非洲水產品貿易公司轉型之個案研究

A case study on the transformation of a trading company specializing in aquatic products in Africa

陳忠信(Chung-Hsin Chen)

指導教授 ： 郭瑞祥

國立臺灣大學/管理學院/企業管理碩士專班/碩士(2015年)

https://doi.org/10.6342/NTU.2015.01405

摘要

貿易公司是年輕人新創公司最容易的選項之一，有時候甚至只需要一支電話跟一台傳真機就可以創業。由於貿易公司創造價值的方式是在買賣雙方間創造市場，所以他們必須非常了解產業，上下游的掌控能力必須非常強，才能在競爭激烈的市場中存活。隨著時代的演變，網路科技越來越發達，產業越來越成熟，資訊越來越透明，貿易障礙也越來越少的狀況下，買賣雙方無不努力地「去中間化」-藉由跳過中間者的方式增加利益以及降低成本-因此貿易公司生存的空間越來越狹隘，貿易公司的經營者必須有很堅強的決心，遠大的願景以及良好的策略，才能夠在這重重難關中突圍。

本研究藉由個案分析研究一間在非洲的水產貿易商如何創立的過程，如何在亞洲及非洲間創造市場及其策略，以及如何藉由產品的多元化進行公司的轉型。

本研究利用商業模式圖找出此類型貿易公司商業模式的固定模組及發展新產品的標準程序，期能利用接近標準化的方式幫助新創公司依據其產業背景快速設計整套新的商業模式以及發展新商品，並在必要時進行調整，重新設計以及落實計畫。尤其是在公司需要轉型的時候，更需要利用商業模式圖去全盤思考與改革。以此公司為例，其計畫藉由新產品的開發帶動公司的轉型，但是新產品的成功機率並不大，故需要有套標準的方式幫助公司快速篩選各種新產品並且辨識出重要而有效的新產品。確認產品之後，快速的動員及整合公司資源，投入產品及市場的開發。藉由此兩種工具，新創貿易公司的成功機率將會大大的提升。

關鍵字

貿易公司 ； 商業模式 ； 轉型 ； 大宗物資

並列摘要

Trading company is one of the easiest start-up businesses for young entrepreneurs due to its low entry barriers. All it requires can be as simple as a phone plus a fax machine to launch. A simple definition for typical trading companies is the intermediary between buyers and suppliers. It sources the desired products for its customers or delivers the products to the market in demand. Hence, being sensitive to the changes in both supply and demand sides acts as a key success factor in the trading business. However, like any other industry, it also has risks. One of the main issues the trading industry is facing is known as a phenomenon called: “disintermediation” – where the intermediary is skipped, replaced or substituted. Given the prevalence of internet, maturity of industry and its players, global trade liberalization, and advancement in technology, it is getting harder for a trading company to sustain and survive. Strong determination, great vision, and viable strategic tactics are essentials for a start-up trading company to compete in the current cutthroat battlefields and to stand out to take the leading position.

In this research, analysis on first two stages in the business life cycle of a trading company specializing in aquatic products in Africa will be examined in depth. Topics covered are: the difficulties and criteria of establishing a trading company in Africa, the growth strategy in African market with the development of competitive advantages through strategic alliance in the supply chain, and the diversification of the product lines and transformation of the organizational structure for continuous development. This research will give insights to readers on how to prevail in what seemly to be saturated and highly competitive African trading market.
By applying the business model canvas, this research identifies an interesting unique pattern in the business model of trading companies when launching new products. And by following this pattern, companies can quickly design, adjust, and implement new business models for new product lines as the pattern serves as a standard guideline in optimizing the process in the business model development and modification making it easier, faster, complete, and replicable every time.

並列關鍵字

trading company ； business model ； transformation ； commodity

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