Abstract The industries moving to China cause the business environment of traditional industry getting worse than worse. But, it also accelerates eliminating the unhealthy company. How does the traditional industry survive in such bad situation? When they face the uncertain future, how do the companies draw up their strategy, reinforce the learning ability, and raise the corporate performance? They have to response the change faster than their competitors, know well the market tendency. Use the different concepts to create the un-replaceable core competitiveness. Changing the culture of the enterprise and creating the competition superiority are the keys of how the traditional industries survive and the study target of this research. In the progress of enterprise culture changing, the pain is unavoidable. The leader deeply involve into the revolution activities will encourage the employees. The enterprise culture changing is painful but also providing an opportunity to sift the wheat from the chaff. The right people will help the company from good to great. The culture change of an enterprise is an uninterrupted progress of concept and execution of an organization:

Among Taiwan small and medium enterprise, there exists a debate about should they create own brand or should they still do under OEM way. Even in IEMAB class in Managing College, National Sun Yat Sen University, we have received many comments from professors of two parties, no mention about the practical way, Taiwan small and medium enterprises they are thinking now. This thesis is using Michael Porter¡¦s ¡§Diamond Theory¡¨, ¡§Competition Advantage¡¨ to analysis Winex CO., Ltd. how they competing in world market and how they entering each country, especially those major market countries, such as Netherlands, Indonesia, China. It may be a long way to create own brand name, especially need to overcome the financial crisis during it, but it is still the best way for any enterprise in Taiwan who want to look for a free future and great dream. The Small and Medium Enterprise Adminostrion,MOEA, Taiwan, in their ¡§Small and medium Enterprise Year¡¦s Paper¡¨ has a lots of analyses and suggestions to Taiwan¡¦s small and medium enterprise. Here is taking this case company to make a further comparison so it might make this thesis to be more practical and useful.

After Taiwan and China joined WTO and the world industry globalization trend, the competition is intense that enterprise management and worldwide allocation between Pure-Play and IDM wafer foundry. And in Mainland China, they promoted and developed IT industrial very active, specially in wafer foundry industry. By Michael E. Porter¡¦s Diamond Theory, 1. Production ; 2. Demand ; 3. Relevant and Support industry ; 4. Strategy, Structure and Competitor of Enterprises. Meanwhile, it is important of government policy, culture and leadership glamour. If we can well manage these influence factors, the country will be increased their national competition advantage. So, these are government's important duty. In this thesis, there is one synthetical comparison with five factors, such as Technical Capability, Manufacturing Managemet, Financial Advantage, Cost Controlling and Marketing. We try to study the Strategy of Positioning, Cluster Effect and Competition Advantage for wafer foundry industry of Taiwan. In Taiwan, Taiwan Semiconductor Manufacturing Corporation (TSMC) and United Microelectronics Corporation (UMC), they are world-leading semiconductor foundry companies. There is one competitor --- IBM with technology and price and another potential competitor --- SMIC with low price and capacity of mass-production

The core issues of traditional manufacturing industry are production and marketing. Adopting the suitable marketing strategies and production techniques based on each product characteristics will render competitive advantage. In this paper, the relationship between the knowing of production and application process of sales representatives and the marketing process was studied. Customers from different regions having various concerns of the quality and cost, require differently. The customer feedbacks collected and classified as quality and service issues, were delivered to both the production and marketing departments to help them finding the solution together. What is more, the production department can be engaged in the improvement and follow up the result for the execution according to the customer feedbacks collected from sales department and some problems which occur during production. This research provides opportunities for employees to exchange experiences, learn from each other, and improve techniques in order not to make the same mistakes again. They have learned to do everything of their own accords and increase the efficiency of management as well. It also helps the marketing personnel to understand that their knowledge on product properties and production process and successfully stimulates to learn more and enhance the skills of selling and negotiating as well.

As we enter into a high energy consumption era, people start taking notice of a simple electronic device called Light Emitting Diode (LED). A continuous rise of crude oil price in global markets and the proposal of WEEE and RoHS by European Union, ¡§energy efficient¡¨ and ¡§environmental friendly¡¨ are becoming more and more important, which leads to the attention of LED. It¡¦s one of the so called ¡§green¡¨ light emitting sources and will be the market¡¦s mainstream in near future. Therefore, LED will become another star product after the measurement of the IC and TFT-LCD industries. Taiwan has been developing LED for over 30 years and has developed a well rounded market structure. Facing huge demand by application such as computer monitor backlight, car lighting, and daily lighting appliance, Taiwanese LED supplier already responded by adjusting their market strategy and increasing their product quality. Many companies began to involve the upstream epitaxial techniques and products. How to survive through well-down strategy development is a key for these upstream suppliers. The purpose of this study is to understand how a new company to build competitive advantage through the case study of the U company. When the U company was found, it uses a different production mode to overcome many problems from traditional production modes. The U company¡¦s strategies lets it could develop fast, provide stable quality products, and manufacture with lost cost. Through this case study, this study wants to shed some light to other people who have interests in the LED industry.

