| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 94 === From the perspective of corporate benefits, conventional strategic management utilizes all kinds of instruments to initiate corporate competitiveness strategies with specific, commonly recognized business boundary and shared competition rules.
Under such circumstances, all the corporations aim to surpass their rivals in order to grasp current demands and create bigger market share. This is so-called “Red Ocean Strategy”. However, the book entitled “Blue Ocean Strategy” (Kim and Mauborgne, 2005), looks at customer value as the main focus, trying to discover the blue ocean, namely potential new demands, with concrete ways or specific indicators.
While previous research on mutual fund basically focused on performance and
behavior of investors, this paper, for the first time ever, applies “Blue Ocean Strategy”
as a research framework, taking customer value as the core of the research and aiming
to discover the “blue ocean” of the fund industry.
Regarding the empirical study, this research takes JP Morgan Fleming Security Trust as case study through questionnaires. Among 249 copies of valid questionnaires
collected, the following results have found by descriptive statistics, validity analysis,
reliability analysis, one-way ANOVA and the Mann-Whitney U test.
a. The value curve of JP Morgan Fleming Securities Trust tops on strategy draft with its advantage clearly reflecting on market shares and profitability.
b. Concerning “four activities framework” of JP Morgan Fleming Securities
Trust, the following key competitiveness factors are suggested：
Creation：Education fund of children and call for sensibility
Upgrading：direct interaction with investors, service quality
Decrease:：Complexity of mutual fund
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