光儲存媒體之經營策略分析-個案分析

An Case Study of Business Strategy to Performance - Optical Storage Media Industry

周金河(Chin-Ho Chou)

指導教授 ： 杜壯

國立臺北科技大學/管理學院/工業工程與管理系所/碩士(2005年)

https://doi.org/10.6841/NTUT.2005.00247

摘要

在市場需求快速成長的吸引下，台灣為首的光儲存媒體廠商大規模擴增生產線，台灣已躍居全球最大的CD-R光碟片產國之位，如何在競爭激烈的環境中，保有競爭優勢，是本研究主要的研究目的。
本研究是屬於探索性研究，以各個案深度訪談、和相關次級資料收集完成論文。
方向正確而有效的經營策略是企業立於不敗競爭優勢的先決條件，因此本研究想藉此探討光儲存媒體產業經營策略(技術、行銷、定價、顧客關係、品管作業電腦化、製造彈性)、競爭優勢(品質、成本、創新學習、快速顧客反應)與組織績效之關係。以競爭優勢及經營策略的建構為研究主軸，透過競爭優勢的確立，創造組織績效。建立相關之研究命題，設立實證之研究方法。
本研究採個案研究法，藉由訪談Ａ公司高階主管、瀏覽該公司入口網站及官方統計資料之三角驗証，透過客觀的觀察及科學的主觀解釋，研究結果顯示，此個案公司會運用不同之經營策略及競爭優勢，來確保其公司的組織績效。實證重要發現如下：
1、「經營策略-->組織績效」因果模式獲得支持。
2、「競爭優勢-->組織績效」觀念模式獲得支持。
3、技術策略的差異化會影響組織績效。
4、行銷策略會影響組織績效。
5、定價策略會影響組織績效。
6、愈重視顧客關係，則組織績效愈高。
7、品管作業電腦化程度會影響組織績效。
8、製造彈性會影響組織績效。
經過本研究歸納分析後，受訪個案公司的經營策略，主要包括：運用彈性製造系統，有效降低生產成本，完成全球化佈局，提供客戶最快速的產品交期，嚴格控管產品質，生產全系列的光碟產品，提供客戶最完整的產品選擇。
歸納起來，國內光儲存製造業關鍵成功因素為：最低的製造成本(效率)提升、品管作業電腦化…)、經濟生產規模、先進的技術與設備、行銷策略(海外生產服務據點的設立)、不同生命週期CD產品之製造彈性(產量彈性、新產品彈性及製程彈性)、創新學習、快速顧客反應等。
文末對產業界及學界提出建議，包括：(1)公司經營重點。(2)公司的競爭利基。(3)公司發展遠景之有利因素)不利因素與因應對策。(4)專注於有競爭優勢的核心能力。(5)提昇企業價值。(6)提昇研發能力。(7)建立績效評估制度。(8)對後續研究的建議。

關鍵字

光儲存媒體 ； 經營策略 ； 組織績效 ； 競爭優勢

並列摘要

Keywords：Optical storage media, Business Strategy, Organizational Performance, Competitive Advantages
Attracted by the rapid growing of market requirement, optical storage media manufacturers headed by Taiwan enlarged their assembly lines on a large scale, and Taiwan has leaped forward to the largest country of CD-R production. How to maintain the advantageous position in the violent competition is the main goal of this study.
The study is an exploratory study carried out by means of profound interview on cases and relevant subordinate data collection.
Effective business strategy with correct direction is the prerequisite condition for a company desiring to remain undefeated in the competition. For this reason, the study is about to discuss the relation between business strategy (technology, marketing, pricing, customer relation, computerized QA operation, elasticity of new product), competitive advantage (quality, cost, innovative learning, quick customer reaction) and organization performance of disc industry. Settling the construction of competitive advantage and business strategy as the main shaft of the study, create organization performance by establishing the competitive advantage firmly.
The study adopts case method by interviewing officers of A Cooperation and browsing the Portal website and triangulation method of official statistical data. Through objective observation and scientific subjective explanation, the results shows that this cooperation is good at adopting various business strategy and making use of different competitive advantages to ensure the organization performance. Following are the major conclusions:
1. “Business strategy -->organization performance” causal model maintains support
2. “competitive advantage -->organization performance” conceptual model maintains support
3. The organization performance can be affected by difference of technology strategy.
4. The organization performance can be affected by marketing strategy.
5. The organization performance can be affected by pricing strategy.
6. The more attention was paid at customer relation, the higher performance can be reached.
7. The organization performance can be affected by the level of computerized QA operation.
8. The organization performance can be affected by creating elasticity.
There are several suggestions for industrial and academic circles.

並列關鍵字

Optical storage media ； Business Strategy ； Organizational Performance ； Competitive Advantages

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