以策略矩陣分析法探討台灣雜貨
國際貿易商之經營策略–以弘帆股份有限公司為例

摘要在美中貿易戰影響下，對傳統產業百貨貿易的衝擊甚大，探討如何避免被市場淘汰，並且能審視及調整公司的經營模式,讓企業能穩定成長，順應新時代的新經濟模式。先用策略管理的基本概念，整理出現有的經營策略以及其策略距陣分析法來探討企業的策略優勢與劣勢。由於企業在百貨貿易業己有三十餘年，在大陸各地皆有設立子公司，公司為上櫃公司，各部門人數眾多，旗下事業部眾多。因美中貿易戰的嚴峻情勢，以及無可避免的懲罰性關稅，以及電商的崛起，國際貿易商更需要在這無常、複雜的時代，即早做好準備。本研究運用司徒達賢(2016)的策略矩陣分析法來分析及歸納企業的策略架構及價值單元，並利用策略矩陣圖來說明企業的策略模組。藉由個案研究法，驗證此策略系統模式如何能使經營者更能精確地衡量未來的經營方向，找到正確的目標市場區隔與定位、產品的差異化而形成競爭優勢，進而分析公司經營的策略，並透過個案研究法能深入瞭解公司的決策方向並給予未來的建議。

關鍵字

策略矩陣分析法、策略形態、價值單元、百貨貿易

並列摘要

Abstract Under the influence of the US-China trade war, it has had a great impact on the traditional department store trade. Discuss how to avoid being eliminated by the market, and to review and adjust the company's business model so that the company can grow steadily and conform to the new economic model of the new era. First, use the basic concepts of strategic management, sort out existing business strategies and their strategic matrix analysis methods to explore the strategic advantages and disadvantages of enterprises. Since the company has been in the department store trading industry for more than 30 years, it has established subsidiaries all over the mainland. The company is a listed company with amount of people in various departments and numerous business divisions. Due to the severe situation of the US-China trade war, the unavoidable punitive tariffs, and the rise of e-commerce, international traders need to prepare as soon as possible in this impermanent and complicated era. This study uses strategy matrix analysis method to analyze and summarize the company’s strategic structure and value units and uses the strategy matrix diagram to illustrate the company’s strategy modules. Through the case study method, verify this strategic system model to analyze how to enable managers to measure the future business direction, find the correct target market segmentation and positioning, product differentiation to form a competitive advantage, and then analyze the company business strategy, and through the case study method can in-depth understanding of the company’s decision-making direction and give future suggestions more accurately.