Applying Quality Function Deployment to Study Marketing Innovation Based on Customer Requirements–The Case of A-Company in Agricultural Machinery Industry
| Autor: | CHAN, CHENG-HUEI, 詹振輝 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 國際高階經營管理碩士在職專班(IEMBA) 106 In recent years, the Council of Agriculture (COA) has actively promoted the “Smart Agriculture 4.0” program to optimize “Smart Production” and “Digital Services” from three aspects: manpower, resources, and industry; in order to systemize agricultural on production, marketing, and consumer markets. Under the policy implementing on intelligent agricultural production, constantly import high performance automatic equipment with the capability to satisfy Taiwanese terrain and cultivation habits that is an extremely important development for the agricultural machinery importing traders. This study attempts to investigate the innovative strategy and planning on the marketing of agricultural machinery with the methods of Quality Function Deployment (QFD) and Porter’s five forces analysis to analyze the questionnaires of customer requirements and marketing innovation as well as in-depth interviews on marketing innovation; and the empirical object is A Company in Taiwan agricultural machinery industry. Results indicated that “Service” and “Safety” of customer requirements are the most important; while “Significant difference” and “Marketing position” of marketing innovation showed the highest important weights; and by adding considerations of implementation extent and needed cost of each marketing innovation, “Interactive platform” and “Significant difference” show the highest value analysis of marketing innovation. Finally, these results are also evaluated by Porter five forces analysis and in-depth interviews to find out the strengths, weaknesses, opportunities and threats of A Company. The operation strategy was drawn up according to SWOT matrix and provides the studied company and domestic agricultural machinery industry with the reference on planning marketing innovation in the future. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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