| Summary: | 碩士 === 淡江大學 === 國際商學碩士在職專班 === 95 === This research picks the case methodology; take a case company as the example, and designated the paper urine trousers industry takes the object of study. Its research scope also take the case company as a center, toward the outside extends to the correlation industry, contains the perpendicular upstream raw material supplier, the middle reaches production manufacturer, the downstream marketing, and the marketing channel. One the other hand, not only covering industry ecology, still contained the same business entrepreneur''s strategy concept. The following several conclusions:
First, the key successful factors of the paper urine trousers in the future include: Apart from economies of scale, backward conformity (upstream supplies means centralized strategy, jointing purchasing), horizontal conformity (middle product means manufacture differential, manufacture integration), forward conformity (downstream service means marketing, channel conformity, mutual support).
Second, in recent years the case company starts to understand as facing the bad performance on sales. They not only innovate the product whatever on the research and development, but in the outward appearance, the quality. In sales market, it can divide two big sub-areas, first facing aging of population, and such global phenomenon; the adult diaper maker defends stubbornly the Taiwan market, and with all their strength develops the overseas market, especially in Southeast Asia, India country. Although the baby diaper market competition competes intensely, simultaneously, in countries as such Southeast Asia, India, which the
market is occupied by the brand product, but still had the potential margin in the low- end market. Besides, in the channel position, not only keep the existed the channel model, but develop the new business model of jointing purchasing. Moreover the network marketing and the televised home shopping and so on the marketing sales are more and more popular, also is the case company may attempt to breakthrough the point.
Third, therefore speaking of the case company, how to discover the gap that the present company encountered is very important. To adjust exterior business strategy, the no delay matter is the internal cost reduces. “ Without limitation to reduce the cost is the most important issue. ” become each staff''s diligently goal.
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