Marketing Strategy of Automatic Electric Control Product: A Case Study of T Company in Taiwan

碩士 === 國立勤益科技大學 === 企業管理系 === 102 === The automation industry has set foot in various fields. It is the supporting industry providing automation technology to other industries, an upstream industry of high technology, high services, customization, and various categories. An automatic electric contro...

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Main Authors: Yi-Fong Li, 李沂峰
Other Authors: Li-Chiao Lin
Format: Others
Language:zh-TW
Published: 2014
Online Access:http://ndltd.ncl.edu.tw/handle/39419436699788798869
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spelling ndltd-TW-102NCIT51210242017-03-11T04:21:47Z http://ndltd.ncl.edu.tw/handle/39419436699788798869 Marketing Strategy of Automatic Electric Control Product: A Case Study of T Company in Taiwan 台灣自動化電控產品行銷策略研究-以某電機廠為例 Yi-Fong Li 李沂峰 碩士 國立勤益科技大學 企業管理系 102 The automation industry has set foot in various fields. It is the supporting industry providing automation technology to other industries, an upstream industry of high technology, high services, customization, and various categories. An automatic electric control system is a mechanical system based on the integrated knowledge and technology from various professional fields, including electric machinery, electronics, sensing, information, and control. And electric control products are one of the important core parts of an automatic control system. The researcher was motivated to conduct this study because the researcher was working in this field and the market of electric control products in Taiwan had been saturated and highly competitive while under the attack from both large international companies and brands from Mainland China. Thus, this study aimed to explore the current advantages of electric control products of Taiwanese companies, these companies’ bottlenecks, and their future marketing strategies. This study first summarized the marketing strategies through the “in-depth interview method, SWOT analysis, and marketing 4P analysis” with the case study, and then performed the weight analysis using the marketing evaluation indexes obtained from the AHP method. Finally, the subjective opinions were analyzed objectively. The interview data and questionnaire survey results were summarized. 4 major points were concluded and listed based on the marketing 4Ps. 1.Improving product compatibility and stability and increasing product values; 2.Developing a high-quality and professional exclusive product marketing system, consolidating existing markets and exploring emerging ones; 3.Making prices more flexible with considerations of the aspects of competitors and markets and finding the price position of high C/P; and 4.Increasing global budget, improving salespersons’ professional capability, and implementing proper and efficient marketing campaigns. Li-Chiao Lin Kuo-Lung Hou 林麗嬌 侯國隆 2014 學位論文 ; thesis 85 zh-TW
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language zh-TW
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description 碩士 === 國立勤益科技大學 === 企業管理系 === 102 === The automation industry has set foot in various fields. It is the supporting industry providing automation technology to other industries, an upstream industry of high technology, high services, customization, and various categories. An automatic electric control system is a mechanical system based on the integrated knowledge and technology from various professional fields, including electric machinery, electronics, sensing, information, and control. And electric control products are one of the important core parts of an automatic control system. The researcher was motivated to conduct this study because the researcher was working in this field and the market of electric control products in Taiwan had been saturated and highly competitive while under the attack from both large international companies and brands from Mainland China. Thus, this study aimed to explore the current advantages of electric control products of Taiwanese companies, these companies’ bottlenecks, and their future marketing strategies. This study first summarized the marketing strategies through the “in-depth interview method, SWOT analysis, and marketing 4P analysis” with the case study, and then performed the weight analysis using the marketing evaluation indexes obtained from the AHP method. Finally, the subjective opinions were analyzed objectively. The interview data and questionnaire survey results were summarized. 4 major points were concluded and listed based on the marketing 4Ps. 1.Improving product compatibility and stability and increasing product values; 2.Developing a high-quality and professional exclusive product marketing system, consolidating existing markets and exploring emerging ones; 3.Making prices more flexible with considerations of the aspects of competitors and markets and finding the price position of high C/P; and 4.Increasing global budget, improving salespersons’ professional capability, and implementing proper and efficient marketing campaigns.
author2 Li-Chiao Lin
author_facet Li-Chiao Lin
Yi-Fong Li
李沂峰
author Yi-Fong Li
李沂峰
spellingShingle Yi-Fong Li
李沂峰
Marketing Strategy of Automatic Electric Control Product: A Case Study of T Company in Taiwan
author_sort Yi-Fong Li
title Marketing Strategy of Automatic Electric Control Product: A Case Study of T Company in Taiwan
title_short Marketing Strategy of Automatic Electric Control Product: A Case Study of T Company in Taiwan
title_full Marketing Strategy of Automatic Electric Control Product: A Case Study of T Company in Taiwan
title_fullStr Marketing Strategy of Automatic Electric Control Product: A Case Study of T Company in Taiwan
title_full_unstemmed Marketing Strategy of Automatic Electric Control Product: A Case Study of T Company in Taiwan
title_sort marketing strategy of automatic electric control product: a case study of t company in taiwan
publishDate 2014
url http://ndltd.ncl.edu.tw/handle/39419436699788798869
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