A Study on the Correlation between Strategic Alliance and Marketing Performance In ESD industry

• Main Authors: Chen Ming-Tsong, 陳明聰
• Other Authors: Hwang, In-San
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/04689279319580532795

碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 93 === With the burning competition of global industry, in order to increase the core competence of the firms, strategic alliance is a good and effective way. In recent years, the firms in ESD (Electro Static Discharge) industry have gradually shifted their mode of strategic move from competition to cooperation. Moreover, companies who use alliance to integrate the resource could accelerate the research cycle and keep the flexibility to match the market performance. This study is focus on the ESD correlation of products for the main industry survey scope. And the purpose is to investigate how the characteristics and strategic alliances of ESD international firms influence their business marketing performance. We investigated 30 project domestic and overseas firms with personal interviewing method. At the same time, we mailing 1100 questionnaires with e-mail and mail survey, and there were 64 efficiency projects responded. This findings showed, the ESD product market will face and enhance the challenge and competition in the future, however, according to its development potential and the opportunity will be still a market which will be worth managing. Otherwise, the quantification results of the research could provide the ESD industry reference to select the proper alliance strategy to raise the marketing performance.　It can predict the alliance marketing performance to meet the ESD industry’s strategy target and raise the competitive ability.