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題名 探討中央空調產業之銷售策略-從產業生命週期之觀點
Analysis of sales strategy for the air conditioning industry - from the perspective of industry lifecycle
作者 許倍郡
Hsu, Peichun
貢獻者 陳立民
Chen, Liming
許倍郡
Hsu, Peichun
關鍵詞 中央空調
產業生命週期
動態競爭
Central air-conditioning
Dynamics competitive
Industry life-cycle
日期 2017
上傳時間 31-Jul-2017 11:33:10 (UTC+8)
摘要 台灣位處於亞熱帶氣候，空調已成為家家戶戶必備使用的產品，而空調產品主要可以區分為三大市場，包含：家用市場、商用市場及大型中央空調市場。本研究主要從中央空調產業生命週期中探討該產業之領先者與追隨者在該市場上之銷售策略之分析，其探討議題如下：
(一) 探討追隨者與領先者對該產業之生命週期看法
(二) 探討追隨者企業在該領域上如何與領先者競爭
本研究經由選擇台灣中央空調產業的兩家公司進行深度訪談，並就議題進行探討得到以下結論。領先者若無法有效的進行防禦以維持現有的市場占有率，其仍會受到其他競爭者的競爭而受影響，特別是當其他競爭者透過併購策略、上下游的垂直整合、產品線的水平整合等方式，讓本身內部資源與能力上的提升時，將會影響領先者在市場上地位。
Taiwan is in a subtropical climate where air conditioning has become essential for every household product, and can be divided into three major markets, including: residential, commercial and central air conditioning market. This study focuses on the central air-conditioning industry life cycle in Taiwan to further explores the leaders and followers of the industry by the market sales strategy analysis. The discussion topics are as follows:

(A) To explore the followers and leaders of the industry from life cycle’s perspective;
(B) Explore how followers can compete with leaders in the industry.

The study selected two companies in Taiwan`s central air-conditioning industry to conduct in-depth interviews and discussed the issues to get the following conclusions. Leaders who are unable to effectively defend themselves to maintain their existing market share, will be affected by competition from other competitors, especially when other competitors go through the mergers and acquisitions, vertical integration of upstream and downstream, product line level integration and so on so that their own internal resources and ability to enhance, will affect the leader in the market position.
參考文獻 參考文獻
1. 吳秋蓮 ”知覺價值和售後服務對滿意度、承諾及顧客關係績效的影響-空調產業的實證研究”大同大學事業經營研究所碩士論文(2015) 9-15.
2. 吳采芳 “台灣 LED 產業的競爭策略研究-以晶元光電與新世紀光電為例.” 成功大學經營管理碩士學位學程 (AMBA) 碩士論文 (2014).
3. 張佑宗 ”動態競爭與產品新對營運績效之探討-以台灣高級豪華進口車為例”朝陽科技大學企業管理碩士班碩士論文(2013).
4. 丁友貞 "台灣與南韓晶圓代工競爭力分析: 以個案公司為例." 交通大學管理學院高階主管管理碩士學程碩士論文 (2013).
5. 林之晨 ”為什麼「五力分析」救不了麥可波特？”，http://mrjamie.cc/2013/03/06/broken-porter/ (2013).
6. 陳明哲 ”察覺-動機-能力：細解AMC分析法(二)”哈佛商業評論(2013) 30-31.
7. 陳明哲 ”察覺-動機-能力：細解AMC分析法(一)”哈佛商業評論(2012) 30-31.
8. 陳明哲 ”預測競爭對手的回應：AMC分析法初探”哈佛商業評論(2012) 28-29.
9. 王仁聖 ”能源服務之策略分析”交通大學科技管理研究所碩士論文(2010).
10. 黃國男 ”中部地區冷凍空調產業發展策略之研究”亞洲大學經營管理學系碩士論文(2010) 7-14.
11. 黃柏榕 ”空調節能服務產業之企業轉型與商業模式創新之研究-以T個案公司為例”國立政治大學經營管理碩士學程企業管理組碩士論文(2010).
12. 沈孝廉 ”動態競爭模型之研究-以台灣四大會計師事務所為例”私立中華大學科技管理學系碩士論文(2009).
13. 陳雅琴 ”臺灣冷氣機消費者選購評估因素之研究-以三大區域消費者為例”淡江大學商學院國際商學碩士論文(2007).
14. 胡美琴，李元旭，與骆守俭 “企业生命周期与企业家管理周期匹配下的动态竞争力模型.” 當代財經 (2006).
