天然氣加氣站設備零組件製造商發展策略之研究-以K公司為例

Research on Development Strategy for Equipment Manufacturing Enterprises of The CNG Vehicle Filling Stations- Case Study of Company K

黃郁嵐(Huang Yu Lan)

指導教授 ： 林志鴻

淡江大學/商管學院/國際企業學系碩士班/碩士(2017年)

https://doi.org/10.6846/TKU.2017.00758

摘要

本研究針對大陸地區天然氣加氣站設備產業的現狀以及發展趨勢，來探討加氣站設備零組件製造商在產業及總體環境變化的情況下，如何透過自身的競爭優勢，把握產業發展的契機，從而達到企業永續經營之目的。本研究以K公司為個案研究對象，採用Lin and Pao（2004）所提出之策略決策模型，透過個案K公司之使命陳述，以7S模型進行企業內部環境評估、以五力分析模型進行產業外部環境分析以及PESTEL模型進行總體環境評估，建構出本研究之理論分析架構，進而透過對K公司之整體分析，在其策略形成的基礎下，進一步得到特定策略作為提出因應措施的基礎，給予企業發展的建議，進而成為企業制定發展策略之重要參考依據。其歸納結論如下：

一、經由檢視個案K公司之內部環境、產業環境及總體環境因素之後，建構出策略形成為『轉向技術密集運營』，進而以『研發與提升零組件質量』為其特定策略，同時該特定策略亦可達成K公司之使命陳述目標。

二、基於K公司自身之競爭優勢，對其提出『善用技術含量、提升發展潛力』之發展建議，經檢視具有實踐之可行性，對K公司未來經營有參考價值。

關鍵字

天然氣加氣站 ； 加氣設備 ； 技術密集 ； 競爭優勢 ； 發展策略

並列摘要

This study focuses on present situation and developing trend of the vehicle filling gas station equipment industry, and how the filling gas station equipment manufacturers can grasp their opportunities of industrial development in order to achieve the purpose of sustainable development through the competitive advantage. In this paper, Company K is used to be a case study. According to the Strategy Decision-Making Model proposed by Lin and Pao (2004), the framework concludes the company’s mission statement, using 7S model to analyze the internal environment, using Five Forces model to analyze the external environment, and using PESTEL model to analyze the overall environment. Accordingly, the theoretical framework of this research is built. Based on a strategic action suggested by this study, it gets an appropriate strategy as efficient responses, and then becomes an important benchmark for the enterprise development strategy. This study concludes as below:

1. After analyzing Company K’s internal, external and overall environment, “Transformation from Labor-intensive to Technology-intensive” is established as its competitive strategy, and “R&D and Enhancement of Components Quality” is established as its specific strategy. This specific strategy can reach company K’s mission and target.

2. Based on the competitive advantage of Company K, the developing proposal is to utility professional abilities and technology contents, and then it can enhance the potential of enterprise development, also it has feasibility of practice and the reference value of future operation.

並列關鍵字

CNG Vehicle Filling Station ； Gas Filling Equipment ； Competitive Advantage ； Technology-Intensive ； Development Strategy

參考文獻

Campbell, A., and S. Yeung (1991), “Creating a Sense of Mission,” Long Range Planning, 24, 4, 10-20.

Ginter, P. M., and W. J. Duncan (1990), “Macroenvironmental Analysis for Strategic Management,” Long Range Planning, 23, 6, 91-100.

Porter, M. E. (1980), Competitive Strategy: Techniques for Analyzing Industries and Competitors, New York: Free Press.

Waterman, R. H., T. J. Peters, and J. R. Phillips (1980), “Structure is not Organization,” Business Horizons, 23, 3, 14-26.

參考文獻