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| Title: | 因應代理地位改變策略活動調整成效之研究 -以C公司為例
Research on the effectiveness of strategy activities adjustment in response to the change in distribution. - A case study of company C |
| Authors: | 呂月綺
Lu, Yueh-Chi |
| Contributors: | 詹文男
尚孝純
ZHAN, WEN-NAN
Shang, Shari S. C.
呂月綺
Lu, Yueh-Chi |
| Keywords: | SWOT
策略定位
策略活動
數位廣告
內容行銷
搜尋引擎優化
SWOT
Strategic positioning
Strategic activity
Digital advertising
Content marketing
Search engine optimization |
| Date: | 2023 |
| Issue Date: | 2023-07-06 16:25:22 (UTC+8) |
| Abstract: | 本研究旨在探討以個案C公司為例的代理商，因應代理地位改變所採取的策略活動調整及其成效分析。本研究採用單一個案研究法，透過訪談及問卷調查，蒐集初級及次級資料進行分析，探討代理商的策略定位及活動的選擇，以及代理地位改變後策略活動的變化和調整，並評估其成效。
個案C公司作為代理商，其競爭優勢在於提供高品質的產品與服務，主要服務對象為上下游製造商及經銷商，並以建立品牌忠誠度及客戶滿意度，協助上下游企業的成功為目標。在面臨代理地位改變的情況下，研究採用SWOT分析，以評估個案C公司的優劣勢及未來的機會和威脅，作為調整策略活動的參考依據。
個案C公司具備自動識別與資料蒐集設備（AIDC）及工作站市場的專業知識和經驗，因此選擇將製造業產業視為新目標市場，制訂新的策略定位，並根據新市場需求進行策略活動的調整。其中，包括建立新關係及合作夥伴、提供RFID相關知識的內容行銷，以塑造公司成為RFID專業顧問的形象，協助公司轉型；同時，透過採用搜尋引擎優化（SEO）技巧，提高公司及產品的曝光度，進而提升企業知名度。
為評估策略活動調整後的成效，本研究採用多項指標，包括官網在Google搜尋結果中的排名進步、網站流量的增加，以及潛在客戶詢問數的提升等，來評估策略活動調整的成效。
This study aims to explore the effectiveness of strategic activity adjustments made by a case C Company, in response to changes in its distribution status. Using a single case study approach, primary and secondary data were collected through interviews and surveys to investigate the distribution`s strategic positioning and activity choices, as well as the changes and adjustments made after the distribution status change, and to evaluate their effectiveness.
As a distributor, the case company`s competitive advantage lies in providing high-quality products and services to both upstream manufacturers and downstream agents, with the goal of building brand loyalty and customer satisfaction to assist the success of its partners. Facing changes in its distribution status, the study used SWOT analysis to evaluate the company`s strengths, weaknesses, opportunities, and threats as a reference for adjusting its strategic activities.
With expertise in automatic identification and data collection equipment (AIDC) and the workstation market, the case company chose to view the manufacturing industry as a new target market and formulated a new strategic positioning. It then adjusted its strategic activities based on the new market demands, including establishing new relationships and partnerships, providing content marketing that focuses on RFID-related knowledge to shape the company as an RFID consulting firm, and assisting its transformation. At the same time, by using search engine optimization (SEO) techniques, the company increased its exposure and improved its brand awareness.
To evaluate the effectiveness of the strategic activity adjustments, multiple indicators were used, including improvements in the company`s Google search result ranking, increased website traffic, and increased inquiries from potential customers. |
| Reference: | 一：中文文獻
1.吳思華. 策略九說 : 策略思考的本質 / 吳思華著. 二版. 台北市: 臉譜, 1998. Print.
2.周洪波, 李吉生, and 趙曉波. 輕鬆讀懂物聯網 : 技術.應用.標準和商業模式 = Deciphering internet of things / 周洪波, 李吉生, 趙曉波著. 初版. 臺北縣汐止市: 博碩, 2010. Print.
3.邱奕嘉. 策略管理﹝課程資料。國立政治大學經營管理碩士（EMBA）學程﹞,2020. Print.
4.陳正男. 行銷管理 / 陳正男著. 初版. 台北市: 三民, 1992. Print.
5.鈕文英, and 吳裕益. 單一個案研究法 研究設計與後設分析 = Single-case research : research designs & meta-analysis / 鈕文英, 吳裕益著. 初版. 臺北市: 心理, 2015. Print.
6.詹文男. 高科技產業經營專題 ﹝課程資料。國立政治大學經營管理碩士（EMBA）學程﹞,2021. Print.
二：英文文獻
1.Baltes. (2015). Content marketing - the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brașov. Series V, Economic Science, 8(2), 111–118.
2.Creswell, & Race, R. (1999). Qualitative inquiry and research design: choosing among five traditions [Review of Qualitative inquiry and research design: choosing among five traditions]. Educational Research, 41(2), 236–237.
3.Eisenhardt. (1989). Building Theories from Case Study Research. The Academy of Management Review, 14(4), 532–550. https://doi.org/10.2307/258557
4.Kelsey. (2017). Introduction to Search Engine Optimization: A Guide for Absolute Beginners. Apress L. P.
5.Porter, M. E. (1996). What is a strategy? Harvard Business Review (November-December): 61-78. https://hbr.org/1996/11/what-is-strategy
6.Simons. (2009). Case study research in practice / Helen Simons. SAGE.
三：網際網路
1、SWOT分析，上網日期：2023年3月9日，檢自:
https://zh.wikipedia.org/wiki/%E5%BC%B7%E5%BC%B1%E5%8D%B1%E6%A9%9F%E5%88%86%E6%9E%90
2、經濟部統計處，111年第4季電腦及資訊服務業、專業技術服務業及租賃業營業額， 上網日期：2023年3月15日，檢自:
https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=12&html=1&menu_id=6729&bull_id=10288
3、2021年台灣數位廣告量統計報告，上網日期：2022年12月30日，檢自:
https://www.dma.org.tw/trend/2
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| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
109932068 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109932068 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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