| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩士在職專班 === 104 === SUMMARY
Electronic cigarette term, in just a few decades has become a global issue. Before electronic cigarette products appear, for a long time, the majority of the products have been used by drug addicts remain in the traditional tobacco products, such as: cigarettes, cigars, hookah and other tobacco or tobacco-related products. In this part of the industrial ecology is that the long-term stable and difficult to shake the status. Disruptive innovation is a sufficient subversive innovation mainstream market, this study will explore the electronic cigarette products Meets become a destructive and innovative products, and then cut from the devastation innovation this perspective to the electronic cigarette products to traditional and stable tobacco industry the impact.
This study using qualitative research and fieldwork. With the electronic cigarette industry to tap this emerging relationship between the diameter and undermine innovation between theory and explore the further expansion of this relationship through their effects to traditional tobacco market should ring.
Keywords: electronic cigarette, disruptive innovation, fieldwork, qualitative visits
INTRODUCTION
This study was based on product characteristics electronic cigarette, its product positioning as a destructive innovation (disruptive innovation) in innovative products, based on this research to explore innovative models and undermine innovation on the traditional tobacco market what will produce what kind of impact. Electronic cigarettes since 1967 prototype appeared due to insurmountable technical obstacles cause the product to quiet a long time, until the proposed hybrid force Han Chinese medicine practitioners glycol liquid nicotine through in 2000, by heating the liquid atomization technology into similar aerosols to reach the lungs simulate the traditional smoking situation, only this time with a more electronic cigarettes have systematic product picture. Electronic cigarettes rise in Europe, the public sector around the world, traditional tobacco companies, smokers ethnic unprecedented waves caused due to electronic cigarette function with comfort features traditional tobacco products, but in control even win traditional tobacco product, electronic cigarette products cause strong alternative in nature and emphasis on safety, health, many advantages can control functions. However, even with a number of innovative edge is considered destructive, and whether the electronic cigarette can breakout success in the interests of large and complex market in tobacco? Or is it just a short-lived new industry?
Current national electronic cigarette Act uncertain, resulting in the development of a so-called electronic cigarette different policies different tune. Electronic cigarette in Taiwan, the country is a fuzzy gray industry due to inadequate sources of law, government agencies only forbid nicotine production, importation, sale, but for electronic cigarette products in the absence of clear norms and regulations, the huge industrial interests so that the interests of all groups wrestle, underground market a constant stream of business activity is staged. In this study, through qualitative interviews with actual visits by electronic cigarette companies to further understand the difference between electronic cigarettes and tobacco, and summarized for different users of electronic cigarette products and tobacco products at again by Layton. Christensen (Clayton M. Christensen) disruptive innovation theory inductive qualitative interviews information to identify whether the electronic cigarette industry can find the appropriate mode of operation through the destruction of innovation theory and further cooperation to find the ideal target to reflect this card industry whether the market potential? On the other hand by the electronic cigarette industry successful model innovation, so that the traditional tobacco industries that change the past, the old corporate strategy with reference to its successful model of electronic cigarette, thinking about how to further reflect on the use of existing resources, the best combination of strategic resources configuration, whereby the activation of industrial development.
MATERIALS AND METHODS
This study selected two different levels of management objects, respectively, marketing and production industry is the difference maker. The company also responsible for setting the background to do different professional backgrounds difference compared with artistic background and medical background to make distinction. After the above factors, to make reasonable inferences through fieldwork, interviews by the parties, in accordance with the growth of the environmental background of the parties were extracted emotional and rational analysis of the status of the industry, two from the perspective view of the electronic cigarette industry, via extraction re-organize information to make findings of academic reference value.
RESULTS AND DISCUSSION
The emergence of electronic cigarette is an inevitable trend, as the development of electric vehicles in general. Early on, the electric car is not located in the main means of transport, and therefore to the mainstream market products as a tool to reduce environmental pollution used to replace excess combustion engine vehicle. Effect of rigid thinking generated transparent information as mentioned earlier, will allow industrial development stalled, so we need without resistance through a conduit to communicate in many ways, the government not only to understand the dynamics of today's industry, but also need to look ahead focus on the integrity of the industry, rather than stick to the old thinking. If the development of the industry because of the policy direction is affected, academic institutions is that the decision an important factor in the industrial development orientation, academic institutions should not only be limited to the positioning in the research and publication of relevant research theoretical results behind closed doors is not done and the reality status of industry is the result of combining our most do not like to see, the academic theory and practical experience in the industry to be bonded to each other to, through this way to communicate on the theory and practice stimulate more innovative products.
CONCLUSION
1. Feed rate products and market demand are not synchronized.
On the supply speed of the product, whether actual or virtual operating concept of core electronic cigarette essentially all the traditional tobacco has a much different point, this comprehensive concept of traditional tobacco use destructive groups who will have to change in the short term to their old ideas requires a considerable adaptation period. But through research we can be sure that when the performance trajectory products and tobacco products produce the intersection, the impact of smoking electronic cigarette products produced by the group is really consistent with characteristics of destructive innovation.
2. Learn and understand the differences of the products at the core values.
When we face an unknown innovative products, due to the core values of the product it is not clear because it is often the wrong decisions and thus missed many valuable opportunities. Therefore, whether we are in the face or the implementation of any innovation, as long as the grasp of the most important core value, through the understanding of the observed differences between the product and the product, use the product advantages and disadvantages of the Department to improve its business will be able to that chaos is not to find out the entrance to the market.
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