The Value Chain Matrix Analysis of Marketing Mix Strategy for Small Size Hydrogen Water Equipment Industry: Case of Funai Company in Taiwan

• Main Authors: Chuang-EnYen, 顏崇恩
• Other Authors: 何建達
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/k54qh7

碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 103 === The purpose of this study is to explore the marketing strategies for small Size Hydrogen Water Generator using the research method of value chain matrix analysis. This thesis mainly consists of theoretical literature and case study through in-depth interviews with all levels of practitioners in the industry. Opinions from all participants are collected and then synthesized by the value chain matrix method to investigate how small Size Hydrogen Water Generat should bedevelopfor their marketing strategies under the competitive environment in order to provide references for the managers to develop strategies. In this study, the analysis of internal and external environment for “Taiwan Funai Tecnology.co.Ltd”is explored according to the domestic and foreign literature on competitive advantages, value chain model and marketing strategy. Base on these resources, capabilities and competitive advantages, the appropriate marketing strategy is therefore figured out through the matrix analysis from the strategy perspective. Through in-depth interviews, the study collected suggestions form 9 respondents, including three internal executives, three industry marketing business executives, and three consumers who deal with three or more water factoryes, to verify the combination of theory and practice. According to the results of interviews and matrix analysis for small Size Hydrogen Water Generator (using Taiwan Funai Tecnology.co.Ltd as an example), the paper proposes the following suggestions: 1.To restructure product lines and promote niche products. 2.To apply self enclosed market channel assisted with physical store channel along with strategic alliance. 3.To help customers create value instead of price competition. 4.Promotional activities should meet consumer demand. 5.Make good use of public relationship to enhance the effectiveness of relationship marketing. 6.To execute good training on professionals and to establish a good performance appraisal system in parallel. 7.financial management is an important key success factor.