| Summary: | 碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 105 === The competition of acrylic industry is fierce in the recent years.Therefore,consumer demand presents a variety of changes. From traditional acrylic sheets extend to multi-purpose and functional special acrylic sheets, manufacturers have to start investing in technological innovation and new product development. K Company hopes to develop in special acrylic sheets for the consumer demand. Besides, K Company tries to capture the potential markets of the special acrylic through the improving technology. Finally, the company can carve out a niche for itself in the field of the special acrylic markets.
This thesis mainly uses SWOT analysis and Michael Porter''s Five Forces Model to understand the development of special acrylic market and the competitiveness of K company.Below, we have three conclusions finally.
1. There are tremendous advantages of the K Company, including technology and lots of patents. Therefore, K Company can widen the gap between the opponent and itself.
2. K Company should concentrate the resources to research and develop the new products of special acrylic sheets. Moreover, K Company should make good use of customization and product diversity to enhance customer adhesion degree. In addition, K Company can move towards the international market to increase its sales.
3. K company should use their own technical advantages to invest in special acrylic sheets, and gradually reduce the dependence on the general acrylic sheets. Furthermore, K Company should develop the market access, industrial integration, innovation and strategic alliances to create the higher corporate value.
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