Diplomová práce se zaměřuje na analýzu současné marketingové strategie společnosti Erasmus Life Lisboa. Specifikuje faktory jak vnitřního tak vnějšího okolí, které ji nejvíce ovlivňují. Na základě výsledků těchto analýz navrhuje změny v uplatnění marketingových přístupů

The thesis is focused on development of business activities in company PC Dodo s.r.o. This thesis is divided into three parts. The first part is theoretical and it is necessary to understand the issue. The second part analyzes the company and uses knowledge of the theoretical part.The last part deals with own design solutions.

This diploma thesis focuses on the design of marketing strategy of new product implementation at dance club Olymp Olomouc, which are courses for seniors. On the basis of theoretical knowledge and application of selected marketing methods is formed the proposal of appropriate marketing strategy. The outcomes of this thesis are specific proposals for individual parts of the marketing strategy by the extended marketing mix.

中文摘要 我國銀行業自民國79年推行金融自由化並陸續開放16家新銀行設立後，由於各銀行之產品同質性高，為追求業績成長競相採取價格競爭策略爭取客戶;加上銀行間有不當擴張客戶信用，導致銀行出現利差下降、逾放增加、授信品質惡化、營運績效大不如前的不利現象。銀行如何提供創新或差異化產品或服務以區隔市場，或者如何做好授信風險控管等皆是未來影響銀行營運優劣的重要課題。 銀行業除面臨以上的問題外，由於係屬使用資訊密集之產業，對資訊科技仰賴甚深;尤以Internet興起後，銀行更可藉此提供打破時空限制之線上服務(諸如:網路銀行或電子商務)，更對銀行的經營模式與經營管理產生重大衝擊與影響。在經營環境生態改變以及資訊科技的衝擊下，如何配合企業經營策略擬定合適的資訊策略，建構有利的資訊架構與資訊系統，以導引資訊化的有效發展，進而有助於銀行降低成本、提高營運管理績效、提升服務品質與創造競爭優勢，實是值得研究。 為奠定本研究根基，本研究從銀行業經營面臨挑戰、企業策略與實務運用、資訊科技架構及銀行資訊科技應用、資訊策略等方面進行文獻探討，得到如下資料： 企業策略對企業的經營、競爭等營運績效影響甚鉅。正確的資訊策略將有助於企業策略之達成，故對企業的營運績效同具密切影響力。IT在不同企業會顯示出不同的策略角色，擬定資訊策略者要先了解企業策略，再者要清楚了解IT在組織中的角色，方可適切擬定資訊策略。同時企業要清楚採用何種資訊策略後，方有助企業的營運定位與資源分配，並可避免失敗，進而提升營運績效。 本研究的研究架構係以企業策略、資訊策略、資訊架構、企業實務等四個構面來探討其相互關連性,並導引出資訊策略與其他構面之主從關係，以及不同資訊策略之作法與影響。 而研究方法主要採行文獻探討與個案研究的方式。所選的個案公司，乃因其具有營運的特殊性、時間的洽當性、資訊的客觀性，故而以其研究主體。研究工具，以深入訪談、資料分析為主軸。 對個案公司的研究，先從公司的相關資料的整理著手、次而探討公司制定資訊策略相關構面，最後作綜合分析並提出如下的結論與建議： （一）結論：個案公司具有如下營運與資訊策略議題： 1.營運應考量，如何有效改善目前資訊系統僅作為業務支援性的角色; 同時由現有的資訊影響結構圖可知:其資訊策略、資訊架構及企業策略都僅著眼目前問題的解決；其實應著眼未來的定位、經營方向與策略的確立，以為未來企業發展與資訊發展的依循。 2.資訊策略議題，應注意有效連結企業策略、改變現有支援型資訊策略為策略型資訊策略、不同系統間整合、加強網路化及整合性服務提供、如何改變資訊部門角色與地位等之議題。 （二）建議：個案公司訂定資訊策略應考量如下幾點： 1.掌握資訊化契機 2.執行資訊策略實務工作的建議: (1)作業流程流線化，節省處理時間及成本。 (2)有效整合多方繁雜的現有系統。 (3)將資訊部門角色由過去的系統開發與維護改變成捕獲外在 策略資源、資訊資源分配、資訊管理之推廣與教育訓練等。 (4)建立資訊長之職責與資訊政策。 (5)建立以平衡計分卡為基礎之資訊開發專案管理制度。 關鍵詞 資訊策略、資訊架構、企業策略、企業實務、競爭策略、銀行 / Abstract Since the banking industry in our country implemented financial liberalization in 1990, sixteen new banks have been gradually established. Because the products of each bank are very similar, the banks compete with pricing strategies in order to seek for business growth and gain clients. In addition, some banks improperly expand client credit, leading to unfavorable results such as: dropping the profit spread of banks, increasing the amount of overdue loans, worsening of credit quality and declining performance. Several important issues need to be considered which can influence the success of the bank's operation in the future. Firstly, how can the innovation or differentiation of products or services to segment market be achieved; and how can better credit risk control be achieved? In addition to facing the problems mentioned above, the banking industry is one that mainly relies on information technology. Especially, since the introduction of Internet banking, banks can provide online services to break through space and time limitations via Internet banking or electronic commerce. These new creations have had a great impact upon the business model and operating management. Under the impact of information technology and the change of operating environment, several points need to be investigated: 1. How to set up a suitable information strategy to match the business strategy for enterprises? 2. How to establish favorable information framework and system to induce efficient development of information? in order to reduce costs for banks, to increase operation management performance and to improve the quality of service and to create competitive advantage. In order to establish foundation of this research, this research searched literature review from the operational challenges facing the banking industry, the need for practical application, business strategies, IT framework and application, resulting in the collection of the following data: 1. Business strategy largely influences the performance of operation and competition. 