中小型貿易商經營策略之探討 －以貿易領導廠商為典範

The Study of Business Strategy for Small-Medium Trader -Taking Leading Firm for Example

方孝珍(Shao-Jen Fang)

指導教授 ： 李雨師

中原大學/商學院/企業管理研究所/碩士(2017年)

https://doi.org/10.6840/cycu201700079

摘要

近年來，隨著全球貿易自由化以及資訊科技的普及，促使貿易的交易資訊趨於透明化，貿易商已不再具有透過服務兩端完全掌握資訊的優勢。因此貿易商的生存空間不斷被上下游兩端壓縮甚至存在的價值也受到質疑。而在變化快速的貿易產業中，貿易商必須正視產業轉型的考驗、中間商價值的創新以及未來策略的規劃等。本研究對象芳協貿易也面臨上述提及的嚴峻挑戰，要如何讓合作的兩端願意再與其長久合作以及創造公司新價值都是目前芳協貿易正思索的議題。透過剖析芳協貿易自身參與的價值活動、功能政策與策略形態來瞭解該企業能繼續經營之能耐，並分析兩家公開發行且產品類似的貿易公司-特力集團和弘帆公司經營的優缺點，做為芳協貿易未來策略制定的參考依據。本研究發現不論貿易商規模的大小，與服務的兩端維持友好的交易關係是持續合作的基礎且必要的條件。另外也發現，由於現在的產業環境變化極為快速，因此企業必須考量內外部的條件，不斷的修正企業的策略走向方能讓企業得以永續發展。

關鍵字

貿易商轉型 ； 中間商價值 ； 企業永續經營

並列摘要

In recent years, due to the lifting of international trade barriers and the easy access of information through the internet, trading businesses have become more transparent. Consequently, trading companies no longer benefit from the advantage of information asymmetry over suppliers and clients, resulting in their profit margins being compressed from both ends, with some even calling into question the value of their existence. In this fast-changing environment, trading companies must face the challenges of transforming their operations, innovating upon their core values as a middle-man and planning their future strategies.
The research target of this study, Fang Shye Co., Ltd faced exactly these critical challenges. The key issues that the company had to solve were working to establish long term partnerships with both customers and suppliers and creating new business values. Through analyzing the core values of Fang Shye, it's functional policies and business strategy of how it can continue to stand in business; we also analyze the strengths and weaknesses of two public trading companies with similar product lines-Testrite Group and Bon Fame Co., Ltd - as the reference of Fang Shye future strategy determination. Our study also found that keeping a good relationship with both suppliers and clients was fundamental and essential to continual cooperation no matter what the scale of a business. The study also concluded that a business must constantly take both internal and external factors into account when tuning its strategy and direction, in order to ensure its continual growth in this ever changing industry.

並列關鍵字

Transformation of Trading Companies ； the Value of Intermediate Traders ； Sustainability in Business

參考文獻

陳純德、黃莉婷、王嘉珍與范錚強，2008，扭轉流通貿易商在供應鏈上扮演的角色－以特力全方位貿易服務為例，資訊管理學報 15卷2_S期，P. 63-88。

張毓欣，2010，台灣專業貿易商服務創新與經營之研究，國立政治大學國際經營與貿易學系碩士論文，P. 1-179。

參考文獻

特力集團官方網站，2016年12月，網址:http://www.testritegroup.com/wps/portal。

弘帆股份有限公司公開說明書，2012年12月，網址:https://www.fubon.com/securities/brokerage/brokerage_02/201212_8433_B04_20130426_110604.pdf。