研究生: |
余昶志 Chang-Zhi Yu |
---|---|
論文名稱: |
電腦控制系統公司行銷策略個案分析 Marketing Strategy Case Analysis of an Electronic System Installation and Maintenance Company |
指導教授: |
林希偉
Shi-Woei Lin |
口試委員: |
林久翔
謝志宏 |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 工業管理系 Department of Industrial Management |
論文出版年: | 2019 |
畢業學年度: | 107 |
語文別: | 中文 |
論文頁數: | 整份53頁 |
中文關鍵詞: | 第壹章緒論 、第貳章文獻探討 、第參章研究方法 、第肆章產業分析與個案公司介紹 、第伍章個案經營與策略分析 、第陸章結論與建議 |
外文關鍵詞: | this study analyzes and identifies the internal resources, external environment of the company, uses SWOT analysis to develop a set of basic strategies |
相關次數: | 點閱:212 下載:3 |
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在強調資訊科技與網際網路的競爭環境中,企業e化是公司永續經營的重要一環,如何發展其電子化與行銷策略以確保其競爭優勢,對公司的業務發展是至為關鍵。本研究以某電腦控制系統公司為個案研究之對象,在消費者的消費型態隨著經濟發展而有所改變、產品的銷售成功率下降及客戶服務的困難度上升、標案複雜度與競爭對手增加且利潤降低的困境下,進行營運策略分析以研究發想出經營的競爭策略。
本研究分析所屬的產業及市場因素等環境差異,並透過 SWOT 分析及 TOWS 的發想,提出可以超越競爭對手之基本策略及商業模式,最後再搭配4P(產品、價格、促銷、通路)的架構展開行銷策略,以確保可以實現基本策略。本研究之結果可以提供相關產業之管理者之決策參考,建構出合宜之行銷策略以確保其競爭優勢。
關鍵字:e化、競爭策略、SWOT分析
In the competitive environment that emphasizes the use of information technology and Internet, enterprise e-business plays an important role for a company to achieve business sustainability. Developing the e-business and marketing strategies to ensure competitive advantages is thus the key to a company’s success. This study is based on a case study of a computer control system company. Since the consumer’s purchasing behavior has changed in recent years, it becomes more difficult for the company to make consistent product sales or to provide service that can satisfy all the customers. This study analyzes and identifies the internal resources and external environment of the company, and uses SWOT analysis to develop a set of basic strategies that company can used to surpass competitors. These basic strategies are finally implemented under 4P (product, price, promotion, access) framework. The results of this study can provide useful insights for managers in relevant industries to develop appropriate marketing strategies to ensure their competitive advantages.
Key words: e-Business, competitive strategy, SWOT analysis
一、中文部份
1. 王存國、劉沛郁、鄭啟良(1996)「網際網路與中小企業優勢形成之關連性探討」,第七屆國際資訊管理學術研討會論文集。
2. 吳思華(1988)「產業政策與企業策略: 台灣地區產業發展歷程」,中國經濟企業研究所出版。
3. 吳思華(2000)策略九說(三版),台北:臉譜文化出版社。
二、英文部份
1. Grover, V. and Goslar, M. D. (1993) “The Initial Adoption and Implementation of Telecommunications Technologies in US,” Journal of Management Information Systems, 10(1), 141 – 163.
2. Humphrey, A. (2005) “SWOT Analysis for Management Consulting” SRI Alumni Newsletter SRI International.
3. Porter, M. E. (1980) Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Free Press.
4. Yin, R. (2014) Case Study Research: Design and Methods. Thousand Oaks, CA: Sage Publications.
5. Zeithaml, V. A. (1988) “Consumer perceptions of price, quality, and value: Ameans-end model and synthesis of evidence,” Journal of Marketing, 52, 2 – 22.