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Title:	策略行銷4C架構分析傳產轉型科技業--以信通交通器材股份有限公司為例 Analyzing the Transition of Traditional Industries to Technology Industries through the Strategic Marketing 4C Framework. -- Sentec E&E Co., Ltd as the Case Study
Authors:	孟令邦 Meng, Ling-Pang
Contributors:	巫立宇 Wu, Lei-Yu 孟令邦 Meng, Ling-Pang
Keywords:	傳統製造業科技產業轉型電動車零部件市場策略行銷４Ｃ架構 SWOT與TOWS分析 Traditional Manufacturing Industries Technology Sector Transition Electric Vehicle (EV) Components Market Strategic Marketing 4C Framework Technological Innovation
Date:	2024
Issue Date:	2025-01-02 11:42:21 (UTC+8)
Abstract:	本研究以信通交通器材股份有限公司為案例，探討傳統製造業向科技產業轉型的策略與挑戰，聚焦於其進軍電動車零部件市場的實踐與成果。隨著全球經濟變遷與科技發展，傳統製造業在生產效率、產品創新與環境永續等方面面臨諸多挑戰，同時也獲得了數位化與智能製造技術帶來的轉型機遇。本研究採用邱志聖（2020）提出的策略行銷4C架構，從外顯單位效益成本、買者資訊搜尋成本、買者道德危機成本及買者專屬陷入成本四個面向切入，結合SWOT與TOWS分析工具，全面評估信通在轉型過程中的內外部條件與應對策略。研究結果顯示，信通交通器材通過持續的技術創新、全球化生產基地布局、供應鏈優化及與科技企業的合作，逐漸從傳統燃油汽機車零部件製造業進入電動車零部件市場。然而，該過程亦面臨品牌認知度不足、技術轉型風險高、資源配置壓力大等挑戰。基於研究分析，本研究提出了具體的改善建議，包括提升資訊透明度、強化品質管理與售後服務、推動技術合作與創新，以及優化資源與風險管理，旨在進一步鞏固企業的市場地位。本研究不僅揭示了傳統製造業在數位化和綠色轉型中的關鍵成功因素，亦為同類型企業應對產業變革與市場競爭提供了具體的參考策略，對理論和實務具有重要價值。 This study uses Sentec E&E Co., Ltd. as a case to explore the strategies and challenges faced by traditional manufacturing industries transitioning to technology sectors, with a focus on the company’s entry into the electric vehicle (EV) components market. As global economic changes and technological advancements accelerate, traditional manufacturing industries are encountering significant challenges in terms of production efficiency, product innovation, and environmental sustainability, while simultaneously benefiting from the transformative opportunities brought by digitalization and smart manufacturing technologies. This study adopts the Strategic Marketing 4C Framework proposed by Chiu (2020), analyzing explicit unit benefit costs, buyer information search costs, buyer moral hazard costs, and buyer-specific sunk costs. These dimensions are further integrated with SWOT and TOWS analysis tools to comprehensively evaluate Sentec’s internal and external conditions and strategic responses during its transformation. The findings reveal that Sentec has strengthened its competitiveness by pursuing continuous technological innovation, establishing a global production network, optimizing its supply chain, and collaborating with technology companies, gradually transitioning from traditional fuel vehicle components manufacturing to the EV components sector. However, the transformation process also involves challenges, such as insufficient brand recognition, high technological transition risks, and resource allocation pressures. Based on the analysis, this study proposes specific improvement strategies, including enhancing information transparency, reinforcing quality management and after-sales service, promoting technological collaboration and innovation, and optimizing resource and risk management to further solidify the company’s market position. This study not only identifies the critical success factors for traditional manufacturing industries in digital and green transitions but also provides actionable strategic recommendations for similar enterprises facing industrial transformation and market competition. These findings hold significant value for both theory and practice.
Reference:	1. 巫立宇、邱志聖，2021，銷售與顧客關係管理二版，台北市，新陸書局 2. 邱志聖，2020，策略行銷分析: 架構與實務應用五版，台北市，元照出版 3. 台灣摩托車產業聯盟 (TTVMA). (n.d.). 統計資料. https://www.ttvma.org.tw/statistics#4 4. Autocar India. (2022). Electric two-wheeler sales up 30.5 percent in 2022. https://www.autocarindia.com/bike-news/electric-two-wheeler-sales-up-305-percent-in-2022-426801 5. Autocar Professional. (n.d.). Record-breaking year for electric two-wheeler sales: Ola, TVS, Ather command 62% market share. https://www.autocarpro.in/analysis-sales/record-breaking-year-for-electric-two-wheeler-sales-ola-tvs-ather-command-62-market-share-118447 6. Bitesize Learning. (n.d.). SWOT analysis explained: Examples & templates. https://www.bitesizelearning.co.uk/resources/swot-analysis-explained-examples-templates 7. Economic Times. (2023). Despite 17% growth in FY23, two-wheelers still at an 8-year low. https://auto.economictimes.indiatimes.com/news/two-wheelers/despite-17-growth-in-fy23-two-wheelers-still-at-a-8-year-low/99773320 8. Frost & Sullivan. (2024). Global two-wheeler market in 2024. https://www.frost.com/frost-perspectives/global-two-wheeler-market-in-2024/ 9. Fortune Business Insights. (2024) (n.d.). Two-wheeler market. https://www.fortunebusinessinsights.com/two-wheeler-market-106884 10. GlobeNewswire. (2024, June 25). Global two-wheeler industry outlook 2024-2028: The emergence of flexible fuels, strong hybrid systems for 2Ws, the rising popularity of adventure motorcycles. https://www.globenewswire.com/news-release/2024/06/25/2903966/0/en/Global-Two-wheeler-Industry-Outlook-2024-2028-The-Emergence-of-Flexible-Fuels-Strong-Hybrid-Systems-for-2Ws-The-Rising-Popularity-of-Adventure-Motorcycles.html 11. IMARC Group. (2024) (n.d.). Two-wheeler market. https://www.imarcgroup.com/two-wheeler-market 12. Motorcycles Data. (2024). World motorcycles market. https://www.motorcyclesdata.com/2024/08/10/world-motorcycles-market/
Description:	碩士國立政治大學經營管理碩士學程(EMBA) 111932037
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0111932037
Data Type:	thesis
Appears in Collections:	[Executive Master of Business Administration] Theses

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