| 摘要: | 隨著經濟環境的變動，工資成本的上漲，環保意識的抬頭，競爭者的掘起，企業者在面臨生存的轉捩點，如何依循企業本身的特質，量力而為，在有限的資源下，利用創新和差異化建立企業的競爭優勢，以延續未來發展。
電子化學品產業屬於寡佔市場，利潤高，技術發展不易，並常常受限於國際企業的配方和專利，不利於中小企業競爭地位。個案C公司在20年的經營發展，利用持續的研發，滿足客戶需求和期待。
本研究目的在於聚焦化學金產業的競爭策略分析，以個案研究法，作深入的探討。從產業內部、外部和個案公司產品關鍵利益分析，藉由資料整合出企業的競爭優勢，建立核心價值與未來發展計畫。
本研究結論如下：利用區隔市場，鎖定目標市場和定位市場1.創造以客戶為中心的價值主張。2.在競爭者分析中，提供產品創新的建議和規劃。3.差異化策略，滿足客戶需求，擴展客戶族群和競爭力。4.企業定位，強化客戶印象和管理，聯結其他產品的推展。;Following the economic environment changes, wages cost rises, the environmental protection consciousness rear, and the number of competitors increase, the business owners are facing the turning point of corporate management. How to do and to make the best relays on the enterprise′s features. Under this limitation of resources, a owner must use the innovation and diversity to set up the competition advantages for sustainable development in the future.
The electronic chemicals industry belongs to oligopoly market. It is high profit, but isn’t easy to engage in technology development. In fact, the international companies own the know-how and patent, so it isn’t easy for the small and medium enterprises to get better competition advantage. In this case study, the C company which establishes about 20 years , not only sets up unique management strategy but also devotes to product research and development to meet customer′s needs and expectations.
The purpose of this research is to focus on the competitive strategy analysis of the chemical gold industry and to use case study method for deep discussion. This study is to analysis the internal and external situation of chemical gold industry, and the key benefits of the C company product. After integration of the enterprise′s competition advantages, we can build up the core value and future development plan.
The conclusion of this study is as below：1.To use STP marketing(segmental
marketing, targeting marketing and position marketing), we can focus on the target customers and to create the value position. 2.From the analysis of competitors, we can provide the suggestion and plan of products innovation. 3.To use differentiation strategy, we can meet the customer′s needs, and expand customer groups and improve competitiveness. 4.According to the corporate positioning, we can strengthen the customer relationship and developed the related products. |
