碩士 / 國立屏東科技大學 / 企業管理系所 / 99 / Competitive Strategy has developed for nearly thirty years, and the one brought up by Porter (1980) is the main. Afterwards, the point of Resource-Base View appears and the concept of Blue Ocean Strategy also grabs much attention in recent years. However, there are different arguments among these theories and they are even against each other. Therefore, this paper is based on the two competitive strategy approaches in the findings of Tsai(2005). One is position approach, and the other is resource approach which is combined with the theory basis of blue ocean strategy by Kim & Mauborgne (2005). Position approach and resource approach are considered opposite while red ocean strategy and blue ocean strategy constructed by these two remarkable approaches are in confronting positions too. Hence, this paper applies to the methods of industrial analysis and case study to probe into the present situation of how competitive Strategy works in Taiwan vehicle industry and how brand “L “successfully enters Taiwan vehicle market by blue ocean strategy, additionally, it also re-inspects whether there is the opposition relation between the two approaches and the strategies of red ocean and blue ocean or not. Last, the paper would make use of the real diagnosis result of these three different competitive strategies to modify the theory construction of blue ocean strategy and propose a model of blue ocean strategy which can be more close to practice application.
| Identifer | oai:union.ndltd.org:TW/099NPUS5121006 |
| Date | January 2011 |
| Creators | Yu-Chia Feng, 馮宥嘉 |
| Contributors | Chan-Wei Tsai, 蔡展維 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 223 |
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