以BCG矩陣探討晟楠集團之事業組合

本論文以個案研究法探討與分析晟楠集團的四個廠區事業部之組合。本研究首先採用五力分析檢視各事業部的產業環境，並衡量已發展及待開發業務的產品生命週期之狀態。接著，以BCG矩陣分析各事業部後，進行SWOT分析。最後，擬定TOWS矩陣之四種策略，包含前進策略、改善策略、維持策略及撤退策略。研究結果顯示，深圳廠(錫製品)屬於瘦狗事業，未來有機會轉成金牛事業。吉安廠(資源回收廠）屬於問題事業，未來須等中國大陸COVID疫情封控解除後再處理。崑山廠（廠辦租賃）屬於金牛事業，未來努力做好服務以維持競爭力即可。觀音廠(甲級廢棄物處理)屬於問題事業，需要繼續投入資源，若營運順利可望轉為明星事業。

關鍵字

五力分析； BCG矩陣；多角化；產品生命週期； SWOT分析； TOWS策略

並列摘要

This thesis discusses and analyzes the combination of the four business divisions of Chernan Group with the method of case study. The study first examines the industrial environment of each business unit using thefive forces analysis and measures the status of the product life cycle for the developed and pending businesses. Next, after analyzing each business unit with a BCG matrix, a SWOT analysis is performed. Finally, four strategies of TOWS matrix are formulated, including forward strategy, improvement strategy, maintenance strategy and withdrawal strategy. The research results show that the Shenzhen factory (tin products) belongs to the dog business, and has the opportunity to turn into the cash cow business in the future. The Ji'an Plant (resource recycling plant) is thequestionmark business, and will have to wait for the lifting of the COVID-19 lockdown in mainland China in the future. Kunshan factory (factory office leasing) belongs to the cash cow business, and it is enough to work hard to maintain competitiveness in the future. The Guanyin Plant (Class A waste treatment) is the questionmark business and needs to continue to invest resources. If the operation goes smoothly, it is expected to become the star business.