政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/141085

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Title:	空調工程配管創新工法行銷策略之研究 -以某個案公司為例 The Study of Marketing Strategy in Innovative Piping Method for the Air-Conditioning Engineering Field -Base on a case
Authors:	邱亦慶 CHIU, Yi-Ching
Contributors:	季延平 Chi, Yan-Ping 邱亦慶 CHIU, Yi-Ching
Keywords:	空調工程配管機械接頭管路行銷策略創新工法節能減碳工業品行銷專利 Innovative Piping Method Industrial Product Marketing Air-Conditioning Engineering Field Marketing Strategy
Date:	2022
Issue Date:	2022-08-01 17:33:59 (UTC+8)
Abstract:	本研究的進行，乃源於環保意識抬頭與營建成本高漲之下，而發展的空調工程配管創新工法。然而，此創新工法雖具有優勢，但面對傳統工法為主的現況，如何行銷此創新工法，而克服當前傳統工法的限制，進而開拓市場。然而，工程面的創新工法之行銷，不僅考量當前的外部環境的變化，還要探討內部的資源能力，才能永續成長，並期對學術研究與空調實務有所貢獻，即本文之研究緒論。所以，本研究不僅針對空調工程配管傳統工法與創新工法進行文獻探討，亦深入探討制定行銷策略之工具-SWOT、行銷策略與工業品行銷之文獻，以奠立分析基礎。除此，本研究為求取深入掌握，乃採取個案研究，並以空調工程配管創新工法為自變項與行銷策略為應變項之研究結構，進行質性研究。對於本個案之分析，從個案公司現況與產業結構、營運實務、以及行銷空調工程配管創新工法等三方向進行分析，以期萃取重要的關鍵要素，而益於個案公司的營運發展之道，進而促進整體營運成長之目的。最後，本研究亦提出結論，個案公司雖然具有產品、技術與服務之強大優勢，但是面對價格高與產品無法相容他牌的劣勢及斷鏈、盜版、漲價、傳統工法廠商及材料商反彈之威脅，顯然不利個案公司機會的爭取。建議個案公司可以從工業品行銷以及行銷4P與4C強弱處投入，亦即可從整體價值或性價比、價格、通路、溝通與便利等五方面持續改進。對於未來研究建議可從1.研究資料的增加2.研究方法的改變3.研究方向的拓展投入。 The background of the study: 1. The environmental awareness was developed 2. The construction cost was rising. In the trend, it developed an innovative piping method in the air-conditioning engineering field. How to promote the innovative piping method was the most important key in the period for the field. Therefore, we started the study. The study invested in literature review: tradition & innovative piping method of air-conditioning engineering field, SWOT, marketing strategies & industrial product marketing. After the literature review, the study used the case study & qualitative research to analyzed the current situation of the case & industry, its operational practice, and marketing for the innovative piping method. After completing this study, the following conclusions: The case had strong advantages in the product, technologies, service. But it had following disadvantages-its higher price, incompatibility of other brands, and the rebound of the traditional firms. The following suggestions: 1. To invest in industrial product marketing 2. To develop the strengths and weakness of 4P & 4C in marketing. Suggestions for future research: 1. To increase of research data; 2. To improvement of research methods; 3. To expansion of research direction.
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Description:	碩士國立政治大學經營管理碩士學程(EMBA) 106932035
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0106932035
Data Type:	thesis
DOI:	10.6814/NCCU202200568
Appears in Collections:	[Executive Master of Business Administration] Theses

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