傳統機械五金行經營策略之研究-以C公司為例

本研究以C公司為研究對象，C公司在傳統機械五金產業中屬於零售商，近年來因產業結構變遷及受到環境影響下，導致C公司客源漸漸流失，透過分析研究瞭解C公司目前經營困境，進而提出未來發展之策略。首先透過外部環境分析中的PEST與五力分析策略瞭解C公司的機會與威脅，再者運用價值鏈分析從中瞭解C公司的優勢與劣勢，最後藉由SWOT分析擬定出C公司未來發展的策略，以供作參考。研究結果顯示，C公司的機會為設立網路商城及運用同商品材料不同之特性，提升競爭機會；威脅為關稅、傳產貿易萎縮及上中下游自行成立銷售部門；優勢為產品種類多樣規格齊全、客製化服務及商品選用在地廠商製造；劣勢為傳統產品滯銷，庫存品項越來越多、人力不足無法擴增客源及簽帳月結，倒帳風險提高。本研究建議C公司依產品種類多樣規格齊全來建立網路商城，再者選用台灣製造、材質較好的商品，將商品推銷到客戶端，提升競爭優勢。

關鍵字

經營策略；五力分析；價值鏈； SWOT分析

並列摘要

C company is the case company of this study. It belongs to the retailer in the traditional mechanical hardware industry. In recent years, due to the change of industrial structure, the study investigates business problem of C company and proposes business strategies. Firstly, by PEST and five-force analysis in the external environment, the study tries to find the opportunities and threats of Company C. Then the value chain analysis is used to obtain the advantages and disadvantages of Company C. Finally, we develop the business strategies by SWOT analysis. The results show that the opportunity of Company C is to establish interent shop and use different products for enhancing competition opportunities. For threats, there are tariffs, trade decreasing, and the establishment of sales departments in the supply chain. For the advantage, there are customized services and goods are selected by local manufacturers. The disadvantage is that the traditional products are unsalable, the inventory items are more and more, the manpower is insufficient, and the financial risk is increased. This study suggests that Company C should establish a interent shop according to various products, and then select better materials to enhance the competitive advantage.