台灣伴唱產業競爭與創新策略之研究－以點將家企業股份有限公司為例

The Study of Innovation Strategy for Industry of Karaoke in Taiwan - The Case of DCC Corporation

廖家慶(Chia-Ching Liao)

指導教授 ： 王淑卿

朝陽科技大學/資訊學院/資訊管理系/碩士(2012年)

摘要

二十年前，點將家企業股份有限公司成立為國內第一家的電腦伴唱機公司，以方便的電腦點歌，以及加歌方便，打出響亮的名聲，業績屢創新高。但如今在眾多伴唱機業者的競爭之下，幾近飽和的市場大餅，更讓業績拓展困難。最主要的原因，在於大環境的市場變化太快，消費者的需求又愈來愈多元化，更是愈來愈難滿足被寵壞了的消費者，點將家企業沒能及時跟上市場轉變的步伐。換言之，點將家未能隨著市場的變化，不斷地創新與轉型，最後慢慢步入衰敗的命運。
因此，本研究以個案研究法來進行主題的研究，採用競爭優勢策略分析模式進行之，選擇『點將家企業股份有限公司』為研究對象，探討點將家企業股份有限公司如何在一片不景氣聲浪中異軍崛起及業績蒸蒸日上。換言之，本研究著重於台灣伴唱產業如何創造創新競爭優勢，並應用於行銷策略中，再透過問卷調查進行分析與探討，使所得結果可提供業者創新行銷策略參考並提升競爭力，創造了業主的附加價值，進而可以取得市場，獲得超額利潤。

關鍵字

行銷策略 ； 創新策略 ； 台灣伴唱產業

並列摘要

Twenty years ago, DCC Corporation was established as the first home computer karaoke machine company. But now, many karaoke machine industry competition, the near-saturated market pie, leaving results to expand difficulty. The main reason is that the environment of the market changes so rapidly, consumers demand more and more diversified, it is increasingly difficult to meet the spoiled consumer point companies did not kept pace with market. In other words, the DCC Corporation failed with the changes in the market, continuous innovation and transformation, and finally slowly stepped into the fate of the decline.
In this study, DCC Corporation as the case, hoping to get rid of the previous model of price competition, change and create additional value for the owners from the point of view and seek to facilitate the future of business continuity. In other words, this study focuses on the industry of Karaoke in Taiwan to create innovative competitive advantage, and apply marketing strategies in. Then, through questionnaires was analyzed and discussed, so the results can provide the industry innovative marketing strategies for reference and to enhance competitiveness and create the owners of the benefit. Finally, the market access to excess profits can be gained.

並列關鍵字

Marketing Strategy ； Innovation Strategy ； Industry of Karaoke in Taiwan

參考文獻

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