| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職學位學程 === 106 === ABSTRACT
There are more competition between industries, market and companies. It is not easy to maintain competitive advantages and create values. Alliance between industries and companies will help for the competition.
We study the horizontal sales alliances and synergy between screen printing industry and other industries. Printing and screen printing industry play the role to support other industries and their products. The study try to find a solution for the company of screen printing industry to create more value from industries alliance.
This study finds out that the alliance between these two different industries will help to provide the product to the end customer more flexible with short time. It shorten the time in communication and save the effort to meet the request of the customers. Finally, it helps to create competitiveness and values of the alliance.
In this study, H company's screen printing industry and various industries formed an alliance to jointly sell services, using innovation as the premise to use experience marketing methods to solve the current difficulties and expand H company's economic market scale, and to meet the diversified customer needs in the market, In line with current political and contemporary economic conditions, and in response to modern market trends, SMEs are mutually beneficial and share economic markets.
This study takes H company as an example, trying to find a way to rejuvenate traditional industries with strategic alliances in different industries. The research results show that this direction is correct and feasible.
Keywords: horizontal alliance、Service innovation 、 Experiential Marketing
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