Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/38356
|
| Title: | 台灣衛浴五金產業經營策略之研討
The business strategies research of Taiwan plumbing and faucet industry |
| Authors: | 胡 之琪
Hu, Chih Chi |
| Contributors: | 樓永堅
Lou, Yung Chien
胡 之琪
Hu, Chih Chi |
| Keywords: | 品牌
代工
經營策略
衛浴五金
brand
Original Equipment Manufacturer (OEM)
business strategy
plumbing hardware |
| Date: | 2007 |
| Issue Date: | 2010-04-09 14:43:15 (UTC+8) |
| Abstract: | 台灣外銷產業在世界上佔著舉足輕重的角色，自六零年代開始至今囊括過無數個世界第一；從早期產品，如：鞋子、雨傘、成衣、腳踏車，到近期蓬勃發展的電子產業相關零組件及成品，如：晶圓代工、顯示器、個人電腦、手提電腦等等，台灣均曾經或是現在仍為全球最大供應國。
長久以來台灣一直以代工為強項，隨著時代進步，台灣的生產成本節節高昇，再加上中國大陸的崛起，使得台灣的競爭優勢不再是勞力密集的製造業，也因此產業升級的呼聲及討論非常熱烈。代工業者要捨棄眼前的代工業務，直接進入純品牌經營的策略仍是一個相當高風險的做法。而品牌發展與代工之討論研究，宏碁率先投入自有品牌經營之後也一直持續不斷。
很多人可能沒聽過台灣的衛浴五金及水龍頭零配件代工外銷也是世界第一，歐美主要水龍頭品牌都是進口零配件至當地後再進行組裝。而衛浴五金水龍頭零件代工也和其他台灣代工產業一樣，因為競爭日趨激烈，使得產業內的業者必須積極準備因應對策，追求永續經營。
本研究以此產業外銷前五大廠商個案公司為研究對象，以策略群組區分出專注代工及深耕品牌兩大群組，比較群組之間及群組內各公司運用策略的異同;同時也針對產業大環境的變動、供應面及需求面的改變、供應鏈角色的延伸及位移等衝擊所帶來的影響，各群組個案公司所採取的策略作法，做一研究探討，進而研討出一個方向提供給產業業者制定未來經營策略的參考，以期待此產業業者之競爭優勢得以持續。
Taiwan’s export industry plays a significant role in the world market. Since the 1960’s it has held the number one position in countless manufacturing sectors. From early times in industries such as shoes, umbrellas, clothing, and bicycles to the present booming modern electronic industries like Semiconductor Foundries, monitor, personal computer (PC), and laptop manufacturing etc., Taiwan is now or was once the biggest supplier in the world.
Taiwan has been favored by OEM policy. But now it is losing it competition edge due to continuously increasing production costs and the rapid development of China’s manufacturing industries. It’s no longer to Taiwan’s advantage to operate labor intensive manufacturing, therefore there has been a cry for and vigorous discussion regarding a change in Taiwan’s industries’ roles. Discontinuing the current OEM activities and quickly investing in Original Brand Manufacturing (OBM) is a high risk decision. The discussion and research into the OBM and OEM lines of development was sustained after ACER became an OBM operation.
Many people probably don’t realize that Taiwan is the world leader in the OEM plumbing hardware and faucet components export industry. The major leading brands of Europe and America import their components and then assemble them locally. The OEM plumbing hardware and faucet component industry faces the same problems as other OEM industries. To withstand the competition, they are compelled to develop innovative strategies for sustainable operation.
