A Company involved in retailing of house decoration and accessories at both side of Taiwan Strait -Based on the H Company
| Autor: | Chih-Ming Chiang, 江志明 |
|---|---|
| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 House Decoration and Accessories Industries is growingly prosperous following the demand of consumer for quality life. With the booming prospect, competitors are also growing. Active exploration of market is the immediate needs of players in this industries, and among many options, Mainland China market is top of the options for Taiwan firms in this industry. Yet, since there are still differences in industrial environment between Taiwan and Mainland China and there are differences also in resources, so the operation concept and practices are not quite the same. It is foreseeable that with the vigorous business opportunities, operation and management risks are not the last to consider. In this research, we picked Company H as our object of research. It is a company involved in retailing of house decoration and accessories at both side of Taiwan Strait. The research is undergoing in qualitative study and 6 current regional operation executives and marketing executives are invited for interview. The materials obtained from the interviews and the current operation situations are analyzed as Industry 5-Force analysis of the case for the competition within the industry. SWOT approach was then employed to explore the internal strength, weakness, external opportunities and threats of the company in business operation. A strategic pairing was conducted to search for the case an appropriate strategic direction. After completing the research, we proposed 4 suggestions to the business operators of House Decoration and Accessories. They are: 1.Building clear and quality brand image, 2.Developing differentiated merchandise combination and service package 3.Building an information analysis system 4.Ensure the operation of CRM. For H-TW and H-CN, we proposed 10 strategic directions and 6 suggestions respectively for the reference of the targeted company which we believe will serve something good to the practical operation of the company. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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