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    Title: 合金飾品業之業務擴張策略分析 : 以臺灣地區A公司為例
    Other Titles: The analysis of business expansion strategy for alloy accessories industry : a case study on a company in Taiwan
    Authors: 侯家洺;Hou, Chia-Min
    Contributors: 淡江大學國際商學碩士在職專班
    林志鴻;Lin, Jyh-Horng
    Keywords: 合金飾品製造商;業務擴張策略;國際化經營;平價化行銷;Alloy Accessories Manufacturer;Business Expansion Strategy;International Business;Parity of Marketing
    Date: 2011
    Issue Date: 2011-12-28 17:48:02 (UTC+8)
    Abstract: 論文提要內容:

    台灣地區生產之合金飾品價格合理與品質優良,產品行銷全球,在國際市場上已獲得顧客的認同,以成熟的專業技術為歐美等顧客代工生產,產品設計以消費者需求導向,進而發展自有品牌,以差異化產品及平價化行銷策略,擴張全球市場。

    本研究以台灣地區合金飾品製造商兼貿易商- A公司為個案分析,以企業的使命陳述基礎下,探討其內部環境優勢、產業環境與總體環境產生的機會,將企業本身之優勢與機會互相結合,以選擇最適切的營運策略模式,藉此進攻市場,擴張市場佔有率,達成企業使命,成為全球最大合金飾品公司。

    本研究採用探討性之個案研究分析法,藉由次級資料的分析,及國內外相關文獻之探討研究,歸納成以下之結論:
    1. 對於不同需求層級的客戶提供多元化之合金飾品與服務,讓不同層級的客戶皆能享有其所屬的商品品質與利潤,得以提升顧客滿意度。
    2. 營運策略為國際化經營,得以擴張合金飾品市場之通路優勢,並且持續拓展更綿密的市場通路網脈,擴張市場佔有率,創造更多的商機。
    3. 行銷策略為平價與產品差異化,以提升產品的附加價值與產品定位,透過產品差異化與平價策略,提供精緻化飾品與更好之服務,藉此超越競爭者取得競爭優勢。
    Abstract:

    Alloy accessories made in Taiwan are in high quality at reasonable prices; the products have obtained customers’ approval in the international market while they are sold around the world. By using the mature professional original equipment and manufacturing (OEM ) production for the European and American customers, designing products as consumer demand-oriented, developing own brand
    manufacture (OBM ) and adopting differentiate products and fair price marketing strategy; the industry expands business to global market.

    The study focuses on a case analysis of a Taiwanese alloy jewelry manufacturer and trader company. By under the enterprise''s mission statement, the research discusses the advantages of the internal environment, industry environment and the overall environment of the opportunity, the combination of its own strengths and opportunities for business in order to select the most appropriate mode of operation strategy to attack market and expand market share, and achieve corporate mission as an result.

    The research uses discussion case study analytic method, by using secondary data analysis and the study of the related literature, and induces the following conclusion:

    1. When the industry provides different alloy of accessories and the service regarding the different demand of customers, the different level of customers gain their respective commercial quality and profit as a result to enhance customer satisfaction.
    2. The operational strategy is international management that can expand the channels advantage of alloy accessories, continue to expand a denser channel network, expand market share, and create more business opportunities.
    3. The marketing strategy is fair price and the product differentiation that to promote products’ added value and the product positioning. Through the product differentiation and the fair price strategy, to provide the fine accessories with the better service gains a competitive edge than its competitors.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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