台灣在全球電子產業具舉足輕重之地位，全球化浪潮下，台灣品牌之筆記型電腦擴張至全球世界各地，全靠海外業務到海外市場、設立通路、銷售並提高品牌市場佔有率。本研究分享消費性電子產業個案A公司進入馬來西亞且成功建立銷售渠道之個案，並以邱志聖(2010)策略行銷分析4C架構分析實際做法，討論個案公司如何利用與上下游不同個體之交易關係，牽制其他交易對象並且提高自己的議價力，以提供業務人員在面對新興市場時之業務發展與通路管理之思考架構。 不同市佔率情況下所進行之資源分配有所不同。個案公司初入馬來西亞市場時，選擇三大代理商協助處理銷售之金流、物流、資訊流，以降低各交易成本。但為避免被代理商專屬陷入，業務發展至一定程度後開始向下管理至下游經銷商，利用挑選銷售額高的經銷商成為重點經銷商，進行重點式的通路管理，使經銷商反要求代理商進貨個案公司筆記型電腦，加強個案公司對代理商之議價力，向上游制衡代理商。當市佔率漸提高時，開始有預算更向下游之一般消費者溝通，並且建議利用過去累積之客戶關係管理工具，發展「積點制度」，提高品牌商對消費者之資產專屬性。 / Globalization has led Taiwanese manufacturers to expand their brands globally, especially in consumer electronic industry. This raises important topics including the role of overseas salesperson, establishing overseas sales channel and introducing products overseas. This research discusses how company A sells notebook in Malaysia using 4C strategic marketing theory, with the purpose to provide oversea salesperson an insight and overview of how to establish and sell when first enter a foreign market, as well as how to increase bargaining power using incentive mechanisms and how to allocate resources to different oversea entities with scenarios of different market share. When Company A first entered Malaysia, it chose to have its distributors to handle cash, and provide it with logistics and information system to lower costs. Later on, company A started to have KDP (Key Dealer Program) for better relationship management with its dealers. In this case, company A leveraged the relationship with dealers to increase its bargaining power toward distributors. When the company obtained sufficient market shares, it then start to do marketing campaigns to increase its bargaining power with its dealers and distributors.

民以食為天，食以安為要! 近年來國內外持續地發生與食品安全相關之問題，從動物肉品之狂牛症、口蹄疫及禽流感，到歐洲發生的大腸桿菌食物中毒、美國之沙門氏花生醬，以及中國大陸之三氯氰胺毒奶粉等食物危害人體健康的事件，使得食品安全管理的嚴重性一再受到各國政府及社會大眾高度的關注。因此，建立食品安全管理體系，確實執行食品安全管理工作已成為世界各國所需面對的緊急重大議題。 本研究之個案「可視化履歷服務網」係從民間NPO組織結合政府及民間資源的理念出發，嘗試提供一套「從農場到餐桌」的可視化食品安全供應鏈追溯及管理服務系統平台，希望突破以往由政府主導推動，但一直難以展現成效的經驗中，找出另一種可行的創新模式。遂擬以邱志聖(2010)之4C行銷策略架構為研究基礎，針對個案-「可視化履歷服務網」進行可行性的分析，從研究農業生產者與消費者買賣雙方的交換行為中，如何透過外顯單位效益成本、資訊搜尋成本、道德危機成本，以及專屬陷入成本中找出雙方可以建立互信及互動的媒合點，以有系統脈絡的整體性策略架構及推演模式來協助本服務平台建構出可以永續經營的核心競爭優勢，並以此理論基礎做好服務設計的規劃，有效地吸引客戶(包括生產者、供應者及消費者)，最終目的乃希望本服務平台可重拾消費者對於食品安全的信心，並藉此讓政府更了解目前政府的組織在食品安全管理問題上，是否還有更好的改善方針? 同時，重新檢視整體食品安全的國家管理機制，希望政府可以在未來的組織改造計畫中，設計出一套可以橫向運作的食品安全管理架構，整合跨部會間彼此的食品資訊交換，讓消費者、生產者、食品加工業者及政府都能成為本研究個案成功推動後的受惠者。 / Lots of fatal food poisoning incidents happened all over the world in the recent years. For example, the BSE happened in cattle, the FMD from the pigs, and the bird flu from the chickens, as well as the EHEC poisoning issues occurred in 2011 summer in Europe, the Salmonella enteritidis in peanuts from a Georgia processing plant in the United States and Melamine poisoning milk incidents happened in China in the past few years. All of these incidents had attracted the serious concerns of all the consumers of every country, and therefore, it has also become a top urgent mission for these global governments to evaluate their food-safety monitoring systems at the current stage. Under this circumstances, a research towards the “The Visible Traceability Service Network (VTSN)” with the theory of“4C Strategic Marketing Framework” is done, for the purpose of pursuing a feasible solution to help Taiwan government evaluate and examine how to improve the efficiency of the current food-safety monitoring systems; and then, leading the official food-safety practices “from the farm to the table” to a successful plateau. In which, the individual case of VTSN is reviewed from its service concept, service flow chart, as well as its system structure with the “4C Strategic Marketing Framework” methodology; by means of the analysis from every stage of “the Cost of Utility”, “the Cost of Information Searching”, “the Cost of Moral Hazard”, and “the Cost of Asset Specifity”, the result has manifested that an effective 4C marketing strategy can really help the service platform to find out its major strengths, so as to solicit the growers, suppliers and buyers to do their transactions under the scenario of both B2B and B2C. Hopefully, this service platform, built up with the 4C Strategic Marketing Framework, can retrieve the faith of all the users towards the agriculture products and foods, and also could provide our government policy makers a good exemplary case to help them review the current food monitoring systems to make sure there is a right track to well-knitted the resources from both the government and the grassroots , and let the food safety information can be seamlessly exchanged across the different units within the government. Finally, it is hopefully expected that the growers, buyers, food processors, consumers and government can all get their benefits after the kick-off of this service platform.