This study adopts the top 5 export manufacturers of plumbing hardware and faucet components, categorizing them by OEM and OBM strategic groups, and comparing the similarities and differences between and within these two strategic groups. It also focuses directly on the overall changes in the industries environment, the influences on the role of supply chain expansions and changes, as well as changes in supply and demand in the market place; studying the adopted strategies by different players, dissecting these cases and extrapolating a method for the industries to formulate a future operation strategy and to maintain a competitive advantage. |
| Reference: | 中文文獻
• 司徒逹賢 (2001)，策略管理個案集2001，台北市：智勝文化事業有限公司。
• 李小娟 （1989），產品的第二生命，臺灣經濟研究月刊，12 (2)，41-43。
• 李明正 (2001)，代工與自創品牌的抉擇：政策效果分析。國立清華大學經濟學系研究所碩士論文，未出版，新竹市。
• 李俊毅 (2006)，自有品牌與代工製造模式並存的關鍵性。銘傳大學資訊管理學系碩士班碩士論文，未出版，台北市。
• 吳青松 (1999)，國際企業管理－理論與實務，台北市：智勝文化事業有限公司。
• 吳思華 (1998)，策略九說(2版) 。台北市：臉譜文化。
• 洪順慶與吳長生 (1999)，臺灣廠商自創國際品牌策略與行銷績效之關係研究。中山管理評論，7 (4)，71-104。
• 施振榮 (2004)，宏基的世紀變革。台北市：天下遠見出版股份有限公司。
• 胡若堯 (1994)，自創品牌關鍵成功因素之研究。國立臺灣大學商學系研究所碩士論文，未出版，台北市。
• 陳更生、林唐裕 (1989)，OEM還是自創品牌？臺灣經濟研究月刊，134，44-48。
• 陳振祥 (1996)，ODM策略之理論架構與實證。國立臺灣大學商學系研究所碩士論文，未出版，台北市。
• 黃蕙娟 (1990)，台灣企業國際上自創品牌之研究。國立政治大學企業管理學系研究所碩士論文，未出版，台北市。
• 張ㄧ明 (1986)，策略群組之研究 － 非計量多元尺度法之應用。國立中山大學企業管理研究所碩士論文，未出版，高雄市。
• 張秀屏（2000），自創品牌策略、核心資源類型對品牌權益績效關係之研究 － 國際化企業策略聯盟之證實。中原大學企業管理研究所碩士論文，未出版，中壢市。
• 黎堅 (1989)，自創品牌的檢討。臺灣經濟研究月刊，12 (2)，19-25。
• 劉皆德 (2000)，地主國特性、事業策略對品牌化策略和國際行銷績效之影響。真理大學管理科學研究所碩士論文，未出版，台北縣。
• 謝崇文 (2002)，國際代工策略與模式之選擇研究。國立臺灣大學國際企業學研究所碩士論文，未出版，台北市。
英文文獻
• Aaker, A. (1984).Strategic Market Management. New York, NY：John Wiley & Sons, Inc.
• Aaker, A. (1991).Managing Brand Equity. New York, NY：The Free Press.
• Andrews, R. (1971).The Concept of Corporate Strategy. Homewood, IL：Dow-Jones-Irwin.
• Ansoff, H.I. & E.J. McDonnell, (1990).Implanting Strategic Management. New York: Prentice Hall.
• Bain, J.S. (1968).Industrial Organization. New York, NY：John Wiley & Sons, Inc.
• Barney, J.B. (1991).Firm Resources and Sustained Competitive Advantage. Journal of Management, 17(1), 99-120.
• Caves, R.E. & Porter, M.E. (1977).From Entry Barriers to Mobility Barriers: Conjectural Decisions and Contrived Deterrence to New Competition. Quarterly Journal of Economics, 91, 241-261.
• Chandler, A.D. (1962).Strategy and Structure: Chapters in the History of American Enterprise. Cambridge, MA：MIT Press.
• Chernatony, L.D. & McWilliam, G. (1989).Branding terminology the teal debate. Marketing Intelligence and Planning, July/August, 29-32.
• Cool, K.O. (1985).Strategic Group Formulation and Strategic Group Shifts: A longitudinal analysis of the U.S. pharmaceutical industry.1963-1982 Ph.D. dissertation, Graduate School of Business Administration, Purdue University, West Lafayette, Indiana.
• Day, G. S. (1984).Strategic Market Planner: The Pursuit of Competitive Advantage. St. Paul, MN： West Publishing.
• Doyle, P. (1990).Building Successful Brands: The Strategic Options. Journal of Consumer Marketing, 7 (2): 5-20.
• Drucker, P. F. (1954).The Practices of Management. New York, NY：Harpert Row, Publishing Co. U.S.A.
• Eisenhardt, K. M. (1989).Agency Theory: An Assessment and Review. Academy of Management Review, 14(1), 57-74.
• Farquhar, P. H. (1990).Managing Brand Equity. Journal of Advertising Research, 30(4), 7-12.
