政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/146440
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113648/144635 (79%)
Visitors : 51570145      Online Users : 710
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • 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 140.119/146440


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/146440


    Title: 市場跟隨者策略 - 以A公司加熱菸為例
    Follower Strategy - A Case Study on Company A`s Heated Tobacco Product
    Authors: 易軒
    I, Hsien
    Contributors: 黃國峯
    傅浚映
    Huang, Kuo-Feng
    Fu, Jyun-Ying
    易軒
    I, Hsien
    Keywords: 加熱菸產業
    跟隨者策略
    五力分析
    PEST環境分析
    策略形態分析
    Heated Tobacco Industry
    Follower Strategy
    Five Force Model
    PEST
    Business Strategic Analysis
    Date: 2023
    Issue Date: 2023-08-02 13:34:53 (UTC+8)
    Abstract: 近年來菸商面對消費者健康意識提高以及越趨嚴格的菸品管制規範，紛紛開始將企業永續經營重點放在低風險產品上，而其中加熱菸因為使用方式及體驗與傳統紙菸相近，卻相對紙菸可以減少健康及環境風險，因此被看好為取代傳統紙菸的替代品。而實際上，加熱菸的市場表現也非常亮眼，在全球已開放加熱菸產品上市的市場中，加熱菸產品不論產值或產量皆呈現快速且大量的成長，在菸品品類中的市佔率持續且快速的增加中。
    本研究採用個案研究法，研究的個案公司為世界前三大菸商之一，因為產品研發較晚完成的關係，在全球加熱菸市場都以跟隨者的角色進入市場，本研究深度訪談個案公司加熱菸產品經理，針全球加熱菸產業以及個案公司在日本的產品上市背景、過程及結果，了解總體環境、產業環境、以及個案公司的條件資源，來分析個案公司在日本加熱菸產品上市的跟隨者策略。
    本研究以Proter (1980) 提出的五力分析來分析整體產業，以及PEST環境分析來看個案公司在日本產品上市時的環境背景。接下來用Varadarajan, Peterson & Kerin（1992）提出的跟隨者總體優勢因素檢視個案公司的資源及條件，最後整體以司徒達賢（2005）的事業策略形態分析法來全面的檢視個案公司的目標、環境、條件前提，產品上市整體策略以及組織、功能間的適配，並進一步提出結論及建議。
    In recent years, facing increasing health awareness among consumers and more stringent tobacco control regulations, tobacco companies have begun to focus their sustainable business operations on low-risk products. Among these, heated tobacco products (HTPs) stand out. They offer a user experience similar to traditional cigarettes while reducing health and environmental risks, positioning them as potential substitutes for traditional cigarettes. In practice, the market performance of HTPs has been impressive. In markets worldwide where HTPs are legally sold, both the value and volume of HTPs have grown rapidly and substantially, continuously increasing their market share among tobacco products.
    This study employs the case study method, examining one of the world`s top three tobacco companies. Because this company finished product development later than others, it entered the global HTP market as a follower. The study involves in-depth interviews with the company`s HTP product manager, investigating the background, process, and results of the company`s product launch in Japan, as well as the global HTP industry. The study aims to understand the macro environment, industry environment, and the company`s resource conditions by analyzing the follower strategy of the company in launching HTPs in Japan.
    The study uses Porter`s (1980) Five Forces analysis to examine the overall industry and PEST environmental analysis to understand the environmental background of the company`s launch in Japan. The study then applies Varadarajan, Peterson & Kerin`s (1992) follower`s macro-advantage factors to review the company`s resources and conditions. Lastly, using Dah-Hsian Seetoo`s (2005) Business Strategy Pattern Analysis, the study comprehensively examines the company`s goals, environmental premises, overall product launch strategies, and the adaptation between organization and function, further providing conclusions and recommendations.
    Reference: 中文文獻
    1. 司徒達賢，1997。策略管理。台北：遠流出版公司。
    2. 司徒達賢，1997。策略管理新論：觀念架構與分析方法。台北：智勝文化事業有限公司。
    3. 司徒達賢，2005。管理學的新世界。台北：天下遠見出版。
    4. 司徒達賢，2006。不用數字的研究：鍛鍊深度思考力的質性研究。書序。台北市：培生教育出版集團。
    5. 杜家軒，201，建設公司策略規劃之研究 – 以W建設公司為例，國立政治大學企業管理研究所碩士論文。
    6. 吳智豪，2008，從競爭優勢觀點分析後進者策略-以IC設計領導廠商為例，中原大學企業管理研究所碩士論文。
    7. 林映帆，2011，後進者如何取得競爭優勢:應用軟體產業關鍵優勢分析，國立政治大學企業管理研究所碩士論文。
    8. 黃國峯，2015，企業成長策略。經理人月刊，第 342 期。
    9. 黃紹峯，2017，價值單元展開分析法與策略矩陣：以3D感測產業新創科技公司競爭策略為例，國立政治大學企業管理研究所碩士論文。
    10. 鍾政達，2016，電子煙對傳統菸草市場的影響：破壞式創新之觀點，國立成功大學企業管理研究所碩士論文。
