Proactive Market Orientation, Brand Positioning Strategies, And Brand Equity-The Case Of ST Company In Milling Cutter Industry

• Main Authors: LIU,HSIAO-LIN, 劉小玲
• Other Authors: CHANG,KUO-HSIUNG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/6sxaeq

碩士 === 東海大學 === 高階經營管理碩士在職專班 === 107 === Abstract： Market competitiveness grows rapidly due to the improvement of the global technology, changes of the market environment, and changes in the habit of consumer. This circumstances not only greatly increased the managing risk but also the unpredictable challenges for the SMEs. In view of this, if the SMEs in Taiwan want to gain the market competitiveness, they should be focus more on what consumers need and stand in a proactive market-oriented perspective to establish an organization with its responsiveness in order to grasp the rapid changes and promote the best strategy to improve the operation and management of the company. This study is based on the above viewpoints, and takes ST company as an example to analyze and discuss. In the early stage of the milling cutter industry, most of them started from the foundry. Through accumulating the experience for a long time and gaining the ability of design, OEM and ODM had turn into OBM. During the process, they realized that the foundry profit is way too little that they are unable to jump out of the threat of the Red Sea, which is biased towards price competition, and gradually move towards the left and right ends of the smile curve to develop its own brand management. However, in order to survive in a highly competitive environment, SMEs must maximize the growth and profit. According to this study: "Proactive market orientation" will affect the "brand-based positioning strategy", "design-based differentiation", "quality-based differentiation" and "price-based differentiation", which will effectively enhance the brand equity of the company. Keyword: Proactive market orientation, Brand positioning, Brand equity