請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/38269
完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 趙義隆 | |
dc.contributor.author | Teh-Liang Lo | en |
dc.contributor.author | 羅得良 | zh_TW |
dc.date.accessioned | 2021-06-13T16:29:10Z | - |
dc.date.available | 2005-07-20 | |
dc.date.copyright | 2005-07-20 | |
dc.date.issued | 2005 | |
dc.date.submitted | 2005-07-13 | |
dc.identifier.citation | 一、中文部份
1.洪震宇 (2004),台灣黑手力抗巨人,天下雜誌一月號,pp.134- 140 2.李芳齡、李田樹譯,Clayton M. Christensen and Michael E.Raynor著 (2004),創新者的解答,天下雜誌出版 3.沈玉瑛 (2001),競爭策略與訂價策略配合對新產品績效影響之研 究,中原大學企業管理研究所碩士論文 4.沈耀華 (2005),高盛報告:六大經濟體洗牌,商業週刊901期, pp.98-109 5.林佳文 (2003),新產品上市策略研究,台灣大學商學研究所碩士 論文 6.林郁文 (2003),以產品生命週期為基礎之多世代產品競 爭主動式雙贏定價模式,東海大學工業工程與經營資訊研究所碩 士論文 7.陳翊中 (2004),今周刊12月20日,pp.94-95 8.張文德 (2001),協力廠商參與產品創新之類型探討,東海大學工 業工程研究所碩士論文 9.黃耀鋒 (2002),技術創新型產品之市場區隔研究-以數位相機為 例,台灣大學國際企業學研究所碩士論文 10.傅萊煦譯,Al Ries and Jack Trout 著 (2003),定位策略,美 商麥格羅希爾、滾石文化共同出版 11.傅振焜譯,Peter Drucker著 (1994),後資本主義社會,時報文 化出版 12.楊欲奇 (1998),影視節目國際行銷策略及活動之研究,政治大 學廣播電視研究所碩士論文 13.謝文雀編譯,Philp Kotler, Siew Meng Leong, Swee Hoon Ang, and Chin Tiong Tan原著 (1998),Marketing Management:An Aisan Perspective,華泰書局 14.簡芳娥 (2003),我國製造業創新產品行銷策略之研究,彰化師 範大學工業教育學系碩士論文 15.顧淑馨譯,C.K. Prahalad and Venkat Ramaswamy 著 (2003), 消費者王朝,天下雜誌出版 二、英文部份 1.Ravi S. Achrol and Michael J. Etzel (2003), The Structure of Reseller Goals and Performance in Marketing Channels, Journal of the Academy of Marketing Science, v31, n2, pp.146-163 2.Henry Assael (1990), Marketing-Principle and Strategy, The Dryden Press 3.Booz, Allen and Hamilton (1982), New Product Management for the 1980s, p.17 4.S. Tamer Cavusgil and V.H. Kirpalani (1993), Introducing products into export markets: Success factors, Journal of Business Research. New York, Vol.27, Iss.1, p.1 5.Henry F L Chung and Peter Enderwick (2001), An investigation of market entry strategy selection: Exporting vs. foreign direct investment modes, Asia Pacific Journal of Management. Singapore, Vol.18, Iss.4, p.443 6.Anders Drejer (2002), Situations for innovation management, European Journal of Innovation Management 7.Jane Fox, Rex Gann, Allan Shur, Laura Von Glahn, and Brian Zaas (1998), Process uncertainty: A new dimension for new product development, Engineering Management Journal 8.Ruud T. Frambach (1993), An integrated model of organizational adaption and diffusion of innovations, European Journal of Marketing, v27, n5, pp. 22-41 9.Harold G. J. Gankema, Henoch R. Snuif, and Peter S. Zwart (2000), The internationalization process of small and medium-sized enterprises, An evaluation of stage theory, Journal of Small Business Management 10.Griffith, David A., and Ryans, John K. (1995), Strategically employing natural channels in an era of global marketing, Journal of Marketing Practice, Bradford, Vol.1, Iss.4 11.Robert D Hisrich and Michael P Peters (1978), Marketing a new product, Benjamin/Cummings Pub. Co., 12.Erik Jan Hultink and Susan Hart (1998), The world’s path to the better mousetrap: myth or reality? An empirical investigation into the launch strategies of high and low advantage new products, European Journal of Innovation Management. Bradford, Vol.1, Iss.3, p.106 13.Jacabson, Robert and Aaker (1985), Is market share all it is cracked up to be?, Journal of Marketing, v49, pp.11-22 14.Yongkyu Kim (1998), A study on marketing channel satisfaction in international markets, Logistics Information Management, Bradford, Vol.11, Iss.4, p.224 15.S. Ramesh Kumar (1997), Orchestrating pricing