1、这是一个重要部分这一研究项目和本分章的目的是提供的理论的研究，该项目使用的安索夫成长矩阵和波特的竞争理论，以寻找出关键竞争力优势的趣味公司。This is an important part of this research project and the purpose of this sub-chapter is to provide the theories involved in the research, this project used the Ansoff Growth matrix and Porters theory of competition , to find out
2、 key http:/ competitive advantages of Gusto Company. 波特的竞争战略2.5.1 Porters competitive strategyFigure 2.2 Source from: M.E.Porter, Competitive strategy: Techniques for analyzing industries and competitorsThis project will use Porters theory of competition to analyze Chinese vehicle modification marke
3、t competition in chapter 5. According to Porters (1985) theory of competition, there are five basic forces: the existing competitive rivalry, the threat http:/ of new entrants, the bargaining power of buyers, the bargaining power of suppliers, the threat of substitutes. Through the “five forces“ ana
4、lysis, it is easy to analyze the markets strengths and weaknesses, opportunities and discovered a clear threat, in order to formulate effective strategy for Gusto Company.Ansoff 增长矩阵2.5.2Ansoff Growth MatrixThe Ansoff Growth matrix presented by Igor Ansoff (1957) is a matrix that focuses on business
5、s present and potential products (or service) and markets. It is a tool for analyzing corporate growth strategy. Ansoffs matrix suggests that it is important for a business to analyze development of new and existing products, on new or existing markets. This project will analyze Gustos marketing str
6、ategy by using Ansoff Growth Matrix in chapter 5. See figure 2.3Ansoff 增长矩阵Figure 2.3 Ansoff MatrixSource : Philip Kotler (1992), “Marketing management“ eleventh editionMarket penetration is one growth strategy, through this strategy the business may focuses on selling existing products into existin
7、g markets; Market development is the growth strategy for business, which is looking for solutions to http:/ sell its existing products into new markets; Product development is a strategy for business aims to introduce new products into existing markets. This strategy may require the development of n
8、ew competencies and requires the business to develop modified products, which is suitable for existing markets; Diversification is the name given to the growth strategy where a business promote new products in new markets.总之在第一，该公司可能会获得更多的市场份额，现有产品在现有市场（市场渗透） ，其次在考虑是否可以开发新的市场，其现有产品（市场 - 发展） 。然后，它可以对
9、潜在消费者的兴趣在现有的市场（产品开发）开发新产品。最后，它需要检讨的机会，开发新产品，新市场（多样化） 。In conclusion, at first, the company may gains more market share with its current products in existing markets (market-penetration), next it considers whether it can develop new markets for its current products (Market - development). Then it can
10、 develop new products on potential consumer interest in existing markets (product -development). At last it needs to review opportunities to develop new products for new markets (diversification).方法3.0 Methodology This chapter presents how the researchhttp:/ was conducted. It describes the process o
11、f actions taken and the materials and methods used. This part will provide an overview of the research methodologies, which will be used to structure this thesis, and explain how each of the aims and objectives will be achieved. They are arranged with two tracks:Grounded Theory Building, Surveys in
12、this research project扎根理论的实质性理由3.1. Substantive justification for grounded theoryAccording to H.kotzab and S.seuring, a more deductive quantitative and a more inductive qualitative research have both its advantages and shortcomings. This projects first question is about a particular phenomenon at th
13、e heart of vehicle modification market research. Once the phenomenon is identified, this project can sharpen the focus of the proposed study by developing research questions, which mentioned on chapter one. The choice of research approach (i.e., quantitative and/or qualitative) should depend on what
14、 the project want to find out as determined by the nature of the phenomenon and the type of research questions. When the phenomenon of interest is new, dynamic or complex, relevant variables are not easily identified and extant theories are not available to explain the phenomenon (Creswell, 1998). In this situation, a qualitative approach is often preferred in order to build understanding grounded in a detailed description http:/ of the phenomenon generated by collecting field data.
