| Summary: | 碩士 === 國立中正大學 === 高階主管碩士在職專班 === 97 === ABSTRACT
【Dissertation】Analysis on the strategy of product innovation emphasis on the
development of architectural design sector in Taiwan
【 School 】Executive Master of Business Administration,National Chung
Cheng University
【 Advisor 】Dr. Yung-Ching Ho 【Student】Tain-Len Chen
【 Abstract 】
The importance of Innovation in product for contributing a firm’s current performance and long-term prosperity has been studied and empirically confirmed through academic researches and practitioners. There are diversified types of innovation in terms of different definition, prior studies mainly focused on the high technology industries, in contrast, there was very limited on construction industry. This study, through the strategic viewpoint, analyzes the innovation of construction industry in Taiwan, intends to understand what factors and strategies affect the innovation of products.
The innovation strategy of construction industry for competition in Taiwan was intensified from the year of 2003, including luxurious segmentation, anti-earthquake design, optical fiber web network system, old-aged people caring function build-in, etc. Under current severe pressure of price surge of construction materials, the only right way forward to blue-ocean market is through the innovation.
The conclusion of this study, by the qualitative methodology of cases interviewing, found following results:
The factors affect the product innovation includes external environment, mutual understanding level and the competition tension among industry actors, listed as follows :
A. Individual company positions different market with different products to
meet heir customers’ need.
B. Demographic and society changes, governmental regulations and laws, all
influence the level and speed of innovation.
C. When competitors introduce high innovated house, other actors will not
take strong action to react.
【Key words】: Construction Tndustry､Diffusion of Product Tnnovation､
Product Lifecycle､Competition Strategy
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