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| Title: | 電腦週邊事業行銷策略之研究-以G公司為例
The study of business marketing strategy of computer peripheral industry: in case of G co. |
| Authors: | 陳清賢
Chen, Ching Hsien |
| Contributors: | 季延平
陳清賢
Chen, Ching Hsien |
| Keywords: | 新創事業
市場區隔
行銷組合策略
new Ventures
market segmentation
marketing mix strategies |
| Date: | 2011 |
| Issue Date: | 2012-04-12 14:00:50 (UTC+8) |
| Abstract: | 台灣電腦週邊設備製造業的發展，一直以來與 PC 產業發展具有高度關聯性。本產業大約從1980 年代開始，國內廠商大多以代工模式興起。自1990 年起，產業進入快速成長階段，產能規模持續成長，台灣亦成為電腦週邊設備的製造重鎮。而近年來隨著科技產業的蓬勃發展，電腦週邊設備更是越來越複雜，產品種類不僅繁多、汰換率高且產品生命週期日趨縮短。再加上產業集中化與微利化的情形下，彼此之間的競爭更是激烈。
本論文研究是以台灣電腦週邊設備製造領導廠商G公司為個案，研究其將近三十年之行銷實務經驗，以提供未來台灣新創中小事業行銷組合策略之參考依據。在藉由本次行銷組合策略的分析過程中，讓我們更加了解電腦週邊設備製造業的現況及未來發展趨勢，以及如何面對產業的快速變化和不確定性。
文中是以訪談G公司經營高層，以及蒐集其他相關文件資料的方式，來探討國內電腦週邊設備製造商行銷組合策略，並將所獲得之成果進行衡量，其中研究之影響變數有市場區隔、目標市場、市場定位、產品定位、研發創新能力、行銷通路布建等等。透過本個案研究之結果，提供下列數點建議，以供台灣新創中小事業之借鏡：
1.透過明確的市場區隔，可穩定成長並避免與市場既有廠商競爭及攻擊。
2.要能掌握通路布局並與經銷商保持良好關係。
3.妥善運用區域彈性定價，以保持公司競爭強度及獲利。
4.發展品牌，以避免落入價格競爭。
5.技術領先與創新產品，保持公司競爭力。
6.積極參與國內、外產品展，藉以快速打開知名度。
關鍵字：新創事業，市場區隔，行銷組合策略。
In Taiwan, computer peripheral equipment manufacturing industry has been highly associated with the PC industry. About the industry from the 1980s began, most domestic manufacturers rise to the OEM model. Since 1990, the industry entered a rapid growth stage, the capacity continued to grow; Taiwan has become the manufacturing center for computer peripherals. In recent years, the rapid development of the technology industry, computer peripheral equipment is more complex, not only the range of product categories, replacement rate and increasingly shorter product life cycles. Coupled with industry concentration and the case of shrinking profit margins, more competition between them is intense.
This thesis is based on Taiwan`s leading computer peripheral equipment G Co., as a case study of marketing practices for nearly three decades of experience, to provide for Taiwan`s future small new ventures marketing mix strategy of reference. By this time in the marketing mix strategy analysis process, our understanding of computer peripheral equipment manufacturing industry development status and future trends, and how to deal with the rapid industry change and uncertainty.
The article is based on interviews with the senior management of G co., and to collect other relevant documents, to explore the domestic manufacturer of computer peripherals marketing mix strategies, and measure the results obtained, which studies the impact of variables there is market segmentation, target market, market positioning, product positioning, R & D innovation, marketing channels, and so on. Through the case study results, the following points provide suggestions for the new ventures:
1.Through the market segmentation, we can stable growth and to avoid competition with existing companies and the victims of its attacks.
2.We should be able to master channel and maintain good relations with retailers.
3.Good use of flexible pricing strategy to maintain ours competitive and profitability.
4.To develop the brand in order to avoid falling into the price competition.
5.Technological leadership and innovative products, to keep the competitiveness of company.
6.Involved in domestic and international electronics show, in order to build brand awareness quickly.
Keywords: New Ventures, market segmentation, marketing mix strategies.
