he Research on Blue Ocean Strategy – A Case Study of Marukoh

• Main Authors: Chih-Ming Kao, 高志銘
• Other Authors: Kuo-Qin Yan
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/67486413089258279755

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 95 === This study is mainly discussed how to build an efficient strategy manage system that based on blue ocean theory, and compared the practical applications of the theory by individual company’s case. The competition of soy-bean sauce industry in Taiwan is highly intense. Besides, the similarity of managements and products make companies take competitive price or other strategies to survive. This study took Marukoh as example, and searched the practical applications of Blue Ocean Strategy. First of all, this study analyzed the market strategy of Marukoh, and compared the process of blue ocean theory. According to four actions framework and strategy canvas of blue ocean theory, we can find a new measure of value; Then use six paths framework to rebuild market boundary, strategy canvas to focus on vision, three level customer to exceed demand, strategy order to proof . In short, this part inspects the advantages and disadvantages of the strategy of Marukoh. Finally, in accordance with the result of study, this study will draft a Blue Ocean Strategy strategic framework and make some suggestions for insufficient parts of Marukoh. Hope Blue Ocean Strategy framework and this study can help Marukoh to avoid the battle of competitive price, and overcome the current business bottleneck.