貨運承攬業是一種運輸服務業，藉由賺取運費價差或手續費為利潤來源，此行業長期處於高度競爭的狀態，全球新冠病毒、地緣政治、以及國際貿易保護主義等更加劇運輸行業的競爭，因此本研究主要分析貨運承攬業的顧客關係管理的重要性以利維持自身的競爭力。
本研究透過SWOT與五力分析針對貨運承攬業進行分析，並透過訪談分析方式，了解進出口廠商針對貨運承攬業者的要求可以分為五個面向討論，研究發現進出口廠商皆重視五大因素諸如價格因素、信賴因素、時效因素、便利因素與服務因素。價格因素是交期及服務搭配得宜的產品組合以及有競爭性的運輸價格、有效期的報價單以及結帳時間的彈性。信賴因素是貨運承攬業者的良好知名度與商譽、具備一定規模且健全的財務狀況、運輸異常的頻率與有效的改善方案以及ESG的承諾。時效因素是業務人員積極且有品質的回覆、運輸時效的穩定以及艙位供給的穩定性。便利因素是整合物流方案的能力、物流資訊科技、分公司據點與全球服務網絡覆蓋度以及良好的船公司與航空公司合作關係。服務因素則是業務人員能兌現其對客戶的承諾、專業且有經驗的客服人員、文件的速度與正確性、準確的運輸費用請款以及按照SOP或合作契約執行物流服務。
若能將這五大因素落實於對顧客的溝通與服務，將能使顧客關係管理產生正面的影響。經由與進出口廠商的訪談，為使貨運承攬業者能滿足五大因素並對貨運承攬業者提供建議：
1. 資訊科技面：顧客關係管理系統的善用
2. 物流專業知識面：增加貨運承攬業者員工的物流知識，以利滿足客戶的需求
3. 軟實力技能培訓面：諸如加強英文培訓、業務技巧培訓、客戶服務訓練以及簡報能力

Due to the highly competitive nature of the freight forwarding industry, intensified by global pandemics, geopolitical factors, and international trade protectionism, this study primarily analyzes the importance of customer relationship management in the freight forwarding industry to maintain competitiveness.
This study analyzes the freight forwarding industry through SWOT, five forces analysis, as well as the interview result and realizes that the requirements of import and export manufacturers for freight forwarders can be divided into five aspects. It is also found that import and export manufacturers value these five factors such as price factors, trust factors, timeliness factors, convenience factors and service factors when choosing freight forwarding partners. The price factor is a combination of delivery time as well as service with a competitive shipping price, a quote with an expiry date, and flexibility in payment term. Factors of trust are the good reputation of the freight forwarder, the sizable and sound financial position, the frequency of irregular cases as well as effective improvement plan and ESG commitment. The timeliness factor is the positive and quality response of the responsible sales people, the stability of the shipping schedule and the stability of the space supply. Convenience factors are the integrated logistics solutions, logistics technology, branch network, global service coverage and good cooperation with shipping companies as well as airlines. The service factors are whether the sales people can fulfill their promises to customers, professional and experienced customer service personnel, the speed and correctness of document issuance, accurate transportation billing procedure, and the execution of logistics services in accordance with SOPs or cooperation contracts.
Through interview analysis, it was found that good customer relationship management has a positive effect on the performance of freight forwarders. Good customer relationship management involves understanding customers' real needs, responding promptly to their requests, providing services that meet customer expectations, and increasing customer satisfaction to enhance freight forwarders’ competitiveness. The study therefore provides recommendations for freight forwarders:
1. In terms of information technology: make good use of customer relationship management systems.
2. In terms of logistics professional knowledge: increase the logistics knowledge of freight forwarder employees to fulfill customer needs.
3. In terms of soft skills training: such as English training, business skills training, customer service training, and presentation skills.