2. Correct information strategy will be helpful in achieving business strategy so as to influence operating performance. Information technology will demonstrate different strategic roles in different businesses. The planner of information strategies should understand business strategy and further clearly understand the role of information technology within the organization so that the suitable information strategy can be planned and implemented. In the meantime, businesses need to understand which information strategies should be applied in order to help the positioning of business operation and resource allocation not only to avoid failure but also to increase operating performance. The structure of this research is based on business strategy, information strategy, and information framework and business practice. There are four components whose interrelationships need to be discussed and which induce subordinate and lesser relationships between information strategy and the other components, and the application and impact of different information strategies. Research method mainly utilizes literature review and case studies. Selected case study companies were chosen for their operation characteristics and suitability of timing and objectiveness of information. Study tool mainly uses extensive interview and data analysis as the main focus. The starting point for researching the case study company was the arrangement of relevant data of this company. The next step was to study the company's setup of related components of information strategy. Finally, a summary analysis was made and the proposed conclusions and suggestions are as follows: A. A case study company has the following operation and information strategy issues: 1. With regards to operations, it should be considered how to effectively improve the current information system only as a supporting role. In the meantime, from the structure graph of the current influence of information, it is understood that information strategy, information framework and business strategy all emphasize upon solving current problems. Actually, it should focus on how to position future business direction and strategy establishment for the guidance of future business development and information development. 2. Information strategy issue should include effective linking with business strategy, changing the currently supporting information strategy into strategic information strategy, integrating different systems, strengthening network formalization and providing integrated services and changing the role and position of the information department. B. Suggestions: The case study company wishing to set up information strategy should consider the following: 1. Take the opportunity of information transformation. 2. Suggestion of information strategy implementation into practice: a) Streamlining of operation workflow to save cost and time of processing b) Effectively integrating many currently used complicated systems c) Changing information department from the previous functions of system development and maintenance into capturing strategic resources, allocating information resources, promoting information management and educational training d) Establishing the responsibility of the CIO of information and policies of information e) Establishing information development project management system based on Balanced Score Card Keywords: Information strategy; information framework; business strategy; business practice; competition strategy; bank

This graduation paper deals with the business plan production for the Certified Education Institute, Inc. (ICV) The paper's goal is to consider individual aspects of the business plan in a structured form, to analyze external and internal environment and, based on current and predicted economic data, to design a feasible approach how to improve efficiency and productivity of the Company. The first part describes theoretical base for business plan processing. The second, practical, part contains analysis of external conditions, product description and marketing and business plan. It also deals with management and introduces basic economic assessment. The conclusion reviews individual goals and suggests best course of action towards their realization.

