以調適性行銷能力觀點探討經營模式調整 —以Ａ公司為例

Exploring Business Model Adjustment from Adaptive Marketing Capabilities Perspective－A Case Study of Company A

陳玉玲(Yu-Lin Chen)

指導教授 ： 謝明慧

國立臺灣大學/管理學院/國際企業管理組/碩士(2014年)

https://doi.org/10.6342/NTU.2014.01793

摘要

面臨國際大廠的壓縮以及中國大陸和東南亞等地區的崛起，向來以代工製造為主的台灣科技業正處於轉型的關鍵時刻，部分廠商嘗試自創品牌卻也是一路走來辛苦。本研究嘗試以調適性行銷能力的觀點來探討品牌商經營模式的調整。以國內在工業電腦產業表現傑出的某公司為例，透過調適性行銷能力的四個要素：機警的市場學習能力、適應市場實驗的理念、開放式市場行銷，以及管理複雜的多個利益相關者的系統，來檢視個案公司的活動，而個案公司所採取的策略與作法也可以成為台灣科技業的典範。
本研究廣泛且深入地收集各種相關文獻及資訊，包括個案公司的企業活動、組織文化、領導團隊，以及發展歷程等。同時也透過深度訪談，澄清文獻上的疑點並收集更詳細的資訊。由此，了解該企業的成功之道與調適性行銷四大要素的吻合度，並從探討的過程中發現個案公司的許多活動看似獨立，實際是息息相關。由個案能夠清楚了解調適性行銷能力，尤其是機警的市場學習能力的具備，能夠在這瞬息萬變、競爭激烈的世界中掌握未來趨勢，脫穎而出，領先業界其他公司。
期待本研究的結果能提供其他企業不同的觀點來思考公司的經營及行銷策略，跳脫製造業僅能以成本優勢的經營模式，能對台灣科技業的轉型有所助益。

關鍵字

調適性行銷能力 ； 經營模式 ； 工業電腦產業

並列摘要

Facing the cost-down pressure from international brand companies and the emerging rivals from China and Southeastern Asia, Taiwan’s high-tech industry, which mainly involves in OEM services, is in the critical point of transformation. Some companies try to develop brand business; however, the way to branding success is full of challenges and difficulties. The research explores the business model adjustments from adaptive marketing perspectives by doing a case study of a leading company in the industrial computers field. The four factors of adaptive marketing capabilities namely vigilant market learning, adaptive market experimentation, open marketing, and the ability to manage complex multi-company systems are compared with the case company’s real practices and key activities. With the reviews, the research identifies the case company’s strategies and tactics and provides good references for players of Taiwan’s high-tech industry.

The research widely and thoroughly collects the case company’s information and literature, including: business activities, corporate culture, executive team, and development history. In-depth interviews are also conducted to clarify questions on literature, as well as to collect more detailed practices. The successful factors of the company are identified and are compared with the four factors of adaptive marketing capabilities. The seeming independent activities of the case company are actually closely related. The case study shows how adaptive marketing capabilities, especially the vigilant market learning, can help companies seize market trends and win in the fast-changing and competitive marketplace.

Unlike OEM business which mainly focused on cost advantages, the research aims to provide manufacturers with different perspectives of business and marketing strategies. May the findings of the research bring help to Taiwan’s high-tech industry on business transformation.

並列關鍵字

business model ； adaptive marketing capabilities ； industrial computer industry

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