博碩士論文 964301020 詳細資訊


姓名 郭子文(Tzu-wen Kuo)  查詢紙本館藏   畢業系所 企業管理學系在職專班
論文名稱 加速顧客採用新產品的經營模式-以LED燈管為例
(The business model of accelerating customers to adopt new products-Case study of LED light tubes)
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摘要(中) 目前LED燈管在市場上所面臨的業務推廣問題皆是零售價過高而導致銷售量無法突破,雖然LED燈管有其節能減碳、環保優勢,但是過高零售價無法有效的說服消費者,實務上一個全新產品(破壞式創新)通常導入市場需要一段時間的主要原因大致可分類成三大項,第一使用者不知道產品,第二是當使用者知覺產品時卻不了解產品優缺點,第三是當使用者也了解產品優缺點後可是售價過高而望之卻步,而LED燈管目前即面臨售價過高的問題,進而導致無法跨越市場鴻溝而邁入產品成長期。
在會計帳上傳統螢光燈管屬於耗材,而LED燈管壽命長達50,000 小時,但是探究一般會計的處理原則或是法規下,LED燈管可劃分為資產類,而如此照明器材創新將導致成本習性的改變,隨即影響到LED燈管是否可以以資產抵押的型態向銀行融資,以增加資金來源方便企業資金調度。LED燈管採購決策是複雜而涉入程度非常高,以採購者的觀點來看,所在乎的是整體成本的高低,其採購決策就會不會只著重價格的高或低,而會同時考量產品性能、耐用年限、節省電費效益等等因素,而做出最終採購決策。
本研究以買賣雙方的角度來試算四種經營模式的差異,對買方而言,當專案期限愈長時,選擇分期付款制度較有利,反之選擇營業型租賃制度較有利,當必須使用租賃型態時,選擇營業型租賃制度皆比銷售型租賃制度有利。對賣方而言,不管專案期限長或短時,選擇營業型租賃制度皆較有利。
創新產品絕大部分都很難跨越鴻溝,而通常難跨越鴻溝的原因皆是高不可攀的零售價了,租賃改變銷售模式,任何創新產品皆有機會採取此一經營模式來做市場突圍。
摘要(英) Due to the high market price, it is hard to promote LED tubes nowadays. The market price of LED tubes is 17.5 times than that of fluorescent tubes. Although the advantages of LED tubes are energy saving and eco-friendly, it doesn’t help to earn a high market price. Normally, a total new product (disruptive innovation) takes time to phase in the market because no one know the product in the beginning stage. Or even end users know the products but are not familiar with theirs advantages. Or end uses know the advantages of the products very well, but can’t afford to pay such a price. LED tubes are facing the high market price issue and can’t cross the chasm between Market introduction stage and Growth stage.
In accounting, fluorescent tubes belong to expense account. However, the life span of LED tubes is almost 50,000 hours. After studying definition of Accounting, law or government regulations, LED tubes can belong to asset account. Due to this change of cost behavior, for enterprises, the loan can be collateralized by LED tubes and then the fund dispatching can be more flexible. The purchase decision of LED tubes should be complex. Buyers should consider the total cost, included products performance, durable time and saving energy cost, not the market price only.
For the business model of LED tubes, the lump sum, installment or lease all can execute well. However in buyer views, if for the long period project, the installment model is the best choice. If for the short period project, the lease should be the best choice. In seller views, whether the project is for long or short period, the lease model is the best choice.
Usually innovations are hard to cross the chasm because of the high market price. If we modify our business model to lease, all innovations can have opportunities to enlarge the market share.
