| 摘要: | 泵浦(抽水機)是屬於流體機械之一種，最早的泵浦是在大約於公元前300年左右出現，阿基米德發明了一種泵浦，稱為阿基米德式螺旋抽水機。泵浦是傳統工業中重要設備，就如心臟對於身體的功能，將血液傳送到的整個身體各器官一樣。泵浦主要用途是將機械能轉換為流體能的機械設備。
泵浦在鍋爐給水系統中是很重要的設備，主要是將處理過的軟水送入高壓的鍋爐內。再經由燃燒器將鍋爐內的水加溫到蒸氣溫度，再分送到不同的工業製程做為加熱。雖然本公司是全球泵浦銷售額前三大公司，但有鑑於台灣工業鍋爐產業已是處於成熟週期產業，然而本公司泵浦銷售量卻日漸衰微，導因於市場的競爭者增加，鍋爐內需市場減少及鍋爐產業外移中國大陸。再則因泵浦產業缺乏專利權保護，造成仿冒之風日盛，進而產生低價競爭。為此學生特別選擇以工業製程中的工業鍋爐給水泵浦市場行銷策略做為此次研究專題。
哈佛大學教授麥可．波特針對一個企業競爭提出了三個策略分別為成本領導，差異化及集中化策略。另外提到產業內有五種競爭力。本公司在面臨強大競爭對手，將以這三個策略為基礎再輔以五力分析架構，強調品牌，廣告,設計,服務,品質，差異化及創新，希望在工業鍋爐產業中保有持續性競爭優勢，並驗證採用集中成本領導及集中差異化策略能在此市場區隔中成功。
在此次研究中，主要以學生目前工作所經歷到的競爭議題，希望藉由此次寫作論文機會能將研究所兩年所學的知識與工作實務上做個印證，並向公司提出有力的建言。學生本次以個案研究法做研究，藉由顧客對本公司的問卷回覆去分析了解顧客的採購行為，再透過與工業鍋爐顧客中高階主管以深入訪談方式，進一步了解成功的行銷策略及企業關鍵成功因素。
;Pump is a kind of fluid machinery.The first appeared pump was about 300 BC, Archimedes invented a pump called the Archimedes screw pumps. Pump is an important device in the traditional industry,like the heart to the body′s function, blood is sent to the various organs of the body as a whole. The main purpose is to convert the mechanical energy into the fluid energy.
Pump is a very important device in the boiler feed water system, primarily pumping the treated softened water into the high-pressure boilers. Then through the burner to heat the water into the steam in the boiler,and then distributed to various industrial processes as heating.In view of Taiwan′s boiler industry is a mature industry, but the pump’s sales revenues are declining in my company, resulted from the increase in market competitors, the reducduction of industrial boilers in domestic market and the part of the boiler manufacturers have migrated to China. There is little patent protection due to the matured pump industry, resulting in the increasing prevalence of copy cats and caused the low-cost competition. For this reason, I have chosen the sales strategies of industrial processes applications in boiler feed water pump for this research topic.
Michael Porter,Harvard professor has proposed three comprtitive strategies,cost leadership,differentiation and focus strategy.He also mentioned there are five competitive forces in an industry. Because my company has faced the severe competition,I decided to use these three strategies and five forces analysis,emphasizing on brand, advertising, design,service,quality differentiation and innovation. Hopefully, we can maintain a sustainable competitive advantage in the boiler industry, and validate the use of focus cost leadership and focus differentiation strategies can succeed in this market segment.
In this study, mainly focus on the competition issue I have been facing in my current work, I hope use the knowledges I have learned in the 2 years to make a practice to verify the theory to practical by writing the thesis, and to make a beneficial suggestions for my company. The research method I used is the case study method, by means of the reply of customer’s questionnaire to analyze and understand the customer′s purchasing behavior. Furthermore, we adopted the in-depth interviews with senior executives of the boiler customers to learn more about successful marketing strategies and business critical success factors. |
