台灣廚具品牌之策略及組織構面分析

NCUIR > School of Management at National Central University > Executive MBA > Electronic Thesis & Dissertation > Item 987654321/89584

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Title:	台灣廚具品牌之策略及組織構面分析
Authors:	洪子婷;HONG, TZU-TING
Contributors:	高階主管企管碩士班
Keywords:	SWOT分析;價值鏈;行銷策略;組織結構;SWOT analysis;value chain;marketing strategy;organizational structure
Date:	2022-09-12
Issue Date:	2022-10-04 11:46:49 (UTC+8)
Publisher:	國立中央大學
Abstract:	中文摘要國人日益注重居家生活品味，在新成屋的建案市場方面，亦將廚具設備納入基本配備之中，成為消費者在購買房子時參考比較的重要項目之一。根據研究者觀察，廚具市場產品已經進入成熟期，早期業者創造出的差異化優勢也日漸縮小，競爭呈現白熱化趨勢。本研究主要探討台灣廚具產業的現況與未來發展趨勢，選出五大品牌廠商做為研究對象，建立本研究的理論基礎與研究架構，將五大品牌廠商的策略構面、組織構面進行彙整，透過文獻回顧的整理作深入探討。本研究以廚具產業五大品牌廠商之策略構面與組織設計為研究方向，首先透過研究對象內部資源與能耐與外部的機會與威脅，以SWOT分析法進行各品牌廠商的策略分析，接著以事業策略、價值鏈分析與行銷策略，探討各品牌廠商策略構面之規劃方式，並彙整出策略執行方式及組織結構之間關係，進一步對E個案公司提出建議方向，最後將研究結果歸納成以下三點結論：一、擴大產品範圍，建立品牌價值二、從價值鏈中尋找差異化策略之定位三、配合事業策略調整組織結構;According to the survey, "the domestic residential decoration market has a scale of nearly 200 billion yuan per year", showing that the people are paying more and more attention to the taste of home life, and in the construction market of new houses, kitchenware equipment is also included in the basic equipment, which has become one of the important items for consumers to refer to when buying a house. According to the researchers′ observation, the products in the kitchenware market have entered a mature stage, and the “Differentiation Strategy” advantages created by the early stages of the industry have gradually shrunk, and the competition has shown a white-hot trend. This study mainly discusses the current situation and future development trend of Taiwan′s kitchenware industry, selects five major manufacturers as research objects, establishes the theoretical basis and research framework of this research, summarizes the strategic and organizational structures of the five major manufacturers, and conducts discussions through the collation of literature review. This study takes the strategic structure and organizational design of the five major manufacturers in the kitchenware industry as the research direction, first through the internal resources and capabilities and external opportunities and threats of the research object, the strategy analysis of each manufacturer is carried out by SWOT analysis method, and then the planning method of the strategic structure of each manufacturer is discussed by the business strategy, value analysis and marketing strategy, and the strategy execution mode and organizational structure are summarized, and the strategy execution mode and organizational structure are further proposed, and finally the research results are summarized into the following three conclusions: 1. expand the product range and establish brand value 2. Find the positioning of differentiation strategies from the value chain 3. Adjust the organizational structure in line with the business strategy
Appears in Collections:	[Executive MBA] Electronic Thesis & Dissertation

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