主流與利基市場策略抉擇因素之個案探討

隨著全球化趨勢，市場競爭加劇，競爭力與企業核心能力已成為企業在市場上生存的關鍵。面對市場變動迅速，企業唯有不斷適時調整轉換策略方向，方能突破成長；本研究運用問卷調查、深度訪談與個案研究方式，企圖找出影響企業決策者選擇市場策略的驅動因素。在研究驅動企業抉擇市場策略之因子過程中，也藉以探討產品生命週期與市場策略的互動關係，並透過個案研究，呈現不同性質企業在市場策略執行過程的失敗與成斥g驗。研究顯示，市場規模和通路掌握是主流市場的其中兩個關鍵因素，故新創企業在小股本和資源有限的特性下，多選擇以利基作為市場切入點；在個案研究下，呈現三種不同類型廠商的策略與經驗：（1）利基廠商的另類策略思考，從核心擴散到不同利基市場，成為一個多利基廠商；（2）面對市場變局急於突破廠商，在成長擴張過程，切忌企業失焦，忽略企業原有核心能力，落於衰退田地；（3）企業整體市場和產品策略都建立於核心事業上，穩固逐步追求成長，新事業成札鰷v提高，風險降低。因此，企業擴張唯有從最強且最有可能取得市場領導地位的核心出發，才會成央A而最好的擴張策略應具有可以重複的特質，使企業可以不斷創造更多新成長契機。

關鍵字

利基市場；市場策略；個案研究；核心擴張；主流市場

並列摘要

As firms face increasingly intense levels of competition stemming from globalization, core competency becomes key to corporate survival and competitiveness. Only by adapting to the fast-paced market dynamic and leveraging the strengths and weaknesses can firms hope to survive and grow. Through the use of surveys, interviews, and case studies, this paper analyses the incentives and motives of corporate decision-makers that underscore corporate strategy. In addition, it establishes the relationship between product life-cycle and market strategy. The data from the research implies that execution of strategy determines corporate success and failure of various industries. According to the data, the mainstream market is controlled by two main factors: the size of the market and the distribution channel. Due to limited capital and resources, start-up companies usually choose to enter the market through a niche market. The data reflects three main corporate strategies relative to the market: ( 1 ) The contrasting strategies of niche players, who expand their core competency to multiple niches; ( 2 ) The failed strategies of corporations, which, due to drastic market changes and breakthrough firms, poor leadership in times of growth, ultimately lose sight of its core competency; ( 3 ) The successful market strategy for corporations – a line of products which revolve around a solid core competency, marked by constant innovation and steady growth. The result: A high percentage of success and a lower level of risk involved. Therefore, corporate expansion must involve market positioning in terms of the core competency. The success of firms depends on the application of a powerful core competency in constant innovation and growth.