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題名 空調工程配管創新工法行銷策略之研究 -以某個案公司為例
The Study of Marketing Strategy in Innovative Piping Method for the Air-Conditioning Engineering Field -Base on a case作者 邱亦慶
CHIU, Yi-Ching貢獻者 季延平
Chi, Yan-Ping
邱亦慶
CHIU, Yi-Ching關鍵詞 空調工程配管
機械接頭
管路
行銷策略
創新工法
節能減碳
工業品行銷
專利
Innovative Piping Method
Industrial Product Marketing
Air-Conditioning Engineering Field
Marketing Strategy日期 2022 上傳時間 1-Aug-2022 17:33:59 (UTC+8) 摘要 本研究的進行,乃源於環保意識抬頭與營建成本高漲之下,而發展的空調工程配管創新工法。然而,此創新工法雖具有優勢,但面對傳統工法為主的現況,如何行銷此創新工法,而克服當前傳統工法的限制,進而開拓市場。然而,工程面的創新工法之行銷,不僅考量當前的外部環境的變化,還要探討內部的資源能力,才能永續成長,並期對學術研究與空調實務有所貢獻,即本文之研究緒論。所以,本研究不僅針對空調工程配管傳統工法與創新工法進行文獻探討,亦深入探討制定行銷策略之工具-SWOT、行銷策略與工業品行銷之文獻,以奠立分析基礎。除此,本研究為求取深入掌握,乃採取個案研究,並以空調工程配管創新工法為自變項與行銷策略為應變項之研究結構,進行質性研究。對於本個案之分析,從個案公司現況與產業結構、營運實務、以及行銷空調工程配管創新工法等三方向進行分析,以期萃取重要的關鍵要素,而益於個案公司的營運發展之道,進而促進整體營運成長之目的。最後,本研究亦提出結論,個案公司雖然具有產品、技術與服務之強大優勢,但是面對價格高與產品無法相容他牌的劣勢及斷鏈、盜版、漲價、傳統工法廠商及材料商反彈之威脅,顯然不利個案公司機會的爭取。建議個案公司可以從工業品行銷以及行銷4P與4C強弱處投入,亦即可從整體價值或性價比、價格、通路、溝通與便利等五方面持續改進。對於未來研究建議可從1.研究資料的增加2.研究方法的改變3.研究方向的拓展投入。
The background of the study: 1. The environmental awareness was developed 2. The construction cost was rising. In the trend, it developed an innovative piping method in the air-conditioning engineering field. How to promote the innovative piping method was the most important key in the period for the field. Therefore, we started the study. The study invested in literature review: tradition & innovative piping method of air-conditioning engineering field, SWOT, marketing strategies & industrial product marketing. After the literature review, the study used the case study & qualitative research to analyzed the current situation of the case & industry, its operational practice, and marketing for the innovative piping method.After completing this study, the following conclusions: The case had strong advantages in the product, technologies, service. But it had following disadvantages-its higher price, incompatibility of other brands, and the rebound of the traditional firms. The following suggestions: 1. To invest in industrial product marketing 2. To develop the strengths and weakness of 4P & 4C in marketing. Suggestions for future research: 1. To increase of research data; 2. To improvement of research methods; 3. To expansion of research direction.參考文獻 1. 司徒達賢 (2005),策略管理新論:觀念架構與分析方法。台北:智勝文化。2. 余朝權,產業競爭分析專論,台北:五南圖書出版公司,1994。3. 利弘毅 (2016),路線貨運業經營策略轉型之分析–以H公司為例,國立中央大學管理學院高階主管企管碩士論文。4. 吳思華 (1984),「產業特質與企業經營策略關係研究」。國立政治大學企業管理研究所博士論文,台北。5. 吳思華 (1987),產業政策與企業策略,台北:中華經濟研究所。6. 吳思華,策略九說(三版),台北:臉譜文化出版社,2000。7. 徐作聖、陳仁帥(民 94)。產業分析。台北:全華科技圖書公司。8. 許士軍,現代行銷管理,台北:環球經濟社,1980。9. 黃鈺如 (2018),自有品牌行銷策略之探討 -以電腦週邊產品 A 公司為例,國立中央大學管理學院高階主管企管碩士論文。10. 楊國樞、文崇一、吳聰賢、李亦園,「社會及行為科學研究方法」,東華出版社,199111. 吳琮璠,「資訊管理個案研究方法」,資訊管理學報1997,4 卷1 期:07-1712. 葉偉夫,台灣空調工程產業分析與競爭策略之研究,國立台灣科技大學工業管理所碩士論文,2003英文部分1. Ansoff, H. I. (1965). Corporate Strategy: An Analytic Approach to Business policy for Growthand Expansion. Hightstown: McGraw-Hill.2. Aaker, D. A., (1992), Strategic Market Management 3rd ed., New York: John Wiley & Sons Co.3. Anne Coughlan, Erin Anderson, Louis W. Stern, Adel El-Ansary, Marketing Channels,7th Edi.Prentice Hall, 2006.4. Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of management, 17(1), 99-120.5. Collett, S. (1999). SWOT Analysis. Computerworld, 33(29), 58-61.6. Cunningham and Homse, Controlling the marketing Purchasing lnterface: Resource Development and Organizational implications, Industrial marketing and purchasing Vol 1, 1986, pp3-27.7. Dominic Wilson, Organizational marketing, Cengage Learning EMEA, 1999.8. F. R. Dwyer and J. Tanner, Business Marketing: Connecting Strategy, 4ed., McGraw-Hill/Irwin, 2008.9. Galbraith, J. R., and R. K. Kazanjian, Strategy Implementation: The Role of Structure and Process, 2nd ed., St. Paul, MN, West Publishing, 1986.10. John DeVincentis, Neil Rackham, Rethinking the Sales Force: Redefining Selling to Create and Capture Customer Value, McGraw-Hill Education, 1999.11. Kotler, Philip,(1976). Marketing Management: Analysis, Planning, Implementation, and Control (3rd.): New York: Prentice-Hall.12. Kotler , Philip, Gary Armstrong, Principles of Marketing, Pearson, 2019.13. Robert B. Miller, Stephen E. Heiman, Tad Tuleja, The New Strategic Selling: The Unique Sales System Proven Successful by the World`s Best Companies, Grand Central Publishing, 2005.14. Scherer ,F.M. (1980). Industrial Market Structure and Economic Performance,2. ed., , Houghton Mifflin , Boston.15. Sheth, J.N. and Uslay, C. (2007) Implications of the Revised Definition of Marketing: From Exchange to Value Creation. Journal of Public Policy & Marketing, 26, 302-307.16. Thomas N. Ingram, Raymond W. LaForge, Ramon A. Avila, Charles H. Schwepker Jr., Michael R. Williams, Sales Management: Analysis and Decision Making, Routledge; 10ed. 2019.17. Turner, M.F.,(2001). How does your company measure up? . M.F. Black enterprise, 104 32(4), pp.52-5318. Valentin E. K (2001). SWOT Analysis from a resource-based view, Journal of Marketing Theory and Practice, Vol.15, No.2.19. Weihrich, H. (1982). The STOW Matrix-A Tool for Situational Analysis, Long Range Planning,15(2), pp54-66.20. Williams, J. (1996). On Becoming a Strategic Partner with Management. Communication World, 13(3), 31-32.網路部分1. 個案公司官網2. Victaulice官網3. https://www.nownews.com/news/40314564. https://times.hinet.net/mobile/magazine/932/236919335.https://www.itsfun.com.tw/%E5%B7%A5%E6%A5%AD%E5%93%81%E8%A1%8C%E9%8A%B7/wiki-8267946-8514826 描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
106932035資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106932035 資料類型 thesis dc.contributor.advisor 季延平 zh_TW dc.contributor.advisor Chi, Yan-Ping en_US dc.contributor.author (Authors) 邱亦慶 zh_TW dc.contributor.author (Authors) CHIU, Yi-Ching en_US dc.creator (作者) 邱亦慶 zh_TW dc.creator (作者) CHIU, Yi-Ching en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-Aug-2022 17:33:59 (UTC+8) - dc.date.available 1-Aug-2022 17:33:59 (UTC+8) - dc.date.issued (上傳時間) 1-Aug-2022 17:33:59 (UTC+8) - dc.identifier (Other Identifiers) G0106932035 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/141085 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 經營管理碩士學程(EMBA) zh_TW dc.description (描述) 106932035 zh_TW dc.description.abstract (摘要) 本研究的進行,乃源於環保意識抬頭與營建成本高漲之下,而發展的空調工程配管創新工法。