| Summary: | 碩士 === 中華大學 === 企業管理學系碩士班 === 103 === With the progress of science and technology, 3C products constantly have innovation. Its product content also develops toward diversification, making consumers’ demand for 3C products grow day by day. The 3C access in the market also constantly changes a lot, from strengthening the access network, 3C product diversification, to requiring racing maintenance and distribution services. In response to this vast market, businessmen all try their best to get a place in the fierce competition in the industry. Therefore, this paper discusses the market structure, market conduct, and operating performance of Taiwan 3C access industry, expecting to offer some relevant suggestions to businessmen and improve the core competitiveness of Taiwan 3C access industry for stable and sustainable development.
The main purpose of this paper is to discuss current operational development situation of 3C access industry in China, and make use of the Mason-Bain’s Structure-Conduct-Performance (S-C-P) theory in industrial economics, analyzing the market structure, firm conduct and performance. In this paper: (1) Two-firm Concentration Ratio (CR2) and Herfindahl-Hirschman Index (HHI) are an index measuring market concentration. (2) adopt SWOT, 4P and five-force analysis model to discuss the firm conduct and competitive strategy of the industry. (3) From the financial point of view, use performance evaluation indicators to measure the performance change of businessmen, to discuss the operating state of the 3C access industry. (4) Through the case analysis, expect further understanding businessman’s operating guidelines and future development strategies.
The research results show: (1) according to the above indicators analysis, the market concentration of Taiwan 3C access industry all tend to be very high from 2004 to 2013. (2) in the firm conduct, domestic 3C access industrial businessmen all have enough advantages of scale economy, channel structure also starting to combine with e-commerce. O2O developments are integrated, by which to provide complete service content, in order to improve the operating performance and competitiveness. (3) in accordance with the operational performance, from 2004 to 2013, as for the average value of four indicators, the national electronic is the best, while the second and third respectively is Sunfar and EUPA, but EUPA the leader of the industry as for market share. (4) Through the case analysis, this study found that EUPA improved its operational efficiency by diversified management pattern and developing network marketing platform. While the National Electronics created more added value with differentiated service contents.
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