Probe into Product Competition Strategy of Non-brand Enterprises - Case of F Company's DSC Product Development

• Main Authors: Lin-Yun Wu, 吳麟雲
• Other Authors: Duen-Ren Liu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/44712631579221146829

碩士 === 國立交通大學 === 管理學院高階主管管理碩士學程 === 96 === Most of the non-brand enterprises follow brand customers’ product planning and focus less on their own development strategies. Such operations result in profit minimization and consequently make the enterprises lose competitiveness. This study is to investigate a non-brand enterprise, F Company’s past success model in DSC field and recent dilemma when facing steep market competition and fast-changing environment, expecting to find out the way of re-entering to the road of success by systematic research. In literature treatment, the company’s current operation strengh, weakness and constraints were analyzed thoroughly via RBV, Five Forces Model, SWOT and Product Life Cycle analysis. Later on, current DSC industry situation, product distribution and future development trend were introduced. Among all the studies, new thoughts, such as Open Competition and Wikinomics as well as their impacts and induced reactions to the future development management and competition strategies were treated particularly in depth. F Company’s real cases were studied in terms of qualitative research, by conducting wide range data collection and verifying the reliability of the supposed truth in the logic of authentication. By means of systematic management procedure learned from the literatures, future product innovation strategies and execution tactics which range from company vision establishment to inner resource plus outside environment analysis were evolved. This study suggests teaming up a New Product Concept Development (NPCD) Team to be in charge of systematic management through working stages of Concept Innovation, Architecture & Prototype and Form Design, also aligning with outside resources, such as Major Accounts, Community Leaders, Qualified Suppliers to carry out co-exist and co-interest. With continuous innovation, non-brand enterprises can expect to extend the long-term competitiveness.