Marketing not merely refers to selling, advertising, sales promotion and public relation, but also includes various perspectives which shows solid knowledge and sturdy ability. Marketing relates to corporate operation and public daily lives intensively as well. However, it is difficult for corporation to implement diversified marketing activities due to confined product features. Marketing programs are particularly restricted to narrower scopes within the boundary of market characteristic and industry common practices for conventional industry. In virtue of the price fluctuation of international steel products in recent years, how to increase market share with more innovative marketing programs is an important strategic concern of steel industries. Hence, marketing innovation has become the breakthrough point that conventional industry needs to pursuit.
This study profoundly analyzes the H-company, which has carried out its traditional sales practices for more than thirty years, by literature review and case study methodology. After recognizing the target market and focusing on meeting customers¡¦ needs, we developed the innovative marketing strategies containing product, price, place and promotion aspects. Next, we integrated marketing techniques of horizontal and vertical alliances, financial instruments as well as marketing concepts. Then, by thoroughly executing ISO quality policy ¡§ pragmatic quality, customer satisfaction¡¨ which H-company has exercised to build its new competition strategies and target of growth and profit. Based on these integrated concepts, we constructed an innovative marketing model. Finally, the in-depth interviews were made to verify the feasibility of this innovative marketing model from customers¡¦ perspective. The sample comprised two direct clients and two intermediary agents, were selected from customers of H-company.
The research reached the conclusions that the innovative marketing model proposed by this study has not only verified its market feasibility through clients¡¦ in-depth interview, but also modified from customer¡¦s perspective to fit customer needs. The ultimate target of the modified model is creating high customer value through high quality consistency, pricing based on customer value, forming closer partnership relationship, delivery reservation system, trustworthy business image, integrated service combining constructional reinforced steel bar forming industry or concrete industry, and marketing-finance integration service. The verification via deep customer interviews also demonstrates that the revised innovative marketing model can best approach customer needs and acquire high marketing achievements. Last but not least, the study was done in research methodology and provided some strategic implications, making up its contributions to both academic and practical aspects.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0815107-154715 |
| Date | 15 August 2007 |
| Creators | Liu, Ming-Tan |
| Contributors | Hsien-Tang Tsai, Leo Huang, Iuan-Yuan Lu, Tsuang Kuo, Huei-Mei Liang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0815107-154715 |
| Rights | not_available, Copyright information available at source archive |
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