| Summary: | 碩士 === 中華大學 === 科技管理學系碩士班 === 99 === In recent years, Taiwan manufacturers face challenges to survive in cruel competitions because of the raising of original materials, reducing of products price and raising of NT dollars exchange rate. The model of order winners and qualifiers (Hill, 2000) can help managers to realize the market and develope the strategies of manufacturing and marketing. However, the traditonal Importance Performance Analysis (IPA) method has some limits. For example, it is not so matching when different companies using the same manufacturing and marketing strategies in the same industry. A Simultaneous Importance Performance Analysis (SIPA) was used in this research to ascertain the competitive differences between their operation and competitors’. SIPA can help managers decide which item should be to put resources in or not. Because the order winners and qualifiers have mutual realtions and influence each other. This research also adopts a Decision Making Trial and Evaluation Laboratory (DEMATEL) to identify the causality of order winners and qualifiers and the extent to which they interact. DEMATEL can also recognize who the core order winners and qualifiers are. Finally, integrating SIPA and DEMATEL to adjust the manufacturing and marketing strategies and solve complicated problems by analyzing the quality attributes and performance of competitors. Based on a IC substrate manufacturer in Taiwan, this study looks into to provide the suggestions of order winners and qualifiers to improve manufacturing and marketing strategies.
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