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研究生:王春旗
研究生(外文):Chun-Chi Wang
論文名稱:主流與利基市場策略抉擇因素之個案探討
論文名稱(外文):A Research on the Selection between Mass and Niche Market Strategy
指導教授:湯明哲湯明哲引用關係
指導教授(外文):Ming-Je Tang
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:國際企業學研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:71
中文關鍵詞:利基市場市場策略個案研究核心擴張主流市場
外文關鍵詞:niche marketprofitmass marketmarket strategy
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隨著全球化趨勢,市場競爭加劇,競爭力與企業核心能力已成為企業在市場上生存的關鍵。面對市場變動迅速,企業唯有不斷適時調整轉換策略方向,方能突破成長;本研究運用問卷調查、深度訪談與個案研究方式,企圖找出影響企業決策者選擇市場策略的驅動因素。在研究驅動企業抉擇市場策略之因子過程中,也藉以探討產品生命週期與市場策略的互動關係,並透過個案研究,呈現不同性質企業在市場策略執行過程的失敗與成斥g驗。
研究顯示,市場規模和通路掌握是主流市場的其中兩個關鍵因素,故新創企業在小股本和資源有限的特性下,多選擇以利基作為市場切入點;在個案研究下,呈現三種不同類型廠商的策略與經驗:(1)利基廠商的另類策略思考,從核心擴散到不同利基市場,成為一個多利基廠商;(2)面對市場變局急於突破廠商,在成長擴張過程,切忌企業失焦,忽略企業原有核心能力,落於衰退田地;(3)企業整體市場和產品策略都建立於核心事業上,穩固逐步追求成長,新事業成札鰷v提高,風險降低。因此,企業擴張唯有從最強且最有可能取得市場領導地位的核心出發,才會成央A而最好的擴張策略應具有可以重複的特質,使企業可以不斷創造更多新成長契機。

As firms face increasingly intense levels of competition stemming from globalization, core competency becomes key to corporate survival and competitiveness. Only by adapting to the fast-paced market dynamic and leveraging the strengths and weaknesses can firms hope to survive and grow.
Through the use of surveys, interviews, and case studies, this paper analyses the incentives and motives of corporate decision-makers that underscore corporate strategy. In addition, it establishes the relationship between product life-cycle and market strategy. The data from the research implies that execution of strategy determines corporate success and failure of various industries.
According to the data, the mainstream market is controlled by two main factors: the size of the market and the distribution channel. Due to limited capital and resources, start-up companies usually choose to enter the market through a niche market. The data reflects three main corporate strategies relative to the market: ( 1 ) The contrasting strategies of niche players, who expand their core competency to multiple niches; ( 2 ) The failed strategies of corporations, which, due to drastic market changes and breakthrough firms, poor leadership in times of growth, ultimately lose sight of its core competency; ( 3 ) The successful market strategy for corporations – a line of products which revolve around a solid core competency, marked by constant innovation and steady growth. The result: A high percentage of success and a lower level of risk involved.
Therefore, corporate expansion must involve market positioning in terms of the core competency. The success of firms depends on the application of a powerful core competency in constant innovation and growth.

中 文 摘 要 i
ABSTRACT ii
誌 謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究方法 3
1.3.1 深度訪談法 3
1.3.2 專家意見法 3
1.3.3 個案研究 4
1.3.4 問卷度量與統計方法 4
1.4 研究流程 6
1.5 研究對象 7
1.6 研究限制 7
第二章 文獻回顧 8
2.1 市場策略 8
2.2 核心擴張理論 9
2.2.1 核心到擴張 10
2.2.2 降低擴張風險 12
2.3 天擇演化論 14
2.4 產品生命週期 15
第三章 市場策略抉擇準則研究結果 19
3.1 樣本描述 19
3.2 影響市場策略抉擇準則 20
3.2.1 主流市場策略 25
3.2.2 利基市場策略 27
3.2.3 市場策略與產品生命週期關係 29
3.3 小結 30
第四章 三家個案市場策略探討 32
4.1 工業電腦特性促成A公司與B公司利基策略 32
4.1.1 工業電腦產業分析 32
4.1.2 順應演進,掌握利基核心--從自動化到工業電腦-- 33
4.1.3 A公司與B公司--利基市場策略分析 38
4.1.4 小結 40
4.2 C公司面對市場遽變的挫折 41
4.2.1 公司簡介 41
4.2.2 由Niche到半主流市場策略 42
4.2.2.1 投入利基 42
4.2.3 C公司—利基轉主流市場策略分析 49
4.2.4 小結 51
4.3 D公司資訊從核心擴張 52
4.3.1 公司簡介 52
4.3.2 初期市場抉擇 53
4.3.3 從核心發展事業 55
4.3.3.1 後勤運籌能力 57
4.3.3.2 技術 58
4.3.4 小結 58
第五章 結論 60
參考文獻 63
附錄 一 66
附錄 二 70


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