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標題: | 居家電子鎖市場研究與佈局—以津華設計電子鎖為例 A Case Study on the Market Planning for an Electronic Locks Corporation |
作者: | Hsi-Chang Chang 張熙昌 |
指導教授: | 林世銘 |
關鍵字: | 津華設計,電子鎖 E&D,工業設計, case study,electronic lock,business strategy, |
出版年 : | 2016 |
學位: | 碩士 |
摘要: | 電子鎖產品於亞洲市場已行之有年,台灣電子鎖市場卻尚屬於嬰兒階段,其中原因眾多,也包含消費者過度依賴傳統機械鑰匙或對電子鎖本身使用的認知不足,外加電子鎖的本土廠商、國外廠商各有不同的因素而無法蓬勃台灣電子鎖之銷售,以致於台灣電子鎖市場長久以來,僅屬於少數使用者的市場,使用率無法全面普及,也代表我們值得去開發這塊市場。
本文期待給讀者帶來對台灣電子鎖市場深度與廣度的認識,以循序漸進的方式將電子鎖原有的概念與延伸做介紹,再將現有電子鎖市場做概況分析、工業設計、價值網說明外,也對現有台灣電子鎖企業(含本土廠商與國外代理商)進行探討。本文的個案研究對象-津華設計為一家自創品牌的電子鎖廠商,對於台灣電子鎖市場有一定的野心也已經默默耕耘市場許久。本文希望可以對該個案公司進行全面性企業結構解析,包含通路介紹、資料收集、財務構面、五力分析、國內市場拓展與國外佈局,進而至現有電子鎖企業較忽略的售後顧客服務與產品美感設計,做進一步的策略研究。本文並提供個案公司與其他同業在行銷或策略上的建議,盼能幫助引領台灣電子鎖市場之蓬勃發展。 Although electronic locks have been sold on Asian markets for years, they are still in their infancy on the Taiwan market for numbers of reasons, including consumers’ over dependency on traditional mechanical keys or insufficient knowledge about electronic locks and the differences between domestic and foreign manufacturers of electronic locks. As a result, electronic locks are unpopular in Taiwan and the market is small, suggesting that there is high developmental potential for electronic locks in Taiwan. This paper hopes to help readers better understand Taiwan’s electronic lock market by progressively introducing the original concept and extension of electronic locks, analyzing the current market status, and describing the industrial design and value network of electronic locks. This paper also investigated the existing electronic lock suppliers (including local manufacturers and agents of imported electronic locks) in Taiwan. The subject of this paper, E&D design, is an original brand electronic lock manufacturer. It has ambitions towards the Taiwan’s electronic lock market and has been silently cultivating the market for a long time. This paper hopes to fully analyze the structure of E&D, including channel introduction, data collection, financial construct, Porter five forces analysis, domestic market expansion, and foreign deployment. This paper also hopes to conduct a strategic study of the after-sale customer service and product esthetics design that are overlooked by many electronic lock manufacturers. This paper also provided recommendations for the case and other electronic lock manufacturers, hoping to help thriving Taiwan’s electronic lock market. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/50700 |
DOI: | 10.6342/NTU201600964 |
全文授權: | 有償授權 |
顯示於系所單位: | 會計與管理決策組 |
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