"第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍與限制 3
第二章 文獻探討 4
第一節 市場區隔 4
第二節 目標市場 7
第三節 市場定位 10
第四節 行銷組合策略(產品、定價、通路、促銷) 11
第三章 研究方法 20
第一節 研究方法 20
第二節 研究架構 22
第三節 研究流程 23
第四章 個案討論 25
第一節 產業現況 25
第二節 個案公司背景說明 33
第三節 行銷組合策略分析 36
第四節 經營現況及未來發展 49
第五章 結論與建議 56
第一節 結論 56
第二節 建議 60
參考文獻 63 |
| Reference: | 中文部分：
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3.李茂興譯(2000)，「行銷策略」，揚智文化出版，Subhash C. Jain： “Marketing Planning & Strategy”。
4.林建煌(2002)，「行銷管理」(Marketing management)，智勝文化事業有限公司出版。
5.洪順慶(1991)，「市場區隔的理論架構」，行政院國家科學委員會專題研究計畫報告。
6.洪順慶(2008)，「行銷管理」，福懋出版社有限公司，台北。
7.高登第、李明軒譯(2001)，「競爭論」，天下文化出版社，Michael E. Porter: “On Competition”
8.倪明利(2006)，「半導體通路商零件行銷策略之研究」，國立台北大學企業管理學系碩士論文。
9.唐鴻霖(2004)，「目標行銷策略之探討以和大工業公司為個案」，逢甲大學經營管理碩士論文。
10.黃俊英(1997)，「行銷學」，華泰文化事業股份有限公司，台北。
11.黃俊英(2001)，「行銷學的世界」，天下遠見，台北。
12.黃國才(2003)，「食用油脂行銷策略之研究-以A公司為例」，國立屏東科技大學食品科學系碩士論文。
13.經濟部工業生產統計磁帶資料，行政院經濟部。
14.劉美琪、許安琪、戚梅君、于心如(2000)，「當代廣告-概念與操作」，台北：學富文化。
15.謝安田(1998)，「企業研究方法論」，私立中國文化大學商學院，台北。
16.戴國良(2004)，「行銷管理-理論與實務」，五南圖書出版社股份有限公司。
17.顧萱萱、郭建志(2003)，「行銷學：理論與實務」，台北：學富文化。
英文部分
1.Alfred and Boote, 1981, “Market Segmentation by Personal values and Salient Product Attributes,” Journal of Advertising Research, Vol. 21, No. 1, pp. 29—35.
2.Guiltinan, Joseph P., Paul W. Gordon, and Madden J. Thomas, 1997, “Marketing Management, 6th ed., McGraw—Hill C..
3.Kotler, and Armstrong, 1999, “Principle of Marketing,” 8th ed., Englewood Cliffs, NJ..
4.Kotler Philip, 1997, “Marketing Management : Analysis Planning , Implementation and Control,” 9th edition Prentice Hall Englewood Cliffs, NJ..
5.Kotler, Philip, 1994, “Marketing Management: Analysis, Planning, and Control,” 8th edition.
6.Kotler, Philip, 1988, “Marketing Management: Analysis, Planning, and Control,” 7th edition.
7.Kotler Philip, Swee Hoon Ang, Siew Meng Leong, Chin Tiong Tan(2003), Marketing Management An Asian Perpective, 3rd ed, Pearson Education Inc. pp.297-298.
8.Marcus, B. H., 1975, “Modern Marketing, “New York: Random House, pp.113.
9.McCarthy, E. J., 1981, “Basic Marketing: A Managerial Approach Homewood, “ Illinois, Richard D. Irwin Inc. , 7th ed..
10.Marcus Bruce W., 1975, “Modern Marketing,” N. Y. Ran House. Day, George S., Allan D. Shocker, and Rajendra K. Srivastava, 1979, “Customer-oriented Approaches to Identifying Product—Markets,” Journal of Marketing, Fall pp. 8-19.
11.Weinstein, A., 1987, “Market Segmentation: Using Niche Marketing to Exploit New Markets,” Chicago: Probus Pub. Co.
12.Wendell, R. S. , 1956, “Product Differentiation and Market Segmentation as Alternative Marketing Strategies,” Journal of Marketing, Vol. 21, pp. 3-8.
13.Wind, Y. J., 1978, “Issues and Advances in Segmentation Research,” Journal of Marketing Research, Vol. 15, No. 3 Aug, pp. 217-337.
14.Yankelouich, D., 1964, “New Criteria for Market Segmentation,” Harvard Business Research, Vol. 42, No. 2, pp. 83-90. |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
99932125
100 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0999321251 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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