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研究生:楊崇明
研究生(外文):Chung-ming Yang
論文名稱:水量計製造業行銷策略之研究-以弓銓公司為例
論文名稱(外文):A Research on the Marketing Strategy of the Flow Meters Manufacturing Industry:A Case Study of the EMS Company
指導教授:徐守德徐守德引用關係
指導教授(外文):So-De Shyu
學位類別:碩士
校院名稱:國立中山大學
系所名稱:高階經營碩士班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:100
中文關鍵詞:水量計水量計製造業弓銓EMS行銷策略
外文關鍵詞:EMS
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從民國四十幾年開始,水量計製造業如雨後春筍般蓬勃發展,但到民國六十幾年到七十幾年間,在政府法規的訂定下,提高了此產業的進入障礙,同時也提高對於品質的要求,許多經營體質較差的公司相繼倒閉。直到民國七十幾年以後,市場由三家較有規模的企業相互競爭,而民國八十年才成立的EMS公司便是其中之一。而在強敵環伺的競爭環境中,EMS如何善用行銷策略脫穎而出,便成為了本研究探討的主要議題。
EMS公司過去十餘年來的投資報酬率,幾乎每年維持在正數以上,且其中ROI有愈來愈高之趨勢,以水量計製造業此一飽和市場而言實屬不易。探究EMS公司之成功原因,正是因為區隔出利基市場並善用行銷策略來行銷。目前水量計製造產業的市場型態,正是屬於一寡佔市場,在此市場中,廠商的策略作為相當重要,因此,EMS的成功因素值得我們去深入探討。
在對EMS公司進行研究後發現,EMS公司自有一套行銷策略的發展模式。EMS公司主要銷售為自來水公司供水計量之電子式水量計,以和其他競爭廠商的機械式水量計和用戶表做區隔。在定位上,EMS公司自詡為「客戶用水系統之全方位服務」提供者,並全力提供相關的產品和服務,包括產品方面:各式水量計、電子讀表介面與系統、水資源專家管理系統;通路方面,針對水公司各管理處皆設置固定的行銷業務;另外在公共關係上,EMS公司特別重視公共關係之訴求,多次贊助或協助文教或公益活動之舉辦,亦經常響應政府政策,朝節約能源的方向努力,讓民眾和機關都留下了正面而深刻的印象。十餘年下來,EMS公司都有不錯的獲利,且從對顧客問卷調查結果統計發現有80%以上的購買者對EMS公司的產品感到滿意,可說是相當成功。
本研究希望能藉由研究EMS公司此成功個案之行銷策略實務經驗,從市場區隔、選擇目標市場、市場定位,到最後發展行銷組合策略的每一個歷程,做一詳實的探討與回顧,將EMS公司的寶貴實務經驗分享給業界及學界作參考,以期能對台灣水量計製造產業有所幫助。
Started from 1950, watermeter manufacturing industry like mushroom growth vigorous development, but from 1970 to 1980, under government laws'' and regulations'' scheduling, enhanced this industry to enter the barrier, simultaneously also enhanced regarding the quality request, many management physique bad company went out of business one after another. After 1980, the market has the scale enterprise mutual competition by three, but in 1991 only then be established EMS Corporation was one of them. But lies in wait from all sides in the powerful enemy in the environment of competition, how does EMS make good use of the marketing strategy to be blooming, then has become this research discussion main subject.
EMS Corporation ten remaining years of life came in the past the investment return rate, maintained nearly every year above the positive number, and ROI had more and more high tendency, said by watermeter manufacturing industry this saturated market is really not easy. Inquired into that success of reason the EMS Corporation, is precisely because the area separates the tally company market and makes good use of the marketing strategy to sell. At present the watermeter manufacture industry''s market state, is precisely belongs one widowed occupies the market, in this market, the manufacturer strategy takes quite importantly, therefore, the EMS successful factor is worth us going to the thorough discussion.
In conducts the research after EMS Corporation discovered that EMS Corporation innate set of marketing strategy development model. EMS Corporation mainly sells for the running water company supplies water electronic formula of watermeter the measurement, makes the area by and other competition manufacturer''s mechanical watermeter and the user table to separate. In the localization, EMS Corporation boasts of being “the customer water used system the omni-directional service” the tenderer, and provides the related product and the service with all one''s strength, including product aspect: Various types watermeter, the electron read the table interface and the system, the water resources expert management system management system; The circuit aspect, needle adding water company various administrative offices all establish the fixed marketing service; Moreover in the public relation, EMS of Corporation takes demand of specially the public relation, supports either conducting of many times the assistance culture and education or the public welfare activity, also frequently responds the government policy, toward saves the energy direction diligently, let the populace and the institution has left behind frontage and the profound impression. Ten remaining years of life get down, EMS Corporation has the good profit, and from has 80% above buyers to the customer questionnaire survey result statistics discovery to be satisfied to the EMS Corporation''s product, may say that is quite successful.
This research hope can because of study marketing of strategy practice experience the EMS Corporation this success case, separates, the choice target market, the market localization from the market area, to develops marketing combined strategy each course finally, makes a detailed discussion and the review, shares the EMS Corporation''s precious practice experience for the field and the educational world makes the reference, can have the help by the time to Taiwan watermeter manufacture industry.
