| Summary: | 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 was to investigate when a company which provides storage products in Taiwan (referred to as Company A)grows with the change of the industrial environment (such as competitors join to the market, the demand for storage products, etc.), which strategy should be taken to react to maintain its competitive advantage. In other words, at different stages of growth, how to respond the change of the industrial environment and which strategy (market penetration strategy, product development strategy, market development strategy and diversification growth strategy) should be taken to be Sustainable Development. Through exploring the applications of the Ansoff product / market strategy matrix in the storage products industry, this study provides related reference in the storage products industry. The results of this study reveal that the Company A (1) New venture domestic brand OBM period (1979 to 2002) Growth strategy: market penetration based. (2) export and aesthetic design brand ODM period (2002 to 2011) growth strategy: do market development strategy in the early then focus on product development strategy . (3) Brand period (2011 - present) growth strategy: focus on diversification (multi-brand). Finally, review the development of the Company A''s growth in Ansoff''s product / market strategy matrix, adopt the policy through the small n-shaped trajectory. Such companies pursue long-term growth strategy development, might expand Ansoff Matrix was originally applied in the range of a single policy, but also hope to provide a positive transition of SMEs reference, hope they can change under different industrial environment, can The continued growth of smooth and successful.
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