如何提升HTH公司微晶玻璃面板市佔率 - 以中國市場為例

How to improve the market share of Glass Ceramic Top Plate in HTH company - For China Market

曾建煌(TSENG, CHIEN HUANG)

指導教授 ： 丘宏昌

國立清華大學/科技管理學院/高階主管經營管理碩士在職專班/碩士(2010年)

摘要

摘 要
自1959年美國康寧公司的主席研究員S.D.Stookey博士發明微晶玻璃之後，經過世界知名玻璃廠及玻璃界知名研究者50年來不斷的努力、研究、開發，終於可以將其應用於火箭的整流罩、液晶顯示器等高科技領域，也可以應用於人工骨骼等生醫材料領域，更可以應用於我們日常生活當中，例如：建築材料、電磁爐、微波爐…等。所
以，HTH公司將微晶玻璃的製造技術列為公司的核心技術，目前，主要生產電磁爐面板和微波爐內襯材料，未來將朝著各個領域發展。
本研究以個案研究方式，以HTH公司為個案研究公司，探討HTH公司應採取及擬定何種經營策略，使公司能提升微晶玻璃面板中國市場佔有率，並成為微晶玻璃業同業中最好的，同時也是中國微晶玻璃業界的龍頭。
在新產品、新配方方面將以凹盤、透明板、免磨板、無砷面板配方開發為中心。在新製程開發方面將以連續製造法、免磨製造法開發為中心。在組織規劃方面將朝著高新技術企業組織邁進。在資金規劃方面將配合公司的開發進程調度。在生產規劃方面將配合公司的開發進度建立合適的生產線。在品質規劃方面將配合公司的開發進度建立各種檢驗標準及作業規範。
HTH公司將依照上述經營策略執行，使HTH公司順利達成提升微晶玻璃面板中國市場佔有率，並進而拓展到其他微晶玻璃系統，讓客戶充分的滿意，員工同仁幸福快樂，股東有良好的回饋，公司能永續經營。

關鍵字

個案分析 ； 微晶玻璃 ； 經營策略 ； 電磁爐

並列摘要

Abstract

Since the invention of glass ceramic in 1959 by Dr. S.D. Stookey, the chief researcher of Corning Incorporated, the world well-known glass plant and researchers have been putting effort on R&D of glass ceramic. Nowadays, glass ceramic has been applied on various fields as follows:

1. Hi-tech industry: such as rocket cowlings and LCD;
2. Biomedical materials: such as artificial bones;
3. Daily lives: such as construction materials, induction cookers, and microwaves.

Therefore, HTH company has viewed the production techniques of glass ceramic as its core technology. At the present time, the main products of HTH are induction cooker top plate and microwave lining materials. In the future, the company will keep on developing products for other different fields.

In this thesis, the research method is case study and HTH is the object of the case. In order to improve market share of Glass Ceramic Top Plate in China and reach the leading position in the industry with best quality, how HTH adopts and plans management strategies will be discussed in the thesis.

Here are the aspects HTH considers in terms of management strategies. For new products and new glass formula, it focuses on Concave Top Plate, Transparent Top Plate, Polish-free Top Plate, and Arsenic-free Top Plate. For development of new production process, it focuses on Continuous manufacture process and Polish-free manufacture process. For organizational planning, it focuses on building up high and new tech organization. For financial planning, HTH utilizes its funds according to company developing schedule. For production planning, it builds applicable production lines according to developing schedule. For product quality, it sets up practical inspection criteria and operation procedures.

HTH will move on with the management strategies mentioned above to successfully improve its market share of Glass Ceramic Top Plate in China and furthermore expand to other glass ceramic product lines. In the meantime, to keep sustainability, HTH will meet customer satisfaction, provide complete employee welfares, and strive to offer good feedback for shareholders.

並列關鍵字

Case study ； Glass Ceramic ； Management strategies ； Induction cookers

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