The Research of Value Superiority Curve and Competitive Strategies of Business --- An Example of Bicycle Industry

• Main Authors: Tzu-Pin Chang, 張滋彬
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/27015017567124792025

碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 94 === More than half century of development and growth, Bicycle Industry in Taiwan has built a complete supplying system from upper stream, middle to downstream. The capability to handle large volume and quick-turn demands, incorporated with good quality products, on time deliveries and competitive pricing have made Taiwan bicycle products very demanding in the international market. “Think Bicycle, Think Taiwan” is the slogan of bicycle business in Taiwan. Due to pressure from the global competition, short life cycle of products, business survival, value added-on, trend of business development, and etc. To find the competitive superiority strategies will be the main subject for the bicycle industry in Taiwan. This thesis adopts the general competitive strategies of Michael Porter, to introduce the business model of bicycle industry to be as following 3 models: Process efficiency, R&D and Customer intimacy. To analyze the questionnaires received from the expert in the bicycle industry, and then draw the value superiority curve of the selected companies, Not only observe their business models but also may verify the correspondence between the value superiority curve and competitive strategies. This thesis selected the public owned bicycle assembly factories in Taiwan and one of the world famous bicycle brand --Specialized USA to analyze the questionnaire from the expert of bicycle industry. From result of analysis we found, for the capability of R&D, manufacturing, marketing and sales channel, Giant is the top on all the aspects, especially with the extremely strong manufacturing ability; the value superiority curve is like bitter smile curve. Business model is a typical “Process efficiency”. As for Specialized USA, it is stronger on R & D and has the high added value; occupies the right and left sides of value superiority curve; like a smile; it is a typical “R & D” business model .The superiority curve of Merida and Ideal are also like bitter smile curve; and the business model fit “Customer Intimacy” model. This thesis also offers suggestions to the case companies from the view of R & D, manufacturing, marketing and sales channel.