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    Title: 在德國營運之研究-以鑽石刀具業之真空銲接公司為例
    Authors: 蕭昭潤
    Hsiao, Chao-Jun
    Contributors: 于卓民
    Yu, Chwo-Ming
    蕭昭潤
    Hsiao, Chao-Jun
    Keywords: 真空銲接
    鑽石刀具
    進入策略
    競爭優勢
    Date: 2019
    Issue Date: 2019-11-06 15:25:54 (UTC+8)
    Abstract: 台灣工具機產業在國際的定位偏向中階及中低階,中國為主要出口國,競爭對手為中國及南韓等同質性較高的國家,但中階及中低階的市場發展有極限,企業過度重視性價比,往往淪為殺價競爭的紅海市場,故若要維持企業競爭力,應跨入高毛利的高階機器設備市場,但中低階市場與高階市場重視的層面差異大,高階市場重視商譽、品牌、售後服務等,已有國家形象包袱的廠商若要打入需面臨重重挑戰。
    個案公司成立於2015年,著重在產業專用機之研發設計,在協力廠商的配合下,利用創新製程推出的高價產品在短短三年內打入德國市場,因此本研究針對進入德國市場之策略、如何創造持續性之競爭優勢這兩個研究問題作探討。研究結論是個案公司應隨著營運規模之擴大而調整進入策略,由現有的間接外銷方式改為對外直接投資,並透過正式參展及擴充顧問服務等方式以提高知名度及客戶忠誠度,使個案公司在面對競爭者迎頭趕上時仍能保持有利態勢。此外,本研究亦建議未來須著重於維持售後服務品質、妥善控管設廠成本、建立多元合作關係、強化商業機敏性等,如此一來,個案公司在德國就能維持持續性的競爭優勢。
    Reference: 參考文獻
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    103932027
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0103932027
    Data Type: thesis
    DOI: 10.6814/NCCU201901203
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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