15. Giachetti, Claudio, and Gianluca Marchi "Successive changes in leadership in the worldwide mobile phone industry: The role of windows of opportunity and firms’ competitive action." Research Policy 46.2 (2017) 352-364.
16. Markman, Gideon, Peter Gianiodis, and Andreas Panagopoulos “Factor Market Rivalry and Inter-Industry Competitive Dynamics.” economics.soc.uoc.gr (2016).
17. Charles W.L Hill, Gareth R. Jones, and Melissa A. Schilling “Strategic Management: Theory, 11e” HWA TAI Publishing (2015).
18. Stark, John “Product lifecycle management.” Product Lifecycle Management. Springer International Publishing (2015) 1-29.
19. Bennett, Victor M., and Lamar Pierce “Motivation matters: Corporate scope and competition in complementary product markets.” Strategic Management Journal (2015).
20. Yang, Wei, and Klaus E. Meyer "Competitive dynamics in an emerging economy: Competitive pressures, resources, and the speed of action." Journal of Business Research 68.6 (2015) 1176-1185.
21. Kim, Kwang-Ho, MinChung Kim, and Cuili Qian "Effects of corporate social responsibility on corporate financial performance: A competitive-action perspective." Journal of Management (2015) 0149206315602530.
22. Feng, Kuishuang “The energy and water nexus in Chinese electricity production: a hybrid life cycle analysis.” Renewable and Sustainable Energy Reviews 39 (2014) 342-355.
23. Yunna, Wu, and Yang Yisheng “The competition situation analysis of shale gas industry in China: Applying Porter’s five forces and scenario model.” Renewable and Sustainable Energy Reviews 40 (2014) 798-805.
24. Li, Da-yuan, and Juan Liu "Dynamic capabilities, environmental dynamism, and competitive advantage: Evidence from China." Journal of Business Research 67.1 (2014) 2793-2799.
25. Gareth R. Jones “Organizational Theory, Design, and Change. Seventh Edition” Pearson Education (2013) 295-302.
26. Marshall, Stephen “Evaluating the strategic and leadership challenges of MOOCs.” Journal of Online Learning and Teaching 9.2 (2013) 216.
27. Hutzschenreuter, Thomas, and Florian Gröne “Product and geographic scope changes of multinational enterprises in response to international competition.” Journal of International Business Studies 40.7 (2009) 1149-1170.
28. Porter, Michael E. “The five competitive forces that shape strategy.” Harvard business review 86.1 (2008) 25-40.
29. Chen, Ming-Jer, S. U. Kuo-Hsien, and Wenpin Tsai "Competitive tension: The awareness–motivation-capability perspective." Academy of Management Journal 50.1 (2007) 101-118.
30. Cusumano, Michael, Steve Kahl, and Fernando F. Suarez “Product, process, and service: a new industry lifecycle model.” A research and education initiative at the MIT Sloan School of Management, Working Paper 228 (2006).
31. Ketchen Jr, David J., Charles C. Snow, and Vera L. Hoover “Research on competitive dynamics: Recent accomplishments and future challenges.” Journal of Management 30.6 (2004) 779-804.
32. Geoffrey A. Moore “Living on the Fault Line: Managing for Shareholder Value in Any Economy” Harper Business (2002).
33. Krider, Robert E., and Charles B. Weinberg “Competitive dynamics and the introduction of new products: The motion picture timing game.” Journal of Marketing Research (1998) 1-15.
