產業新進企業市場佔有率成長策略

Abstract

中文摘要 對新進入產業之企業如何運用策略取得高市佔率，除以「破壞性創新理論」所言的「革命」式策略外，本論文提出一「演進」式「產業新進入企業市場佔有率成長策略」。 本策略認為新進入產業的企業，若能掌握以下列要素: 一. 以產品創新進入市場，以擴大市場需求。 二. 創新性產品具備對原市場產品有完全取代性 三. 以策略角度主動選擇客戶 四. 把握新興市場初期的市占率。 就有機會運用策略而讓市場佔有率成長。 本論文以個案分析法為研究方法，先提出上述策略敘述，再以個案公司 – 義發科技為研究個案，該公司係屬筆記型電腦產業的零組件供應商，其產品為觸控板模組。論文分析該公司以新進入者，如何運用進入策略，以「多指手勢觸控板」為創新產品進入市場，並因筆電廠的採用而擴大產業市場。以取得相當市場佔有率，並此分析驗證論文所提出的成長策略適用性。

The new company into the industry on how to use strategies to obtain high market share, but for the 'theory of disruptive innovation,' said the 'revolutionary' tactics, this thesis proposes an「evolution」type - 「Market share growth strategy for Industry Newcomer」。 The strategy proposes that the new company into the industry if they can master the following elements: 1. To product innovation to market, to expand market demand. 2. Innovative products have the products on the market completely replace the original sexual 3. To take the initiative to strategically select customers 4. Seize the early market share in emerging markets. Then, the newcomer have the opportunity to use strategy to grow market share. The thesis adopted Case Study as research method. Proposing the growth strategy as described above first, then analysis the case company – Elantech Technology Co. The case company is an notebook industry component supplier who produce touch pad module for notebook company. The thesis analysis the case company, a newcomer on Touchpad module industry how to use the entry strategy to expand market share. The case company create 'multi-finger gesture touchpad' as an innovative products into the market, promote the innovative product to notebook company with strategy, and expand the market share on the industrial market. The thesis analysis the success key factor of case company and compare to Proposed market share growth strategy to show the applicability of growth strategy.