政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/110886

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/110886

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113392/144379 (79%)
Visitors : 51204726 Online Users : 922

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Scope

please add "double quotation mark" for query phrases to get precise results

please goto advance search for comprehansive author search

Adv. Search

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

Goto mobile version

政大典藏 > College of Commerce > MBA Program > Theses > Item 140.119/110886

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/110886

Title:	半導體設備商轉型過程之代表性案例建立以策略行銷4C架構分析 Marketing strategic analysis of business transformation in semiconductor industry by establishing representative case
Authors:	周冠宏 Chou, Kuan Hung
Contributors:	巫立宇林宜霓 Wu, Lei Yu Lin, Yi-Ni 周冠宏 Chou, Kuan Hung
Keywords:	策略行銷分析代表性案例企業轉型策略聯盟
Date:	2017
Issue Date:	2017-07-11 12:23:48 (UTC+8)
Abstract:	本研究針對半導體設備產業之中小型企業，透過與大企業合作開發技術，進行企業轉型的方式，探討「代表性案例」建立的重要性與方法。利用策略行銷4C架構分析，探討個案公司—台喬過去的成功因素與代表性案例之關係，得到以下結論： 1. 半導體製程設備屬於高涉入型產品 2. 在半導體製程設備銷售過程中，客戶將功能與品質列為選擇優先考量 3. 中小企業在銷售過程中較難取得客戶對其技術及品質能力之肯定 4. 代表性案例協助中小型設備供應商在銷售過程中建立與客戶間的信任接著在企業進行轉型的條件下，探討與大企業「建立代表性案例」是否能協助企業達成目標，並藉著深入檢視台喬在轉型過程中與標竿企業合作共同開發之失敗案例，找出中小企業與大公司合作過程之常見問題： 1. 中小企業面對大企業缺乏議價力 2. 代工角色之定位難以轉換 3. 中小企業相較大公司較缺乏共同開發經驗並提出「策略聯盟」之方法及對象選擇、風險評估基準之建議：透過同業合作提高與大公司之談判力與控制程度，協助中小企業在與大企業建立代表性案例過程中提高成功機率及建立長久合作關係。
Reference:	中文文獻 1.經濟部中小企業處(2016)，中小企業相關統計，經濟部中小企業處 2.經濟部投資業務處(2008)，半導體產業分析及投資機會，經濟部投業處 3.經濟部技術處(2010)，2010產業技術白皮書 4.陳慧娟(2011)，國內半導體設備產業競爭力剖析，IT IS產業評析 5.楊瑞麟(2017)，2016半導體年鑑，工研院IEK 6.李妍慧、葉立綸(2011)，全球半導體設備市場剖析，IT IS產業評析 7.邱志聖(2014)，策略行銷分析・架構與實務應用(四版)，智勝文化 8.巫立宇・邱志聖(2014)，銷售與顧客關係管理，新陸書局 9.朱文儀(2017)，策略管理，華泰文化 10.劉家瑜(2012)，群戰策略，貿易雜誌 11.劉恭甫(2011)，350億的結盟失敗失敗教訓，動腦雜誌 12.趙均豪(2012)，以科技管理觀點探討台灣藥廠之策略聯盟，國立政治大學碩士論文 13.簡士堡(2013)，半導體設備商之銷售實務-以策略行銷4C架構觀點分析，國立政治大學商學院經營管理碩士學程企管組碩士論文 14.陳明璋(1994)，企業轉型的經營策略與做法英文文獻 1.Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99-120. 2.Chan-Olmsted, S. M. (2006). Competitive strategy for media firms. New Jersey: Lawrence Erbaum Associates, Publishers. 3.Eisenhardt, K. M. “Building Theories from Case Study Research”, The Academic of Management Review, Vol.14, No.4, pp. 532-550 4.Gummesson, E.(1994), “Making Relationship Marketing Operational,” International Journal of Service Industry Management, 5-20. Killing, J. Peter (1983), Strategies for Joint Venture Success. New York: Praeger. 5.Kolter, Philip (1997), “Marketing Management: Analysis, Planning Implementation,” and Control, 9th ed., New Jersey: David Borkowsky. 6.Michael E. P., Competitive Advantage : creating and sustaining superior performance, New York: Free Press,1998. 7.Porter, M. E., & Fuller, R. (1986). Coalitions and global strategy. In M. Porter (Ed.) Competition in global industries (pp. 315-343). Boston: Harvard Business Press. 8.Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1985), "A conceptual model of service quality and its implications for future research," Journal of Marketing, Vol. 49 (Fall), Iss. 4; pp. 41-50. 9.Zeithaml, V. A., Berry, L. L. and Parasuraman A. (1988), "Communication and control processes in the delivery of service quality," Journal of Marketing, Vol. 52 (Apr), Iss.2; pp. 35-48. 10.Pride, William M. and O. C. Ferrell (1991), “Marketing :concepts and strategies,” 7th ed., Houghton Mifflin, Boston, MA.
Description:	碩士國立政治大學企業管理研究所(MBA學位學程) 104636004
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G1043630041
Data Type:	thesis
Appears in Collections:	[MBA Program] Theses

Files in This Item:

File	Size	Format
004101.pdf	3219Kb	Adobe PDF2	223	View/Open

All items in 政大典藏 are protected by copyright, with all rights reserved.

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

DSpace Software Copyright © 2002-2004 MIT & Hewlett-Packard / Enhanced by NTU Library IR team Copyright © - Feedback