The Study of Competitive Marketing Strategies of Multifunctional Environmentally-friendly Flashlight Used to Be Elementary Art Materials

• Main Authors: CHEN,KAN-YI, 陳幹毅
• Other Authors: 李劍志博士
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/03158742866038784666

碩士 === 高苑科技大學 === 經營管理研究所 === 98 === The study mainly explores a marketing strategic model of launching an environmentally friendly multifunctional electric torch to the market of Arts and Crafts materials. The study introduces generic competitive strategy, belonging to the theory of marketing competitive strategy proposed by Porter (1980), which includes “cost leadership strategy,” “differentiation strategy” and “cost focus strategy.” In the study, product market development experts of related domains and Arts and Crafts teachers of elementary schools are taken as research targets of the questionnaire survey made. Analytical hierarchy process (AHP) is adopted to further analyze and explore the collected data. After collation of the research results, the study makes a sequential order of the weights of the critical factors affecting the success of the marketing competitive strategy in introducing the environmentally friendly and multifunctional electric torch to the market of Arts and Crafts materials. After that, the study employs qualitative research phenomenological method to conduct focused group interviews with 30 Arts and Crafts teachers of elementary schools and marketing experts. Analysis and collation of the interview contents are made, resulting in 12 marketing strategies and marketing programs, which become the referential basis of marketing to be required by the study. The research results of the study can be provided as an extensive and objective analytical and collated referential information to the manufacturers of other environmental protection products that are planned to be introduced to the market of Arts and Crafts materials, when these manufacturers are going to devise marketing strategies for their products in future.