34. Porter, Michael E. "Competitive strategy: Techniques for analyzing industries and competition." New York 300 (1980).
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
104363075
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104363075
資料類型 thesis
dc.contributor.advisor 陳立民zh_TW
dc.contributor.advisor Chen, Limingen_US
dc.contributor.author (Authors) 許倍郡zh_TW
dc.contributor.author (Authors) Hsu, Peichunen_US
dc.creator (作者) 許倍郡zh_TW
dc.creator (作者) Hsu, Peichunen_US
dc.date (日期) 2017en_US
dc.date.accessioned 31-Jul-2017 11:33:10 (UTC+8)-
dc.date.available 31-Jul-2017 11:33:10 (UTC+8)-
dc.date.issued (上傳時間) 31-Jul-2017 11:33:10 (UTC+8)-
dc.identifier (Other Identifiers) G0104363075en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/111582-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 104363075zh_TW
dc.description.abstract (摘要) 台灣位處於亞熱帶氣候，空調已成為家家戶戶必備使用的產品，而空調產品主要可以區分為三大市場，包含：家用市場、商用市場及大型中央空調市場。本研究主要從中央空調產業生命週期中探討該產業之領先者與追隨者在該市場上之銷售策略之分析，其探討議題如下：
(一) 探討追隨者與領先者對該產業之生命週期看法
(二) 探討追隨者企業在該領域上如何與領先者競爭
本研究經由選擇台灣中央空調產業的兩家公司進行深度訪談，並就議題進行探討得到以下結論。領先者若無法有效的進行防禦以維持現有的市場占有率，其仍會受到其他競爭者的競爭而受影響，特別是當其他競爭者透過併購策略、上下游的垂直整合、產品線的水平整合等方式，讓本身內部資源與能力上的提升時，將會影響領先者在市場上地位。		zh_TW
dc.description.abstract (摘要) Taiwan is in a subtropical climate where air conditioning has become essential for every household product, and can be divided into three major markets, including: residential, commercial and central air conditioning market. This study focuses on the central air-conditioning industry life cycle in Taiwan to further explores the leaders and followers of the industry by the market sales strategy analysis. The discussion topics are as follows:

(A) To explore the followers and leaders of the industry from life cycle’s perspective;
(B) Explore how followers can compete with leaders in the industry.

The study selected two companies in Taiwan`s central air-conditioning industry to conduct in-depth interviews and discussed the issues to get the following conclusions. Leaders who are unable to effectively defend themselves to maintain their existing market share, will be affected by competition from other competitors, especially when other competitors go through the mergers and acquisitions, vertical integration of upstream and downstream, product line level integration and so on so that their own internal resources and ability to enhance, will affect the leader in the market position.		en_US
dc.description.tableofcontents 第一章 緒論
第一節 研究背景………………………………………………………1
第二節 研究動機與目的……………………………………………4
第二章 文獻探討
第一節 產業生命週期……………………………………………………6
第二節 五力分析……………………………………………………………9
第三節 動態競爭分析…………………………………………………13
第四節 AMC分析法……………………………………………………16
第三章 研究範圍
第一節 研究方法…………………………………………………………20
第二節 個案公司與訪談對象…………………………………22
第三節 訪談的問題擬定…………………………………………23
第四節 研究流程………………………………………………………24
第四章 個案研究
第一節 T公司介紹…………………………………………………25
第二節 H公司介紹…………………………………………………34
第三節 T公司與H公司研究分析………………………………38
第四節 H公司在該領域上如何與T公司競爭…………46
第五章 結論與建議
第一節 結論……………………………………………………………48
第二節 未來研究方向與建議……………………………51
參考文獻………………………………………………………………………52
附件一 T公司訪談與問答內容……………………56
附件二 H公司訪談與問答內容……………………62		zh_TW
dc.format.extent 3609618 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104363075en_US
dc.subject (關鍵詞) 中央空調zh_TW
dc.subject (關鍵詞) 產業生命週期zh_TW
dc.subject (關鍵詞) 動態競爭zh_TW
dc.subject (關鍵詞) Central air-conditioningen_US
dc.subject (關鍵詞) Dynamics competitiveen_US
dc.subject (關鍵詞) Industry life-cycleen_US
dc.title (題名) 探討中央空調產業之銷售策略-從產業生命週期之觀點zh_TW
dc.title (題名) Analysis of sales strategy for the air conditioning industry - from the perspective of industry lifecycleen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 參考文獻
1. 吳秋蓮 ”知覺價值和售後服務對滿意度、承諾及顧客關係績效的影響-空調產業的實證研究”大同大學事業經營研究所碩士論文(2015) 9-15.
2. 吳采芳 “台灣 LED 產業的競爭策略研究-以晶元光電與新世紀光電為例.” 成功大學經營管理碩士學位學程 (AMBA) 碩士論文 (2014).
3. 張佑宗 ”動態競爭與產品新對營運績效之探討-以台灣高級豪華進口車為例”朝陽科技大學企業管理碩士班碩士論文(2013).
4. 丁友貞 "台灣與南韓晶圓代工競爭力分析: 以個案公司為例." 交通大學管理學院高階主管管理碩士學程碩士論文 (2013).
5. 林之晨 ”為什麼「五力分析」救不了麥可波特？”，http://mrjamie.cc/2013/03/06/broken-porter/ (2013).
6. 陳明哲 ”察覺-動機-能力：細解AMC分析法(二)”哈佛商業評論(2013) 30-31.
7. 陳明哲 ”察覺-動機-能力：細解AMC分析法(一)”哈佛商業評論(2012) 30-31.
