| Summary: | 碩士 === 義守大學 === 管理研究所碩士班 === 93 === Small and security are the mainstream in the 21st century electronic industry. Negative Temperature Coefficient thermistor is a secure part, which demonstrates a decrease in resistance when it subjects to an increase in body temperature. NTC thermistors are widely used in the electronic instruments, the computers, the cellular phones, the automobiles, the industry machine equipments, and the products that improve our living. NTC thermistors can be applied to most electronic products that have tendency to be light, small, digital, and secure and toward high-speed image transmission.
Strategy master, Michael E. Porter(1980), believes the enterprise that is able to survive in the competitive environment must use a strategy which is different from the other enterprises'' competition strategies, and that particular strategy must be carried into effect.
The case company that this research is going to study is in the leading position in Taiwan NTC thermistor industry market at present, and is being set as the main competitor by other companies. Which strategy the case company uses, what makes the company grown and to earn profits under such competitive environment, and which strategy the company will use in the future will be the key point for this research.
Besides, this research will find out the competition strategies this company formerly picked. By adopting the Five Forces Analyses of Michael E. Porter (1980), and the SWOT Analysis of Melcher & Kerzner (1988), it will prospect some competition strategies which the company might pick in the future and make a discussion. Thus this research will make some suggestions to the future competition strategies for the NTC thermistor industry.
According to the Five Forces Analysis, this research analyzes that Taiwan NTC thermistor industry is entering its higher barrier, and is one of the most competitive business in the industry. Therefore, this industry turns into the intense mutual price competition that reduces a lot of profit.
The future competition strategies that this research suggests to NTC thermistor industry are as following.
1. Aggravating the investment of mainland China and the Southeast Asia.
2. Strengthening the customer service and management.
3. Fulfilling the research and development technology, and strengthening the cooperation with academic field, and using the government resources wisely.
4. Developing the high-price product market.
Taiwan NTC thermistor industry should carry out the development for the thermistor foundation materials and propose product with high attachment value such as the automobile Sensor product and so on. Meanwhile, taking the global market as the marketing goal to get rid of the difficult position of price competition at present is the focus for Taiwan NTC thermistor industry.
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