TO Formulate the Marketing Strategies by using TRIZ-an Example of A Company in Hand-Tool Industry

• Main Authors: Hsi-De Liu, 劉錫德
• Other Authors: Tzong-Ru Lee
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/42340330656787935774

碩士 === 國立中興大學 === 行銷學系所 === 97 === Before 2003, Taiwan’s hand tools industry was the top 1 of the global exporters. But, this honor was replaced by China already. Because these international big buyers own abundant financial capability and huge economies of scales, they can control the marketing channels for cost down directly. There is a tendency towards having international economical regions; it is easy to make some barriers and obstacles because of this reason. China’s hand tools industry is growing promptly at processing, quality and management. How to conquer this difficult position and get a firm foothold on the international stage? To choose the correct marketing strategy is the most important work. There are two main researching purposes as below: 1.To study the questions of hand tools industry and the requirements issue of A company. Then, the strategy development and the purpose of improvement will be clearer in the future. 2.To study the development strategy of A company according to the TRIZ methods. To improve the real situation according to this research report. There are 18 opinions offered from the people working on hand tools business. According to the Empirical Research, we have chosen the top 5 for studying only. (1)To build a Innovation Development Center to develop intellectual property rights. (2)To train the professional technical personnel to arrange the production automation for cost down. (3)To apply the subvention from our government, which is for promoting own brand by marketing management or improving the traditional skills for those Small & Medium Business. Hope to less the percentage of OEM production; and increase the percentage of having our own brand and the marketing decision-making power more. (4)Using the Industry Cluster & industry union well for cost down. To decrease the threat from those economies of scales and marketing channels controlled by those international big buyers. (5)To use the hi-tech skill and good quality well to place new marketing strongholds in those countries belongs to international economical regions. As to the current situation for A company, the author, who is involved in hands tools industry deeply and knowing the global condition well. After discussed with the several managements of different departments and related administrations, we listed the several important issues for practice easily as following: (1)To build a R&D department to improve the development & design ability. (2)To develop the intellectual property rights. (3)To develop the production automation for cost down. (4)To use Industry Cluster & industry union well for cost down. (5)To improve the organization ability and place new marketing strongholds. (6)To develop our own brand. According to the Interactive TRIZ Matrix Theory, the most important 6 original principles were found out. To develop the marketing strategy accordingly, which can be improved the core questions by short-term, middle-term and long term step by step.