寶島鐘錶經營策略個案研究

Business Strategy of Clock and Watch Franchise Channel-A Case Study

廖錦農(Chin-Nung Liao)

《中華技術學院學報》 34期 (2006/06) Pp. 75-90

https://doi.org/10.7095/JCIT.200606.0075

摘要

近兩年國內市場明顯受經濟景氣因素影響，鐘錶業市場趨漸飽和，整體市場遲滯，價格結構亦遭破壞。消費者趨於審慎保守下如何以「高品質、高價值、高滿意」的優質服務，創造企業經營的新理念，為立足市場的致勝先機。又隨著產業環境變動之日益激烈，鐘錶業者為了迎合市場的需求，不斷推陳出新，以滿足消費者的需求。因此，本研究以在台灣鐘錶零售市場具先驅指標的寶島鐘錶公司為個案研究對象，主要探討其在台灣市場企業經營經驗，並將其產品策略、銷售策略及行銷策略依鐘錶業市場概況，作分析探討，藉此發展屬於鐘錶業經營理念與策略，同時提供相關業者企業經營之新構思。

關鍵字

鐘錶業 ； 經營策略 ； 行銷策略

並列摘要

The near two year, the economical booming factor influence, the clock and watch industry market is obviously hastened gradually saturated, the overall market is sluggish, the price of mechanism also suffers destructively. Under the demand of consumer, that how to do the high quality; the high value; high satisfaction, and the high-quality service, it is the key work in business. In this paper, we research the clock and watch franchise channel in Taiwan. The case study mainly discusses the experience from Formosa Company.

並列關鍵字

Clock and watch channel ； Business strategy ； Marketing strategy