| Summary: | 碩士 === 東海大學 === 管理碩士在職專班 === 98 === Abstract：
The purpose of this thesis is to investigate the characteristics and market trend of bike industry, and thus figure out feasible strategies for global bike component companies to face the growing yet competing bike market.
The first step is to investigate the global bike market and industry, including thedemand and supply for bike manufacturing, characteristics of Taiwan bike industry and biking environment, and the trend of evolution for bike market and industry.
The second step is to figure out feasible strategies, using theory of dynamic competition, horizontal integration, and strategy of brand management and diversification. Thereare five feasible strategies as follows:
1. Brand building
2. Horizontal integration to become market leader of specific component
3. Building high quality after-market service systems
4. Reducing transaction cost, such as tied-in sale
5. Market oriented strategy in deploying manufacturing locations for high-end
bikes
The last step is to choose S company as an example for case study. S company’s strategies include merger and acquisition, horizontal integration of five leading brand firms of component companies, global deployment of manufacturing locations, creating values for customers by reducing transaction cost, solving problems of information asymmetry for customers in after market service system, and roduct/technical innovation to meet the requirement of short product life cycles. It can be shown from S
company’s business performance that these strategies can lead global bike companies to success in growing with the competing yet expanding bike market.
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