光學鏡片定心機設備的競爭力及行銷策略之研究–以T公司為例

Abstract

近年來光學鏡頭的應用日趨普及，在手機鏡頭、車用影像、監視器設備等都能看見其蹤跡。隨著上述市場的蓬勃發展，加上各手機大廠不斷在影像畫質表現上進行改良，也促使市場對於光學鏡頭的需求增加，連帶帶動相關設備的需求成長，其中定心機為光學鏡片外圓研磨所需之設備，且市場面對於自動化機型的需求有增加趨勢。面對龐大的市場需求，中國市場本身即具有製造成本上之優勢，且受政策鼓勵，因此如何突破重圍，掌握市場趨勢及商機是企業所需了解及注意的課題。本研究旨在從光學鏡片定心機設備的競爭力及行銷策略之研究-以T公司為例，透過五力分析、SWOT分析、價值鏈、STP整體行銷及 4P 行銷組合進而了解個案公司在內、外在的環境狀況以及行銷策略，並以獲取關鍵成功因素，透過此研究以作為企業未來經營的因應策略，並建構光學業界定心機設備的領導品牌作為企業核心目標。

The applications of optical lenses have been becoming more and more popular in recent years, the mobile lenses, car images, monitor equipment .... all needs support from optical lens. Along with the growing market demand from above devices, optical lenses demand is increasing either. Which has also led the increasing demand for optical lenses manufacturing equipment. Among all that manufacturing equipment the centering machine which is the outer circle grinding equipment, the demand of the automatic model of this equipment is increasing in the market. Facing above increasing market demand, the Chinese suppliers has cost advantages plus government supports. How to grasp this increasing market demand and business opportunity are worthwhile for the market players to exert enough attention and to win these great opportunities. This research takes T company as the example to study the competitiveness and market strategies from the optical centering machine through Five Forces Analysis, SWOT Analysis, Value Chain ,STP Analysis and 4Ps Marketing Mix to better understanding T company internal and external situation and them marketing strategies to obtain key success factors. This research is to guide line the better operation strategies as well as to better build the leading brand of centering machine equipment and to build up the core objectives for the companies in this field.