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研究生:蔡明智
研究生(外文):Ming-Chih Tsai
論文名稱:以價值行銷鏈建構競爭優勢-經濟部加工出口區為例
論文名稱(外文):Using Value Marketing Chains to Construct Competitive Advantages-Taking Economic Processing Zone of Economic Affairs for Example
指導教授:關復勇關復勇引用關係
指導教授(外文):Fu-Yung Kuan
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:160
中文關鍵詞:價值行銷鏈競爭優勢價值鏈價值鏈價值行銷鏈競爭優勢
外文關鍵詞:Competitive advantages.Value marketing chainsValue chains
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以價值行銷鏈建構競爭優勢
-經濟部加工出口區為例

摘要

  本論文基於經濟部加工出口區三十七年來,引領台灣經濟起飛,扮演國際特區典範推手的角色,對經濟貢獻蹶偉。然值優勢漸失之際,第五次轉型攸關未來台灣競爭力之動機,欲達:1.發展以行銷為核心的價值行銷鏈;2.找出價值因素及那些因素影響競爭優勢;3.利用加工出口區個案,驗證所提之價值行銷鏈及競爭優勢。

  因時間涉及三十七年,故本研究以回溯-預測研究為設計。引述加工出口區三十五週年慶特刊...次級資料及深度訪談提出政府政策、產業群聚、加工區典範、加工區經驗四大關鍵價值因素,經由定義、允諾、傳遞、追蹤、提醒和評估六個步驟與產業轉型五個階段,藉便利性、信賴度、品質、服務支援等四項構面,分析其價值性,及獨特競爭地位、策略定位優勢、跨地點、資訊網路、先進入者五大競爭優勢之形成與相關性。再則,設計問卷、發展命題,經由區內母體廠商及行政人員樣本的調查,交叉驗證研究結果。

  研究顯示:1.價值因素重要性,依序為政府政策、加工區經驗、加工區典範、產業群聚。2.加工區較具備跨地點優勢。3.未來最重要的是策略定位優勢。4.最強有力的是跨地點優勢。最待補強的是資訊網路優勢。發現:1.廠商設立愈久,價值認知愈低,優勢愈不明顯。2.廠商規模愈大,愈能獨立營運,與區互動愈不明顯。3.第五階段的轉型期挑戰性高,成功需要較長、較多的投入。
Using Value Marketing Chains to Construct Competitive Advantages
-Taking Economic Processing Zone of Economic Affairs (EPZEA) for Example

ABSTRACT


This thesis has based on EPZEA for thirty-seven years which guided Taiwan economy to take off, played a pushing role in international special zone’s paradigm and had a great contribution to economy. While under gradual losing of advantages, the fifth change, motivating one’s own brand international marketing and concerning the motivation of Taiwan under international competitive in the future. Its goals are as the fellowing:
1.To develop the value marketing chains whose nucleus is marketing.
2.Tofind out value factors and factors which will affect competitive advantages.
3.To use EPZEA cases to prove above-mentioned value chains and competitive advantages.

This study is designed with retrospective-prospective due to its 37 years the reference period. By citing secondary data such as EPZ 35th Anniversary Edition etc. and indepth interviews offered from government policies, clusters, paradigm of EPZ , experience of EPZ ,the four key successful factors , by identifying , communicating , deliver , track , reminding , evaluation six stepsand five stages of industrial change. With convenience, reliability , qualities and services to support four aspects, analyzed includes its value and five competitive advantages - unique competitive status, strategic position, a cross location, informative internet and frist-mover advantages,Furthermore , to design questionnaires and hypothesis by surveying of manufacture population and samples of administrative staffs,to cross-proof study results.

Study show that:
1.The importance of value factors which in proper order are government policies, the experience of EPZ , the paradigm of EPZ and clusters.
2.EPZ has more advantage of across location advantage.
3.The most important advantage is strategic positioning in the future.
4.The most powerful advantage is across location.
5.The most enpowerd advantage is informative internet.

We conclude these 3 points:
1.The long the manufacturer established, the less recognization the manufactures had , the advantages is obvious.
2.The larger scale the manufactures are , the more indepent in operation they are ,they have less interaction with the others.
3.It is more challege for the fifth change , it takes more investment and time to be sucessful.
keywords:Value chains , Value marketing chains , Competitive advantages.
目錄
中文題要………………………………………………………………………………………i
英文題要………………………………………………………………………………………ii
誌謝……………………………………………………………………………………………iii
目錄……………………………………………………………………………………………iv
表目錄…………………………………………………………………………………………vi
圖目錄…………………………………………………………………………………………viii
符號說明………………………………………………………………………………………x

第一章 緒論………………………………………………………………………………… 1
第一節 研究背景與動機……………………………………………………………… 2
第二節 研究目的與範圍……………………………………………………………… 3
第三節 研究流程……………………………………………………………………… 4

第二章 文獻探討…………………………………………………………………………… 5
第一節 價值鏈與價值行銷鏈………………………………………………………… 5
第二節 產業環境(內、外在)分析…………………………………………………… 14
第三節 競爭優勢……………………………………………………………………… 20

第三章 研究設計與方法…………………………………………………………………… 37
第一節 研究架構與研究假設………………………………………………………… 37
第二節 研究設計與研究方法………………………………………………………… 44
第三節 變數定義與問卷設計………………………………………………………… 47
第四節 問卷之信度效度分析………………………………………………………… 53
第五節 抽樣設計與問卷回收………………………………………………………… 61

第四章 加工出口區價值行銷鏈價值因素分析…………………………………………… 63
第一節 加工出口區概述……………………………………………………………… 63
第二節 政府政策價值行銷鏈分析…………………………………………………… 69
第三節 產業群聚價值行銷鏈分析…………………………………………………… 80
第四節 加工區典範價值行銷鏈分析………………………………………………… 88
第五節 加工區經驗價值行銷鏈分析………………………………………………… 95

第五章 加工出口區競爭優勢分析…………………………………………………………102
第一節 加工出口區產業環境(內、外在)分析………………………………………102
第二節 加工出口區競爭優勢分析……………………………………………………111

第六章 研究結果與討論……………………………………………………………………126
第一節 關鏈價值因素同意程度之分析………………………………………………126
第二節 競爭優勢建構程度之分析……………………………………………………131
第三節 價值因素與建構競爭優勢間闖係之分析……………………………………136

第七章 結論與建議…………………………………………………………………………138
第一節 研究結論………………………………………………………………………138
第二節 研究限制………………………………………………………………………142
第三節 價值行銷鏈的策略涵意與應用………………………………………………143
第四節 建議……………………………………………………………………………144

參考文獻………………………………………………………………………………………147
一、中文部份…………………………………………………………………147
二、外文部份…………………………………………………………………149

附錄一、深度訪談大綱………………………………………………………………………156

附錄二、加工出口區以價值行銷鏈建構競爭優勢之意見調查表…………………………157
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