decisions, Businessline. Chennai, p.27 16.Yikuan Lee and Gina Colarelli O’Connor (2003), New product launch strategy for nnetwork effects products, Journal of the Academy of Marketing Science. v31, n3, pp.241-255 17.Tiger Li and S. Tamer Cavusgil (2000), Decomposing the effects of market knowledge competence in new product export, European Journal of Marketing. Bradford, Vol.34, Iss.1/2, p.57 18.Neng Liang and Arvind Parkhe (1997), Importer behavior: The neglected counterpart of international exchange, Journal of International Business Studies 19.McDonald, Gale, Roberts and Christopher (1992), What you always wanted to know about marketing strategy 20.Esin Can Mutlu (2002), Foreign market entry strategies in the formerly socialist countries, Journal of American Academy of Business, Cambridge 21.B. Ramaseshan and Mark A. Patton (1994), Factors influencing international channel choice of small business exporters, International Marketing Review 22.V. Kasturi Rangan, Melvyn A.J. Menezes, and E.P. Maier (1992), Channel selection for new industrial products: A framework, method, and application, Journal of Marketing 23.Richard Powell (1992), Doing business overseas, Agency Sales, v22, n1, p.30 24.Birgitta Sandberg (2002), Creating the market for disruptive innovation, Journal of Targeting, Measurement and Analysis for Marketing, v11, n2, pp.184-196 25.Varinder M Sharma and M Krishna Erramilli (2004), Resource-based explanation of entry mode choice, Journal of Marketing Theory and Practice 26.Sharmistha Bagchi-Sen (1999), The small and medium sized exporters’ problems, Regional Studies, v33, n3, pp.231-245 27.Gerald J. Tellis, Hermann Simon, and Louis Horkan (2003), Price it right, ColoradoBiz 28.Ronald A Wirtz (2003), All abroad, Fedgazette, Minneapolis, Vol.15, Iss.3, pp.1-3 | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/38269 | - |
dc.description.abstract | 自共產社會崩解以降,全球歷經一連串經濟環境的變化,台灣中小企業必須在轉變的大環境中,尋求生存之道,研發創新的產品是其中的解答之一。然而如何才能將新產品順利外銷?為此目的,本研究首先提出產品創新程度的區分方法,分成技術創新、功能創新與市場創新三個構面。其次探討影響創新產品外銷的因素,最後則是在各自的市場定位下,歸納出適切的行銷策略,包括外銷通路模式、產品的推廣與訂價策略。
在參考文獻與訪談案例的交互引證下,本研究採用「技術創新 」、「功能創新」和「市場創新」三個構面,作為消費者對產品創新程度認知的代表。 有關創新產品之市場定位,技術與功能創新程度較高之產品,傾向以高技術或新功能為產品定位;而造型設計、品牌區隔與價格低廉,則可輔助產品的創新定位。訪談案例對於創新使用者及早期採用者的行銷,與文獻探討中積極定位以利推廣創新產品之作法,有很大的差距。受訪的企業仍將目標市場視為一個整體,除了鎖定目標市場之外,並未如文獻的建議,採行從創新使用者及早期採用者切入市場的定位策略。 對於創新產品之外銷模式,外銷通路模式會隨著企業成長與經驗累積而延伸和改變,與產品創新程度及自有品牌的建立也呈現正相關。單從產品的角度而言,創新程度高的產品,企業對外銷的掌控要求有趨高之現象,尤其偏好高定位、高價格的專賣店,同時也比較不會採取間接外銷的模式。 創新產品在外銷客戶之找尋與產品推廣上,既有客戶是創新產品首要的推廣對象,在產品研發期即已展開溝通,以獲取市場反應與客戶訂單。參加展覽是推廣創新產品最活動,藉此得以測試市場的反應,並爭取客戶的訂單。在市場所在設立行銷公司,已成為外銷策略的必備條件。 創新產品之外銷訂價策略以需求導向和競爭導向為主,需求導向顯現創新產品所具有的價格優勢,競爭導向則代表產業環境持續存在的競爭壓力。整體而言,高市場創新的產品,擁有較佳的訂價優勢,創新產品平均訂價比既有產品高出10~30%。 本研究在實務面的總結建議,認為在產品創新上,需以消費者的立場來衡量產品,並應致力於市場創新度的提升。另外,造型設計、品牌區隔、物超所值等正確的產品定位,均可增加產品的形象與價值。而產品創新程度愈高,需要愈強的行銷通路掌控,最好能在海外市場建立自主的行銷公司,以直接取得市場一手資訊,提高對行銷通路的自主權。愈直接的外銷通路對創新產品的銷售愈佳。另外,參加展覽是推廣創新產品的重要途徑 ,以獲取市場的反應與爭取訂單。再者,擁有新穎特性的創新產品可採取需求導向或市場導向的訂價策略。最後,智慧財產權是創新產品必備的守護神,也是在產業競爭的基本條件。 | zh_TW |
dc.description.abstract | Since the communistic society broke down and the global economic environment has gone through a succession of change, the small and medium-sized enterprises in Taiwan must find a way to survive in the changing environment. Research and development on innovative product