台灣地區綜合證券商策略群組與經營績效關係之研究 研究生：陳正玲 指導教授：陳隆麒博士 郭敏華博士 論文摘要 本研究旨在探討我國證券產業內，各綜合證券商是否存在採取不同策略的策略群組，並進一步探討策略群組對綜合證券商之財務經營績效是否產生差異。因此本論文研究之目的有四項： 1. 瞭解我國綜合證券商之產業概況。 2. 根據相關文獻及綜合證券商特性，找出適當策略變數，並依各公司在策略變數上的差異，分析國內綜合證券商是否存在策略群組？ 3. 探討國內綜合證券商不同策略群組的策略行為特性為何？ 4. 探討國內綜合證券商不同策略群組間的營運績效是否有所差異?何種策略行為具有較佳之經營績效？ 本研究是以司徒達賢(民84)所提的六個構面，並參考其他文獻及考慮產業特性成立八個構面，據此發展出55個策略變數，經簡化後得到十個策略因素，依回收問卷且有效的32家樣本證券商的資料，經由實證分析結果，得到三個群組分別命名為：全面策略領導群、專業規模取向群、經紀業務集中策略群。在財務經營績效方面，各群組在整體經營績效上有顯著差異，但在營收成長率、資產報酬率上無顯著差異，惟在股東權益報酬率上有顯著差異，而純益率方面則接近顯著差異。本研究採用的統計方法包括：因素分析、集群分析、變異數分析、卡方檢定等。所得的研究結論如下： 一、 台灣地區的綜合證券商中，可依業者所採行不同的策略型態，存在三個策略群組。 二、不同的策略群組間因策略型態之不同，致其財務經營績效具差異性。 目 錄 第壹章 緒論 1 第一節 研究動機與目的 1 第二節 研究範圍 3 第三節 研究限制 5 第四節 研究程序 6 第五節 論文結構 8 第貳章 理論與文獻探討 9 第一節 策略與策略構面 9 第二節 策略群組理論之探討 18 第三節 國內外策略群組與績效之實證研究 28 第四節 國內外證券相關文獻探討 40 第參章 研究設計 46 第一節 研究架構 47 第二節 研究假說 50 第三節 研究變數之選取 52 第四節 資料蒐集與問卷設計 58 第五節 問卷資料統計分析設計 63 第肆章 實證分析與結果 66 第一節 資料敘述統計 66 第二節 第略群組的形成 95 第三節 策略群組之競爭策略行為特性 105 第四節 策略群組間績效差異之分析 113 第五節 證券商基本背景與群組形成之相關性 116 第伍章 結論與建議 125 第一節 研究結論 125 第二節 建議 129 參考文獻 133 附錄 141 附錄一 本研究之問卷 141 附錄二 轉軸後之因素結構矩陣 145 表 目 錄 表2-1 策略的定義 9 表2-2 各家學者所提出之策略構面 12 表2-3 相關學者對策略型態看法之彙總 15 表2-4 各學者對策略群組定義彙總 25 表2-5 策略群組形成的原因 26 表2-6 國外策略群組與績效之實證研究彙總 28 表2-7 國內策略群組與績效之實證研究彙總 35 表2-8 國內證券相關文獻彙整 40 表2-9 國外證券相關文獻彙整 45 表4-1 問卷證券公司一覽表 66 表4-2 衡量策略變數之Cronbanch α值 68 表4-3 各策略變數效度值表 70 表4-4 各策略變數名稱簡化對照表 71 表4-5 樣本證券商對各競爭策略變數的執行與重視程度 73 表4-6 樣本證券商執行與重視程度最高的十個策略變數 75 表4-7 樣本證券商執行與重視程度最不高的五個策略變數 76 表4-8 高營收成長率證券商對競爭策略變數的執行與重視程度 78 表4-9 高營收成長率券商執行與重視程度最高的十個策略變數 79 表4-10 高資產報酬率證券商對競爭策略變數的執行與重視程度 80 表4-11 高資產報酬率券商執行與重視程度最高的十個策略變數 81 表4-12 高股東權益報酬率券商對競爭策略變數的執行與重視程度 82 表4-13 高股東權益報酬率券商執行與重視程度最高的十個策略變數 83 表4-14 高純益率證券商對競爭策略變數的執行與重視程度 84 表4-15 高純益率券商執行與重視程度最高的十個策略變數 85 表4-16 低營收成長率證券商對競爭策略變數的執行與重視程度 87 表4-17 低營收成長率券商執行與重視程度最高的十個策略變數 88 表4-18 低資產報酬率證券商對各競爭策略變數執行與重視程度 89 表4-19 低資產報酬率券商執行與重視程度最高的十個策略變數 90 表4-20 低股東權益報酬率證券商對競爭策略變數的執行與重視程度 91 表4-21 低股東權益報酬率券商執行與重視程度最高的十個策略變數 92 表4-22 低純益率證券商對競爭策略變數的執行與重視程度 93 表4-23 低純益率券商執行與重視程度最高的十個策略變數 94 表4-24 因素特徵值及累積解釋變異量 96 表4-25 各因素所包含之策略變數及因素命名 99 表4-26 不同集群數目下所求得的Cubic Cluster Criterion數值 104 表4-27 本研究樣本證券商策略群組之分配情形 104 表4-28 策略群組對策略因素構面之MANOVA檢定 105 表4-29 策略群組對策略因素構面之ANOVA檢定 106 表4-30 策略群組與策略因素之集群均值矩陣 109 表4-31 集群分析摘要 111 表4-32 群落離散度摘要 111 表4-33 策略群組對財務經營績效構面之MANOVA檢定 113 表4-34 策略群組對財務經營績效構面之ANOVA檢定 114 表4-35 證券商基本背景與策略群組之卡方檢定 116 表4-36 策略群組與資本額之交叉分析表 117 表4-37 策略群組與員工人數之交叉分析表 118 表4-38 策略群組與經紀據點之交叉分析表 119 表4-39 策略群組與承銷據點之交叉分析表 120 表4-40 策略群組與海外據點之交叉分析表 121 表4-41 群組一，全面策略領導群的基本背景 122 表4-42 群組二，專業規模取向群的基本背景 123 表4-43 群組三，經紀業務集中策略群的基本背景 124 表5-1 本研究之假說內容及檢定結果 128 圖 目 錄 圖1-1 本論文之研究程序 7 圖2-1 S-C-P模型 21 圖3-1 本論文實證研究架構 49 圖3-2 問卷調查設計流程 60 圖3-3 問卷內容設計流程 62 圖3-4 本研究統計分析架構 65 圖4-1 各群組之成偶檢定 108

