Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/141085
|
| 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. |
| Reference: | 1. 司徒達賢 (2005)，策略管理新論：觀念架構與分析方法。台北：智勝文化。
2. 余朝權，產業競爭分析專論，台北：五南圖書出版公司，1994。
3. 利弘毅 (2016)，路線貨運業經營策略轉型之分析–以H公司為例，國立中央大學管理學院高階主管企管碩士論文。
4. 吳思華 (1984)，「產業特質與企業經營策略關係研究」。國立政治大學企業管理研究所博士論文，台北。
5. 吳思華 (1987)，產業政策與企業策略，台北：中華經濟研究所。
6. 吳思華，策略九說（三版），台北：臉譜文化出版社，2000。
7. 徐作聖、陳仁帥（民 94）。產業分析。台北：全華科技圖書公司。
8. 許士軍，現代行銷管理，台北：環球經濟社，1980。
9. 黃鈺如 (2018)，自有品牌行銷策略之探討 －以電腦週邊產品 A 公司為例，國立中央大學管理學院高階主管企管碩士論文。
10. 楊國樞、文崇一、吳聰賢、李亦園，「社會及行為科學研究方法」,東華出版社，1991
11. 吳琮璠，「資訊管理個案研究方法」，資訊管理學報1997，4 卷1 期：07-17
12. 葉偉夫，台灣空調工程產業分析與競爭策略之研究，國立台灣科技大學工業管理所碩士論文，2003
英文部分
1. Ansoff, H. I. (1965). Corporate Strategy: An Analytic Approach to Business policy for Growthand Expansion. Hightstown: McGraw-Hill.
2. Aaker, D. A., (1992), Strategic Market Management 3rd ed., New York: John Wiley & Sons Co.
3. Anne Coughlan， Erin Anderson， Louis W. Stern， Adel El-Ansary， Marketing Channels，7th Edi.Prentice Hall， 2006.
4. Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of management, 17(1), 99-120.
5. Collett, S. (1999). SWOT Analysis. Computerworld, 33(29), 58-61.
6. Cunningham and Homse, Controlling the marketing Purchasing lnterface: Resource Development and Organizational implications, Industrial marketing and purchasing Vol 1, 1986, pp3-27.
7. Dominic Wilson, Organizational marketing, Cengage Learning EMEA, 1999.
8. F. R. Dwyer and J. Tanner， Business Marketing: Connecting Strategy， 4ed.， McGraw-Hill/Irwin， 2008.
9. Galbraith， J. R.， and R. K. Kazanjian， Strategy Implementation: The Role of Structure and Process， 2nd ed.， St. Paul， MN， West Publishing， 1986.
10. John DeVincentis, Neil Rackham, Rethinking the Sales Force: Redefining Selling to Create and Capture Customer Value, McGraw-Hill Education, 1999.
11. Kotler, Philip，(1976). Marketing Management: Analysis, Planning, Implementation, and Control (3rd.): New York: Prentice-Hall.
12. Kotler , Philip， Gary Armstrong， Principles of Marketing， Pearson， 2019.
13. Robert B. Miller, Stephen E. Heiman, Tad Tuleja, The New Strategic Selling: The Unique Sales System Proven Successful by the World`s Best Companies, Grand Central Publishing, 2005.
14. Scherer ,F.M. (1980). Industrial Market Structure and Economic Performance,2. ed., , Houghton Mifflin , Boston.
15. Sheth， J.N. and Uslay， C. （2007） Implications of the Revised Definition of Marketing: From Exchange to Value Creation. Journal of Public Policy & Marketing， 26， 302-307.
16. Thomas N. Ingram, Raymond W. LaForge, Ramon A. Avila, Charles H. Schwepker Jr., Michael R. Williams, Sales Management: Analysis and Decision Making, Routledge; 10ed. 2019.
17. Turner, M.F.,(2001). How does your company measure up? . M.F. Black enterprise, 104 32(4), pp.52-53
18. Valentin E. K (2001). SWOT Analysis from a resource-based view, Journal of Marketing Theory and Practice, Vol.15, No.2.
19. Weihrich, H. (1982). The STOW Matrix-A Tool for Situational Analysis, Long Range Planning,15(2), pp54-66.
20. Williams, J. (1996). On Becoming a Strategic Partner with Management. Communication World, 13(3), 31-32.
網路部分
1. 個案公司官網
2. Victaulice官網
3. https://www.nownews.com/news/4031456
4. https://times.hinet.net/mobile/magazine/932/23691933
5.
https://www.itsfun.com.tw/%E5%B7%A5%E6%A5%AD%E5%93%81%E8%A1%8C%E9%8A%B7/wiki-8267946-8514826 |
| 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: | [經營管理碩士學程EMBA] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 203501.pdf | | 3652Kb | Adobe PDF2 | 0 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
