The Research of Customization Goods Developing Strategy– study of Taiwan manual golf shoes industry

碩士 === 國立成功大學 === 經營管理碩士學位學程 === 97 === Despite the fact that Taiwan's shoemaking manufactures have been facing direct competition from their Chinese and Vietnamese competitors due to the latters’ low cost of production they have maintained their dominant branding market position. However, Taiw...

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Bibliographic Details
Main Authors: Cheng-Kai Li, 李正凱
Other Authors: Meng-kuan Lai
Format: Others
Language:zh-TW
Published: 2009
Online Access:http://ndltd.ncl.edu.tw/handle/53884762507939900463
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Summary:碩士 === 國立成功大學 === 經營管理碩士學位學程 === 97 === Despite the fact that Taiwan's shoemaking manufactures have been facing direct competition from their Chinese and Vietnamese competitors due to the latters’ low cost of production they have maintained their dominant branding market position. However, Taiwan shoe manufacturing players paled when compared with European and North American industry leaders. As unique handicraft industry slowly recovered and as customers are willing to pay for products with superior quality, “customization” may be a strategy that can be applied by Taiwanese shoemaking players. In order to assist shoe manufacturers that are capable of offering superior customized products, the SWOT analysis along with interviews have been conducted. In order to identify factors that may influence customers’willingness to purchase customized products, the Grounded theory be used to coding concept、category & constructs. The goal of this thesis is to examine these factors and the overall picture of “customization” from the perspective of the strategic marketing plan.