新產品目標市場之選擇-以磷酸鋰鐵電池為例; The targeting market strategy of new product for LiFePO4 Battery.

NCUIR > School of Management at National Central University > Graduate Institute of Business Administration > Electronic Thesis & Dissertation > Item 987654321/12147

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/12147

Title:	新產品目標市場之選擇-以磷酸鋰鐵電池為例;The targeting market strategy of new product for LiFePO4 Battery.
Authors:	劉鎮維;Chen-Wei Liu
Contributors:	企業管理研究所
Keywords:	目標行銷;情境分析;新興科技;新產品開發;磷酸鋰鐵電池;產業分析;New Product Development;Emerging Technologies;LiFePO4 Battery;Scenario Analysis;STP Strategy.;Industrial Analysis
Date:	2009-06-26
Issue Date:	2009-09-22 14:40:37 (UTC+8)
Publisher:	國立中央大學圖書館
Abstract:	各種再生能源與技術蓬勃發展的同時，往往因為不能做到有效的儲能並加以利用，使其在技術發展和市場應用上受到限制。然而具有儲存能源能力之二次電池則為此問題的解決方案之一。由於新興科技產品－磷酸鋰鐵電池為目前所有大型二次電池之中，性能最優異者。但是其關鍵技術－磷酸鋰鐵粉體之生產技術與專利掌握在世界少數廠商手中，其中包含台灣的台塑長園科技、尚志精密化學、立凱電能是少數擁有此一生產技術之公司。因此，我們預期台灣廠商有機會成為此一產業之領導者。由於磷酸鋰鐵電池屬於技術驅動之新產品，因此將面臨環境不確定性高、市場需求不明確的情況，因此，此一技術將如何在眾多應用產品中選出最有利基之應用市場，進而跨越早期市場之鴻溝就是本研究之主要目的。本研究將以次級資料分析與專家訪談來蒐集本研究所需之資料，在運用情境分析的方法建構出磷酸鋰鐵電池未來最可能面臨的情境。而在將來最適情境下，搭配目標行銷模式發展出磷酸鋰鐵電池之目標市場選擇策略。 Nowadays, various renewable energy and technologies are developing rapidly, which makes the energy storage issue important for renewable energy and technologies. The rechargeable battery is one of the solutions for energy storage. The characteristics of the LiFePO4 battery, product of emerging technologies, are the best among the others. The production technologies of LiFePO4 cathode material are possessed by few manufacturers. Formosa Energy & Material Technology, Tatung Fine Chemicals and Advanced Lithium Electrochemistry are LiFePO4 cathode material manufacturers in Taiwan, so there is an opportunity for Taiwan’s corporation to become the leader in this filed. Because the LiFePO4 battery is the new product of technology-driven innovation, it will confront the problems of high environmental uncertainty and unknown real scale of market. And the applications of LiFePO4 battery are various, so how to select the niche market for LiFePO4 battery is the main research purpose. The Research was done by using the ways of interview experts and secondary data analysis. Then, we used scenario analysis to build the most possible scenario that LiFePO4 battery may encounter in the future. Under the most possible scenarios, we used the approach of Market segmentation, targeting and positioning strategy (STP) to select target market segments of LiFePO4 battery in the future.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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