African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 159

Full Length Research Paper

An empirical competitive strategy on Taiwanese business

Tina C. Chiao1* and Chin-Chuan Chen2
  1Department of Business Administration, Yu Da University, Miaoli County, Taiwan. 2Department of Marketing and Logistics Management, Yu Da University, Miaoli County, Taiwan.
Email: [email protected]

  •  Accepted: 05 September 2011
  •  Published: 30 November 2011


In this research, we take two different types of business areas as sample to investigate visitors’ demand with external environmental change. Through this research, we can re-arrange business areas’ service position, improve weakness, increase service quality, and adjust resource allotment. Therefore, first of all, we reduce difference between visitors’ pre-expectation and satisfaction perception as a premise. Then we define ranking for visitors’ demand and service quality in order to improve service quality and increase visitors’ satisfaction. Secondly, by means of field survey and quantitative analysis, we intend to clarify and compare all respondents’ attitude and buying behavior in these two business areas they perceived. In addition, we would analyze all quality factors on respondents’ satisfaction. Finally, we will suggest competitive strategies through SWOT analysis with all information collected and form a new innovative management paradigm for the business areas. This research adopts quantitative analysis and qualitative research for the business areas following empirical case study to propose a new business model as well to carry out. The findings of this research will be beneficial for all domestic business areas for making successful transformation.

Key words: Economic miracle, business areas, competitive strategy, survey.