然而,此創新工法雖具有優勢,但面對傳統工法為主的現況,如何行銷此創新工法,而克服當前傳統工法的限制,進而開拓市場。然而,工程面的創新工法之行銷,不僅考量當前的外部環境的變化,還要探討內部的資源能力,才能永續成長,並期對學術研究與空調實務有所貢獻,即本文之研究緒論。所以,本研究不僅針對空調工程配管傳統工法與創新工法進行文獻探討,亦深入探討制定行銷策略之工具-SWOT、行銷策略與工業品行銷之文獻,以奠立分析基礎。除此,本研究為求取深入掌握,乃採取個案研究,並以空調工程配管創新工法為自變項與行銷策略為應變項之研究結構,進行質性研究。對於本個案之分析,從個案公司現況與產業結構、營運實務、以及行銷空調工程配管創新工法等三方向進行分析,以期萃取重要的關鍵要素,而益於個案公司的營運發展之道,進而促進整體營運成長之目的。最後,本研究亦提出結論,個案公司雖然具有產品、技術與服務之強大優勢,但是面對價格高與產品無法相容他牌的劣勢及斷鏈、盜版、漲價、傳統工法廠商及材料商反彈之威脅,顯然不利個案公司機會的爭取。建議個案公司可以從工業品行銷以及行銷4P與4C強弱處投入,亦即可從整體價值或性價比、價格、通路、溝通與便利等五方面持續改進。對於未來研究建議可從1.研究資料的增加2.研究方法的改變3.研究方向的拓展投入。 zh_TW dc.description.abstract (摘要) The background of the study: 1. The environmental awareness was developed 2. The construction cost was rising. In the trend, it developed an innovative piping method in the air-conditioning engineering field. How to promote the innovative piping method was the most important key in the period for the field. Therefore, we started the study. The study invested in literature review: tradition & innovative piping method of air-conditioning engineering field, SWOT, marketing strategies & industrial product marketing. After the literature review, the study used the case study & qualitative research to analyzed the current situation of the case & industry, its operational practice, and marketing for the innovative piping method.After completing this study, the following conclusions: The case had strong advantages in the product, technologies, service. But it had following disadvantages-its higher price, incompatibility of other brands, and the rebound of the traditional firms. The following suggestions: 1. To invest in industrial product marketing 2. To develop the strengths and weakness of 4P & 4C in marketing. Suggestions for future research: 1. To increase of research data; 2. To improvement of research methods; 3. To expansion of research direction. en_US dc.description.tableofcontents 摘要 iAbstract i致謝辭 i目次 ii表次 iv圖次 v第一章緒論 1第一節研究背景與動機 1第二節 方向目的 5第三節 預期貢獻 5第四節 研究限制 6第五節 論文架構 7第二章 文獻探討 8第一節 空調工程配管工法之探討 8第二節 制定策略考量-SWOT之探討 15第三節 策略、行銷策略與工業品行銷之探討 21第三章 研究架構與方法 43第一節 研究架構 43第二節 研究方法 44第四章 個案分析 50第一節 個案公司之發展 50第二節 個案公司之實務 55第三節 個案創新工法實務行銷之分析 68第五章 結論與建議 74第一節 結論 74第二節 建議 76參考文獻 79中文部分 79英文部分 80網路部分 81 zh_TW dc.format.extent 3740354 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106932035 en_US dc.subject (關鍵詞) 空調工程配管 zh_TW dc.subject (關鍵詞) 機械接頭 zh_TW dc.subject (關鍵詞) 管路 zh_TW dc.subject (關鍵詞) 行銷策略 zh_TW dc.subject (關鍵詞) 創新工法 zh_TW dc.subject (關鍵詞) 節能減碳 zh_TW dc.subject (關鍵詞) 工業品行銷 zh_TW dc.subject (關鍵詞) 專利 zh_TW dc.subject (關鍵詞) Innovative Piping Method en_US dc.subject (關鍵詞) Industrial Product Marketing en_US dc.subject (關鍵詞) Air-Conditioning Engineering Field en_US dc.subject (關鍵詞) Marketing Strategy en_US dc.title (題名) 空調工程配管創新工法行銷策略之研究 -以某個案公司為例 zh_TW dc.title (題名) The Study of Marketing Strategy in Innovative Piping Method for the Air-Conditioning Engineering Field -Base on a case en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 1. 司徒達賢 (2005),策略管理新論:觀念架構與分析方法。台北:智勝文化。2. 余朝權,產業競爭分析專論,台北:五南圖書出版公司,1994。3. 利弘毅 (2016),路線貨運業經營策略轉型之分析–以H公司為例,國立中央大學管理學院高階主管企管碩士論文。