• Fiegenbaum, A., Sudharshan, D. & Thomas, H. (1987).The Concept of Stable Strategic Time Periods in Strategic Group Research. Managerial and Decision Economics, 8(2), 139-148.
• Fiegenbaum, A., McGee, J. & Thomas, H. (1988). Exploring the Linkage between Strategic Groups and Competitive Strategy. International Studies of Management & Organization, 18(1), 6-25.
• Franke, R. H., T.W. Edlund, & F. Oster III (1990).The Development of Strategic Management Journal Quality and Article Impact. Strategic Management Journal 11 (Mar.-Apr.), 243-253.
• Glueck, W. F. (1976).Business Policy: Strategy Formation and Management Action. New York, NY：McGraw-Hill.
• Glueck, W. F. & L.R. Jauch (1980).Business Policy and Strategic Management. New York, NY： McGraw-Hill.
• Hatten, K.J. (1974).Strategic Models in the U.S. Brewing Industry. Ph.D. dissertation, Graduate School of Business Administration, Purdue University, West Lafayette, Indiana.
• Hax, A. C. & Majluf, N. S. (1991).The Strategy Concept and Process: Pragmatic Approach. Englewood Cliffs, NJ: Prentice Hall.
• Heide, J. B. & George J. (1990).Alliances in Industrial Purchasing: The Determinations of Joint Action in Buyer-Supplier Relationships. Journal of Marketing Research, 27, 24-36.
• Hill, C.W. & G. R. Jones, (1995).Strategic Management Theory. Boston: Houghton Mifflin.
• Hofer, C. W. and Schendel, D. E. (1978).Strategic Formulation: Analytical Concept. St. Paul, MN.： West Publishing.
• Hunt, M. (1972).Competition in the Major Home Appliance Industry.1960-1970 Ph.D. dissertation, Graduate School of Business Administration, Harvard University, Cambridge, Boston, Massachusetts.
• Keller, K. L., Heckler, S. E., & Houston, M. J. (1998). The Effects of Brand Name Suggestiveness on Advertising Recall. Journal of Marketing, 62 (January), 48-57.
• Kolter, P. (1994).Marketing Management: Analysis, planning, implementation, and control. Englewood Cliffs, NJ: Prentice Hall.
• Mascarenhas, B. & D. A. Aaker (1989).Mobility Barriers and Strategic Groups. Strategic Management Journal, 10, 475-485.
• Miles, R. & C. Snow. (1978).Organizational Strategy, Structure, and Process. New York, NY: McGraw-Hill
• Olusoga, S.A., Mokwa, M.P. and Noble, C.H. (1995). Strategic Groups, Mobility Barriers, and Competitive Advantage: An Empirical Investigation. Journal of Business Research, 33(2), 153-164.
• Onkvisit, S. and Shaw, J. J. (1991).The International Dimension of Branding: Strategic Consideration and Decision. International Marketing Review, 6 (3): 22-34.
• Park, C. W., Jaworski, B. J. & MacInnis, D. J. (1986). Strategic Brand Concept/Image Management. Journal of Marketing, 50(4) (October), 135-145.
• Peteraf, M. & M. Shanley (1997).Getting to Know You: A Theory of Strategic Group Identity. Strategic Management Journal, 18, 165-186.
• Porter, M. E. (1980).Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York, NY：The Free Press.
• Quinn, J. B. (1980).Strategies for Change: Logical Incrementalism. Homewood IL：Dow-Jones-Irwin.
• Reger, R. K. & Huff, A. S. (1993).Strategic Groups: A Cognitive Perspective. Strategic Management Journal, 14, 103-124.
• Schramm, W. L. (1971).The Process and Effect of Mass Communication. IL: University of Illinois Press.
• Sudharshan, D. (1995).Marketing Strategy: Relationships, Offerings, Timing & Resource Allocation. Englewood Cliffs, NJ: Prentice Hall.
• Tallman, S. B. & Atchison, D. L. (1996).Competence-Based Competition and the Evolution of Strategic Configurations, in Sanchez R., Heene A. & Thomas H. eds., Dynamics of Competence-Based Competition, Oxford: Elsevier Science. |
| Description: | 碩士
國立政治大學
企業管理研究所
90932525
96 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0090932525 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理學系] 學位論文
|
Files in This Item:
There are no files associated with this item.
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
