期刊刊名：育達科大學報 　 卷期：27期

篇名出版日期：2011年6月1日

作者：Chen-Chin Chuan,陳金泉

語言：English

關鍵字：Model, Corporate Growth Strategy, Small Manufacturers,模型,公司成長策略,小型製造商

被點閱次數：5次

閱讀時間：129sec

摘要：
In general, “marketing strategy” is a long-term and synthetic marketing measures to achieve a goal of a company. The term “marketing” means to sell products after organizing all necessary conditions for the product to sell best with enough sound profit. The term “all necessary conditions” means planning and implementing marketing 4Ps decently organized in accordance with the data collected through marketing research. Planning and implementing decent marketing strategy is indispensable to enterprises if they are to survive and keep growing in the market. A growth strategy is one of the two major sub-strategies comprising a marketing strategy. The other one is a competition strategy. Now, the most popular concept of corporate growth strategy is the one introduced by H. I. Ansoff. (1996) It comprises 4 grids or matrices (2x2) and has been used as a worldwide standard model for a corporate growth strategy. However, it does not suit modern companies which are in the midst of severe global competition in the 21st century. In other words, Ansoff model needs sophistication, if we are to plan more effective and efficient marketing strategies. This is especially true of small manufacturers who lack ample managerial resources. The objective of this paper is to introduce a ophisticated model for a corporate growth strategy1), and also how this model can be applied to small manufacturers. This new model was developed by the author through investigating precedent studies2) concerning the matter including Ansoff model and analyzing actual marketing strategies developed by hundreds of corporations. It is found to be useful for present-day small manufacturers to develop decent growth strategies of their own.

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