|標題:||挑戰領導品牌競爭策略的形成與執行 - 以A科技公司為例|
A Competition Strategy to Challenge the Market Leader - A Case Study of the Company “A”
L. P. Hsu
|關鍵字:||工業性產品;市場佔有率;價值曲線;顧客需求分析模型;競爭策略;industrial product;market share;value curve;customer value analysis model;competition strategy|
本研究中所發展出來的顧客需求分析模型，可以應用於發展工業性產品競爭策略。顧客需求分析模型將工業性產品的顧客分為已擁有該產品的既有顧客和從來不曾擁有該產品的潛在顧客。並將該產品依照產品的應用特性分類，既有產品指的是目前已廣泛在市場上銷售的產品，適用於現有的技術；進階產品則是指因應新興高階技術而導入市場的進階產品。顧客需求分析模型是以顧客 (既有vs潛在) 為橫軸和產品(既有vs進階) 為縱軸的矩陣。矩陣有四個象限；既有顧客＋既有產品、既有顧客＋進階產品、潛在顧客＋既有產品、及潛在顧客＋進階產品。依據顧客需求分析模型中四個象限的區隔，深入分析顧客購買產品的需求，就可以推導出相應區隔的競爭策略。|
This thesis is a case study of a competition strategy of an industrial product from a high tech company to challenge the market leader. It includes the development process of the competition strategy and its execution tactic programs. A customer value analysis model is developed to facilitate the strategy formulation. The study shows to topple the market leader of a product is really not an easy job. However, it’sneither absolutely impossible. In general, industrial goods deserve high customer loyalty. If there is a big gap in market share, it is not wise to challenge the market leader without focus. That is because the market leader usually has much more resource to fight back challenges. To challenge market leader blindly would run out of the challenger’s resource which leads the challenger to perish. On the other side, if the challenger would start from understanding how customers using its product, identifying customer values, repositioning itself and focusing its resources to serve targeted customers, it is possible to increase its market share. In the study, a customer value analysis model is developed. The model categorizes customers into existing customers who have already owned target products and potential customers who have never owned the target product yet. The model further categorizes product as well into existing products which are in the market now to serve current technologies, and enhanced products which are new to market to serve new technologies. With the developed customer and product matrix, the customer value analysis model divides the market into four scenario including existing customers-existing products, existing customers-enhanced products, potential customers-existing products, and potential customers-enhanced products. The model and the four segmentations facilitateanalyzing how customers are applying the target product to their business. And together with customer value, it is possible to develop right competition strategies to challenge the market leader.
|Appears in Collections:||Thesis|