碩士 / 嶺東科技大學 / 企業管理系碩士班 / 103 / Over the past 20 years, there hadbeen a lot more international furniture brand companies settling into Taiwan. Taiwan's traditional furniture industry and commodity management werefairly high in homogeneity, plus the price-cutting promotions, that madetheir business threatened in a way, so traditional furniture industry needed to find a variety of ways in order to survive.Professor Kim and Mauborgne brought up the "Blue Ocean Strategy" theory helpingthe companies to see the potential of undiscovered services and products and attractnew customers. Therefore, this report selected C art furniture which had been over 60 years of experiences as an example to investigate this case and showedhow to effectively use the Blue Ocean strategy to develop new marketing areas and competitions from the Red Sea.
In the past, the Blue Ocean Strategy only focused and emphasizedon the new markets, it didn't really mention about whether if the old customers would support this strategy or not. This study suggested that during thesurvival in competitive market, we had to avoid causing the possibilities of departure for the old customers in the implementation of the new policyrather than focusing on developing new customers. The relationship quality between the companies and the customers were very important, and it also showed the investigation whether the old customerswould support the company's direction for this strategy.
This study used quantitative research and qualitative research method; through case study we examined two tools from the Blue Ocean Strategy. One was the four draft framework and the other one was the strategy canvas. These could help companies to find out the difference competitive factors in each opponent, and analyzed which factors need to be changed, in the end established a new value curve. At the step when framing the Blue Ocean Strategy, we could help the companies to see the future trends and developed future long-term strategy plan.
In qualitative research, our study sent out questionnaires according to case company customers. According to the results, a relationship quality of good and bad customers would affect customer loyalty, and would also affect customer acceptance for the Blue Ocean Strategy. We must accumulate customer confidence, commitment and satisfaction in the long-term companies in order to effectively reduce the tendency of leaving. Finally we could closer the relationship between enterprises and customers, in the future, when we opened new markets and implementing new policies, we could still get the supports from the old customers.
| Identifer | oai:union.ndltd.org:TW/103LTC00457001 |
| Date | January 2015 |
| Creators | Ken-Wei Chang, 張肯韋 |
| Contributors | Chih-Hung Wang, 王之弘 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 83 |
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