Exploration on the Five Forces Analysis and the Strategic Brand Management of Lens Industry – Take Y Company as a Case

• Main Authors: Yu-Ying Lin, 林郁穎
• Other Authors: Denise Hui-O Yang
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/wfs84e

碩士 === 文藻外語大學 === 國際事業暨文化交流研究所 === 105 === Taiwan has been called the “Kingdom of the Eyeglasses”, and its manufacture history can be traced back to 1970s. At that time, the eyeglasses manufactures focused on OEM (Original Equipment Manufacture) business, rather than ODM (Original Design Manufacturer) which emphasized on design and production. In recent years, China manufacturers have the same competitive advantage as Taiwan’s, but they also offer low-cost products that lead to the supply exceeds the demand. Therefore, the buyers becomer more and more demanding. Moreover, China eyeglasses manufacturers cut off the prices to get the orders. It caused Taiwan’s eyeglasses manufacturer facing unprecedented crisis. This research takes Y Company as a sample case to study, one of the lenses manufacturers in Taiwan. This research employs the marketing theories - Michael E. Porter’s Five-force Analysis, Strategic Brand Management to conduct the survey by qualitative research method. The findings of this research are Y Company have strengths of product variety, stable quality, and mature technology. Its weaknesses are higher costs, and product homogeneity with competitors. This research suggests that Taiwan lenses industries need to take advantage of experienced skills to maintain high quality, developing new multi-function products, makeing product differentiation, getting cooperation opportunities with international distinguished companies. The results of this study make contributions for Y Company and the whole lenses industry to implement the marketing strategy planning.