碩士 / 義守大學 / 管理研究所碩士班 / 94 / If the well-known traditional industry, Crocodile mosquito coil incense, will decline with the progress of modern technology and the increase of consumers’ knowledge standard?
These traditional industries had ever created the first economical miracle in Taiwan. But with the progress of technology, the coming of keen competition, and international & liberal trend, they have to consider how to be reborn to get rid of the long-term depression.
Because of the uptrend of eco-awareness, mosquito coil incense is not the necessary for every family anymore. Relatively, its substitutes are produced gradually. How does this traditional industry, Crocodile, face the change of external environment, especially the show-up of more and more mosquito coil incense brands, which stands for more and more competitors to share the market monopolized by Crocodile originally?
The traditional industries face the following problems in management:
1.Accommodating to the development of the industry
2.Respecting the tendency of market
3.Establishing the fairly competitive system
And it also meets problems as follows:
1.Less profits
2.Difficult to collect fund
3.Parent-subsidiaries cross-ownership
4.High pledge ratio
5.Difficult to update the technology
6.Not easy to recruit talent (compare with high-tech industry)
However, “Crocodile” belongs to the traditional industry. To solve the problems mentioned above and seek for how to survive in the future, we proceed studies by the analysis of the quantification and qualitification. First, we can realize the strength of the competition and the potential profit of the industry by “Five competitive forces”. By which, we can decide the final long-term return on investment, ROI. Secondly, the business can use the Marketing mix which can control the variables to affect the reaction of consumers in the target market. Thirdly, we can through BCG matrix to expect the question marks to be cash cows and then to become stars. Lastly, we use SWOT analysis to analyze not only the internal strengths and weakness of the industry but the external opportunities and threat of the environment to help the decision maker to clear all the situations quickly.
By the professor’s instructions, the research structure, the mentioned theory as above, questionnaires, and interviews, I try to find out both the problems and the solutions which are how to recall customers’ attentions based, raise their loyalty, and keep the leading status in the market.
| Identifer | oai:union.ndltd.org:TW/094ISU05121115 |
| Date | January 2006 |
| Creators | Jin-cheng Wang, 王金城 |
| Contributors | Dong-Jenn Yang, 楊東震 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 103 |
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