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https://nccur.lib.nccu.edu.tw/handle/140.119/152111
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| Title: | 新創公司競爭⼒與市場策略分析-以U 公司為例
Analysis of Competitiveness and Marketing Strategy of Startup Companies - A Case Study of Company U |
| Authors: | 吳明宗
Wu, Ming-Tsung |
| Contributors: | 周冠男
Chou, Robin K.
吳明宗
Wu, Ming-Tsung |
| Keywords: | 新創公司
競爭力
4C架構
策略分析
定義產品
Startup
Competitiveness
Strategic anslysis
4C framework
product definition |
| Date: | 2024 |
| Issue Date: | 2024-07-01 13:04:22 (UTC+8) |
| Abstract: | 從擔任產品研發、產品應用⼯程師，協助客⼾定義產品，能夠把新創產品從
概念落實到量產的角度，來分析⼀家新創公司，從技術團隊成立公司，到產品要
能真正量產，進⼊市場銷售這段時間延遲，或許需要幾年的時間，產品面臨原有
競爭⼒是否能保持領先與市場策略如何能夠隨時靈活調整。
我以新創公司U 公司的競爭⼒和市場策略為例。首先，我們將介紹U 公司
的背景和其所處的市場環境，公司技術團隊的核⼼能⼒。其次，我們將探討U公
司的產品定義，包括產品特性、定位，以及與競爭對⼿的比較。接著，我們將利
用策略⾏銷4C分析、評估U公司的競爭優勢，分析其核⼼能⼒和不⾜之處。最
後，我們將提出建議，針對U公司的市場策略，包括商業模式、定價策略、推廣
和銷售策略，對比創立初期的競爭⼒與市場策略，對比產品量產上市的時期，有
什麼落差，可以做哪些調整，以及產品發展和品牌建立建議。本報告的目的是幫
助U 公司更好地了解其競爭環境，並提供可⾏的市場策略，以增強其競爭⼒和
永續發展。
From the perspective of serving as a product development and application engineer,
assisting customers in defining products, and being able to turn innovative product
concepts into mass production, one can analyze a startup company. The process from a
technical team establishing a company to a product achieving true mass production and
entering the market for sale may take several years. During this period, the product
faces challenges such as whether its original competitiveness can be maintained and
how market strategies can be flexibly adjusted at any time.
Using the startup company U as a case study, we first introduce the background of
U and its market environment, highlighting the core capabilities of its technical team.
Next, we discuss the product definition of U, including product features, positioning,
and comparisons with competitors. We then use the 4C strategic marketing analysis to
evaluate U's competitive advantages, analyzing its core strengths and weaknesses.
Finally, we propose recommendations for U's market strategy, including business model,
pricing strategy, promotion, and sales strategy, comparing the initial competitive
strength and market strategy with the period when the product reaches mass production
and market launch. We suggest adjustments and provide recommendations for product
development and brand building. The purpose of this report is to help U company better
understand its competitive environment and offer feasible market strategies to enhance
its competitiveness and sustainable development. |
| Reference: | 參考⽂獻
中⽂部分
經濟部中小及新創企業署. (2022年10月). 111 年中小企業白皮書. 擷取自 經濟
部中小及新創企業署: https://www.sme.gov.tw/list-tw-2345
Venture+. (2023年8 月10 日). 新創投資愈加困難？因應台灣新創環境⽽⽣的新
型態創投. 擷取自 Venture+:
https://www.ventureplus.co/post/new_type_vc
李琳⼭教授個⼈數位典藏， 參引自：https://linshanlee.com/about/，檢視日
期：2024/03/08
邱志聖. (2020). 策略⾏銷分析:架構與實務應用(五版). 台北: 智勝⽂化事業有限
公司.
英⽂部分
WIKIPEDIA. (2022, 9 21). Whisper (speech recognition system). Retrieved from
https://en.wikipedia.org/:
https://en.wikipedia.org/wiki/Whisper_(speech_recognition_system) |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
111932081 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111932081 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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| 208101.pdf | | 885Kb | Adobe PDF | 0 | View/Open |
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