誌謝 i
中文摘要 ii
英文摘要 iii
目錄 v
表目錄 vii
圖目錄 viii
第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 3
第三節 研究範圍與對象 4
第四節 研究流程 4
第二章 相關文獻之探討 5
第一節 目標行銷 5
第二節 市場區隔 8
第三節 目標市場的選擇 14
第四節 市場定位 17
第五節 行銷組合 20
第三章 研究方法 24
第一節 研究架構 25
第二節 研究方法-個案研究法 27
第三節 資料收集流程 32
第四節 訪談問卷設計 33
第四章 水量計產業概況 35
第一節 發展概況 35
第二節 沿革 38
第三節 產業動盪 41
第五章 個案分析 42
第一節 個案公司簡介 42
第二節 EMS公司之行銷策略 48
第六章 結論與建議 77
第一節 結論 77
第二節 研究貢獻與管理意涵 80
第三節 研究限制與後續研究建議 83
參考文獻 86
中文部份 86
英文部分 86
網站部份 88
附錄一 EMS公司高階主管訪談問卷 89
附錄二 EMS公司顧客購買行為問卷 90
中文部份
1.余朝權著(2001),現代行銷管理,五南圖書出版公司。
2.周文賢著(1999),行銷管理,智勝文化事業公司。
3.許士軍(1996),定性研究在管理研究上的重要性,中原學報。
4.陳川正(2002),「管理學的『個案研究』和『本土化的理論建構』的可能新方法─以『參與觀察法』和『紮根理論法』所初步建構的『非營利組織的認同管理』理論為例」,第六屆兩岸中華文化與經營管理學術研討會論文集(下冊),頁J1-1~J1-20。
5.黃俊英,「行銷研究」,華泰文化事業公司,台北市,六版,1999年。
6.黃俊英,2000,行銷管理─策略性的觀點,華泰文化事業公司出版。
7.楊國樞(1989),社會及行為科學研究方法,台北:東華書局。
8.蕭思源(1991) ,廠商之行銷公關行為研究---台灣資訊業之實證,台灣大學商學研究所碩士論文。
9.蘇政賢(2008)。《水量計製造業內部服務品質和顧客滿意度、忠誠度之關係探討—以EMS公司為例》。嘉義大學管理研究所碩士論文。
英文部分
1.Aaker, David A. (1996), “Building Strong Brands,” Business Horizons,New. York:Free Press.
2.Benbasat,I.,Goldstein,D.and Mead M.(1987),Thecase research strategy in studies of information system. MIS Quarterly,11(3),369~386
3.Blattberg, R. C. and S. K. Sen. “Market Segmentation Using Models of Multidimensional Purchasing Behavior.” Journal of Marketing 38 (Oct 1974): 17-28.
4.Dimingo, Edward(1988), ”The Fine Art of Positioning,” The Journal of Business Strategy, March/April, 34-38.
5.E.Jerome McCarthy Basic Marketing:A Managerial Approach , Homewood I11:Richard D.Irwin ,1960
6.E.Jerome McCarthy, (1996). Basic Marketing: A Managerial Approach, 12th ed., Homewood,IL;Irwin.
7.Jain, H.C. and Verma A. (1996). Managing workforce diversity for competitiveness: The Canadian experience. International Journal of Manpower, 17(4/5), 14-29
8.Kolter, P(1997), ”Marketing Management Analysis Planning,Implementation and Control.” Prentice-Hall: pp. 433-437.
9.Kolter, P., and Armstrong, G. (2000). Marketing: An Introduction(5th ed.). Prentice Hall.
10.Maggard, and John P.(1976). Positioning Rerisited. Journal of Marketing, 63-66.
11.Neuman, W. L.,1997, Social Research Methods:Qualitative and Quantitative Apporaoche , Boston:Allyn and Bacon.
12.Paul E. Green, Donald S. Tull and Gerald Albaum, Research for Marketing, 5''h ed., N.J., Prentice-Hall Inc., 1988.
13.Philip Kotler and Gary Armstrong,(1997)Marketing: An Introduction, 4th. Upper Saddle River: Prentice-Hall, p251
14.Pride, W. M. and Farell, O. C.(1988) Marketing-Concepts and Strategies, Boston, NY: Houghton Mifflin.
15.Ries, A. and Trout,J. (1972). The Positioning Era Cometh ,Advertising Age,May,pp. 236-249.
16.Theodore Levitt, 1976 ,The Industrialization of Service, Harrard Business Review,Sep.-Oct., pp.63-74
17.Urban, G. L., and Star, S. H. (1991). Advanced marketing strategy: Phenomena, analysis, and decisions. New Jersey: Pren-tice-Hall, 134.
18.Wendell, R. Smith. “Product Differentiation and Market Segmentation as Alternative Marketing Strategies.” Journal of Marketing 21 (1956): 3-8.
19.Wind, Y. J. (1982). Product Policy─Concept, Methods and Strategy. Massachusetts : Addison, Wesley Publishing Co, 67-105.
20.Yoram Wind,August 1978, ”Issue and Advance in Segmentation Research”,Journal of Marketing Research,vol.15
網站部份
1.台灣自來水公司 http://www.water.gov.tw/
2.台北自來水事業處 http://www.twd.gov.tw/
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