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Title:	手工具產業之策略行銷分析 -- 以G公司為例 Strategies Marketing Analysis of Hands Tool - G Company as Case Study
Authors:	吳明杰 Wu, Ming-Chieh
Contributors:	巫立宇 Wu, Lei-Yu 吳明杰 Wu, Ming-Chieh
Keywords:	手工具產業策略行銷4C分析交易成本 Hand tool industry 4C strategic marketing analysis Transaction costs
Date:	2024
Issue Date:	2024-12-02 11:19:47 (UTC+8)
Abstract:	台灣手工具產業位居全球主要出口國之一，其中以中部地區為主要製造廠聚集地。品牌代工及協力廠的合作模式，因此手工具業普遍以中小企業居多。本研究採用策略行銷4C架構作為分析的理論基礎，研究手工具產業中的個案公司如何利用外顯單位效益成本、資訊搜尋成本、道德危機成本及專屬陷入成本來尋找執行方向，建立自身的競爭優勢和能力，以克服外部環境的劣勢，並創造全新的市場價值。本研究發現，在外顯單位效益成本的策略上，個案公司提供多樣化的萬能鉗產品，應用於各行業。個案公司利用3D掃描和數位裝配技術提升產品設計和生產效率，提供一站式服務，包括量產和客製化，並提供專業技術支援進而降低成本而提高效益。在資訊搜尋成本部分，通過了解客戶需求和提供有效解決方案降低資訊搜尋成本。公司利用大數據進行再行銷，透過廣告和特價資訊吸引客戶，提升決策品質和客戶滿意度。在道德危機成本部分，個案公司透過標準化品質管控、增值服務，和加入Sedex平台，提升供應鏈管理和道德標準，來降低道德危機成本，增強客戶對產品和服務的信任。在專屬陷入成本部分，個案公司擁有超過60個專利，並通過專利技術、模具設計和客戶共同研發，增強了客戶對其萬能鉗產品的專屬陷入成本，進而提高了客戶的忠誠度。並利用解決方案的掌控權提升了服務價值，最終實現了客戶忠誠度的提升和盈利增長。 Taiwan's hand tool industry ranks among the world's major exporters, with manufacturing primarily concentrated in the central region. Due to the prevalence of Original Equipment Manufacturing (OEM) and collaborative production models, the industry largely consists of small and medium-sized enterprises. This study employs the strategic marketing 4C framework as its theoretical foundation to analyze how a case company within the hand tool industry leverages explicit unit benefit costs, information search costs, moral hazard costs, and switching costs to establish its competitive advantages and capabilities. This approach aims to help the company overcome external environmental challenges and create new market value. The study reveals that, in terms of explicit unit benefit costs, the case company provides a diverse range of plier products suited for various industries. By utilizing 3D scanning and digital assembly technology, the company enhances product design and production efficiency, offering a one-stop service that includes both mass production and customization, along with professional technical support to reduce costs and increase efficiency. Regarding information search costs, the company reduces these costs by understanding customer needs and offering effective solutions. Leveraging big data for remarketing, the company attracts customers with targeted advertisements and special offers, thereby enhancing decision quality and customer satisfaction. In terms of moral hazard costs, the case company strengthens customer trust in its products and services through standardized quality control, value-added services, and participation in the Sedex platform, which improves supply chain management and ethical standards. Finally, concerning switching costs, the company owns over 60 patents and enhances customer loyalty by co-developing plier products through patented technology, mold design, and collaborative development with customers. This enables the company to maintain control over solutions, ultimately leading to improved customer loyalty and profit growth.
Reference:	1. 邱志聖 (2020) 。策略行銷分析: 架構與實務應用（第五版）。台北: 智勝文化公司。 2. 邱亞齊(2023)。2023年第三季我國手工具產業回顧與展望 3. 洪雪娟(2023)。2023金屬製品產業年鑑─手工具篇 4. 彭杏珠（2021）。〈台灣半導體產業鏈的全球影響〉。《遠見雜誌》。取自https://city.gvm.com.tw/article/83325 5. 僑務電子報（2022）。〈110年我國手工具出口回溫出口金額成長27.4%〉。取自https://reurl.cc/0997XK
Description:	碩士國立政治大學經營管理碩士學程(EMBA) 110932408
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0110932408
Data Type:	thesis
Appears in Collections:	[Executive Master of Business Administration] Theses

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