Methodology

　　This study employs both qualitative and quantitative researches, and aims to get insights into the development of the micro-enterprises and the pen manufacturing industry by discussing strategies of management, innovation, branding of Tianyi Co.

 

Literature

　　The researchers collected relevant journals, theses and books about the history of pen and the pen manufacturing idustry. Besides, to supplement the data, the reserchers also do research online to find information on pens.

 

Methodology

　　This study employ the following methods to conduct the research:

1.	Interviews : to the data, the researchers have in-depth interviews with the president, employees and customers.
2.	Questionnaire : the researchers designed a detailed questionnaire for the customers of Tianyi Co. to fill in with their experiences in using the pens.
3.	Field research : the researchers observed the process of manufacturing pens and the management in Tianyi Co.

 

　　Research Ambits and Subjects

1. Interviews

　　To get a better understanding of Taiwan’s micro-enterprises, the researchers conducted a fieldwork and interviewed the president, technicians, salespersons and customers of Tianyi (Figure 1-3-1). Through discussing the current status of operation and the future development, we are able to get insights into the pen manufacturing, product management , the character of marketing in the pen industry, as well as consumers’ attitudes.

 

Table 1-3-1 Subjects and Requirements of Case Interviews

Interviewee		Information
President	Guo DongZi	manager	Entrepreneurs who participate in management, planning, set up and commit to corporate risk responsibility.
Employee	chairman		The staff or manager who involved in production management and planning.
	technicians
	assistant	Practitioner	Those who have the expertise and commitment.
Final users	consumer	consumers	Those who have basic ideas of TENNY or have the experience using the pens.

 

 

2. Random Survey

　　The study group of this research is focuses mainly on the pen consumers and potential students in the southern region. We take high shool students in Kaohsiung as the sample to fully understand consumers’ attitudes and purchase intention.