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Title: | 傳統玩具禮品產業外銷美國市場的發展與策略之研究
—以A公司為例 A study on the market development and strategy in U.S. toy and gift industry—viewpoints from Company A |
Authors: | Hao-Lun Lin 林皓倫 |
Advisor: | 郭瑞祥 |
Keyword: | 玩具業,禮品業,市場發展策略,競爭策略, Toy industry,Gift industry,Market development strategy,Competitive Strategy, |
Publication Year : | 2017 |
Degree: | 碩士 |
Abstract: | 在大環境世界景气持續低迷,中國境內的傳統產業經營普遍陷入經營危机,企業該如何走出困境? 本研究以A公司為例,探討位於玩具禮品傳統產業的A公司行銷美國的經營過程中的市場發展及策略擬定。
對A公司進行五力分析、SWOT分析及發展策略分析。探討A公司逐年成長所累積的各項內外部資源,資源配置的得失研究。 研究結果得到以下五個結論: 一、玩具禮品市場發展与擴充:A公司可持續擴大產品線,並利用超額產能逐漸進入亞太市場如大陸。 二、競爭策略:除了價格戰外,A公司必須強化創新的速度、策略執行的速度及顧客回應的速度。 三、通路及供應鏈策略:除了供應鏈管理外,A公司在新增加產品線的同時持續投資電子商務,以提高服務客戶之效能及公司產能內之營運效率。 四、公司內部管理能力:由於A公司規模逐漸擴大,在價格管理、庫存管理、客戶關係管理、資訊管理及信用風險管理管理能力亟需提升。 五、A公司在永續經營的目標上,尋求成長的第二曲線上有所突破,利用既有的優勢超越禮品行業的可能。 This research focuses on company A’s market and business strategy development on U.S. toy and gift industry. I also do Five Forces Analysis, SWOT Analysis and development strategy analysis. There are Five conclusions as follows: 1、Toy and gift industry market development: Company A can expand their product line and utilize their excess capacity to enter into Asia market such as China. 2、Competitive strategy: In addition to price war, company A should improve the speed of innovation, strategy implementation and customer response. 3、Channel and supply chain strategy: Company A can invest more resources in e-commerce when expanding new product line. The goal is to increase the effectiveness of customer service and efficiency of operation. 4、Managerial ability: Due to the business expansion of company A, management ability on price, inventory, customer relationship, information technology and risk should be improved. 5、Company A should search for “second curve” to achieve the goal of expanding their business beyond the line of toy and gift industry to gain competitive advantage. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/59291 |
DOI: | 10.6342/NTU201701301 |
Fulltext Rights: | 有償授權 |
Appears in Collections: | 臺大-復旦EMBA境外專班 |
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File | Size | Format | |
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ntu-106-1.pdf Restricted Access | 1.29 MB | Adobe PDF |
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