本次採取個案研究方式，針對一家經營堅果原料出口貿易的中間商，藉著全球強勁的買方需求開始進入堅果原料市場。此公司座落在原料的產地，容易取得第一手的價格與產業情報，讓他們擁有資訊不對稱的優勢，來進行原料的銷售。 針對該中間商從銷售基本單位、銷售八大步驟、採購小組中心、4C架構、垂直整合等五個方式進行探討。此中間商成功進入台灣堅果原料供應鏈，主要在於能與上游供應鏈簽訂短期商品合約，保有原料價格的競爭力，並且能在其他競爭對手無原料時，適時提供客戶商品。在開發台灣市場發展的前期，由堅果原料供應鏈的下游開始，一路往上游尋找台灣的潛在客戶。此中間商取得下游廠商的信任後，運用彼此的關係取得上游買家的信任，加快銷售程序，以及減少採購單位的疑慮。個案中，該中間商曾試著透過策略聯盟的方式，與台灣小型網購業者進行堅果銷售，最後卻以失敗收場。 實際訪談個案公司與蒐集資料後，透過理論架構分析發現，一家企業公司要進入市場的前期，若花費精神調查供應鏈的結構來發掘潛在買家對象，且瞭解實際的需求與市場的競爭狀況後，再借助企業本身優勢，可成功取得代表性的客戶，容易成為此供應鏈的一員。但，隨著外部環境改變，企業的優勢是否會跟著改變，也是其個案企業未來尚須解決的議題。 / This research takes a tree nut exporting company, the Z Company, as case study to evaluate how the company took advantage of both strong international tree nut raw material demand and first-hand industrial and price information to enter the tree nut exporting industry. By facilitating its location advantage, which the company is located in the tree nut farm, the Z Company is able to hold first-hand information to create information asymmetry as advantage to sell the tree nut raw material. In the beginning stage in developing Taiwanese market, Z Company started and earned trusts from customers located in downstream tree nuts supply chain, and then took further steps to move upstream by exploiting the established trusts as references to gain trusts from the customers located in the upper stream of the supply chain. By doing so, Z Company was able to speed up the purchasing process and minimize the doubts for purchasing managers. In addition to this, Z Company also formed strategic alliance with a small Taiwanese online store to penetrate the market but did not receive much result. This research uses the concepts of basic sales unit, 8 steps to establish sales and customer relationship management, 4C framework of strategic marketing, and vertical integration to evaluate the developing path of Z Company. The research found that the reason why Z Company can successfully enter the tree nuts supply chain in Taiwan is that Z Company is able to sign shirt-term merchandise supply contract with the suppliers to ensure the competitiveness in price and secure the product supply, while on the other hand offers timely supply of material to the customers when other competitors fail to fulfill the product demand. This research discovered that in the beginning stage of market entry, it is ideal to utilize the company’s resources to discover who the potential buyers are and what the real market demand and the degree of competitiveness is. Then, the company should take its interior strength to acquire customers with industry influence as representative case so that it can easily become one of the members in the supply chain. However, as the external environment changes, the company’s advantages in the industry are very likely to change as well, therefore how to respond to such change will be the future development issue for the company.

