台灣軟性塑膠包材廠商經營策略之探討

A study on the Business Strategy of Taiwan Soft Plastic Packaging Industry

洪兆彥(Zhao-Yen Hung)

指導教授 ： 謝龍發

中原大學/商學院/企業管理研究所/碩士(2011年)

https://doi.org/10.6840/cycu201100337

摘要

在現代各行各業都需要包裝的當下，台灣乃至於全球先進國家的社會結構與消費行為有了不少變化，軟性塑膠包材產業一直努力地配合時代的需求而改變。而在偏重技術取向的產業發展狀況下，不同規模的企業如何採取積極且有效的競爭、經營策略將是企業成功與否的重要因素。
　　本研究檢視軟性塑膠包材產業的內、外部環境，利用產業價值鏈針對不同的投入項與產出項進一步討論，就現今產業內大、中、小型企業的機會與威脅做有系統的分析。並以「策略矩陣分析法」找出不同規模的廠商所採取的經營策略，了解產業內經營策略的形成過程，以及關鍵成功因素為何，同時嘗試為訪談廠商擬定出未來具體的可行策略，為產業歸納出未來趨勢與未來發產方向。
　　在探討的過程中發現，此產業最主要的競爭優勢則為製造流程的技術能力、穩定的品質與合理的價格。台灣軟性塑膠包材產業內資訊封閉，看似搶單的競爭相當激烈，但在大型及中型廠商的主要目標市場中，皆以不同的產品領域各自發展，如專攻食品包材市場或是電子工業包材市場等；而中小型規模的廠商大部分以單一合作生產方式或是以委外代工為主。
　　面對現今日新月異的進步速度，以及中國大陸廣大的市場潛能，加上產業本身存在許多潛在及現有競爭者，每家廠商都應加強研發能力與人才的培訓，讓技術得以傳承，利於產業的長期發展。所以，為了因應未來環境變動，最佳方法為強化本身研發能力、保有製程之競爭優勢，以利基市場為主軸，強調顧客服務與品質，鞏固市場，讓此產業有更多的發展空間。

關鍵字

軟性塑膠包材產業 ； 經營策略 ； 策略矩陣分析法

並列摘要

Since every industry require packaging, the social structure and consumer behavior has changed in Taiwan and developed countries. Thus, soft plastic packaging industry must also change in order to meet the needs nowadays. Under technology-orientated situation, business strategy in different sizes of the businesses are important factors to determine whether the business can be success or not.
This research overviews the industry’s external and internal environments, inspect the input and output through industry value chain, and analysis the opportunities and threats in large, medium, small businesses in this industry. The study uses “strategic matrix analysis ” and finds out the business strategies in firms with different sizes, understands the strategy forming procedures, and search out the key success factors.
This research discovers that the main competitive advantages in this industry are the technology ability in production, stable quality, and reasonable prices. Although the information in Taiwan’s soft plastic packaging industry is closed, and thus seems very competitive, but the large and medium firms actually focus on different products in their own target markets. As for the small firms, they focus on single cooperation production or OEM.
Facing the quick changes in technology, the great potential in China market, and numerous exiting and potential competitors, every firm in this industry must improve their R&D ability and human resource training in order to inheritance the technology and further the development. Thus, the best solution for the environment changes is to strengthen the R&D ability, to focus on niche market and to emphasize customer services quality.

並列關鍵字

Strategic Matrix Analysis ； Soft Plastic Packaging Industry ； Business Strategy

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