8. 陳明哲 ”預測競爭對手的回應：AMC分析法初探”哈佛商業評論(2012) 28-29.
9. 王仁聖 ”能源服務之策略分析”交通大學科技管理研究所碩士論文(2010).
10. 黃國男 ”中部地區冷凍空調產業發展策略之研究”亞洲大學經營管理學系碩士論文(2010) 7-14.
11. 黃柏榕 ”空調節能服務產業之企業轉型與商業模式創新之研究-以T個案公司為例”國立政治大學經營管理碩士學程企業管理組碩士論文(2010).
12. 沈孝廉 ”動態競爭模型之研究-以台灣四大會計師事務所為例”私立中華大學科技管理學系碩士論文(2009).
13. 陳雅琴 ”臺灣冷氣機消費者選購評估因素之研究-以三大區域消費者為例”淡江大學商學院國際商學碩士論文(2007).
14. 胡美琴，李元旭，與骆守俭 “企业生命周期与企业家管理周期匹配下的动态竞争力模型.” 當代財經 (2006).
15. Giachetti, Claudio, and Gianluca Marchi "Successive changes in leadership in the worldwide mobile phone industry: The role of windows of opportunity and firms’ competitive action." Research Policy 46.2 (2017) 352-364.
16. Markman, Gideon, Peter Gianiodis, and Andreas Panagopoulos “Factor Market Rivalry and Inter-Industry Competitive Dynamics.” economics.soc.uoc.gr (2016).
17. Charles W.L Hill, Gareth R. Jones, and Melissa A. Schilling “Strategic Management: Theory, 11e” HWA TAI Publishing (2015).
18. Stark, John “Product lifecycle management.” Product Lifecycle Management. Springer International Publishing (2015) 1-29.
19. Bennett, Victor M., and Lamar Pierce “Motivation matters: Corporate scope and competition in complementary product markets.” Strategic Management Journal (2015).
20. Yang, Wei, and Klaus E. Meyer "Competitive dynamics in an emerging economy: Competitive pressures, resources, and the speed of action." Journal of Business Research 68.6 (2015) 1176-1185.
21. Kim, Kwang-Ho, MinChung Kim, and Cuili Qian "Effects of corporate social responsibility on corporate financial performance: A competitive-action perspective." Journal of Management (2015) 0149206315602530.
22. Feng, Kuishuang “The energy and water nexus in Chinese electricity production: a hybrid life cycle analysis.” Renewable and Sustainable Energy Reviews 39 (2014) 342-355.
23. Yunna, Wu, and Yang Yisheng “The competition situation analysis of shale gas industry in China: Applying Porter’s five forces and scenario model.” Renewable and Sustainable Energy Reviews 40 (2014) 798-805.
24. Li, Da-yuan, and Juan Liu "Dynamic capabilities, environmental dynamism, and competitive advantage: Evidence from China." Journal of Business Research 67.1 (2014) 2793-2799.
25. Gareth R. Jones “Organizational Theory, Design, and Change. Seventh Edition” Pearson Education (2013) 295-302.
26. Marshall, Stephen “Evaluating the strategic and leadership challenges of MOOCs.” Journal of Online Learning and Teaching 9.2 (2013) 216.
27. Hutzschenreuter, Thomas, and Florian Gröne “Product and geographic scope changes of multinational enterprises in response to international competition.” Journal of International Business Studies 40.7 (2009) 1149-1170.
28. Porter, Michael E. “The five competitive forces that shape strategy.” Harvard business review 86.1 (2008) 25-40.
29. Chen, Ming-Jer, S. U. Kuo-Hsien, and Wenpin Tsai "Competitive tension: The awareness–motivation-capability perspective." Academy of Management Journal 50.1 (2007) 101-118.
30. Cusumano, Michael, Steve Kahl, and Fernando F. Suarez “Product, process, and service: a new industry lifecycle model.” A research and education initiative at the MIT Sloan School of Management, Working Paper 228 (2006).
31. Ketchen Jr, David J., Charles C. Snow, and Vera L. Hoover “Research on competitive dynamics: Recent accomplishments and future challenges.” Journal of Management 30.6 (2004) 779-804.
32. Geoffrey A. Moore “Living on the Fault Line: Managing for Shareholder Value in Any Economy” Harper Business (2002).
33. Krider, Robert E., and Charles B. Weinberg “Competitive dynamics and the introduction of new products: The motion picture timing game.” Journal of Marketing Research (1998) 1-15.
34. Porter, Michael E. "Competitive strategy: Techniques for analyzing industries and competition." New York 300 (1980).		zh_TW