Theoretical part of the graduation thesis focuses on describing strategy of a company and methods used in the external and internal analysis of the company, such as PEST analysis, analysis 4C, SWOT analysis, Porter's analysis. The main goal of the practical part of the thesis is to describe concrete company and analyze it's internal and external surrounding. At he end of the thesis there are written recommendations for company and strategy.

This dissertation is focused on process of a strategic analysis of a company, including analysis of an internal and an external environment. Its aim is to work out the strategic analysis of Secar Bohemia, a.s., to evaluate company's current situation of its market and to indentify all factors which could affect its development in future. It is divided into two parts: a theoretical part which contains theoretical basis (PEST analysis, 4C analysis, Porter's model, Checkup of the internal resources) and a practical part which apply that theoretical knowledge in Secar Bohemia,a.s. The output of the dissertation is to suggest the strategy and recommendations for futher development of that company.

El desarrollo del proyecto de tesis tiene como objeto de estudio a “Grupo Peruana”. Empresa encargada en comercializar diversos productos relacionados a panadería y pastelería. La problemática de esta empresa está enfocada en el proceso Gestionar Ventas en Tienda. La mayoría de las actividades de este proceso son ejecutadas de manera manual ocasionando lentitud en el proceso e insatisfacción en los clientes. Por ello, el propósito del proyecto es analizar, diseñar y modelar una propuesta tecnológica que permita solucionar la problemática. La propuesta es un sistema de información Web usando tecnológica Cloud que permita automatizar el proceso e integrar con otras aplicaciones. Primera etapa, análisis, ahí hemos aplicado el modelo Zachman enfocado a la arquitectura empresarial. Esto permite analizar los procesos de la empresa a nivel macro y el proceso relacionado a la problemática. Además, esto se complementa con la notación BPMN que permite descomponer el proceso en actividades y analizar cuáles podrían ser automatizada. Segunda fase, diseño y modelado, relacionada a la arquitectura de software. Esto inicia con los requerimientos funcionales y no funcionales que serán evaluados por su complejidad y relevancia para el negocio para convertirse en drivers arquitectónicos. Además, se emplearán estilos, tácticas y conceptos de diseño que permiten un diseño óptimo de los diagramas 4C con la finalidad de establecer una arquitectura más adecuada para la propuesta de solución. Finalmente, la guía del PMBOK para la gestión del proyecto que nos permite determinar el alcance de los entregables, costo, tiempo, recurso y los riesgos que podrían impactar en el desarrollo del proyecto. / This thesis project is focused on the company “Grupo Peruana”. This one is in charge of selling several products related to bakery and cake shop. Problematic situation is focused on the manage store sales process. Most of activities of this process are run a manual way. Because of them, the process is run slowly and customers are not satisfied with offered service. Therefore, purpose of this project is analyze, design, y model a technology proposal that allows to solve the problematic situation. Proposal of this project is related to an information system on web using Cloud technology that allows automating the process, and integrating with other applications. First stage, focused on analyzing, it has used the Zachman framework related to enterprise arquitecture. This allows analyzing the company processes at the macro level and the process focused on problematic situation. Besides, to complement this, it was used the BPMN notation in order to break down the process to activities which could be automated. Second stage, focused on designing and modeling of the solution, this is related to software arquitecture. This begins with functional and non-functional requirements that will be reviewed for its complexity and relevance for the business in order to become architectural drivers. Besides, it will use styles, tactics, and design concepts that allows an optimal design for 4C models in order to build a more suitable architecture for proposal of the solution. Finally, PMBOK guide, related to project management. This allows to define the scope of deliverables, cost, time, resource, and risk that could impact during the development of project. / Tesis