論文審定書 i
誌　謝 ii
摘　要 iii
Abstract iv
目　錄 vi
圖　次 viii
表　次 ix
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 2
第三節　研究流程 3
第二章　文獻探討與策略分析工具 4
第一節　貨運承攬服務業定義與服務範疇 4
第二節　全球前25大國際運輸承攬業者產業生態 10
第三節　顧客關係管理文獻探討 18
第四節　策略行銷分析工具 23
第三章　研究設計 25
第一節　研究流程 25
第二節　訪談問題內容設計 26
第三節　訪談對象 27
第四章　訪談結果與分析 29
第一節　貨運承攬業的五力分析 29
第二節　貨運承攬業的SWOT分析 31
第三節　研究結果分析 34
第五章　結論與建議 46
第一節　研究與發現 46
第二節　研究建議 47
第三節　研究限制 49
參考文獻 50
一、中文文獻 50
二、英文文獻 50
三、參考網站 51

一、中文文獻
1. 王鼎元(2022)，託運人選擇航空貨運承攬運送業關鍵因素之研究，頁17。
2. 呂宗振(2014)，物流業的顧客關係管理對供應鏈管理績效影響之研究，頁24。
3. 徐慧霞與何苔麗(2009)，顧客關係管理系統導入對金融業顧客滿意度及忠誠度影響，頁62。
4. 許筑婷(2009)，託運人選擇貨運承攬運送業者之衡量因素，頁43。
5. 陳佳君(2012)，自來水顧客關係管理之應用，頁24與25。
6. 陳怡君(2011)，兩岸貨運代理服務業顧客關係管理、教育訓練與企業經營績效關係之研究，頁19。
7. 經濟部統計處(2022)，當前經濟情勢概況，頁4與21。
8. 葉華容(2000)，顧客關係、服務品質與顧客忠誠度之研究－以網路購物為例，頁12與20。
9. 劉美冠(2015)，託運人選擇國際貨運承攬商之要素研究，頁14。
10. 謝伃鈞(2022)，全球新冠疫情對全球供應鏈影響-以海運業之航運為例，頁24。
11. 謝見佑(2004)，從顧客關係管理活動探討如何提升顧客滿意度以郵局國內快捷為例，頁25、38與40。
二、英文文獻
1. APICS- Supply chain planning and execution module 2，Chapter 10: Logistics，page 2-191.
2. AP Moller- Maersk A/S full year and Q4 2022 result，page 7 and 17.
3. Transport Intelligence 2022，Competitive Landscape in the Global Freight Forwarding Market，page 2.
三、參考網站
1. 上海航運交易所: https://www.sse.net.cn/index/singleIndex?indexType=scfi
2. 台北市海運承攬運送商業同業公會: https://www.iofflat.com.tw/ming/
3. 台北市航空承攬運送商業同業公會: http://www.tafla.org.tw/About/Index/1
4. 風傳媒(觀點投書：美國友岸外包重塑印太安全與經濟體系): https://www.storm.mg/article/4366204?page=1
5. 航空貨運承攬業管理規則- 全國法規資料庫: https://law.moj.gov.tw/LawClass/LawAll.aspx?pcode=K0090005
6. 航業法- 全國法規資料庫: https://law.moj.gov.tw/lawclass/lawall.aspx?media=print&pcode=k0070001
7. 航貿周刊: https://shippingdigest.tw/news/20220926n3/
8. Allied Market Research- Digital Freight Forwarding Market Statistics 2030: https://www.alliedmarketresearch.com/digital-freight-forwarding-market-A11518
9. Armstrong & Associates, INC: https://www.3plogistics.com/3pl-market-info-resources/3pl-market-information/aas-top-25-global-freight-forwarders-list/
10. FIATA: https://fiata.org/
11. Kuehne+Nagel Group: https://newsroom.kuehne-nagel.com/kuehnenagel-completes-acquisition-of-apex-and-hence-becomes-a-market-leader-on-the-transpacific-route/
12. Simon Kucher Consultancy- 2022 Global Sustainability Study: The Growth Potential of Environmental Change: https://www.simon-kucher.com/en/insights/2022-global-sustainability-study-growth-potential-environmental-change