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研究生： 鍾惠珍
Revina - Natasya Kiran
論文名稱： 企業轉型行銷策略之個案研究
A CASE STUDY OF MARKETING STRATEGY ON COMPANY TURNAROUND
指導教授： 劉代洋
Day-yang Liu
口試委員: 曾盛恕
Sheng-shu Ceng
陳守維
Shou-wei Chen
學位類別： 碩士
Master
系所名稱： 管理學院 - 管理學院MBA
School of Management International (MBA)
論文出版年： 2013
畢業學年度： 101
語文別： 英文
論文頁數： 62
中文關鍵詞： 飽和市場 、成熟市場 、營銷策略
外文關鍵詞： mature market, saturated market, marketing strategy.
相關次數： 點閱：446  下載：13 
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    • 飽和市場很容易發生在當一項產品已處於生命周期成熟期的階段，許多公司都已經意識到在該產業市場飽合的問題，並且產品開發階段就已開始刻意設計更新他們的產品與服務。

    人口與經濟的成長趨使產品得以更快滲透至市場，導致越來越多的競爭者加入，使產品可以成功地接觸到最大的市場份額。雖然市場趨於成熟與銷售狀況趨緩，但市場飽和仍可以代表一個成功銷售狀況的記錄。但商業活動並非運作得如此簡單，公司的設立不是僅單單銷售一件產品，而是大部分的商業行為是屬於希望企業能永續經營。因此，一旦一家企業之產品在市場已處於飽和狀況，他們將所面對的挑戰是如何讓企業持續的獲利。

    本研究將會詳細的闡述在飽和市場的行銷策略藉此讓企業持續獲利，與防止未來可能的衰退。此外，在此研究中會說明採行的行銷策略過程與想法，以及在面對飽和且成熟的市場時，本研究也發現領導人不管在支持成功的管理過程與執行行銷策略皆扮演極重要的角色。

    Saturated market likely happens once a product is in maturity stage of product life cycle. Many companies are already aware of the problems of market saturation of their industry and start having early intentional designed of their product or service for replacement at some point.

    The growth of population and economy drive the penetration of product penetrate faster into the market. More competitors start to come up and the product are successfully reach maximum amount of market. The market becomes mature and sales grow slower. Though, market saturation can be considered as a successful sales record. However, business does not simply work this way. Companies are not established to simply sell a product and then dismantle the business. Most businesses are long-term ventures. Therefore, once the market becomes saturated with their products, they are presented with a challenge of how to continue generating revenue.

    This study will elaborate the marketing strategy in saturated market in order to continue generating revenue, to prevent further decline. Furthermore, the marketing strategy process and ideas was proposed in this study. It is also found that leadership role plays an important role as a tool to support the successful of all the management process and marketing strategy implementation in facing saturated condition.

    ABSTRACT ACKNOWLEDGEMENT CONTENTS TABLE CONTENTS FIGURE CONTENTS CHAPTER I INTRODUCTION 1.1 Motivation and Background 1.2 Purpose of Research 1.3 Content and Thesis Flowchart 1.4 Research Limitation CHAPTER II LITERATURE REVIEW 2.1 The Power of External Events 2.2 Market Attractiveness 2.3 Targeting Strategies 2.4 Product Life Cycle 2.4.1 Life Cycle Paths after Maturity 2.5 Market Saturation 2.6 Marketing Mix Strategy for Product Life Cycle 2.6.1 Introduction Stage 2.6.2 Growth Stage 2.6.3 Maturity Stage 2.6.4 Decline Stage 2.7 Strategies for Mature and Declining Markets 2.8 Extension Strategies 2.9 Leadership Roles in Management CHAPTER III RESEARCH METHODOLOGY 3.1 Research Method 3.1.1 Data Collection 3.1.2 Data Analysis 3.2 Interview Process 3.2.1 Interview Questions 3.2.2 Person in Interview Background and Title 3.2.3 Interview Period CHAPTER IV INDUSTRY ANALYSIS AND INTRODUCTION OF COMPANY 4.1 Industry Analysis 4.2 Introduction of Company 4.2.1 Core Competences 4.2.2 Organizational Structure 4.2.3 SWOT Analysis CHAPTER V CASE STUDY ANALYSIS 5.1 Background 5.2 Process 5.2.1 Analyzing and Prioritizing Potential Target Market. 5.2.2 Targeting strategy 5.2.3 Company Strategies in Saturated Market 5.2.4 Marketing Mix Strategy Implementation in Saturated Market 5.2.5 Marketing Strategy in Saturated Market 5.2.6 Challenges and Dilemma 5.2.7 Leadership Role 5.3 Benefit/Outcome of Case Study 5.4 Future Planning CHAPTER VI CONCLUSION AND RECOMMENDATION 6.1 Main Conclusion 6.2 Recommendation REFERENCES

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