| Summary: | 碩士 === 國立交通大學 === 管理學院碩士在職專班經營管理組 === 98 === With continuing advancements in electronic products and changes in consumption patterns, an increasing number of consumers are getting into the habit of making their purchases in large 3C chain stores. Currently, according to the Association of Chain and Franchise Promotion, Taiwan, there are approximately 1,000 3C stores located across the country. It is evident that competition between these stores is fierce and the influence that they have on consumers is profound. Using resource-based view (RBV), we conducted in-depth interviews to investigate the core values, business strategies, and competitive advantages of the largest 3C chain in Taiwan, "TKEC 3C." We outlined TKEC’s core resources and competitive advantages based on its financial structure, marketing channels, development, innovation, and customer relations.
The results of the study summarize the characteristics as follows:
1. The innovative spirit of the TKEC founder, and his dedication to R&D have facilitated the development of its core abilities and achievements in the manufacturing of home appliances and the distribution of 3C products; and these core qualities serve as the foundation for future development.
2. The unique culture of the organization, as well as the architecture of the system effectively links the operation of various discrete business units.
3. The unique marketing model of the organization has increases sales volume and attracted more customers.
4. The large number of the stores and the wide selection of products have allowed for diverse modifications and innovative products combinations to meet various consumer needs.
5. Sound relationships with suppliers and the security of purchasing conditions have enabled TKEC to obtain better resources and maintain its leading position in the market.
6. The organization’s financial strength has enabled the expansion of its operating scale and facilitated negotiations with suppliers.
7. Facing the changes in external environmental and market competition, TKEC needs to maintain its competitive advantage by making the adjustments to strengthen its market leadership and continue its success.
Keywords: TKEC 3C, resource-based view (RBV), competitive advantage
|
|---|
