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研究生:陳建良
研究生(外文):Chien-liang Chen
論文名稱:筆記型電腦代工產業之競爭策略、行銷策略與關鍵成功因素之分析-以C公司為例
指導教授:李小梅李小梅引用關係
學位類別:碩士
校院名稱:國立中央大學
系所名稱:管理學院高階主管企管碩士班
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:2011
畢業學年度:99
語文別:中文
論文頁數:116
中文關鍵詞:關鍵成功因素產業分析行銷策略競爭策略筆記型電腦代工產業
外文關鍵詞:NB PC ODM、Competitive Strategy、Marketing Strateg
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筆記型電腦發展自1985年至2010年,已成為普遍且多功能的產品,其銷售目標市場包括商務用途(B2B)和消費型零售(B2C)。由於攜帶的便利性,並且實現了人們對高科技的期待;這項符合使用者的應用,使得現有的個人電腦(PC)市場逐漸以筆記型電腦為最主要的產品。而筆記型電腦功能的持續創新,多年來需求量歷久不衰,2006-2012仍每年近20%的成長。電子產業供應鏈包括上中下游企業廠商,正是以筆記型電腦產業為其產品主要應用的營收來源。
本研究選擇筆記型電腦為研究產品,探討該產業的整機設計生產服務代工企業ODM(Original Design Manufacturer)在全球市占率的變動及其相關的影響因素, 外部的環境景氣循環、競爭者的價格策略、品牌客戶的市場策略、代工廠ODM / EMS(廣達、緯創、和碩、鴻海、偉創力)之產品定位與生產產品的佈局與計畫等方面,分析其市場排名的關鍵成功因素為何。
本研究採用個案分析法,透過與高階主管的訪談,並進行相關文獻及次級資料的蒐集與分析。根據研究結果本研究獲得三項結論。首先,個案公司為了因應產業環境之變遷,領先同業積極進行內部制度改革與研擬競爭策略,以維持公司之競爭優勢。再者,個案公司運用多元化之行銷策略,包括產品策略、通路策略、價格策略與推廣策略,帶領個案公司渡過金融危機。最後,個案公司藉由找出關鍵成功因素,創造出其獨特的競爭優勢,以持續地穩定發展,不被競爭愈來愈激烈之產業環境所淘汰,進而邁向永續經營之目標。
Notebook PC developed since 20th century (1985-2010) till now, it has been gradually become a popular & multiple functions product, its sales target markets including both “Commercial Application (Business to business)” and “Consumer Application(Business to Consumer)”; due to it was convenient for users by its portable mobility, Besides, it realized people’s expectation in life for high technology; NB PCs’ invention were in keeping with the aspiration of users, it also leads NB PC gradually be major product in personal computer market field.
Then NB PC industry plentiful characters enrich created long lasting legend by many years (By Year to Year approximately average more than 20% growth during 2006-2012), Many suppliers and corporations treated NB PC related product as major revenue income in the Electronic Industry Supply Chain. Our Investigation approaches the NB industry subject from the NB PC whole units ODM (Original Design Manufacturer)corporations’ Key Success Factors in world wide market share number one.
Depression cycle in external environment, Competitor’s Pricing strategies, PC Brand customers’ market strategies (HP, acer, Dell, Lenovo, Asus, apple, Toshiba, Samsung, Sony ,Fujitsu…), ODM/EMS corporations’ product segments(Quanta ,Compal, Wistron, Inventec ,Pegatron, Hon Hai[Foxconn], Flextronic…), Layout & long term plan for production base & products….to discuss which make market ranking Key Successful Factors. Eventually, according to investigation result hereunder to summary conclusion as below:

1. In order to keep corp competitive superior points. Corp. should adopt proactive fine tune for internal rules & research competitive strategies. 2. Take multiple Marketing strategies to overcome financial tsunami. 3. Recognized Key Successful Factors then toward to sustaining excellent operation forever.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 6
第一節 產業分析 6
第二節 競爭策略 20
第三節 行銷策略 31
第四節 關鍵成功因素 36
第三章 研究方法 43
第一節 研究架構 43
第二節 研究方法 44
第三節 研究對象 44
第四章 產業分析與個案研究 46
第一節 產業分析 46
第二節 個案公司概況 67
第三節 競爭策略與行銷策略分析 81
第四節 關鍵成功因素分析 92
第五章 結論與建議 96
第一節 結論 96
第二節 建議 99
第三節 研究限制 102
參考文獻 103
一、 中文部份 103
二、 英文部份 104
三、 網路部份 10
一、中文部份
1.大前研一,民73,策略家的智慧,黃宏義譯,長河出版社
2.方世榮,民77,製造積極性、製造策略群組及績效的探討─電子/資訊業的實證研究,輔仁管理評論,第5卷,第2期。
3.司徒達賢,民94,策略管理新論:觀念架構與分析方法。台北:智勝文化。
4.余朝權,民80,產業分析構陎之探討。台北市銀行月刊,22(7),9-19。
5.余朝權,民83,產業競爭分析專論。台北:五南。
6.吳思華,民76,產業政策與企業策略。台北:中華經濟研究所。
7.呂旺坤、彭建彰,民94,品牌行銷管理,華泰玟化出版。
8.徐作聖、陳仁帥,民94,產業分析。台北:全華科技圖書公司。
9.許長田,民88,行銷學-競爭策略,楊智出版社。
10.許長田,民94,策略管理。台北:新文京開發。
11.陳慶得,民90,連鎖式經營關鍵成功因素之探討-以美語補習業為例。私立淡江大學。
12.黃營杉,民95,策略管理,華泰文化,臺北。
13.劉德勝,民88,義工與博物館行銷,博物館季刊,13(3),53-66。
14.謝耀龍,民82,基本行銷學:觀念與實務,台北:華泰書局。


