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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/58135完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 謝明慧 | |
| dc.contributor.author | Yu-Lin Chen | en |
| dc.contributor.author | 陳玉玲 | zh_TW |
| dc.date.accessioned | 2021-06-16T08:06:38Z | - |
| dc.date.available | 2017-07-16 | |
| dc.date.copyright | 2014-07-16 | |
| dc.date.issued | 2014 | |
| dc.date.submitted | 2014-06-18 | |
| dc.identifier.citation | 中文部分：
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/58135 | - |
| dc.description.abstract | 面臨國際大廠的壓縮以及中國大陸和東南亞等地區的崛起，向來以代工製造為主的台灣科技業正處於轉型的關鍵時刻，部分廠商嘗試自創品牌卻也是一路走來辛苦。本研究嘗試以調適性行銷能力的觀點來探討品牌商經營模式的調整。以國內在工業電腦產業表現傑出的某公司為例，透過調適性行銷能力的四個要素：機警的市場學習能力、適應市場實驗的理念、開放式市場行銷，以及管理複雜的多個利益相關者的系統，來檢視個案公司的活動，而個案公司所採取的策略與作法也可以成為台灣科技業的典範。
本研究廣泛且深入地收集各種相關文獻及資訊，包括個案公司的企業活動、組織文化、領導團隊，以及發展歷程等。同時也透過深度訪談，澄清文獻上的疑點並收集更詳細的資訊。由此，了解該企業的成功之道與調適性行銷四大要素的吻合度，並從探討的過程中發現個案公司的許多活動看似獨立，實際是息息相關。由個案能夠清楚了解調適性行銷能力，尤其是機警的市場學習能力的具備，能夠在這瞬息萬變、競爭激烈的世界中掌握未來趨勢，脫穎而出，領先業界其他公司。 期待本研究的結果能提供其他企業不同的觀點來思考公司的經營及行銷策略，跳脫製造業僅能以成本優勢的經營模式，能對台灣科技業的轉型有所助益。 | zh_TW |
| dc.description.abstract | Facing the cost-down pressure from international brand companies and the emerging rivals from China and Southeastern Asia, Taiwan’s high-tech industry, which mainly involves in OEM services, is in the critical point of transformation. Some companies try to develop brand business; however, the way to branding success is full of challenges and difficulties. The research explores the business model adjustments from adaptive marketing perspectives by doing a case study of a leading company in the industrial computers field. The four factors of adaptive marketing capabilities namely vigilant market learning, adaptive market experimentation, open marketing, and the ability to manage complex multi-company systems are compared with the case company’s real practices and key activities. With the reviews, the research identifies the case company’s strategies and tactics and provides good references for players of Taiwan’s high-tech industry.
The research widely and thoroughly collects the case company’s information and literature, including: business activities, corporate culture, executive team, and development history. In-depth interviews are also conducted to clarify questions on literature, as well as to collect more detailed practices. The successful factors of the company are identified and are compared with the four factors of adaptive marketing capabilities. The seeming independent activities of the case company are actually closely related. The case study shows how adaptive marketing capabilities, especially the vigilant market learning, can help companies seize market trends and win in the fast-changing and competitive marketplace. Unlike OEM business which mainly focused on cost advantages, the research aims to provide manufacturers with different perspectives of business and marketing strategies. May the findings of the research bring help to Taiwan’s high-tech industry on business transformation. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-16T08:06:38Z (GMT). No. of bitstreams: 1 ntu-103-P00746035-1.pdf: 1387235 bytes, checksum: 15142169d50c9b0cff7af0de35bc27d3 (MD5) Previous issue date: 2014 | en |
| dc.description.tableofcontents | 目錄
誌謝 II 中文摘要 III THESIS ABSTRACT IV 目錄 VI 圖目錄 VII 表目錄 VIII 第一章 緒論 1 第一節、 研究動機與目的 1 第二節、 研究架構 2 第二章 文獻回顧 4 第一節、 經營模式 4 第二節、 行銷能力 12 第三節、 小結 20 第三章 研究方法與設計 22 第一節、 研究方法 22 第二節、 研究流程 23 第三節、 研究對象選取與資料處理分析 25 第四章 產業環境與個案介紹 27 第一節、 工業電腦產業介紹 27 第二節、 個案公司簡介 31 第三節、 個案公司企業使命與組織演變歷程 35 第四節、 個案公司經營模式 40 第五章 個案分析 44 第一節、 經營模式調整與調適性行銷能力 44 第二節、 機警的市場學習能力 47 第三節、 適應市場實驗的理念 49 第四節、 開放式市場行銷 52 第五節、 管理複雜的多個利益相關者的系統 54 第六節、 小結 57 第六章 結論與建議 59 第一節、 研究結論 59 第二節、 管理意涵 61 第三節、 研究限制 61 第四節、 後續研究建議 62 參考文獻 64 圖目錄 圖 1、研究流程圖 3 圖 2、商業模式圖 8 圖 3、產業鏈位置 9 圖 4、組織能力分類 14 圖 5、本研究之研究架圖 21 圖 6、本研究流程圖 24 圖 7、針對全球工業電腦的策略性分析 29 表目錄 表 1、經營模式的定義 4 表 2、經營模式七個要素 6 表 3、經營模式九要素 6 表 4、深度訪談一覽表 26 表 5、工業電腦分類 30 表 6、個案公司五年營收/營收成長率/每股盈餘統計 33 表 7、個案公司企業使命與願景 35 表 8、個案公司近年併購及轉投資案2013年產品別營收統計 38 表 9、個案公司經營模式比較 41 | |
| dc.language.iso | zh-TW | |
| dc.subject | 調適性行銷能力 | zh_TW |
| dc.subject | 經營模式 | zh_TW |
| dc.subject | 工業電腦產業 | zh_TW |
| dc.subject | industrial computer industry | en |
| dc.subject | business model | en |
| dc.subject | adaptive marketing capabilities | en |
| dc.title | 以調適性行銷能力觀點探討經營模式調整
—以Ａ公司為例 | zh_TW |
| dc.title | Exploring Business Model Adjustment from Adaptive Marketing Capabilities Perspective－A Case Study of Company A | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 102-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 陳俊忠,連勇智 | |
| dc.subject.keyword | 調適性行銷能力,經營模式,工業電腦產業, | zh_TW |
| dc.subject.keyword | business model,adaptive marketing capabilities,industrial computer industry, | en |
| dc.relation.page | 67 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2014-06-19 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業管理組 | zh_TW |
| 顯示於系所單位： | 國際企業管理組 | |
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