| Summary: | 碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 99 === For the past two decades, while the securities market in Taiwan continue to grow, the industry has improved its transaction and service quality through technology innovations to keep up with the global standards. However, due to the recent economic recession and the impact of financial crisis, the market saturation and pricing competition are in serious condition. When the markets and products are unable to reach a major breakthrough, service development become the key element in this industry. During the promotional activities of innovative services, any interaction between the partners or the customers in each phase could lead to conflicts and to failures eventually.
This research focuses on the new service development process for different kinds of promotional activities, and different types of conflict on what strategies of conflict management should be taken. New service process consists of four-phases: 1. “The strategy development ", 2. “the conceptual design", 3. "assessment test ", and 4."listing" .Based on the domestic securities industry, six individual cases will be studied and analyzed in depth. It is discovered that the application of conflict management strategy heavily depends on different types of promotional activities and types of conflict.
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