This essay is written on behalf of the education administration office in Umeå municipality. Currently, those who work as short-term substitutes in the education administration, does not receive an introduction. The purpose of the study was therefore to present different introduction models and investigate the significance of an introduction for new employees and also to contribute with knowledge about how the introduction can be adjusted after short-term substitutes, in terms of content and structure. Furthermore, it was investigated how the background variables gender, age, highest completed education, university degree in a relevant area and the current work area (preschool/leisure, elementary school, high school) can affect the view on an introduction. The study carried out was based on a quantitative approach, with a questionnaire as a data collection method. The questionnaire has been sent to all shortterm substitutes within the education administration office, no further selection has been applied. The survey included five questions linked to the background variables and 14 statements, where the respondents were asked to decide to what extent they agree or disagree. The survey ended with an open question.The statements were about different parts that research has shown are important to include in an introduction. The results of the study showed that an introduction is important for short-term substitutes. On a majority of the statements made in connection with the introduction, the respondents agreed about the importance of the statement. What emerged from the results, however, was that the most central parts that an introduction should include in terms of content were: information about general policies, who to turn to about questions about the performance of the work and what expectations there are on the employee in relation to work tasks. / Detta examensarbete är skrivet på uppdrag av utbildningsförvaltningen Umeå kommun. I dagsläget får de som arbetar som korttidsvikarier vid utbildningsförvaltningen ingen introduktion. Syftet med studien var därför att redogöra för olika introduktionsmodeller och undersöka vilken betydelse en introduktion har för nyanställda samt bidra med kunskap om hur introduktionen kan anpassas efter korttidsvikarier, sett till innehåll och struktur. Vidare undersöktes hur bakgrundsvariablerna kön, ålder, högst avslutad utbildning, universitetsexamen i aktuellt område samt aktuellt arbetsområde (förskola/fritids, grundskola, gymnasium) kunde påverka synen på en introduktion. Studien som genomförts har grundats på en kvantitativ ansats, med enkät som datainsamlingsmetod. Enkäten har skickats ut till samtliga korttidsvikarier inom utbildningsförvaltningen, inget urval har tillämpats. Enkäten omfattade fem frågor kopplade till bakgrundsvariablerna samt 14 påståenden, där respondenterna fick ta ställning till i vilken omfattning de instämmer eller inte instämmer. Enkäten avslutades med en öppen fråga. Påståendena handlade om olika faktorer som forskning visat var viktigt att inkludera vid en introduktion. Resultatet av studien visade att en introduktion är viktig för korttidsvikarier. På en majoritet av påståendena som ställts kopplade till introduktion, instämde respondenterna till att det som angetts i påståendet var viktigt. Det som framgick i resultatet var dock att de mest centrala delarna som en introduktion borde inkludera innehållsmässigt var: information om generella policys, vem man ska vända sig till om frågor kring arbetets utförande samt vilka förväntningar som finns på den anställda i arbetet.

根據《台灣電商新趨勢報告》(2014)指出，有多達60%的受訪台灣網友過去 半年內曾在網路上買過預購或代購商品，並估計台灣網路預購代購市場規模一 年高達約70 億，代表代購市場擁有龐大商機。因此，本研究將以四C 角度，專 注探討義大利代購平台－FOLLOADA 的經營模式。 本研究採取次級資料分析建立產業背景及釐清代購流程，探討公司為翔的 飛行屋、小Z 美國代購；並輔以個案方式分析進行研究問題的解析，對象以B 代購進行個案訪談。研究結果發現： 一、 代購流程考量因素涵蓋以下：商品來源、計價方式、收費方式、寄貨方 式及退換貨服務，各家代購業者將依照其所面臨情況，選擇對其最為便 利及獲利程度最高的代購流程組合。 二、 在競爭激烈的代購紅海中，代購業者降低消費者外顯單位效益成本及資 訊搜尋成本的方法較無差異，主要是透過道德危機成本及專屬陷入成本 創造代購平台的差異化。 三、 義大利代購平台－FOLLOADA 欲透過初期體驗使用以及名人代言分享以 降低消費者道德危機成本，並與消費者建立情感如以明信片成為筆友關 係以建立專屬陷入成本；而後以具有高品質的照片、簡潔清楚的文字資 訊，及有效的曝光活動降低消費者資訊搜尋成本，轉而著重消費者重視 的商品效益，即商品物況、完整度等其他服務，以降低消費者的外險單 位效益成本。透過以上四C 循環，創造全新的高效率、高品質代購服務。

