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Author: 邱柏鈞
Chiu-PO Chang
Thesis Title: 印表機由銷售轉型租賃模式之個案分析-以E公司微噴影印機行銷策略為案例
Case Analysis of Printers from Sales Transformation Leasing Biz Model
Advisor: 張順教
Shun-Chiao Chang
Committee: 張光第
Kuang-ti Chang
賴法才
Fa-tsai Liao
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2018
Graduation Academic Year: 106
Language: 中文
Pages: 27
Keywords (in Chinese): 微噴影印機中小企業行銷策略OA 市場環保無塵省電減碳
Keywords (in other languages): Environmental, Copier, Printer, competition, Mico, Strategy
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  • 全球印表機市場除須因應環保意識高漲,無紙化趨勢,行動裝置盛行衝擊外,更要面對副廠耗材廠商提供低價耗材影響獲利,並須對應OA雷射影印機廠商透過數位影印機推廣辦公室集中列印,租賃節稅等方案侵蝕一般辦公室印表機銷售,進而造成印表機市場逐年下滑,本研究先利用五力分析以台灣印表機市場來探討個案公司在上下垂直供應鏈及內外競爭所面臨的問題,再以E公司個案對應上述問題所提出的新微噴影印機商品及市場行銷策略與三年的執行成效來檢視此策略執行成果,並為未來三到五年制訂下一階段策略藍圖以因應未來影印機產業競爭及發展,並藉此進而開創下一波業績成長引擎。


    In addition to the environmental protection awareness, the paperless market trend, and the prevalence of mobile devices, the global printer market has to face the negative effects of low-cost consumables provided by the none-genuine consumable manufacturers. Copier vendor through Digital copier highly promote office centralized printing, leasing and tax saving program, it impacts sales of general office printers, which influences printers sales decline year-by-year in the printer market. This study first used Porter five forces analysis to analyze the case of companies at Taiwan printer market in the supply chain vertically integrated and faced by both internal and external competitions problems ,then it will review in the case of E company for above issues by their effectiveness of the new micro inkjet printer products and marketing strategies ,and examine three years results of this strategy, Try to find out the next phase of the strategy for copier industry competition and development for next three to Five years in near future,then find out the next wave of performance growth engines.

    摘要 II 第壹章、 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 2 第四節、 研究限制 3 第貳章、 產業環境分析 4 第一節、 產業環境五力分析 4 第二節、 一般影印機(OA)市場現況闡述及競爭者分析 5 第三節、 競爭者分析&銷售經營模式探討 10 第四節、 中小企業行為模式與問卷訪談 12 第參章、 E牌微噴影印機SWOT分析與機會市場 14 第一節、 微噴影印機 SWOT & TWOS 策略分析 14 第二節、 E 公司在微噴影印機的創新策略 15 第肆章、 E公司微噴影印機行銷策略優勢與通路結構 20 第一節、 微噴影印機行銷策略與六大優勢 20 第二節、 微噴影印機通路結構說明 24 第伍章、 結論 25

    波特之五力分析
    創新與創業精神

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