二、英文部份
1.Aaker, D. A. (1984). Strategic Market Management. N.Y.: John Wiley & Sons Co.
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3.Aaker, David A. (1998), Strategic Market Management. 5th ed., New York:John Wiley & Sons Inc.
4.Abell, D.F. (1980), Defining the Business:The Strating Point of Strategic Planning, Englewood Cliffs, N. J.:Prentice.Hall, pp.192-196.
5.Ansoff, H. I. (1965). Corporate strategy. N. Y.: McGraw-Hill.
6.Ansoff, H. I. (1984). CompletingStrategicMangement, UK: Prentice Hall International LTD, 16.
7.Ansoff, H. I. and McDonnell, E. (1990). Implanting Strategic Management, Prentice Hall International Ltd, 52-54.
8.Armstrong, G. and Kotler, P. (2002). Marketing: An Introduction, Prentice Hill, New Jersey.
9.Barney, J. B., (2002). Gaining and Sustaining Competitive Advantage, Prentice-Hall Inc.
10.Barney, J.B. (1997).“Firm Resources and Sustained Competitive Advantage Journal ofManagement, 17(1), 99-120.
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14.Daniel, B., (1961). The Image:A Guide to Pseudo-Events in America. New York:Atheneum.
15.Doyle, P. and G.J. Hooley (1992), Strategic Orientation and Corporate.
16.Drucker, P. F. (1974). Management: Tasks, Responsibility, Practices, Big Apple Tuttle-Mori Agency, Inc.

17.Etzel, M. J., Walker,B.J. and Stanton,W.J. (2004). Marketing (13th Ed.). Boston: McGraw-Hill Irwin.
18.Ferguson, J.J., and Menge, J.A. (1982). The influence of light intensity and artifically extended photoperiod upon infection and sporulation of Glomus fasciculafus on sudan gross and on root exudation of sudan gress. New Phytol, 183-191.
19.Hambrick, D.C. (1983), Some Tests of the Effectiveness and Functional Attributes of Miles and Snow’s Strategic Types, Academy of Management, 26(1),5-26.
20.Harrigan, K. R. (1985) “An Application of Clustering for Strategic Group Analysis,” Strategic Management Journal,6(1), 55-73.
21.Hatten, K. &M.L.Hatten(1987). Strategic groups, Asymmetrical mobility barriers and contestability. Strategic Management journal, 8 (4), 329-342.
22.Hill and Jones (2009). Strategic Management, Houghton Mifflin Company, Boston.
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24.Hunt, M. (1972). Competition in the major home appliance industry. 1960-70. Unpublished doctoral dissertation,Harvard University,U.S.A.
25.Kotler, P. (1986). Principles of Marketing, 3rd ed., New York:Prentice-Hall.
26.Kotler, P. (1995). Strategic marketing for nonprofit organization. N.J.: Prentice-Hall
27.Kotler, P. (1976). Marketing management, analysis, planning & controls. New Jersey: Prentice Hall.
28.Kotler, P. and Keller, K. L. (2006), Marketing management , 12 edition by Pearson Education International, Inc.
29.Kotler, P., & Keller, K. L. (1994). Marketing management: analysis, planning, implementation, and control (8ed.). New Jersey: Prentice-Hall.
30.Leidecker﹐J.K.﹐&Bruno﹐A.V. (1984).Identifying and using critical Factor. Long Rang Planning﹐17(1)﹐23-32.
31.McCarthy, E. J. (1960). Basic marketing: A managerial approach. Homewood Horizons IL: Irwin.

32.Miles, R.E. and C.C. Snow (1978), Organizational Strategy, Structure, and Process, McGraw-Hill,New York.
33.Murphy, J. D., and K. McCarthy. (2005). Ethanol production from energy crops and wasters for use as a transport fuel in Ireland, Applied Energy, 82, 148-166.
34.Narayanan, V.K. & Fahey L. (2001). The relevance of the institutional underpinnings of Porter''s Five Forces Framework to emerging economies: An epistemological analysis. Journal of Management Studies, Vol. 42, No.1, pp. 207-223.
35.Pearce, John A. and Richard B. Robinson, (2005). Formulation, Implementation and Control of Competitive Strategy. 10th ed., McGraw-Hill Irwin.
36.Porter, M. E. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. N.Y.: Free Press.
37.Porter, M.E., (1985). Competitive Advantage: Creating and Sustaining Superior Performance. N.Y.: The Free Press.
38.Prahalad and Hamel, G. (1990). The Core Competence of the Corporation, Harvard Business Review.
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40.Rockart﹐J.F. (1982).The changing role of the information systems executive: A critical success factors perspective.Sloan Management Review. 24(1), 3-13.
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三、網路部份
1.台灣工業生產統計年報,取自:http://www.moea.gov.tw/Mns/populace/home/Home.aspx
2.行政院主計處,取自:http://www.dgbas.gov.tw/mp.asp?mp=1
3.行政院經濟建設委員會,取自:http://www.cepd.gov.tw/
4.宏碁股份有限公司,取自:http://www.acer.com.tw/ac/zh/TW/content/home
5.和碩聯合科技,取自:http://cht.pegatroncorp.com/
6.華碩股份有限公司,取自:http://tw.asus.com/
7.經濟部工業局,取自:http://www.moeaidb.gov.tw/
8.經濟部統計處,取自:http://2k3dmz2.moea.gov.tw/gnweb/Indicator/wFrmIndicator.aspx
9.資策會,取自:http://www.iii.org.tw/
10.廣達電腦,取自:http://www.quantatw.com/Quanta/chinese/Default.aspx
11.緯創資通公司,取自:http://www.wistron.com.tw/
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