在成熟期階段，市場漸呈飽和，產品銷售量難以再大量成長，且競爭者相當多，產品同質性高，企業面臨著激烈的競爭，此時可說是最關鍵的時期，若能制定適當的行銷策略，可使產品在成熟期中延長生命，甚至再造產品第二春。
　　因此除了維持原有市場外，若能將產品稍做修正，並推廣到新的市場區隔或新的用途上，則可以擴大產品的市場接受度，如此不僅能避免面對激烈的競爭，也能維持產品成長，增加獲利，再造產品的第二春。所以本研究以「成熟期產品進入新市場區隔」為主題，探索各個相關的議題，研究的重點包括：成熟期產品如何尋找和評估新區隔？成熟期產品尋找新區隔的困難和限制為何？成功進入新區隔的關鍵因素有哪些？
　　本研究以定性研究方法進行探索性研究，首先整理過去的相關文獻，再藉由和企業經理人的訪談，探究他們對於「成熟期產品進入新市場區隔」相關議題的經驗和意見，並加以彙整、分析。
　　研究結果發現，在實務上將成熟期產品導入新市場區隔，確實是能夠達到讓產品再次成長的效益，但是有一些限制的，例如當產品要進入新區隔並做不同的定位時，可能會和原來的定位相衝突而產生排擠效果，因此要尋找新區隔時需仔細評估。而企業應多以不同的角度來看市場，嘗試尋找出新的區隔，如此不僅能增加獲利，也能帶動企業成長。

During the mature stage of a product, the market is saturated. The growth of sales volume levels off. Many competitors enter the market. Products are homogenous, and firms face intensified competition. So the mature stage is the most critical phase for firms. If a firm design appropriate marketing strategies in this time, it will extend the products'' life and even rejuvenate products.
Besides maintaining the original market, firms can promote adjusted products to new market segments for different uses to avoid facing intensified competition, to maintain the growth of sales, to raise profits, and to rejuvenate products. Therefore, this research focused on “Mature Products’ Entering New Market Segments”, the issues of the research included: How to find and evaluate new market segments for mature products? What are the difficulties and limitations for finding new segments? How to enter new market segments successfully?
The research proceeded in an exploratory study by a qualitative research method. At first, reviewed literature and then interviewed managers from different companies to explore their opinions and experience related to “Mature Products’ Entering New Market Segments”, and formulated and analyzed these data.
The outcome of the research revealed that introducing mature products into new market segments is able to let products re-grow in practice. But it is limited. For example when firms introduce mature products into new segments and change products’ positioning, it is possible that new positioning conflicts with original positioning and firms will lose original customers. Therefore, it needs to evaluate carefully when finding appropriate segments. Firms should view the market by different aspects and try to find out new segments, so that it can not only raise the profits but also make firms grow up.

第一章緒論1
第一節研究動機1
第二節研究目的2
第三節研究問題3
第四節研究方法3
第五節研究流程4
第六節研究的重要性6
第七節論文架構6
第二章文獻探討8
第一節產品生命週期8
一、 基本概念8
二、 產品各層級的生命週期10
三、 產品生命週期概念的評論11
第二節成熟期12
一、 基本概念12
二、 成熟期的特徵與問題13
三、 成熟期的因應方法14
第三節市場區隔16
一、 市場區隔的定義17
二、 市場區隔的目的17
三、 市場區隔的程序18
四、 區隔市場的基礎變數18
五、 評估市場區隔20
第四節成熟期產品進入新市場區隔20
一、 為何要進入新區隔20
二、 誰該進入新區隔22
三、 如何尋找新區隔23
四、 進入新區隔的成功因素24
第五節結語26
第三章研究方法27
第一節定性研究概述27
一、 定性研究的意義28
二、 定性與定量研究的比較32
三、 定性研究的重要性36
第二節研究方法論37
第三節抽樣計劃38
第四節資料蒐集方法39
第五節問卷設計41
第六節訪談應注意事項42
第七節信度與效度43
一、 信度43
二、 效度45
第八節研究倫理46
一、 誠實46
二、 匿名與保密46
三、 尊重47
第九節結語47
第四章資料描述與分析48
第一節成熟期的特徵與問題49
一、 競爭激烈49
二、 市場飽和49
三、 價格競爭49
四、 銷售與利潤成長趨緩50
五、 產品標準化51
六、 技術成熟51
七、 出現替代性產品52
八、 其他觀點52
第二節成熟期的因應方法55
一、 產品改良55
二、 加強通路55
三、 加強服務56
四、 降低成本56
五、 降低價格56
六、 進行市場區隔56
七、 尋找新客戶、新市場57
八、 轉型57
九、 其他58
第三節為何要進入新區隔59
一、 擴大市場59
二、 避開激烈競爭60
三、 領導市場60
四、 分散風險60
五、 產品適用多種市場61
六、 進入成熟期產業61
七、 不會進入新區隔的情況62
第四節如何尋找新區隔64
一、 市場自然演化64
二、 尋找相關需求64
三、 尋找市場空隙67
四、 進入國外市場67
五、 參考國外狀況68
六、 觀察市場的變動68
七、 留意未來趨勢68
八、 進入技術相關的產品市場69
第五節評估新區隔的考量因素70
一、 市場狀況與特性70
二、 市場規模、銷售量與利潤70
三、 競爭狀況71
四、 企業資源與能力72
五、 技術相關72
六、 時機72
七、 對原區隔的影響73
八、 其他73
第六節進入新區隔的困難與限制74
一、 人才74
二、 技術74
三、 風險74
四、 競爭者75
五、 不易評估75
六、 其他75
第七節進入新區隔的成功因素77
一、 符合需求77
二、 市場規模77
三、 定位77
四、 產品78
五、 企業資源與能力78
六、 服務79
七、 成本79
八、 價格80
九、 通路81
十、 時機81
十一、 不影響現有區隔81
十二、 其他82
第五章結論與建議84
第一節研究結論84
第二節管理上的涵意86
一、 成熟期的判斷86
二、 不要冒然進入成熟產業87
三、 尋找「成長性」區隔89
四、 「市場」創新90
第三節研究特色91
一、 研究方法91
二、 文獻的整理91
三、 探討主題91
四、 引入新的概念91
第四節研究限制92
第五節後續研究建議93
參考文獻95
一、 中文95
二、 英文96
附錄　訪談大綱100

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