印刷電路板PCB（Printed circuit board）為電子產品之載體，截至目前為止尚無可以在市場取代印刷電路板地位之應用出現， 消費性電子產品未來朝向輕薄化發展，例如穿戴式裝置、智慧家庭、物聯網應用等等，汽車也朝向高度電子化發展，各種安全感知以及自動化駕駛需求，車用電子也是未來應用領域，這些新技術發展皆須要使用印刷電路板。 台灣印刷電路板最早始於1969年美商安培公司來台設廠生產，發展至今已有四十多年歷史，由於印刷電路板的製造涵蓋複雜的工藝與流程，因此需要使用許多製程設備，早期設備皆為國外進口，後來因台灣工業技術提升以及精密機械供應鏈日趨完善，在印刷電路板的製程設備，進口設備廠商，逐漸被台灣廠商所取代，其中乾燥製程設備為印刷電路板製作流程不可或缺並難以取代的需求，2000年隨著台灣印刷電路板廠大舉西進移往中國大陸，台灣印刷電路板製程設備製造商隨之擴展版圖，迄今十餘年除了台廠之間的競爭逐漸也面臨到中國當地廠商的競爭。 本研究以策略行銷4C架構來探討印刷電路板乾燥製程設備商個案A公司的現有策略，並以降低外顯單位效益成本、買者資訊搜尋成本、買者道德危機成本、買者專屬陷入成本等交換成本為目標，擬定個案公司A未來的策略。 / Printed circuit board (PCB) as the carrier of electronic products, there is no substitute in the market to replace its position of what the printed circuit board applications can deliver so far. The trend of consumer electronic products tend to be light and thin such as wearable devices, smart home, internet of thing applications and etc. Printed circuit board is also getting widely used in cars as demand driven from development of electronic automation, various security awareness and self-driving needs. The future of automotive electronics applications and the development of these new technologies drive the needs of essential use of printed circuit board. Printed circuit board manufacturing of Taiwan was first built in 1969, American companies- Ampex came to Taiwan to set up production manufactures and has over 40 years of history as of now. Since the manufacturing of printed circuit board requires complex processes and procedures, therefore there is a need of specific equipment where they can only be imported from overseas. Later on as Taiwan's industrial technology has advanced and supply chain of precision machineries have improved, the previously imported process equipment used for manufacturing the printed circuit board are gradually replaced by Taiwanese manufactured ones. Since year of 2000, printed circuit board manufacturing industry has been moved to Mainland China, Taiwan manufacturers are able to extend the production across the region but in a meanwhile they are gradually facing a stronger competition from the Chinese manufacturers in the last 10 years. In this study, we are using 4C architecture of strategic marketing to explore the case of printed circuit board drying process equipment manufacturer – A company existing strategy. In order to develop a strategy for the future of the company, my study is striving to achieve the exchange cost effectiveness, reducing cost of utility, cost of information search, cost of moral hazard and cost of asset specify.

一般日系半導體公司所走的路線，是半導體整合製造商IDM(Integrated Device Manufacturer)，而且在傳統日本商業文化的發展下，其又大多數屬於某個集團公司，因此其營業對象中有一定的比例是從集團成員而來，而或許這是日系公司開拓性不足的一個原因。當日本IDM廠跨出日本進入海外市場時，其所面對的競爭不僅來自既有的歐美大廠，近年來更與新興的台灣勢力正面衝突。 台灣半導體勢力的崛起是世界潮流趨勢的產兒，二、三十年來，中華民國政府政策性輔導半導體產業的深根、發展，培養出世界第一的晶圓代工廠-台積電，之後的群聚效應，更使得半導體上下游的廠商進駐以竹科為首的科學園區，竹科便成為一個完整的半導體產業部落，確立了台灣半導體的完整產業鏈。其中無廠半導體公司(Fabless)的IC設計公司與晶圓代工廠(Foudry)的結合，對日系IDM廠商而言是虛擬的巨人，這個巨人有超過IDM的實力，又兼具只占供應鏈一部分的經營靈活度。經過二十年來的交手，結果是使得日系IDM廠商瞭解，到目前為止的做法已漸漸喪失優勢地位。 另一方面，也是更重要的，台灣不僅是半導體的供應國，更已成為半導體的使用大國。近年來台灣已是IT產品的製造重鎮，從表1-1的整理可以發現台灣資訊硬體產品的代工比例相當驚人，筆記型電腦、主機板和Net book的比例更高達九成以上。對於日系半導體廠商而言，台灣市場是必爭之地。所以，獲取台灣IT廠商之青睞，是在日本市場漸趨飽和的環境下，讓公司持續成長的關鍵因素之一。 由於行銷是要解決交換的問題，在行銷理論上有站在供應商角度所推導出來的4P(Price, Product, Place , Promotion)理論，不論在學術研究或是業界的實踐上，4P模式擁有廣大的支持群眾與實戰資料。另一頭，針對客戶對產品的接受度到底有多高的相關討論，則以交易成本為研究主流。 在發展公司的策略的思考工具上，本研究中主要運用的方法是策略行銷的4C架構。4C架構是將交易成本細分化為四個項目：外顯單位效益成本、資訊搜尋成本、道德危機成本、專屬陷入成本。 因此研究希望藉策略行銷4C成本理論為分析基礎，探討日系半導體廠商在已成為主戰場的台灣市場中，如何降低台灣IT廠商的交易成本，提供個案公司另一種觀察得來的現象與不同的思考模式，進而取得市場的優勢。