标题: | 台湾抗老化妆品服务业之策略分析 A Strategic Services Approach of Taiwan's Anti-aging Cosmeceutical Industry |
作者: | 萧宸婕 徐作圣 Joseph Z. Shyu 科技管理研究所 |
关键字: | 客制化;平台策略;抗老化;创新密集服务业;药妆品;Customization;Platform Strategy;Anti-aging;Innovation Intensive Services;Cosmeceutical |
公开日期: | 2004 |
摘要: | 本研究以创新密集服务模型分析台湾抗老化妆品之发展策略,以服务价值活动与外部资源勾勒出抗老化妆品服务发展与潜在策略,在研究方法方面,采用文献分析、专家访谈与专家问卷调查,进行小样本分析从服务价值活动与外部资源构成的关键成功因素。 研究架构以创新密集服务分析模式为基础,透过纵轴为五种创新类型、横轴为四种客制化程度之矩阵,分析整理出创新密集服务业目前策略定位与未来策略走向。 研究结果发现,台湾发展抗老化妆品服务过程中,现阶段定位应为特定服务的结构创新,未来将朝向选择服务的市场创新发展。根据专家访谈及问卷结果,在服务价值活动上应加强掌握规格与创新技术、弹性服务效率的掌握、品牌与行销能力、服务传递能力、通路商服务能力、财务管理能力等六项因子为提升内部能力方向;外部资源上则需要企业外在形象、技术商品化能力、价值链整合能力、建立与顾客接触介面、通路管理能力等五项因子配合,以达成未来策略目标。 This study utilizes the Innovation Intensive Services model to process a strategic approach of Taiwan’s anti-aging cosmeceutical Industry. The IIS model entails a 2-dimensional analysis, containing 4 service packages and 5 innovation fields. Three research methods used for data collection are literature review, professional interview and questionare survey. The IIS model provides a 4╳5 matrix with 20 service cluster positions to analyze the strategic requirements of Taiwan’s anti-aging cosmeceutical service. Potential strategy position and future trends are also investigated in this thesis. Our results indicate that Taiwan’s anti-aging cosmeceutical firms must forward integrate into marketing and servicing to develop capabilities in respectively areas. Results reveal that current position is at restricted service/structural innovation. The future direction is at selective service/market innovation. Results also point out Taiwan’s anti-aging cosmeceutical services must reinforce its service value activities – Modelizing and Holding Innovation Skills, Flexible Servicing Efficiency, Brand and Marketing Ability, Servicing Convey Ability, Channel Service Ability, Financial Management and its externalities – Goodwill, Skill Merchantdizing, Value-chain Integrating Ability, Customer Conducting Interface, Channel Management. |
URI: | http://140.113.39.130/cdrfb3/record/nctu/#GT009235512 http://hdl.handle.net/11536/77200 |
显示于类别: | Thesis |