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研究生:葉智嘉
研究生(外文):Chih-Chia Yeh
論文名稱:時鐘產業顧客價值創新策略之研究
論文名稱(外文):A Study on Custormer’s Value Innovation Strategies for Clock Industry in Taiwan
指導教授:彭作奎彭作奎引用關係
指導教授(外文):Tso-Kwei Peng
學位類別:碩士
校院名稱:亞洲大學
系所名稱:經營管理研究所
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:2005
畢業學年度:94
語文別:中文
論文頁數:90
中文關鍵詞:時鐘顧客價值創新藍海策略
外文關鍵詞:ClockCustomer ValueInnovationBlue Ocean Strategy
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時鐘產業是傳統產業之一,但時鐘市場的銷售額卻十分穩定,國內生產額衰退的部分多以進口挹注,為提升國內時鐘產業顧客價值,開拓新的市場領域,本研究擬以「藍海策略」之顧客價值為研究,研擬台灣時鐘產業經營策略,採用Holbrook(1994)的顧客價值分類,分別為效率、卓越、地位、尊敬、遊戲、美感、倫理與心靈設計問卷,並以AHP層級分析法,分析問卷。
根據問卷分析,比較廠商和消費者的價值差異,由藍海策略之四項行動架構所應調整之價值構面為:1.消除:可網路購物、可電視購物、門市位於高級商圈、使用環保材質、省電省能;2.降低:銷售人員專業素養、選購高級時鐘;3.提升:交通方便、外觀創意設計、與居家裝潢一致性、符合自我風格;4.創造:品牌信賴感。以創造品牌、產品設計、門市地點和感性行銷做為創新價值之策略。
Clock industry is one of the traditional industries, but the sales volume in the market is very stable. The reduction of the internal production would import from the foreign countries instead. In order to promote the customer values and to develop the new market, this study would treat the customer values by using the theories in the “Blue Ocean Strategy” by Kim and Mauborgne(2005). In addition, this study would treat the operation management strategies in clock industry would use classifications of the customer experiential perspective, efficiency, excellence, status, esteem, play, aesthetics, ethics, and spirituality by Holbrook (1994). The questionnaire data would be analyzed by the Analytic Hierarchy Process(AHP).
Based on the questionnaire data, to compare the differences between the companies and customers would implicitly induce the elements should adjust. The elements that should be adjusted by referring to “The four action framework in Blue Ocean Strategy” are:1. Eliminating, which is used in online shopping, TV shopping, stores in high expenditure shopping malls, the green materials, and in reducing energy. 2. Reducing, that contains the professional of the salespeople and buying the expensive clocks. 3. Raising, which risings in the conveniences in traffic, the regularity in cogitation of apparel styles and interior decorations should have the individual style. 4. Creating, this is to create the reliability of the brands. According to the four elements, this study would create the valuable strategy in production designs, store locations, innovation marketing.
目錄
頁次
摘要..............................................................................................................................Ⅰ
表目次..........................................................................................................................Ⅳ
圖目次..........................................................................................................................Ⅶ
第一章 緒論................................................................................................................ 1
第一節 研究動機與目的........................................................................................ 1
第二節 研究架構與流程........................................................................................ 3
第三節 資料來源.................................................................................................... 7
第二章 時鐘產業發展與現況.................................................................................... 8
第一節 產業定義及產品分類................................................................................ 8
第二節 產業關聯.....................................................................................................9
第三節 產業發展歷程............................................................................................11
第四節 台灣產業現況............................................................................................12
第三章 文獻探討........................................................................................................16
第一節 創新............................................................................................................16
第二節 策略............................................................................................................21
第三節 競爭策略....................................................................................................24
第四節 藍海策略....................................................................................................28
第四章 理論基礎與研究方法....................................................................................35
第一節 理論基礎....................................................................................................35
第二節 分析方法....................................................................................................38
第三節 研究設計與問卷設計................................................................................41
第四節 研究對象與問卷回收................................................................................45

第五章 實證結果與分析............................................................................................46
第一節 廠商之顧客價值分析................................................................................47
第二節 消費者之顧客價值分析............................................................................55
第三節 價值創造策略之研擬................................................................................63
第六章 結論與建議....................................................................................................73
第一節 研究結論....................................................................................................73
第二節 研究建議....................................................................................................75
參考文獻......................................................................................................................77
附錄..............................................................................................................................81
表目次
表2-1 時鐘產業大事紀............................................................................................11
