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| Title: | 膜結構工程的應用與發展 – 以台灣泰格股份有限公司為例
Introduction to the Architectural Membrane Business - A Case Study of Company Matsui Tiger Taiwan Engineering Corporation |
| Authors: | 朱瑜蓁
Chu, Yu-Chen |
| Contributors: | 巫立宇
Wu, Lei-Yu
朱瑜蓁
Chu, Yu-Chen |
| Keywords: | 膜結構
台灣泰格
松井宏彰
Membrane
Matsui Tiger Taiwan
Matsui Hiroaki |
| Date: | 2018 |
| Issue Date: | 2019-02-12 15:42:18 (UTC+8) |
| Abstract: | 膜結構最早期的代表是『帳篷TENT』，用來遮風避雨的簡易構造物；隨著化工產業的蓬勃發展，膜材的抗拉強度與耐候性能表現優異 。自1970年開始，以歐、美、日為中心的發展大跨距膜結構迅速地延展到世界各地。
膜材的特性具有造型輕巧、美觀、透光、節能、環保等優點，以膜材作為各式屋頂材料的膜結構儼然被視為21世紀的建築，在歐美地區有倫敦奧林匹克體育場，亞洲地區則有代表性的多用途巨蛋：北京奧運會場館的『鳥巢』和『水立方』做為膜結構應用指標。
在此研究的個案為『台灣泰格開發股份有限公司』（以下簡稱：台灣泰格），成立於2003年，結合膜結構經驗豐富之各國專業設計師及工程師，致力於推廣膜結構的應用，該公司的主要業務範圍便是以膜材料為主的設計兼具工程延攬。
透過波特的五力分析模型與強勢品牌的特性分析，發現在產業間的競爭是無可避免的，來自供應商、來自業主、來自同業、來自新產品、來自新公司，不同方向的競爭力四面八方，唯有不斷地增強公司本質的優勢，也就是持續精進專業能力，提供優質的服務，維持口碑與信譽，持續強調相同方向的策略與行銷方式，才能穩固地建立一致性的品牌信譽。
未來，如果能針對永續經營進行規劃與執行，致力於推動同業公會的成立，將更加完善台灣泰格的成就。
The concept of architectural membrane actually came from “TENT”, and the material became to be considered as strong, light and freedom enough to span a long distance due to the new technology in 1970. With the creativity design, United States of America, Europe, and Japan, started to apply membrane structure and made it rapidly expand to all over the world as the new stat in architecture industry. National Aquatics Center (water cube) in Beijing is typical design of adapting membrane structure, and has been considered as the most striking structure in 2008 due to designed around people.
Matsui Tiger Taiwan was established in 2003, a turn-key contractor with abundance of experience and knowledge on membrane related structures. The turn-key solution is not the only service Matsui Tiger Taiwan can offer, variety ways of providing membrane structures from separated design development, analysis, build-up management, construction are in the business scope.
In the thesis, Matsui Tiger Taiwan is the key case study, and will go through Porter five power forces analysis to understand the membrane industry, and apply the brand report card created by Kevin Lane Keller to see if Matsui Tiger Taiwan is building the brand properly.
The results toward to point out the architectural membrane still foreseen to go growth up till 2025, stands for lots of room to earn the profit if Matsui keeps investing to expand the organization, and in the mean while the competitors will come in as well. The way to face the future challengers is to consist with current branding direction and get the knowledge passing to suitable candidates. |
| Reference: | 參考文獻附錄
1. IFAI Publication, 2014. The architectural membrane market in China, https://fabricarchitecturemag.com/2014/11/01/the-architectural-membrane-market-in-china/
2. Kevin Lane Keller, (March 2003). Brand Synthesis: The Multidimensionality of Brand knowledge, Journal of Consumer Research, Vol. 29, No. 4, 595-600
3. Kevin Lane Keller, 2015 2月. 品牌評分卡, 哈佛教你行銷策略
4. Michael E. Porter, (May 1979). How Competitive Forces Shape Strategy, Harvard Business Review, Vol. 59, No. 2, 137-145.
5. Mitsui Tiger Taiwan (台灣泰格), 2018. http://www.matsui-tiger.com/big5/index.php
6. QYResaerch.com, 2018. Global architectural membrane market worth $1280 million, http://www.abnewswire.com/pressreleases/global-architectural-membrane-market-worth-1280-million-by-2025-25-cagr-qy-research-inc_231432.html
7. Seth Godin, 2009. Define Brand, https://seths.blog/2009/12/define-brand/.
7.8. 邱志聖, 2014. 策略行銷分析: 架構與實務應用 第四版 |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
105932002 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0105932002 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.EMBA.025.2019.F08 |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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