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金門菜刀行銷策略之研究--以金合利鋼刀為例 = The Marketin...

國立高雄大學高階經營管理碩士在職專班(EMBA)

金門菜刀行銷策略之研究--以金合利鋼刀為例 = The Marketing Strategy of Kinmen Kitchen Knife-A Case Study of MATESTRO WU Company

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The Marketing Strategy of Kinmen Kitchen Knife-A Case Study of MATESTRO WU Company
作者:	蔡一仕,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2008[民97]
面頁冊數:	79面圖，表 : 30公分;
標題:	金門菜刀產業
標題:	Kinman kitchen knife industry
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/17980396826393031078
附註:	指導教授：吳建興
附註:	參考書目：面76-78
摘要註:	隨著全球化的趨勢，健全的經濟結構以達成產業之有效發展，是目前金門縣經濟發展努力的首要目標之一。由於軍方及民眾活動限制的解除，以及自由市場制度建立日趨完善，更有助於金門經濟的蓬勃發展。但是金門縣由於生產面受限於資源短缺、勞動力不足、開發用地供給制度也不發達，加上市場面受限於人口規模，島上主要的經濟消費也隨著撤軍而縮小；而小額貿易進口大陸貨更是衝擊著本地產品的島內市場佔有率，這些不利條件更限制了金門的產業發展。如果從歷史與政治因素的角度來看，發展金門島內市場既有之商業、服務業與製造業（如貢糖、金酒、菜刀、陶瓷）都與觀光發展有密切的關係，但是隨著市場的開放，觀光行銷的擴展已非支持金門傳統產業是否能進一步發展的唯一條件；更重要的是傳統產業的再升級，才是掌握往後致勝的主要關鍵。本研究透過個案研究，以金門金合利鋼刀為研究主題，利用行銷策略組合、SWOT 分析與五力分析，探討此產業之競爭優劣勢及創新行銷之規劃，藉以提升金門傳統產業特有之價值，作為未來發展相關產業之參考。研究的主要建議如下：(一)增設網路購買之行銷通路；(二)加強顧客關係管理系統；(三) 深植自有品牌特殊化；(四) 延伸銷售型式的轉型策略。 With the globalization tendency, one of the objectives that Kinman County government is trying to achieve is the healthy economic structure to effectively help in industry development. Normally, the Kinman’s economy can be supported by the abatement of the military prohibit and the establishment of open market system. However, due to the lack of resources, insufficiency of labor, lack of regulations of land use, and small population size, the economy scale in this small island is being increasingly reduced. In addition, the jot of trade imports goods from the mainland China is making a great impact on local products in market share of its island. These adversative conditions have increasingly shortened the economic development of Kinmen County.From the perspective of history and politics, the development of the existing industries like trade, service, and manufacturing are highly related to tourism industry (e.g. Kinmen peanut brittles, Kinmen liquor, kitchen knifes, and ceramics). Nevertheless, the touring marketing is no longer the only way to support Kinman’s traditional industries. Rather, it isthe key to the success that the traditional industries have to be extensively enhanced. This research conducted a case study that subjected on the Kinman kitchen knife industry (MATESTRO WU Company) to explore the traditional industry marketing strategy. The marketing strategy combination, SWOT analysis and five force analysis was employed toderive the creative marketing plans. Research findings were obtained suggesting that the kitchen knife industry be (1) establishing marketing channels on Internet purchasing website, (2) strengthening the customer relationship management system, (3) specializing marketing,and (4) extending the reformed marketing

金門菜刀行銷策略之研究--以金合利鋼刀為例 = The Marketing Strategy of Kinmen Kitchen Knife-A Case Study of MATESTRO WU Company
蔡, 一仕

金門菜刀行銷策略之研究--以金合利鋼刀為例 = The Marketing Strategy of Kinmen Kitchen Knife-A Case Study of MATESTRO WU Company / 蔡一仕撰 - [高雄市] : 撰者, 2008[民97]. - 79面 ; 圖，表 ; 30公分.
指導教授：吳建興參考書目：面76-78.
金門菜刀產業Kinman kitchen knife industry

金門菜刀行銷策略之研究--以金合利鋼刀為例 = The Marketing Strategy of Kinmen Kitchen Knife-A Case Study of MATESTRO WU Company
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