A Study of the Selling Strategy of the Metrology-- Case Study of Coordinate Measuring Machine

• Main Authors: Cheng-Tung Chen, 陳振東
• Other Authors: Hueimei. Liang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/46268279247380887166

碩士 === 國立中山大學 === 高階經營碩士班 === 99 === ABSTRACT(英 文 摘 要) The mother of the industrial machinery industry, often regarded as a national benchmark assessment of industrial competitiveness, the traditional concept of the cutting and forming machine tools for the spindle, including optoelectronics, semiconductors, automobiles, 3C electronics and aerospace industries, the relevant production or processing equipment, all belong to this category. With the evolution of technology, increasingly stringent product quality requirements, such as the appearance of the size of the high precision requirements and the material surface, gradually the importance of testing equipment and manufacturing go hand in hand, on behalf of the state''s technology industry is expected in the near The future will be an important assessment of industrial competitiveness indicators. On the other hand, the mainland market after ten years of cross-strait exchange, itself played a significant change, from the early to the extreme dependence on imported equipment to produce the world-famous cottage products, no matter how the people of Taiwan to the mainland products exclusion, in the free under the natural law of market competition, the consumer market in Taiwan has long been filled with many mainland-made products. Their number and variety of the broad, deep penetration, simply makes hard to detect, and many exclusive products in the mainland business executives, the factory uses a lot of their own system of equipment are still unaware of the mainland, and even know, but also not find to alternative products. Indeed, many products have to meet the continent needs, these needs is not only reflected in the consumer goods market, is also rapidly spreading to the industrial market. Most of the countries with advanced manufacturing technology in the world, more or less with metrology industry. Taiwan alone will not only have no metrology manufacturing base, and even the Taiwan metrology companies in , mainland China, the increasing decline in ability to survive, the market that introduced by the Taiwan factories in the past swallowed gradually and easily by the local vendors. Worry about the future of Taiwan metrology industry. If Taiwan metrology industry can not get a good position in the world, can we be famous just by create a brand? Case is a company with more than 30 years of metrology sales background, in southern Taiwan. Because the relatively small market, it is difficult to obtain the dominant position of advantage. However, with the rise in the mainland market, the case company is full of many opportunities. This paper will research the sale strategy during these changeable situations. Bisides, metrology includes wide range products, this paper choose Coordinate Measuring Machines (CMM) as the basis of the primary products, mainly because of higher prices, the level of broader considerations in business, relatively high barriers to entry, in addition, it also has many features quite representative of the industry''s products. Key words: Metrology, Coordinate Measuring Machines, CMM, hardness, surface roughness measuring instrument, roundness measuring instrument, the contour profile instrument, caliper, height gauge, optical flatness gauge, indicating scale, micrometer , microscopes , projectors , block gauge