The Empirical studies of Comparison between Strategic Marketing and Operational Using by Small and Medium Enterprises in High-Tech Manufacturing Industries.
| Autor: | Jen-Ho Lee, 李人和 |
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| Rok vydání: | 2005 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 93 For decades, the strategic marketing planning is accepted by the public, but there are few researches to discuss whether the practical marketing viewpoints are corresponded with academic ones. This paper will probe into the viewpoints between practice and academia in order to specify nowadays ambiguous practical marketing. The range of this study is small and medium enterprises(SMEs) in high-tech manufacturing industries, and targets on optoelectronic industry, optics industry, TFT-LCD industry and data storing or processing equipment industry. The quantitative methods and qualitative methods were applied by this research. This study methodology which include literature review, and in-depth interview, then conduct a large scale survey. Conclusions as follows were drawn from the major findings of this study: 1.According to the result of in-depth interview, the sixteen enterprises of this study all agree that the concept of strategic marketing is very important, especially the supplier analysis. 2.There are significant differences between Optics industry and TFT-LCD industry about Market Orientation. 3.Market Orientation is the most important factor that will influence performance, and the next are Manufacturing Strategies and Competitive Factors. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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