台灣黏性膠帶產業發展策略之研究-以C公司為例

A study about the development of Taiwan adhesive tape industry-A case study of C company

陳嘉昇(Chia-Sheng Chen)

指導教授 ： 李弘暉

元智大學/管理學院/管理碩士在職專班/碩士(2012年)

摘要

在世局多變，競爭如此激烈的今天，企業的經營發展，就如同一場永無止境優勝劣敗的競賽，因此發展策略能否運用得當，是關係此企業能否持續成長，達到永續經營的一大考驗。企業成敗的關鍵點，在於企業領導者是否能推出一個適宜、創新、突破的經營成長策略，及擁有執行力超強的經營團隊，加上有能讓員工全力貢獻所長的企業文化環境。且企業領導者同時必須要能掌握產業內、外的競爭訊息，才能瞭解自己目前所經營的企業有那些必須極力改善之處、及那些有利於企業之競爭優勢。
台灣黏性膠帶產業在台灣發展雖已五十多年歷史，因多數生產製造廠家屬資本額不到台幣一億的家族企業，出資者即是經營管理者，且經營管理權皆還在第一代思想觀念較古老保守的創業者身上。因此本論文研究是想來研究台灣黏性膠帶產業，在二十一世紀全世界經濟快速發展，及面對東南亞國家與中國大陸的崛起，內外部環境急速變化競爭下，膠帶產業的經營會面臨那些挑戰？又在這競爭的時代裡，以往家族式的經營管理模式，已無法應付與滿足現今的企業需求，膠帶產業要採用何種策略來因應未來如此激烈劇變的外在競爭環境？又該如何精進企業組織內部之管理執行力，加速產業體質的蛻變改造？
本論文研究從相關文獻、書籍文刊之收集、彙整，理出有關經營發展策略之成功關鍵因素，並藉由台灣黏性膠帶產業環境分析與台灣黏性膠帶產業之個案廠商C公司發展策略之研究，進行內部條件分析與外部環境探討，再以管理大師波特之五力分析作為彙總關鍵的經營指標。最後依此研究結果找出企業經營發展正確策略：應急速強化內部管理、強化研發能力不斷求變創新，提高質化產品附加價值、設備更先進快速、更精良自動化、量化產品擴大其產能以求降低成本、充分滿足客戶需求，提升市場佔有率、吸收培育優秀人才、同業相互合作技術區隔化、產品差異化，讓台灣黏性膠帶產業能在台灣永續發展。

關鍵字

台灣黏性膠帶產業 ； 發展策略

並列摘要

In this changing and fierce-competing environment, the company development is just like a nonstop zero-sum game. Therefore, a proper development strategy is truly a test because it relates to the company’s continuous growth even to the sustainable operation. The key success factors depend on whether the enterprise leader could propose a suitable, innovative and breakthrough growth strategy or not. Besides, the excellent executive team members and an appropriate organization culture environment that could let the employees devote themselves to are also important. Simultaneously, the enterprise leader has to be able to control the competing information in the industry so that he would know some of the disadvantages of the company’s present position, then taking actions to improve the status, and some of the advantages that are beneficial to the corporate.
Although the adhesive tape industry has developed for more than fifty years in Taiwan, most of the companies are run by family, the capital of which is less than $100,000,000 NT dollars. The investor is the manager himself and the right to operate the company still lies on the first generation – the conservative entrepreneur. For the reason, this study aims to investigate the adhesive tape industry in Taiwan. With the fast economic development in the 21th century and the emerging markets like the Southeast Asia countries and mainland China, what kind of challenges would the adhesive tape industry meet under the fast-changing internal and external circumstances? In addition, in this fierce-competing market, the managerial mode that the family adopted before has not been capable of dealing with and satisfying the nowadays companies’ demands. What kind of strategies should the adhesive tape industry adopt to response the fast-changing external environment? And how could they improve their internal executive ability to accelerate the industry’s reform?
This research indicates the key success factors about operation and development from some relevant literature, collection of books and journals. Through analyzing the adhesive tape industry environment in Taiwan and investigating the development strategy of the case C Company, the internal conditions and the external environment were discussed. Additionally, Five Competitive Forces by Michelle Porter was taken as the key operational index in this study. Last, according to the research results, the correct strategies for the corporate operation development are suggested as below. The company should strengthen the internal management as soon as possible, level up the R&D ability for innovations, increase added value to the quality products, advance the equipments to be more automatic, enlarge the products’ quantities to cut the cost down, satisfy the customers’ demands amply, raise the market share, lure and train the excellent employees, search other companies for cooperation chances in the same industry, differentiate the technologies and products. As a result, the adhesive tape industry could be sustainably developed in Taiwan.

並列關鍵字

Taiwan adhesive tape industry ； Strategy development

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