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    Title: 台灣水族硬體產業創新策略之研究 – 以A公司為例
    A Study of Innovation Strategies in Taiwanese Aquarium Industry – A Case Study of Company A
    Authors: 楊達妮
    Yang, Ta-Ni
    Contributors: 季延平
    Chi, Yen-Ping
    楊達妮
    Yang, Ta-Ni
    Keywords: 破壞式創新
    產品力
    水族硬體
    disruptive innovation
    product power
    aquarium industry
    Date: 2015
    Issue Date: 2020-10-05 15:15:26 (UTC+8)
    Abstract: 本研究針對創新策略、利基理論以及台灣水族周邊產業發展現況進行文獻探討,奠立出研究架構與實施步驟基礎。分析水族硬體產業現況與結構,以利研究標的掌握。探討個案A公司進行創新策略時重要因素與未來經營策略,期望呈現整體績效並協助該產業更加健全發展。全文以破壞式創新作為研究發展的核心指引與架構,個案分析A公司能成功開創出切入紅海市場新的機會點。
    A公司產品首發即成功進入北美市場再銷售全球多國,仰賴破壞式創新架構下的「產品力」。研究發現,以市場新進者角色而言,初期沒有太多行銷資源且尚無品牌力的奧援下,最根本有力的行銷利器就是產品力本身,唯有破壞式創新產品設計強化產品力價值並搭配精準市場行銷分析方能架構出正確的產品力基礎。
    研究顯示「產品力」本身是最好的行銷賣點,惟後續品牌經營需要耐心耕耘,提供良好的客戶服務與持續堅持品質標準,才是公司永續經營的策略方向。期望藉此能給予相關產業作為未來經營發展上方向選擇之參考。
    The thesis develops its study structure and research steps based on the literatures regarding to innovative strategies, Niche Marketing and the current status of Taiwanese aquarium industry. It includes the analysis of the current status of the aquarium industry and the industry structure to set out the research target.
    Moreover, it studies about the crucial factors when A company implemented innovative strategies and its future business strategies. In addition, the study also demonstrates the overall performance. It is expected to help the aquarium industry evolve toward full development. This study adopts Disruptive Innovation as research framework to analyze the factors why A company can succeed in the red ocean.
    The first product of A company makes itself successfully enter the North American market and then into world–wide market due to the “product power” under Disruptive Innovation structure. Studies show that new–brand companies of market do not have abundant marketing resources and brand power support so the most powerful weapon is “product power” itself. The study points out that the correct product power basis is built on the enhancement of product value in a disruptive innovation way and the accurate analysis of sales marketing.
    Lastly, this study shows that “product power” itself is the best selling point but the following branding development also takes continuous effort with patience. Providing good customer service and insisting on high product quality standard are company’s business strategies to be a long–lasting company. This study provides an example for relative industry as a reference when choosing the future development direction.
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    二、英文部分
    1.B. Joseph Pine, II and James H. G. (1998). Welcome to the Experience Economy. Harvard Business Review, July–August, 97–105.
    2.Chesbrough, H. (2003). Open innovation: The new imperative for creating and profiting from technology. Boston, MA : Harvard Business School Press, 86–88.
    3.Chesbrough, H. and Crowther, A.K. (2006). Beyond high tech: Early Adopters of open innovation in other industries. R & D Management, 36 (3), 229–236.
    4.Chesbrough, H. and Schwartz, K. (2007). Innovating business models with co–development partnerships. Research Technology Management, 50 (1), 55–59.
    5.Chesbrough, H., Vanhaverbeke, W. and West, J. (2006). Open innovation: Researching a new paradigm. New York, NY: Oxford University Press.
    6.Christensen, C. M. and Overdorf M. (2000). Meeting the challenge of disruptive change. Harvard Business Review, 78 (2), 66–77.
    7.Christensen, C. M. (2003). The innovator's solution : creating and sustaining successful growth. Harvard Business Press.
    8.Christensen, C. M., Anthony, S. D. and Roth, E. A. (2004). Seeing What's Next: Using the Theories of Innovation to Predict Industry Change. Boston, MA: Harvard Business School Press.
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    14.Holbrook, M.B. (2000). The Millennial Consumer in the Texts of Our Times: Experience and Entertainment. Journal of Macromarketing, 20 (2), 178–192. Retrieved from
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    25.Vareska Van de Vrande, V., de Jong, J. P. J. Vanhaverbeke, W., and de Rochemont, M. (2009). Open innovation in SMEs: Trends, motives and management challenges.Technovation, 29, 423–437.
    26.Von Hippel, E. (2005). Democratizing innovation. Cambridge, MA : MIT Press.
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    101932089
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101932089
    Data Type: thesis
    DOI: 10.6814/NCCU202001719
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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