我國家用空調業經營策略分析 : 以個案公司為例

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Title:	我國家用空調業經營策略分析 : 以個案公司為例
Other Titles:	The study of management strategy for air conditioning industry in Taiwan a case of H Company
Authors:	林緯謙;Lin, Wei-Chian
Contributors:	淡江大學國際商學碩士在職專班林江峰;Lin, Chiang-Feng
Keywords:	家用空調;經營策略;品牌權益;SWOT;Air Conditioning;management strategy;Brand Equity
Date:	2014
Issue Date:	2015-05-04 09:45:09 (UTC+8)
Abstract:	台灣地處亞熱帶地區，屬海島型氣候，夏季天氣悶熱，空調已成為生活上的必需品。台灣空調市場規模排名世界第九，世界各國超過九十個空調業者這在此競爭，狀況十分激烈，在這強敵環伺又遇上經濟不景氣大環境下，個案公司仍異軍突起，不但連續八年逆勢成長，更在台灣家用空調市場創下40%以上的市佔率，其成功之道值得深入研究探討。本研究發現，在這個與日遽變，世界經濟全球化、自由化的市場環境中，公司的經營策略也必須時時保持靈活、可變化的空間，時時關注市場動態隨之調整，許多以往眾所皆知的國際企業，都因跟不上環境的變遷而嚴重衰退或消失，唯有跟上變化的腳步，才能創造出漂亮的成績。 Taiwan has a subtropical insular climate and sultry summer weather. Air conditioners have already become indispensable products in Taiwan. Air conditioner market of Taiwan is in the ninth position in the world and more than 90 air-conditioning brands are having a striving competition here. Company H still has sprung up everywhere of continuously growth trend and more than 40% market share in this economic downturn and much larger rivals environment within eight years. The following paragraphs are going to discuss about the essential factors to H company’s success. The main emphases of this research are: the market environment has become globalization and liberalization therefore the company''s business strategies must always remain flexible and adaptable. Many star international companies face to severe recession or disappear. Company must keep up with the pace of change in order to make the sustainability profitable.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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