.L. Keller13 2009 Prentice Hall (4 1980) () F.E. Webster, Jr. 3 1991 John Wiley (1 1984)

  • B2C ? Apr. 9, 2010C15 S OlayC16 S OlayLOREAL NeutrogenaC17 NeutrogenaC18+19 S Dr. WuHanskin Avene Garnier VichyC20 S LEGERE(BB)PONDS Dove Acnes BioreC21 S Neutrogena CitiBank C21 S Nivea Olay Biore Bio-essence

  • ?MEDIATEKFANUC ABBSpaceX

  • ?MEDIATEKFANUCABBSpaceXMEDIATEK ()FANUC - ABB () - SpaceX () -

  • MEDIATEKFANUCABBSpaceX

  • B2C Jolin M

  • 35 B2B ? ! http://blog.udn.com/cplee886

  • B2B / http://www.youtube.com/watch?v=9KpJQNj3SnE&feature=related D-Link switch

    LCD/LED 65 3D http://www.youtube.com/watch?v=XjQIGc3yYG0&playnext=1&list=PL99379E14C963516F http://www.youtube.com/watch?v=WClicmMmEXQ http://www.youtube.com/watch?v=UdWQE7ZKFgE&feature=fvwrel PCB http://www.youtube.com/watch?v=HR6lyMc3ifI&feature=related CNC http://www.youtube.com/watch?v=7Bwo3q1AGLc

  • http://www.youtube.com/watch?v=y-A16v0ys8s Salmon Cut Packhttps://www.youtube.com/watch?v=0Q7QkM7ueXo https://www.youtube.com/watch?v=ZlBJ-3ZJM_I http://www.youtube.com/watch?v=0itxVzAl1gs Shttps://www.youtube.com/watch?v=HpY-Xlvibpo

  • 1983 : , , /1984 ~1988 : , (), (), (), (), , , 1989 : , , , , .1990~1992 : 8(16 mo), Bell, AT&T, , 1992~1997 : (2)(2)(3)(2)(3)(4), , , , , 1997~2003 : (2)(4)(n), 2003~2008 : (2), ,