| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 95 === Abstract
The main core of this study is ATV industry in Taiwan to look for new development field. Basic on this point of view and Taiwan experience, this study analyses the ATV industry and market strategy for Taiwan manufacturer. From understanding the ATV industry further to analyses the currently development situation in Europe, American and Japanese market and the operating situation of main manufacturer assist with SOWT and Five Forces Framework analysis to help the manufacturer have more competition opportunity and offer the future development suggestion.
The conclusion is as below:
1. The competition strategy of Taiwan ATV industry exist competition price and non-competition price strategy. The manufacturer must be in leading position of the new vehicles development in order to be the leader in this market.
2. As the market grow, the manufacturer must take difference strategy to win the customer confidence, and the quick changing of the out looking will be the key trend of the market. So to own the tooling development and production ability will make the products in great use.
3. The ATVs are mostly used on risky environments so the production liability are more important than others feature. In some countries, the end users form ATV club and in this way " brand reputation" is going to be important part.
4. The new manufacturer of ATV must take price strategy to win one place in the market.
5. The completive price is a short - term strategy, only the products difference can make the profit in long - term.
6. The future completion of Taiwan ATV industry decides on new technology and brand value increasing, not on price.
Keyword: ATV, competition strategy , All Terrain Vehicle
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