After liberizing of petroleum products in domestic market, higher crude oil price in the international market since 2005, and emergencing of a well-known in high managerial performance competitor, this case study company, a state-owened enterprise entitled with the responsibility of fully supply of petroleum products needed island wide, has already been impacted seriously by those environments change. History datum or documents analysis and case study methods were used to explore the influence of government policy to local petroleum industries and so the influence of international petroleum industry development to the petroleum industries in Taiwan. Also, the analysis of competition advantages of case company, the discussions on the competition strategies of case company, and further discussion on it's future developments influence by the stratagies were contained in the report. The conclussion are as follows: 1. To maintain two independant refiners and two independant petrochemicals are important in Taiwan. 2. The feed back mechanism, which was designed by the government, is important to the future development of the industries in Taiwan. 3. Taxation on energy from the public is helpful to increase competition of the whole country. 4. If state-owned enterprises may wholly subject by company law, there will be a positive effects on its¡¦ performance. 5. It is of vital important to establish a fair competition environment for this case study company. 6. It is of vital important to design a market price adjusing mechanism and will be much helpful for the development of the case study company. 7. The tuning of refinning structure is positive for the case study company. 8. Transferring to be an energy company is a vision of the case study company. 9. To strengthen exploration activitites has positive effects on the profitability for the case study company. 10. Well usage of gas station as marketing network will be helpfull to the operation of the case study company. 11. Building and maintainning a good image is essential for the case study company's operation in the future. Base on the conclusions mentioned above, this case study suggests: 1. Maintainning current two local petroleum refiners is a must at this moment. 2. The government should establish a fair competition environment and resonable market orders for petroleum industry in Taiwan. 3. Taxation on energy tax by level of consumer should be done by government, and also, the encourage measure for energy saving company should be announced. 4. A feedback mechanism must be designed by the government to help the futher development of petroleum industry. 5. The case study company should be allowed by the government to invest abroad so as to step into global market. 6. The case study company ought to have the competition promotion be carried out. 7. The case study company ought to join social responsibility to promote the image of the company.

Hypermarket Taiwan become hot topic extremely now such as shop, hypermarket the shop and emphasize mainly the goods are various in style, good and inexpensive, can satisfy consumer's basic demand of the necessary for life in quantity. Only put emphasis on reducing unit's benefit cost, it has not been enough to show one's talent in the strong competition yet; Especially consumers to hypermarket the susceptibility of price differential of the shop to every quantity, increase with the income and reduce gradually. Can deal with the apparent and inside latent exchange cost outside effectively at the same time, could grow up continuously on the retail market that is saturated day by day. Research this to is it seek present situation and effect of education and training their to go to present situation, Company of case, so must understand case Company live in competition present situation and future goal, Company of case, of industry and wish the scene, find out case company's future development tactics and goal, understand case company's due education and training goal from it, therefore the research approach to take quality, through the collection of the secondary materials, to studying the important executive in the profundity interview questionnaire case company of the main purpose, sum up the possible direction of company's education and training of the case, do the reference that is carried out in the future for the case company. The result of study is found, the execution of education and training really brings the enhancement in various degree on the improvement and ability of personnel's knowledge for the case company, whole case company will be promoted because of this while managing the competition advantage. So measure the promotion of personnel of buying to sell the shop quality and passing on of information management trans-regionally, can bring limitless latent energy to enterprises.

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The smartphone market compete closely in Taiwan. there are many companies not only develop the function of product actively, they pay attention to value added of brand and wish it can raise their profit. Because brand association is the core value of brand. So this object of study is smartphone and we want to know the relationship between brand association and purchase intention in whole smartphone market by consumer view point. Furthermore we analysis what different with dissimilar brands and the effect of consumer characteristics This study adopted the research of questionnaire as study method. The target is the resident in Taiwan and uses convenience sampling method. We try to understand what kind of relationship of brand association¡Bconsumer characteristics and consumer purchase intention in consumer¡¦s mind. There are 224 usable responses and we used SPSS soft ware to access the methods of statistic analysis and testifies hypothesis of this research. It has the following conclusions 1. This research find brand association are significantly correlated with consumers purchase intention in smartphone market 2. There are the remarkable differences with brand association and purchase intention in dissimilar brands 3. It shows that consumer characteristics have the remarkable difference with some research variables. This research not only testifies hypothesis but also collects the management means to be the reference. Wish these references could be helpful for academic and business practice. It has the following management means 1. Deepen importance of brand association and the effects of brand association to consumer purchase intention is also suitable to smartphone market 2. In order to creative and maintain competition advantage¡Athe companies must inspect what different between their own brand association and opponent¡¦s own constantly.

This study intends to understand the current development of medical equipment industry in Taiwan and the application of strategies in the company of study. Internal and external analyses are performed to the industry and the company studied using analytic methods such as strategy or competition theory in order to investigate the difference caused due to different strategies taken by a company, which leads to changes in the core competitiveness and competition advantages over others. In addition, the overall environment and competitive advantages of Taiwan¡¦s medical equipment industry is examined. Case analysis and literature review are introduced as the tools for research and analysis. Different stages of development of the company studied is observed via in-depth interviews and analyzed with data summarization and regression. The different strategies used in each of the stages allow changes in the core competitiveness and competition advantages over others. Suggestions are provided at the end for the reference of the company studied or the entire industry. This study has reached the following conclusion: 1.The environment and recourse for the development of Taiwan¡¦s medical equipment industry has not yet been mature. The industry still has to find out the appropriate separation or position for itself in the global market. Only the use of right strategy provides the opportunity of success. 2.Business strategy, core competitiveness and competition advantage have influence to one another, which leads to an interactive relationship among the three. A company has to examine periodically its resources and capabilities in order to identify whether its business strategy or competition advantage can still be maintained. 3.As the stage of growth or the position in the grand environment that a company is at is different, there is difference in the strategy used and core competitiveness. As the result, a unique business model or management methods will come to shape, and the company¡¦s own competition advantage will be created. 4.A company establishes its business guidelines or operations based on its strategies, but the power of execution is the most important to strategy management. Due to the embodiment of execution power, the company studied is able to put the effects of its strategies to the extreme, and its idea of sustainable operation of business is able to fulfill. 5.Changes come swiftly in the industrial environment. A successful model of yesterday is not necessary to fit today. A company has to find out the strategy that is the best for its development through series of analyses and keeping improving its core competitiveness and competition advantages in order to face what is thrown at it in the future, look for the best opportunities and make the most profits.