| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 101 === Manufacturer’s product strategy has always been a considerable issue in marketing area. Facing with the market leader’s product strategy, how do market followers choose between innovation and imitation? Imitation is based on competitors’ successful product strategy and provided modified products to decrease the differences between competitors. In contrast, innovation intends to fulfill customers’ needs and develop new markets in order to increase the differences between competitors. In this thesis, by creating models and analyzing with game theory, we try to figure out how market followers make decisions confronted by market leader adopting innovation.
The result shows that market followers’ strategy is depend on the degree of market competition. As the degree of competition in the market becomes intense, product strategy would change from imitation to innovation. This is also corresponds to the process of FamilyMart’s product strategy.
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