在全球化競爭日益激烈的大宗化學品代理市場中，企業如何保持及提升客戶滿意度，並透過有效的策略獲得價格優勢為客戶創造價值，透過優化交易成本策略探討直接成本、機會成本，與客戶緊密合作減少客戶行為不確定性等策略，創新適合大宗化學品代理業之商業模式，為本研究的核心探討。雖然化學品業內人士普遍認為產品需差異化，以高品質與服務滿足客戶需求，尤其是特用化學品行業更甚。然而本研究透過客戶滿意度調查表量化分析結果發現，在大宗化學品代理業中，客戶對於產品差異化、交期、技術、高品質的關注程度不如預期，而價格、業務互動、產品資訊是影響客戶年度交易金額的關鍵因素。並對當前市場環境進行分析，指出大宗化學品代理業面臨的經營挑戰，依據量化分析結果關鍵項目調整策略。量化研究結果顯示，價格、業務互動頻率及提供的產品資訊透明度對客戶交易金額有顯著影響。透過降低經營成本和創新供應鏈管理策略，為企業在激烈市場中保有競爭力。定期業務拜訪與詳細的產品報告提供，亦提升客戶的年度交易量，突顯了定期客戶互動與信任在維繫關係中的重要性。研究進一步分析大宗化學品代理業者之商業模式現況、經營難題，並提出實質建議，通過修正的商業模式，提高運營效率，企業能夠維持或降低運營成本，進一步增強其價格競爭力。本研究建議，大宗化學品代理商應著重於以下幾個策略來提升客戶滿意度並強化市場競爭力：透過供應鏈管理優化、原料採購策略創新，有效控制成本、靈活的價格策略及與客戶緊密合作保持競爭優勢。透過上述策略的實施，大宗化學品代理業者不僅能夠在保持競爭力的同時提升客戶滿意度，還能夠擴大客戶交易金額，並保持穩定的營運績效。

In the highly competitive global market for bulk chemical distribution, businesses must maintain and enhance customer satisfaction while gaining price advantages to create value for customers through effective strategies. These strategies include optimizing transaction cost strategies by exploring direct costs, opportunity costs, and closely collaborating with customers to reduce behavioral uncertainty, innovating a business model suitable for the bulk chemical distribution industry. This research is focused on these core discussions.Although industry insiders generally believe that products need to be differentiated, offering high quality and services to meet customer demands, this is especially true in the specialty chemicals industry. However, this study's quantitative analysis of customer satisfaction surveys reveals that in the bulk chemical distribution industry, customer concern for product differentiation, delivery times, technology, and high quality is not as high as expected. Instead, price, business interaction, and product information are key factors affecting annual transaction amounts. The current market environment is analyzed to identify the operational challenges faced by the bulk chemical distributors and adjust strategies based on key findings from the quantitative analysis. The quantitative results show that price, frequency of business interaction, and transparency of product information significantly impact customer transaction amounts. By lowering operating costs and innovating supply chain management strategies, businesses can maintain competitiveness in a fierce market. Regular business visits and detailed product reports also increase annual customer transaction volumes, highlighting the importance of regular customer interaction and trust in maintaining relationships. The study further analyzes the current business model and operational challenges of bulk chemical distributors and offers substantial recommendations. By revising the business model to enhance operational efficiency, businesses can maintain or reduce operating costs and further strengthen their price competitiveness. This study suggests that bulk chemical distributors should focus on the following strategies to enhance customer satisfaction and strengthen market competitiveness: optimizing supply chain management, innovating raw material procurement strategies, effectively controlling costs, flexible pricing strategies, and closely collaborating with customers to maintain a competitive edge. By implementing these strategies, bulk chemical distributors can not only maintain their competitiveness but also increase customer satisfaction, expand transaction volumes, and sustain stable operational performance.

第一章 緒論 1
　第一節 研究背景與動機 1
　第二節 研究目的 1
　第三節 研究架構 2
第二章 理論背景 3
　第一節 客戶滿意度理論 3
　第二節 交易成本理論 4
　第三節 商業模式理論 5
第三章 研究方法 8
　第一節 量化研究法–問卷調查法 8
　第二節 多元迴歸分析模型 9
　第三節 個案研究 11
　第四節 研究架構 12
第四章 研究結果分析 14
　第一節 填寫者基本資料統計 14
　第二節 客戶滿意度作答分布 19
　第三節 顯著性分析結果 35
　第四節 綜合分析與建議 37
　第五節 個案研究 38
第五章 結論與建議 59
　第一節 研究結論 59
　第二節 研究限制與建議未來研究 60
參考文獻 62
附錄 69
112年客戶滿意度調查表 69

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