| Summary: | 碩士 === 國立清華大學 === 高階經營管理碩士在職專班 === 97 === Taiwan consumer electronics industry benefited from the cluster of information and communication technology industry. While facing severe international competition, many companies have been seeking the unique ways to be able to stand out from the global competition. The main issue is to understand how to react to the unpredictable market fluctuation. By understanding the consumer behaviors precisely and offering the products rapidly to satisfy customers’ need are the main principle for business success.
This thesis adopted case study approach to analyze a benchmarking fashion company Zara and a consumer electronics company, called Aiptek. Zara’s successful study lies on its excellence at listening to customers’ voices and adopting the opinions from customers, collecting sales data from shops, designing in a fast and flexible tempo, and delivering in a highly efficient supply chain. Therefore, although Zara offers the products at frugal price and mimic style, its series of value added service boost up its revenue and profit, and it also gains a good reputation in the customer’s mind worldwide. For Taiwan consumer electronics companies, they still have plenty of rooms to be improved in this domain. According to this thesis, Taiwan consumer electronics companies can learn lessons from Zara’s merits in three directions. First, in new product development, they have to consider the customer needs, and set up appropriate platforms to turn ideas to products in a more efficient way; In supply chain management, they can organize good distribution systems, launch the product in the market quickly, and build up an well-designed order system to produce rapidly with controlled inventory; Finally, about the customer service, although it’s difficult to have the same luxury shop as Zara, but it’s still possible to ensure the sustainability by creating a good interaction with customers via internet, paying attention to the customer feedbacks. Overall, this is exactly the way to shape up the brand image.
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