Problem: In this study, tour operators' perceptions of market changes linked to the pandemic have been investigated. Based on their perceptions, the most effective competition strategies have been described both before and after the pandemic. Aim: The study's intention was to gain an understanding of how Swedish tour operators experience changes in the tourism industry linked to Covid-19 and what competition strategies the companies use before and plan to use after the pandemic. Method: The study uses a qualitative research strategy with an inductive approach and grounded theory as a method. The collected data material has been analyzed mainly by in-depth interviews which were then transcribed and coded from Glaser’s point of view, containing open, selective, and theoretical phase. This resulted in two core categories that expressed the study's main problems: competition strategies and the tourism industry and competition in Sweden. Conclusion: The study results have shown that the most effective competition strategies according to Swedish tour operators are customer orientation, vertical integration, and digitalization. Regarding perceptions of market changes, respondents believe that there have been no major changes in the tour operator market, but the pandemic has affected the tourism industry and competition in general, where market demand and competition between other industries have changed. In addition, the competition strategies used by companies before the pandemic were effective and provide competitive advantages, which results in that these strategies will be largely unchanged after the pandemic. / Problemställning: I denna studie har researrangörernas uppfattningar om marknadsförändringar kopplade till pandemin undersökts. Baserat på deras uppfattningar har de mest effektiva konkurrensstrategierna beskrivits både före och efter pandemin. Syfte: Studiens avsikt var att få förståelse över hur svenska researrangörer upplever förändringar i turistbranschen kopplade till Covid-19 samt vilka konkurrensstrategier företagen använder sig av innan och planerar att använda efter pandemin. Metod: I studien används en kvalitativ forskningsstrategi med induktiv ansats samt grundad teori som metod. Det insamlade datamaterial har analyserats främst med hjälp av djupintervjuer som sedan transkriberades och kodades utifrån Glasers syn, innehållande den öppna, selektiva och teoretiska fasen. Detta resulterade i två kärnkategorier som uttryckte studiens huvudproblematiken: konkurrensstrategier och turistbranschen och konkurrensen i Sverige. Slutsats: Studien resultat har visat att de mest effektiva konkurrensstrategierna enligt svenska researrangörer är kundorientering, vertikal integration och digitalisering. När det