| Summary: | 碩士 === 國立宜蘭大學 === 應用經濟與管理學系經營管理碩士班 === 104 === Due to the enhancement of the consumer demand and the increase demand of diversity products on the market , enterprises needs to be more careful on decision-making assessment of its development. However, it involves in many internal factors considered and reflected on the use of corporate strategy surface. Strategies are being considered under limited resources. How to allocate these limited resources on selected strategies for earning more market and enhancing competitive advantages will be a critical issue to business managers. For this reason, to understand the concerns of product mix strategy factors. Through this exploratory case study, the result shows by Grounded Theory.
In this study showed that “internal resources and capabilities”. “brand positioning clarity”, “consumer demand”, “ product limiting “, and “external environment” are the main factors impact on product mix decisions .
Combining all of the results, conclusions of this study are found that enterprises in the preparation product mix strategy, the factors to consider are often quite simple and will not go to overall considerations which may be taken into account, thereby affecting its development of the subject limit. Therefore, this study through way more cases summarized in the impact reason for corporate information.
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