LED照明產業經營模式之探討-以個案E公司為例

Abstract

企業經營模式總是被全球總體經濟環境變化所影響，並影響挑戰企業的經營與獲利能力。隨著時代的進步，企業之間的競爭已經從傳統的產品之間的競爭，轉化成包含企業價值、利潤公式、關鍵資源及經營流程等全方位的競爭。本研究主要目的即在於探討個案公司的經營模式，並分析影響經營模式的成功關鍵因素。\n\n本研究採個案研究法，並藉由深度訪談探討個案公司成功經營模式以及關鍵因素。本研究透過Osterwalder and Pigneur (2012)所主張的Business Model Canvas九大要素，對個案公司進行現況分析。\n\n本研究發現，隨著目前LED產業環境日益變化，個案公司的價值主張不變，其客戶區隔要素、客戶關係要素與通路要素跟隨著日益競爭的環境產生變化，進而影響到個案公司的收入來源。透過整個銷售網絡的綿密布局，各區域零售點訊息掌握，並且對於銷售人員的訓練，配合品牌形象的宣傳效果，進而達到最終銷售目標。

Business model has always been influenced by the overall global economic environment and challenges affecting corporate management and profitability. With the progress of time, competition among enterprises has changed from the traditional competition between products, converted to include a full range of competitive corporate value, profit formula, key resources and business processes. The main purpose of this study is to investigate the cases of the company`s business model, and analyzes critical success factors affecting the success of the business model.\n\nThis study adopted case study, and the case company and a key factor in the success of the business model by in-depth interviews was explored. The Business Model Canvas explored nine elements of the study which argued by Osterwalder and Pigneur (2012), was used in the current status of the case company analysis.\n\nThe study found that, with the current LED industry, the changing environment, the company`s value proposition same case, the customer segmentation features, customer relationship elements and access elements follow an increasingly competitive environment changes, thereby affecting the company`s revenue sources case. Through dense layout of the entire sales network, the regional retail outlets grasp message, and for training of sales personnel, with the brand image of the publicity, thus the E company achieved the ultimate sales goal.