競合關係下之產品策略探討 : 以國際性A公司為例

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Title:	競合關係下之產品策略探討 : 以國際性A公司為例
Other Titles:	An exploratory study on product strategy under coopetition : the case of an international company
Authors:	古梅華;Ku, Mei-hua
Contributors:	淡江大學國際貿易學系國際企業學碩士在職專班王居卿;Wang, Chu-ching
Keywords:	競合關係;產品策略;企業價值鏈;SWOT分析;STP分析;Coopetition;Product Strategy;Corporate Value Chain;SWOT Analysis;STP Analysis
Date:	2006
Issue Date:	2010-01-11 01:24:39 (UTC+8)
Abstract:	本研究藉由處在電源供應器產業之A個案公司，探討其從身為美國母公司代工廠轉變成研產銷的公司時，在與其他台灣競爭者處於既競爭又合作的環境下，該如何去克服營業績效的瓶頸? 也就是在這個價值網內如何去擬定更適當的產品策略，以快速建立配銷通路去獲得競爭優勢,進而提升市占率。本研究採個案研究法，透過次級資料的收集及深入訪談，以便達到下列目的：（1）探討電源供應器產業中之A公司，去瞭解其在產業價值鏈中之上下游的關係；（2）於清楚A公司之定位及現況後，進一步深入探討其在競合關係下與競爭者產品種類相互競爭所遇到的問題；及（3）針對A公司產品面所面臨的問題提出解決對策，以在競合關係的結構下，設計A公司之產品策略幫助其在產業中建立競爭優勢。本研究更透過企業價值鏈、SWOT分析、STP分析等分析技術，針對產品定位策略、產品重定位策略、產品重疊策略、產品範疇策略、產品設計策略、產品取消策略、新產品策略及多角化策略等八個產品策略構面，找出A個案公司目前之優劣勢以及定位，並在瞭解A公司之情況下，去擬定適當的產品策略組合。最後結論得出公司所宜採取之產品策略組合為：產品重定位策略之新使用用途重定位、產品重疊策略之私品牌、產品範疇策略之單一品牌、產品設計策略之顧客化產品及標準化產品但可修改、新產品策略之產品改善/修正及產品模仿。 This study is to explore the transformation of the case company (called company A in this study) in the power supply industry from an OEM factory of its U.S. based mother company into a technical production and marketing company, and the way of overcoming the bottleneck of sales performance under coopetition with other Taiwan competitors or planning a more appropriate strategy in such a value net, so as to rapidly build up distribution channel, gain competitive advantage and enlarge market share. This study adopts a case study method to achieve the following objectives through secondary data collection and in-depth interview: (1) understand the upstream/downstream relation of company A in the power supply’s industrial value chain; (2) explore the problems confronted in the coopetition after Company A’s positioning and current conditions are clearly known; (3) propose solutions and strategies for the problems confronted by company A’s products, and design company A’s product strategy and help it to obtain the competitive advantage in the coopetition. This study also uses corporative value chain, SWOT analysis, and STP analysis techniques to find the current advantages and disadvantages and the positioning of company A according to eight product strategies: product positioning strategy, product repositioning strategy, product overlapping strategy, product category strategy, product design strategy, product phase-out strategy, new product strategy, and diversification strategy. Then, this study formulates the product mixed strategies and take corresponding actions, when the company A’s situations are understood. A conclusion on the appropriate combination of product strategies for A company is drawn as follows: new use and repositioning of product repositioning strategy, proprietary brands of product overlapping strategy, single brand of product category strategy, and customized products and standardized products of product design strategy (revisable), and product improvement/correction and product imitation of new product strategy.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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