BSC Based Strategy For Improving Auto Channel Performance And Its Application

In an era where experience economy is prevailing, enterprises should manage, operate, and trace customer experience systematically through the aspect of "management", then the promise of customer information, customer value analysis and customization are now possible. Effective compatibility among marketing channel organizations has become a key to success in current business managing, through incorporating process improvement, channel management, elastic response, and tailored service, channel organizations are able to retain existing ones, acquire new customers, and create their lifetime value. In this study, a balance scorecard is used to analyze the channel organizations of automobile industries in Taiwan, and the affect of culture fit on strategic fit and customer relationship management are discussed to understand the relationship model between organization performance and customer value.The Interview and questionnaire survey research method are applied in this study. The research subjects are the middle and high level managers of the four top leading car dealers in Taiwan market, including Ford, Honda, Nissan, and Toyota. 65 questionnaire surveys are mailed to these managers and 31 usable responses are gathered. The responses are conducted with a series of analyses, including t-test, factor analysis, regression analysis, path analysis and K-W test using the SPSS 10.0 software. These analyses are used to prove the assumptions in this study. The result shows that the more compatible automobile agents and sellers perform in terms of organizational cultures, such as learning culture, customer-oriented culture, operating culture, the better it benefits the customer relationship management and operational fit of strategies, such as marketing, post-sale service, and innovation; and when organizations possess greater strategic fit capability, customer relationship management and customer value is increased through the channel, and eventually, automobile sellers have better managing performance.