關鍵字(中) ★ 照明產業
★ 市場鴻溝
★ 破壞式創新
★ 節能減碳
★ 發光二極體
★ 成本習性
★ 經營模式
關鍵字(英) ★ LED
★ Energy Saving
★ Disruptive Innovation
★ Market Chasm
★ Lighting Industry
★ Cost Behavior
★ Business Model
論文目次 中文摘要i
英文摘要ii
誌謝iii
圖目錄vi
表目錄vii
一、緒論1
1-1問題背景1
1-2研究動機目的1
1-3研究範圍與限制2
1-4研究流程3
二、文獻探討5
三、產業分析13
3-1照明產業發展13
3-2傳統螢光燈管與LED燈管經濟效益比較16
3-3國外目標市場評估18
3-4照明器材創新對成本習性影響22
四、加速顧客採用的經營模式24
4-1經營模式比較24
4-2經營模式選擇46
4-3營業風險控制53
五、結論與建議57
參考文獻62
附錄64
附錄一 京都議定書締約國與簽署國64
附錄二 固定資產定義65
附錄三 固定資產之折舊方法66
附錄四 租賃相關法規69
附錄五 銀行法擔保授信相關規定68
附錄六 政府採購法69
參考文獻 一、中文部份
1.安妮塔.麥格漢(A.M. McGahan)著,創新的軌跡 (How industries Evolve) ,李芳齡譯,天下文化,台北,2007。
2.克里斯汀生(C.M. Christensen),雷諾(M.E. Raynor)著,創新者的解答(The Innovator’s Solution),李芳齡、李田樹譯,天下文化,台北,2004。
3.吳桂燕著,財務管理,天一圖書公司,民國八十年。
4.林建煌著,行銷管理,華泰文化,台北,2008年。
5.約瑟夫•熊彼特(J.A. Schumpeter)著,經濟發展理論 (Theory of Economic Development),何畏、易家詳譯,左岸文化,台北,2005。
6.賴士葆著,科技管理,華泰文化,台北,2004。
7.陳妙真著,“租賃會計處理準則之探討”,華控月刊,45期,pp.19-23,2006。
8.京都議定書締約國與簽署國資訊。民國九十八年十一月取自:維基百科http://www.wikipedia.org/。
9.台灣法規資訊。民國九十八年十月取自:全國法規資料庫http://law.moj.gov.tw/。
二、英文部份
1.H. Assael,Consumer Behavior and Marketing Action,Cincinnati,Ohio:South-Western College Publishing,1995。
2.Booz,Allen & Hamilton,New Products Management for the 1980s,New York,Booz, Allen and Hamilton Inc.,1982。
3.W. Boulding and M. Christen,“Sustainable Pioneering Advantage? Profit Implications of Market entry Order?”,Marketing Science,22,pp.371-386,2003。
4.M.D. Bunn,“Taxonomy of buying decision approaches”,Journal of Marketing,57,pp.38-56,1993。
5.R.G.Cooper and E.J.Kleinschmidt,New Products:The Key Factors in Success,Chicago,American Marketing Association,1990。
6.R.G.Cooper and E.J.Kleinschmidt,“New Products: What separates Winners from Losers”,Journal of Product Innovation Management,4,pp.169-184,1987。
7.R.G.Cooper and E.J. Kleinschmidt,“What makes a new product a winner?. Success factors at the project level”,R&D Management,17,pp.175-189,1987。
8.C.W.L. Hill & Gareth R. Jones,Strategic Management Theory,New York,South-Western College Pub,2008。
9.C.W. Lamb,J.F. Hair and C. McDaniel,Marketing,Cincinnati,Ohio:South-Western College Publishing,2007。
10.M. Lieberman and D. Montgomery,“First Mover Advantages”,Strategic Management Journal,9,pp.41-58,1988。
11.C. Markides and P. Geroski,“Teaching Elephants to Dance and Other Silly Ideas”,Business Strategy Review,13,pp.49-61,2003。
12.G.A. Moore,Crossing the Chasm,New York,Harper Business,2006。
13.K.Philips,Marketing Management︰Analysis,Planning,Implementation,and Control,New Jersey,Prentice Hall,1997。
14.Porter M.E.,“The Competitive Advantage of Nations”,Free Press,New York, pp.127,1990。
15.E.M. Roger,Diffusion of Innovations,New York,Free Press,1983。
16.J.A. Schumpter,The Theory of Economic Development,Cambridge,MA,Harvard Economic Studies,1934。
17.J.L. Zaichkowsky,“Measuring the Involvement Construct”,Journal of Consumer Research,12,pp.341-352,1985。
指導教授 張東生、陳德釗
(Dong-shang Chang、Der-chao Chen)
審核日期 2010-1-18
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