Strategic thinking and consumer behavioranalysis for stationary manufacturer transformsinto cultural creative industry –A case study ofM corporation

• Main Authors: Chen Shanming, 陳杉銘
• Other Authors: 許順發
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/39577550469951711012

碩士 === 中州技術學院 === 工程技術研究所 === 98 === 英文摘要 Th e p u r p o s e o f t h i s s t u d y wa s s t r a t e g i c t h i n k i n g a n d c o n sume r b e h a v i o r a n a l y s i s f o r s t a t i o n a r y ma n u f a c t u r e r t r a n s f o rms i n t o c u l t u r a l c r e a t i v e i n d u s t r y. On e p u r p o s e o f t h e c omp a n y f o r t h e d i a g n o s e d c a s e o f i n t e rn a l a n d e x t e r n a l r e s o u r c e s , s t r e n g t h s a n d we a k n e s s e s o f o p p o r t u n i t y t o c o n d u c t c omp r e h e n s i v e SWOT a n a l y s i s a n d a s s e s sme n t o f t h e f e a s i b i l i t y o f t r a n s f o rma t i o n ; t h e o t h e r p u r p o s e t h a t DIY c r a f t s c o n sume r g o o d s c o n s ume r p r e f e r e n c e s a n d c o n sume r b e h a v i o r ; t h e l a s t me n t i o n e d c a s e s t u d y c omp a n y i n t r a n s f o rma t i o n , i n t e g r a t e d a r t s a n d c r a f t s s u p p l i e r s t r a t e g y d e v e l o pme n t . Th r o u g h t h e s e c o n d a r y d a t a a n a l y s i s , c omp i l e d i n t o a SWOT a n a l y s i s o f t h e c a s e c omp a n y ; a p p l y t e l e p h o n e s u r v e y, t o u n d e r s t a n d c r a f t s DIY c o n s ume r g o o d s a n d c o n sume r b e h a v i o r c o n sume r p r e f e r e n c e s , a t o t a l o f 1 , 3 4 4 s u r v e y q u e s t i o n n a i r e s , 6 4 6 c o p i e s , r e c o v e r y wa s 4 8 . 0 7%, a n d t h ro u g h d e s c r i p t i v e s t a t i s t i c s , t a b l e a n a l y s i s , l o g - l i n e a r mo d e l a n a l y s i s a n d l o g i s t i c r e g r e s s i o n a n a l y s i s we r e a p p l i e d . Th e r e s u l t s s h owe d t h a t : ( 1 ) Ca s e t h e c omp a n y v s h o u l d b e t o t r a n s f e r h i g h -ma rg i n p r o d u c t l i n e s , l o c k t h e d ome s t i c ma r k e t o f t h e f u t u r e p r o d u c t p o r t f o l i o f o r t h e t r a n s f o rma t i o n o f h a n d i c r a f t DIY s p i n d l e , p r o d u c t i n n o v a t i o n a n d R & D p o r t f o l i o o f g o o d s DIY t o o l s e t i n o r d e r t h e c u l t u r a l a n d c r e a t i v e a r t s a n d c r a f t s i n d u s t r y, mo v i n g s t e a d i l y. ( 2 ) Ar t s a n d c r a f t s DIY c o n sume r g o o d s o f d i f f e r e n t d emo g r a p h i c v a r i a b l e s , s ome s i g n i f i c a n t d i f f e r e n c e s i n c o n s ume r p r e f e r e n c e s . ( 3 ) Ar t s a n d c r a f t s DIY c o n s ume r g o o d s o f v a r i o u s d emo g r a p h i c v a r i a b l e s , s ome s i g n i f i c a n t d i f f e r e n c e s i n c o n sume r b e h a v i o r. ( 4 ) Th e c o n s ume r p r e f e r e n c e s o f DIY c o n s ume r g o o d s b u y e r s wo u l d h a v e a n imp a c t o n c o n sume r b e h a v i o r. ( 5 ) Al l r e s p o n d e n t s ’d emo g r a p h y wi l l b e p a r t o f imp a c t o n DIY c o n s ume r g o o d s o f c o n sume r b e h a v i o r. Fi n a l l y, b a s e d o n t h e f i n d i n g s a n d r e c omme n d a t i o n s a n d p ro v i d e a c c e s s t o c u l t u r a l c r e a t i v e i n d u s t r i e s i n t e r e s t e d i n t h e f u t u r e d e v e l o pme n t o f t h e i n d u s t r y.