gäller uppfattningar om marknadsförändringar anser respondenterna att det inte har skett några större förändringar på researrangörsmarknaden, men pandemin har påverkat turistindustrin och konkurrensen i allmänhet, där marknadens efterfrågan och konkurrens mellan andra industrier har förändrats. Dessutom ansågs de konkurrensstrategier som företag använde före pandemin vara effektiva och ge konkurrensfördelar, vilket resulterar i att dessa strategier kommer i stort sett att vara oförändrade efter pandemin.

In today´s high competitor´s environment is necessary to pay increased attention of the process of strategic management for indemnity success of the company. This thesis deals with analysis and application of partial components and methods of process strategic management. By those are first of all - analysis environs, competition and crucial inside factors, which affect in various measure are on entrepreneurial subjekt. On the basis of ascertained informations and evaluation of the contemporary state of company is determined the proposal of possible directions of development of company, with a view to innovation her position in the marketplace and suppression of weak pages of company.

Final work of the University Undegraduate Studies, 60 pages, 9 figures, 11 tables, 52 references, 16 appendixes. Key words – total index of item competitiveness, total index of item group competitiveness, competition, competition limiting, competition conditions, competition strategy, competition market, competitiveness, competitiveness evaluation, competitiveness factors, competitive advantage, competitors, summary economical parameters index of competitiveness, summary qualitative parameters index of competitiveness, summary index of company’s goods competitiveness. Research object – agricultural equipment selling companies. Research subject – competitiveness in agricultural equipment selling companies. Research aim – to identify possibilities of creating competitiveness in agricultural equipment selling companies. Research tasks: - to dispute theoretical principals of competitiveness; - to prepare methodology of evaluation competitiveness of agricultural equipment; - to analyse market of agricultural equipment; - to estimate competitiveness of chosen agricultural equipment; - to identify conditioning to obtain the competitive advantage. Research methods: - comparative analysis of special literature sources; - comparative analysis of agricultural equipment competitiveness based on counting relative indexes; - interview with companies managers and other employees; - statistical analysis, graphic, data grouping other methods. Research period : year 2000 – 2004. In this final... [to full text]