| Summary: | 碩士 === 崑山科技大學 === 企業管理研究所 === 107 === This thesis focuses on the background history of its case study as well as the decision-making, positioning and innovative R&D process based on their historical background. The study uses the SWOT analysis, five forces analysis and innovative R&D strategies as analysis tools to record in detail the key decisions made during every stage, and to understand how traditional industries successfully transform themselves for survival.
In the pioneering stage, the case study company made use of strong market demands and opportunities to develop their own brand, thereby successfully establishing a basic enterprise in the early stage. Similarly, innovative R&D is present in every stage’s opportunities, allowing the company to boost advantages and correct weaknesses. Referring to the SWOT analysis for decision-making and the five forces analysis to make immediate decisions, this method not only helps the company understand the level of industry competition and profitability and discover its strengths and weaknesses, it also allows the company to reposition itself and formulate a suitable competitive strategy.
For the case study company, all four stages of transformation are related to innovative R&D. Innovative strategies are adopted for each stage, including the follow four models, these are imitation model, application and improvement model, development and defense model as well as the leading and innovative model, respectively. However, the purpose of this study is not to illustrate how there may be greater chances for the company to survive and develop by adopting this innovative R&D process and structure, but rather to emphasize how sharp observations of the market environment during every stage is conducive to identifying innovative R&D strategies and product meaning, which is ultimately the key to the survival of a company. With the case study as an example, this study aims to provide small and medium-sized traditional enterprises with an important reference for company survival and transformation in the future.
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