從台商經驗探討策略規劃流程的應用

本論文以個案研究的方式分析台商進入中國大陸市場的實務性作法，同時藉由從個案公司所蒐集的資料，探索學術理論與實務工作之間的差異。本論文所研究的個案係一家於2001年進入中國大陸市場的台商中小企業，資料蒐集的來源包括經理人的訪談、公司的歷史文件以及員工的問卷回應等，分析結果包括： 1. 台商中小企業在台灣及大陸的員工應該經常互相交流，一方面可以掌握瞬息萬變的市場動態以維持競爭優勢，另一方面也可以確保兩地公司在組織文化上的一致性。 2. 台商中小企業經理人雖然沒有正式的策略規劃藍圖或策略規劃部門，但其日常的活動及決策大多與公司的整體策略有關。 3. 台商中小企業經理人對學術界的探討內容或其衍生出的理論並不熟悉，但其管理工作的內容與學術界所探討的觀念或原則出入不大。 4. 大部分學術理論的建立比較偏重於大型公司，以致於中小企業在運用學術理論的建議時，容易產生片面化的情形。 5. 經理人在運用任何學術理論時，應先衡量公司的背景與情境，以免產生理論與實務格格不入的結果。

關鍵字

中小企業；大陸市場；策略規劃；策略執行；理論與實務間隙

並列摘要

This paper analyzes the practical practices of Taiwanese businessmen entering the Chinese mainland market by means of case studies, and explores the differences between academic theory and practical work by collecting information from a case company. The case studied in this thesis is a small and medium-sized enterprise that entered the Chinese mainland market in 2001. Data collected include manager interviews, company archives and employee questionnaire responses. The analysis results include: 1. Employees of Taiwanese SMEs in Taiwan and the mainland should communicate with each other frequently. On the one hand, they could get first-hand information regarding markets dynamics in respective markets to maintain competitive advantage. On the other hand, they could ensure the consistency of organizational culture between the companies in two places 2. Although Taiwanese SME managers do not have a formal strategic blueprint or strategic planning department, their daily activities and decisions are mostly related to the company's overall strategy. 3. SME managers in Taiwanese companies are not familiar with the works of the academic circles or the theories derived therefore, but their management thoughts and activities are not that different from the concepts or principles suggested by the academic circles. 4. Most academic theories are developed focusing on large-scale companies, so that SMEs could not apply what’s been suggested of the theories comprehensively. 5. Managers should first evaluate the background and context of the company when applying any academic theory, so as not to get results that are incompatible with the theory.