    11. 謝瑩導，2008，先進者與後進者的經營模式與策略之比較─以SKYPE與TELTEL為例，國立臺灣大學工業工程研究所碩士論文。
    英文文獻
    1. Aguilar, F. J. (1967). Scanning the business environment, New York: MacMillan Co.
    2. Eisenhardt, K. M. (1989). Building Theories from Case study Research. The Academy of Management Review, 14(4), 532.
    3. Euromonitor International (2021) Nicotine Survey 2021: Key Insights and System Overview. London.
    4. Euromonitor International (2022) World Market for Tobacco. London.
    5. Grant, R. M. (2000). Contemporary Strategy Analysis, Oxford: Blackwell Publishers.
    6. Gerard J. Tellis, Peter N. Golder (2001) Will & Vision: How Latecomers Grow to Dominate Markets. 1st ed., McGraw-Hill.
    7. Kolter, P. (2003). Marketing Management: Analysis, Planning and Control, 11th ed., New Jersey: Prentice Hall.
    8. Lieberman, M. B. & Montgomery, D. B. (1988) First mover advantages. Strategic Management Journal, 9, 41-58.
    9. Miller, A. & Dess, G. G. (1993). Assessing Porter’s (1980) Model in terms of Its Generalizability, Accuracy, and Simplicity. Journal of Management Studies, 30(4), 553-585.
    10. Methews, J. A. (2002) Competitive Advantages of the Latecomer Firm: A Resource-Based Account of Industrial Catch-Up Strategies. Asia Pacific Journal of Management, 19, 467-488.
    11. Nachmias, C. F. and Nachmias, D. (1996). Research Methods in the Social Sciences, 5th ed. London: Edward Arnold.
    12. Porter, M. E. (1980) Competitive Advantage, New York: The FreePress.
    13. Porter, M. E. (1998) Competitive Strategy: Techniques for Analyzing Industries and Competitors, New York: The FreePress.
    14. Robbins, S. P. (1990) Organization Theory: Structure, Design, & Applications, 3rd ed., New Jersey: Prentice Hall.
    15. Tellis, G. J. & Golder, P. N. (2001), Will and Vision-How Latecomers Grow to Dominate Markets, New York: McGraw-Hill Corp.
    16. Varadarajan, P. R., Peterson, R. A., & Kerin, R. A. (1992) First-mover advantage: a synthesis, conceptual framework. And research propositions. Journal of Marketing, 56(4), 33-52.
    17. Yin, R. K. (1994). Case Study Research: Design and Methods, Rev. ed., Newbury Park, CA: Sage Publishing.
    電子資料
    1. American’s Best Chew Website (2023) https://www.americasbestchew.com. Accessed May 10, 2023.
    2. British American Tobacco Website (2023). https://www.bat.com. Accessed May 10, 2023.
    3. British American Tobacco Combined Performance and ESG Summary 2022 (2023). https://www.bat.com/combinedreport. Accessed May 10, 2023.
    4. General Suns Website (2023). https://www.generalsnus.com. Accessed May 10, 2023.
    5. Japan Tobacco International Website (2023). About US. https://www.jti.com/about-us. Accessed May 10, 2023.
    6. Japan Tobacco International Integrated Report 2021(2022). https://www.jti.com/sites/default/files/global-files/documents/jti-annual-reports/JTG_integrated_report2021.pdf. Accessed May 10, 2023.
    7. JUUL Website (2023). https://www.juul.com/signin. Accessed May 10, 2023.
    8. The Japan News (2021). https://japannews.yomiuri.co.jp/business/economy/20210828-37802/. Accessed May 10, 2023.
    9. Philip Morris International website (2023). https://www.pmi.com. Accessed May 10, 2023.
    10. Philip Morris International ntegrated Report 2022 (2023). https://www.pmi.com/sustainability/reporting-on-sustainability. Accessed May 10, 2023.
    11. WHO (2018), Heated tobacco Products (HTPs) Market Monitoring Information Sheet, 2018. https://www.who.int/publications/i/item/WHO-NMH-PND-18.7. Accessed May 8, 2023.
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    110363056
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0110363056
    Data Type: thesis
    Appears in Collections:[MBA Program] Theses

    Files in This Item:

    File SizeFormat
    index.html0KbHTML297View/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