is one of the solutions. However, how to smoothly sell new product is another issue. To this end, this research at first proposes the differentiation method on the level of product innovativeness, including technological, functional, and market innovation. Secondly,the research probes into the factors influencing the export of innovative products. Finally, under different market orientations, the research sums up the appropriate marketing strategies, including the export channel model, the product promotion, and the pricing strategy. Under the cross reference between the previous documents and the interview cases, this research adopts three scopes, “technological innovation”, “functional innovation”, and “market innovation”, as the evaluation on consumers’ cognition level of the innovative products. Regarding the market position of innovative products, the products with higher level in the technological and functional innovation tend to be positioned with high technology or new functions. Industrial design, branding, and low pricing would be helpful to the positioning of innovative products. For the marketing on the innovation users and early adopters, the opinions in interview cases are greatly different from the previous references which assert active positioning to promote new products. The interviewed enterprises still regard the target market as a whole and focus its efforts therein; they didn’t follow the suggestions from the references, to separate innovation users and early adopters and plan the positioning strategies for different users. As to the export model of innovative products, the export channel model would extend and change through the growing-up and accumulating experiences in enterprises and also present positive correlation with the product innovativeness level and the self-owned brand setting. From the aspects of products, enterprises used to demand higher control on the export of highly innovative products, especially preference on the monopolized shops with high-class positioning and high pricing, and at the same time would not adopt the indirect model for the export. For search on export customers and promotion of new products, current customers are the primary target to promote innovative products. In the research and development of products , the enterprises would start communication to obtain the market response and customer's orders. Exhibition is the most important activity in the promotion of innovative products in order to evaluate the market response and gain customers’ orders. That’s why setting up one marketing company in the target market is necessary in the export strategy. The pricing strategies in the export of innovative products are mainly demand-oriented and competition-oriented; the demand orientation means the price advantage in innovative products; the competition orientation means the succeeding competitive pressure in the industry environment. Overall, the product with higher market innovation would have better pricing advantage; in average, the pricing for innovative products is 10 to 30 percent higher than that of current products. To sum up the recommendation in the aspects of practices, the research proposes that the product innovativeness should base on the consumers’ viewpoints to evaluate products and the enterprises should aggressively improve the market innovation. Besides, the correct product positioning, such as the industrial design, branding, and exceeding value, would increase the product image and value. For higher level in the product innovativeness, the enterprises need stronger control on the marketing channel and would better establish independent market companies in the exported market to directly obtain