4. 吳思華 (1984),「產業特質與企業經營策略關係研究」。國立政治大學企業管理研究所博士論文,台北。5. 吳思華 (1987),產業政策與企業策略,台北:中華經濟研究所。6. 吳思華,策略九說(三版),台北:臉譜文化出版社,2000。7. 徐作聖、陳仁帥(民 94)。產業分析。台北:全華科技圖書公司。8. 許士軍,現代行銷管理,台北:環球經濟社,1980。9. 黃鈺如 (2018),自有品牌行銷策略之探討 -以電腦週邊產品 A 公司為例,國立中央大學管理學院高階主管企管碩士論文。10. 楊國樞、文崇一、吳聰賢、李亦園,「社會及行為科學研究方法」,東華出版社,199111. 吳琮璠,「資訊管理個案研究方法」,資訊管理學報1997,4 卷1 期:07-1712. 葉偉夫,台灣空調工程產業分析與競爭策略之研究,國立台灣科技大學工業管理所碩士論文,2003英文部分1. Ansoff, H. I. (1965). Corporate Strategy: An Analytic Approach to Business policy for Growthand Expansion. Hightstown: McGraw-Hill.2. Aaker, D. A., (1992), Strategic Market Management 3rd ed., New York: John Wiley & Sons Co.3. Anne Coughlan, Erin Anderson, Louis W. Stern, Adel El-Ansary, Marketing Channels,7th Edi.Prentice Hall, 2006.4. Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of management, 17(1), 99-120.5. Collett, S. (1999). SWOT Analysis. Computerworld, 33(29), 58-61.6. Cunningham and Homse, Controlling the marketing Purchasing lnterface: Resource Development and Organizational implications, Industrial marketing and purchasing Vol 1, 1986, pp3-27.7. Dominic Wilson, Organizational marketing, Cengage Learning EMEA, 1999.8. F. R. Dwyer and J. Tanner, Business Marketing: Connecting Strategy, 4ed., McGraw-Hill/Irwin, 2008.9. Galbraith, J. R., and R. K. Kazanjian, Strategy Implementation: The Role of Structure and Process, 2nd ed., St. Paul, MN, West Publishing, 1986.10. John DeVincentis, Neil Rackham, Rethinking the Sales Force: Redefining Selling to Create and Capture Customer Value, McGraw-Hill Education, 1999.11. Kotler, Philip,(1976). Marketing Management: Analysis, Planning, Implementation, and Control (3rd.): New York: Prentice-Hall.12. Kotler , Philip, Gary Armstrong, Principles of Marketing, Pearson, 2019.13. Robert B. Miller, Stephen E. Heiman, Tad Tuleja, The New Strategic Selling: The Unique Sales System Proven Successful by the World`s Best Companies, Grand Central Publishing, 2005.14. Scherer ,F.M. (1980). Industrial Market Structure and Economic Performance,2. ed., , Houghton Mifflin , Boston.15. Sheth, J.N. and Uslay, C. (2007) Implications of the Revised Definition of Marketing: From Exchange to Value Creation. Journal of Public Policy & Marketing, 26, 302-307.16. Thomas N. Ingram, Raymond W. LaForge, Ramon A. Avila, Charles H. Schwepker Jr., Michael R. Williams, Sales Management: Analysis and Decision Making, Routledge; 10ed. 2019.17. Turner, M.F.,(2001). How does your company measure up? . M.F. Black enterprise, 104 32(4), pp.52-5318. Valentin E. K (2001). SWOT Analysis from a resource-based view, Journal of Marketing Theory and Practice, Vol.15, No.2.19. Weihrich, H. (1982). The STOW Matrix-A Tool for Situational Analysis, Long Range Planning,15(2), pp54-66.20. Williams, J. (1996). On Becoming a Strategic Partner with Management. Communication World, 13(3), 31-32.網路部分1. 個案公司官網2. Victaulice官網3. https://www.nownews.com/news/40314564. https://times.hinet.net/mobile/magazine/932/236919335.https://www.itsfun.com.tw/%E5%B7%A5%E6%A5%AD%E5%93%81%E8%A1%8C%E9%8A%B7/wiki-8267946-8514826 zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202200568 en_US