表2-2 台灣時鐘歷年生產值、內銷值、直接外銷值................................................13
表2-3 台灣時鐘歷年進口值....................................................................................14
表3-1 創新的類型....................................................................................................18
表3-2 策略之定義....................................................................................................22
表3-3 紅海與藍海策略的對比................................................................................29
表4-1 層級分析法評估尺度意義及說明................................................................30
表4-2 成對比較矩陣................................................................................................40
表4-3 隨機指標值表................................................................................................41
表4-4 顧客價值第二層構面....................................................................................43
表5-1 一致性分析....................................................................................................46
表5-2 時鐘產業顧客價值相對權重比較-廠商.......................................................47
表5-3 購買產品便利性相對權重比較-廠商...........................................................48
表5-4 擁有良好的品質相對權重比較-廠商...........................................................49
表5-5 表現社會地位相對權重比較-廠商...............................................................50
表5-6 美觀和趣味相對權重比較-廠商...................................................................51
表5-7 生活環境協調性相對權重比較-廠商...........................................................52
表5-8 顧客價值整體構面之複合權重-廠商...........................................................53
表5-9 時鐘產業顧客價值相對權重比較-消費者...................................................55
表5-10 時鐘產業顧客價值相對權重比較-消費者...................................................56
表5-11 擁有良好的品質相對權重比較-消費者.......................................................57
表5-12 表現社會地位相對權重比較-消費者...........................................................58
表5-13 美觀和趣味相對權重比較-消費者...............................................................59
表5-14 生活環境協調性相對權重比較-消費者.......................................................60
表5-15 顧客價值整體構面之複合權重-消費者.......................................................61
表5-16 廠商和消費者顧客價值差異性之比較........................................................63
圖目次
圖1-1 研究架構......................................................................................................... 4
圖1-2 研究流程......................................................................................................... 6
圖2-1 時鐘分類圖..................................................................................................... 8
圖2-2 時鐘相關產業關聯圖....................................................................................10
圖2-3 成鐘製程技術關聯圖....................................................................................10
圖3-1 Poter之競爭優勢.........................................................................................26
圖3-2 Ansoff策略矩陣表.......................................................................................27
圖3-3 大前研一的四種基本競爭策略....................................................................28
圖3-4 價值創新圖....................................................................................................29
圖3-5 藍海策略四項行動架構................................................................................30
圖3-6 三個層次的非顧客........................................................................................32
圖3-7 藍海策略的次序............................................................................................33
圖3-8 買方效益圖 ..................................................................................................34
圖4-1 顧客價值的分類............................................................................................37
圖4-2 層級分析法流程圖........................................................................................42
圖4-3 時鐘產業顧客價值層級架構圖....................................................................44
圖5-1 時鐘產業顧客價值構面-廠商.......................................................................47
圖5-2 購買產品便利性構面-廠商...........................................................................48
圖5-3 擁有良好的品質構面-廠商...........................................................................49
圖5-4 表現社會地位構面-廠商...............................................................................50
圖5-5 美觀和趣味構面-廠商...................................................................................51
圖5-6 生活環境協調性構面-廠商...........................................................................52
圖5-7 顧客價值整體構面之複合權重-廠商...........................................................54
圖5-8 時鐘產業顧客價值構面-消費者...................................................................55
圖5-9 購買產品便利性構面-消費者.....................................................................56
圖5-10 擁有良好的品質構面-消費者.....................................................................57
圖5-11 表現社會地位構面-消費者.........................................................................58
圖5-12 美觀和趣味構面-消費者.............................................................................59
圖5-13 生活環境協調性構面-消費者.....................................................................60
圖5-14 顧客價值整體構面之複合權重-消費者.....................................................62
圖5-15 廠商和消費者顧客價值差異性之比較......................................................64
圖5-16 藍海策略四項行動架構..............................................................................65
圖5-17 創新顧客價值差異區隔..............................................................................66
圖5-18 時鐘產業創新策略架構..............................................................................69
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三、網站資料
工業技術研究院。http://www.itri.org.tw/index.jsp
經濟部統計處。http://2k3dmz2.moea.gov.tw/gnweb/
關稅總局。http://web.customs.gov.tw/mp.asp?mp=1
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