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    Title: 塑膠射出成型機市場策略行銷分析-以A公司為例
    Strategic Marketing Analysis for the injection molding machine market–A case of the A-Company
    Authors: 池恩
    Chih, En
    Contributors: 邱志聖
    池恩
    Chih, En
    Keywords: 策略行銷4C
    塑膠射出成型機
    塑膠製品
    Strategic marketing 4C
    Injection molding machine
    Plastics
    Date: 2013
    Issue Date: 2014-01-02 13:57:17 (UTC+8)
    Abstract: 台灣是全球第五大塑橡膠機械生產國及第四大出口國,機械設備出口產值在台灣出口產業中,占有舉足輕重的地位。塑膠機械在機械業分類中屬於產業機械,主要應用於各類塑膠製品的生產,有賴於台灣塑膠王國的完整產業鏈以及電子產業的興起,塑膠射出成型機得以在其中扮演重要的角色,並與各產業一起飛快成長。

    塑膠射出成型機雖然在全球市場需求強勁,然而受到大陸業者技術提升的追趕以及日幣貶值帶動日本業者競爭力提高的影響,近二年台灣射出機競爭力有明顯下滑的趨勢。台灣業者如何透過彼此競爭一起成長,是此刻必須嚴肅探討的問題。個案A公司是塑膠射出成型機新進廠牌,率先研發新一代的機械規格,規格效益已逐漸趕上日本射出機,品質與技術領先其他競爭對手,然而製造設備的交易講求客戶生產實績,使得A公司在起步上受到同業及客戶的質疑,不易將高品質的產品迅速推展開來。

    本研究是以A公司為例,比較A公司在塑膠射出機市場環境中,與主要競爭對手B公司、C公司的優勢差異,首先運用五力分析,分析塑膠射出機市場五種力量的差異,接著以客戶採購決策分析,推估滿足客戶價值的主要因素。最後,以策略行銷4C架構,分析比較A公司與B公司、C公司的外顯單位效益成本、買者資訊蒐集成本、買者道德危機成本、買者專屬陷入成本,找出B公司、C公司在行銷策略上未盡完美的地方,並依據A公司的優勢部分提出行銷策略的建議以及具體做法,期望以有效的競爭策略,加入產業的良性競爭,與同業一起建構良好的產業環境。
    Taiwan ranks world #5 in the plastics and rubber machinery producer and world #4 in the plastics and rubber machinery exporter. The industry plays a decisive role in Taiwan's export value. Plastic machinery is categorized into the industrial machinery, mainly used in all kinds of plastic products production, depending on the advantage of plastics industrial chain, as well as the competitiveness of electronics industry, plastic injection molding machine in which to play an important role, and grow fast with these industries.

    Although there is an increasing demand for Plastic Injection Molding Machines market, the Taiwan players, however, are suffering from the competition of China and Japan. This has made Taiwan players downward for the past 2 years. How Taiwanese companies could grow through mutual competition, is now a serious lesson. Case A- company is a new entrant in the plastic injection molding machine market, being the first one to develop a new generation of mechanical specifications, specifications effectiveness has caught up with the Japanese injection molding machine, quality and technology is also ahead of other competitors, however, it is difficult for A company expand the business because there is no success stories in which customers can trust.

    This paper is a case study of A-Company, comparing with the competitors B-Company and C-Company in the plastic injection molding machine market environment, analyzing the core competence and differences between the 3 company's strengths. Firstly, the research uses porter’s five forces analysis to understand the environment of the injection molding machine market. Secondly, doing the analysis of customer purchase decisions, discussing the main factors to satisfy customer value, Finally, using strategic marketing 4C framework, doing the analysis and comparison of A-Company and B, C-Company's Cost of Utility, Cost of Information Search, Cost of Moral Hazard, and the Cost of Asset Specific, identifying B,C-Company's weakness and A-Company’s strength, proposing A-Company for a marketing strategies as well as specific practices. I expect that these suggestions could help A-Company as well as make a healthy competition in the industry, along with a well-established industrial environment.
    Reference: 中文部份
    布蘭登柏格(2004),競合策略 :賽局理論的經營智慧,培生。
    邱志聖(2010),策略行銷分析:架構與實務應用,智勝文化。
    記者沈美幸(2013),中時電子報,機械業 向兆元產業挺進。
    記者鄭盈芷(2013),精實新聞,兩岸機械產業交流,冀共同拓展國際與大陸市場。
    黃蓉芬(2005), 兩岸塑膠機械產業競合研究,工研院IEK。
    塑料注塑機商情網(2008),塑膠射出機組成與工作原理介紹,http://www.injection-molding-machine007.net/abcde/big_articles/2008-11-26-23.html
    葉立綸(2012),台灣橡塑膠機產業競爭優勢的分析,工研院IEK。
    葉立綸(2013),2013年第一季我國機械產業回顧與展望,工研院IEK。
    劉信宏(2010),台灣橡塑膠機械產業發展現況,工研院IEK。
    劉信宏(2011),台灣橡塑膠機械產業強化創研保優勢,工研院IEK產業情報網 http://ieknet.iek.org.tw。
    謝明瑞(2002) ,台灣機械業的發展,國家政策研究基金會,http://old.npf.org.tw/PUBLICATION/FM/091/FM-R-091-009.htm。

    英文部分
    Webster, Frederick E., and Wind, Yoram (1972) , Organizational buying behavior, Prentice -Hall.
    Porter, Michael E. (1980) , Competitive Strategy: Techniques for Analyzing Industries and Competitors , FREE PRESS.
    Kotler, Philip, and Keller, Kevin Lane (2006), Marketing Management, Pearson.
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    100932089
    102
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0100932089
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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