工業爐系統整合之市場定位研究－－多元尺度分析法之應用

A Study of Market Positioning on Integrated Industrial Furnace Systems: An Application of Multidimensional Scaling

隨著全球化競爭時代的來臨，工業爐產業之經營略已從傳統生產導向轉成目前的顧客導向。因此，工業爐供應商不僅須取得先進技術外，適確掌握市場偏好及其市場定位將是企業成功之關鍵因素。本研究採問卷調查法與多元尺度分析技術，探討國內工業爐顧客選購之考量因素及對供應商之認知評價，並提出工業爐供應商之市場定位與建議。研究成果提供了實證基礎，以幫助顧客了解市場對整體供應商之評價，也幫助供應商了解自已及作為市場定位決策之參考。

Will the emerging of the global competition, the market strategy has evolved from production-centric to customer-centric for the furnace industry. Therefore, to success in the competitive environment, the industry furnace suppliers not only need to acquire the advanced technology for their products but also need to understand customers’ requirements and identify the suitable market position.
This research utilizes survey method and multidimensional scaling (MDS) technique to investigate the critical factors for the selection of industry furnace and customer’s value perception for each supplier in Taiwan, and then provides the market position suggestion. The findings of this research provide an empirical basis for industry furnace customer in their understanding of the suppliers it also helps suppliers understand their current market position and help to make further position decision.