羽絨產業在中國發展之經營策略─以K公司為例

龔厚禎(Hou-chen Kung)

指導教授 ： 林子銘

國立中央大學/管理學院/管理學院高階主管企管碩士班/碩士(2014年)

摘要

本文研究對象是傳統產業中較為特別與少數之羽絨產業，透過介紹其獨特之原料來源、生產技術、產品歷史地位，對相關羽絨產品的日益普及接受度加以論述。
中國市場在經濟成長後，已成百家爭鳴，區域性品牌林立，代工、加工產業惡性競爭，製造業成本劇升。在此外在不利環境下如何找到有利的產業發展策略，已是企業生存的關鍵。
本研究透過個案分析方式，以K公司為例，探討其中國內銷市場及代工業務在各時期之發展策略、策略結果與分析。期能經由此研究對K公司在中國市場後續之發展提出建議與策略。

關鍵字

羽絨產業 ； 產業發展策略 ； 中國內銷市場 ； 代工業務

並列摘要

Products of down is a kind of mixtures consisting of down and feather in different grades. The relative products such as jackets, coats and duvets are more popular currently, also accepted by people more and more. The production recipes of down all depend on the practical experiences of management staffs in the factory, design capability and quality management are accordingly.

Regarding China market, a lot of localized brand names created, thousands of OEM/ODM setup in the past 10 years. The businesses of China domestic sales or OEM got huge challenges and competitions to each down companies. Profit also reduced yearly.

Company K is an expert OEM/ODM factory to global famous brands companies but China market. The research is illustrated by company K to study the development of his down industry and domestic sales in China. Also analysis the stratagems and results in different periods that Company K executed. Accordingly, this research tries to suggest Company K the new stratagems for further development solutions at China domestic sales and OEM/ODM businesses.

並列關鍵字

Down Industry ； Industry Development Strategy ； China Domestic Marketing ； OEM Businesses

參考文獻

[2] 李孝柏，羽絨產業策略規劃-應用品質機能展開分析法，碩士論文，國立中央大學工業管理研究所，桃園，2008。

[7] 郭建廷(2002)，「台灣紡織業對大陸投資策略之研究」，國立成功大學管理學院碩士論文

[1] Arnold, J., Minner, S., and Eidam, B., “Raw material procurement with fluctuating prices”, Int. J. Production Economics, Vol.121, 2009, pp. 353–364.

[3] Aaker, D. A.(1996), “Measuring brand equity across products and markets,＂ California Management Review, Berkeley Vol.38, 3, pp.102-121.

[4] BATCHELOR,R.ALIZADEH,A.H. and VISVIKIS,I.D., “Forecasting spot and forward prices in the international freight market”, International Journal of Forecasting, Vol. 14, 2007, pp. 101-114.