the first hand information from the target market and increase the decision-making power in the marketing channel. More direct marketing channel would be more helpful to the sale of innovative products. Furthermore, exhibition is one important method to promote innovative products to catch the market response and customers’ orders. In addition, the enterprises could adopt demand-oriented or market-oriented pricing strategy for innovative products that are with new and special characteristics. Finally, the intellectual property right is the necessary protection to innovative products and also the basic requirement in the industry competition. | en |
dc.description.provenance | Made available in DSpace on 2021-06-13T16:29:10Z (GMT). No. of bitstreams: 1 ntu-94-R89724028-1.pdf: 796431 bytes, checksum: 735be14d91bf3615a0b7da6d37bbbfe4 (MD5) Previous issue date: 2005 | en |
dc.description.tableofcontents | 目 錄
謝 辭………………………………………………一 中 文 摘 要………………………………………………二 英 文 摘 要………………………………………………四 表 次………………………………………………八 圖 次………………………………………………九 第一章 緒論……………………………………………1 第一節 研究背景與動機………………………………3 第二節 研究目的………………………………………4 第三節 研究範圍………………………………………6 第四節 研究流程與論文結構…………………………9 第二章 文獻探討………………………………………11 第一節 產品創新程度之分類方法……………………11 第二節 創新產品之市場定位…………………………20 第三節 創新產品之外銷模式…………………………24 第四節 創新產品其外銷客戶之找尋與產品推廣……32 第五節 創新產品之外銷訂價策略……………………38 第三章 研究設計………………………………………46 第一節 研究架構………………………………………46 第二節 研究方法………………………………………48 第三節 研究對象………………………………………50 第四節 研究限制………………………………………52 第四章 個案研究………………………………………53 第一節 競泰……………………………………………53 第二節 喬山健康科技…………………………………57 第三節 美律實業………………………………………63 第四節 寶熊漁具………………………………………69 第五節 研究個案綜合分析……………………………73 一、 產品之創新程度………………………………73 二、 創新產品之市場定位…………………………75 三、 創新產品之外銷模式…………………………76 四、 創新產品其外銷客戶之找尋與產品推廣……79 五、 創新產品之外銷訂價策略……………………80 第五章 結論與建議……………………………………83 第一節 研究結論………………………………………84 第二節 研究建議………………………………………88 參 考 文 獻………………………………………………90 一、中文部分 …………………………………………90 二、英文部分 …………………………………………91 附 錄………………………………………………94 一、訪談摘錄 …………………………………………94 二、調查問卷 …………………………………………99 作 者 簡 歷………………………………………………104 表 次 表2-1 Hisrich and Peters 新產品分類 ……………16 表2-2 企業外銷通路模式………………………………30 表2-3 產品訂價方式……………………………………43 表3-1 受訪企業基本資料………………………………50 表4-1 喬山健康科技發展歷史…………………………62 表4-2 美律實業發展歷史………………………………68 表4-3 寶熊漁具發展歷史………………………………72 表4-4 創新產品之目標市場與產品定位………………76 表4-5 創新產品之零售通路……………………………78 表4-6 創新產品推廣方式………………………………80 表4-7 創新產品之外銷訂價策略………………………82 圖 次 圖1-1 研究範圍…………………………………………8 圖1-2 研究流程…………………………………………9 圖2-1 破壞性創新模型…………………………………14 圖2-2 Booz, Allen and Hamilton 新產品分類 ……15 圖2-3 產品之創新構面…………………………………19 圖2-4 Kolter (1995) 之訂價策略……………………42 圖3-1 研究架構…………………………………………47 圖4-1 競泰公司產品圖片………………………………54 圖4-2 喬山健康科技公司產品圖片……………………58 圖4-3 美律實業公司產品圖片…………………………64 圖4-4 美律公司產品組合變化預估……………………65 圖4-5 寶熊漁具公司產品圖片…………………………70 圖4-6 產品創新構面分佈圖……………………………74 圖4-7 產品創新與外銷通路模式發展圖………………78 | |
dc.language.iso | zh-TW | |
dc.title | 台灣中小企業產品創新與國際行銷策略之研究 | zh_TW |
dc.title | Export strategies for inventions of Taiwan small and medium-sized enterprises | en |
dc.type | Thesis | |
dc.date.schoolyear | 93-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 方文昌,黃恆獎 | |
dc.subject.keyword | 新產品,創新程度,外銷策略,出口模式,國際行銷, | zh_TW |
dc.subject.keyword | innovativeness level,innovativeness degree,innovation level,innovbation degree,export strategy, | en |
dc.relation.page | 104 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2005-07-13 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
顯示於系所單位: | 國際企業學系 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-94-1.pdf 目前未授權公開取用 | 777.76 kB | Adobe PDF |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。