Title page for etd-0529112-220143


[Back to Results | New Search]

URN etd-0529112-220143
Author Ching-Hsiao Liu
Author's Email Address No Public.
Statistics This thesis had been viewed 5350 times. Download 318 times.
Department EMBA
Year 2011
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Study of Key Success Factors on Marketing Strategy Adapting Business Cycle - A Case Study of Semiconductor Equipment Firm
Date of Defense 2012-05-11
Page Count 103
Keyword
  • Equipment
  • Business Cycle
  • Product Life Cycle
  • Marketing Strategy
  • Key Success Factors
  • Abstract The semiconductor industry once again experienced the impact of business cycle on the end of 2008, after the global financial crisis. The investment of equipment is the largest Capex to a semiconductor manufacturer. The equipment firm is at the end of the semiconductor supply chain. The result of Bullwhip Effect makes the impact of business cycle disturbance severer, especially for the back-end supplier which is required to deal with the variant demand, larger customer bases and shorter lead-time, compared to front-end one. 
    The study is to focus on identifying the key success factors of marketing strategy adapting business cycle for a semiconductor equipment firm. Under such environment, it is to understand how the firm should plan the strategy and structure organization to maintain competitive advantage. The manufacturing has been classified into detail process; each one has its own key technology. The industry leadership of each firm is different. To ensure the points well-captured from the line executives, the study adopts the qualitative research methodology through analyzing the industry environment, combining with the relevant literatures, as theoretical basis, and in-deep interview with the marketing and sales executives from the firm of case study.
    The research reveals five factors as the key success factors of marketing strategy adapting business cycle, including “Segmenting and Differentiating for product development”, “broaden application and extend customer base”, “Overall Operation Capability”, “Sales Network to create partnership with customers” and “High-quality Pre- and Post-sales support”. The equipment supplier must consider his own advantage and disadvantage, together with realistic situation to keep the leadership or opportunity while understanding the industry trend. Except for riding through the cycle, the firm must keep the sustaining competitive advantage.
    Advisory Committee
  • Huang,Ying-Fang - chair
  • Chen, Wan-Ching - co-chair
  • Wang, Yu-Ping - advisor
  • Jaw, Bih-Shiaw - advisor
  • Files
  • etd-0529112-220143.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2012-05-29

    [Back to Results | New Search]


    Browse | Search All Available ETDs

    If you have more questions or technical problems, please contact eThesys