營造業創新策略之研究－以谷合營造有限公司為例

The Study of Innovation Strategy for Construction Industry –In Case of Gu-Her Construction Ltd.

張明燦(Ming-chang Chang)

指導教授 ： 嚴國慶

朝陽科技大學/管理學院/企業管理系/碩士(2011年)

摘要

營造業一向被稱為“火車頭工業”之ㄧ，是國家經濟發展指標中重要的一環，並承擔國家土木建築基本建設任務，除與經濟景氣有密切關係之外，更攸關一般民眾生命財產安全。所以，營造業是國家經濟建設的主要基礎，它不僅與民生有密不可分的關係，並且牽動著其他產業的發展。
然而，由於營造業入門門檻較低，且建造技術沿襲已久，因此隨著物價波動的上漲、技術勞動力日益短缺的情況之下，營造業面臨兩大壓力，一為勞工短缺，一為同業削價競爭。營造業廠商的生存受到兩者的夾擊，在不偷工減料犧牲品質的前提之下，多數廠商僅能透過組織管理精簡及轉嫁下游廠商等方式生存，但此治標方式並無法真正解決問題，提升獲利。因此，如何擺脫此種困境，謀求企業的永續經營，是諸多營造業廠商極力思索與嘗試的課題(曾玉明，1998)。本研究以『谷合營造有限公司』做為案例，深入探討，期望能擺脫以往削價競爭的模式，改從為業主創造附加價值的角度去思考，以利謀求企業永續經營的未來。
本研究以個案研究法來進行主題的研究，採用競爭優勢策略分析模式進行之，選擇『谷合營造有限公司』為研究對象，探討谷合營造有限公司如何在一片不景氣聲浪中異軍崛起及業績蒸蒸日上。換言之，本研究著重於營造業如何創造創新競爭優勢，並應用於行銷策略中，再透過問卷調查進行分析與探討，使所得結果可提供業者創新行銷策略參考並提升競爭力，創造了業主的附加價值，進而可以取得市場，獲得超額利潤。

關鍵字

營造業 ； 創新策略 ； 行銷策略

並列摘要

Construction industry in the country''s economic development indicators important part has always been known as the "locomotive industry.” Construction industry commits to national basic construction tasks, in addition to closely related with the economic boom, more relevant to the general public lives and property. Therefore, the construction industry is the main basis of national economic construction, it is not only a close relationship with the people''s livelihood, and affects the development of other industries.
As the construction industry barriers to entry are low and construction technology has long been followed, so as the fluctuations in the price rise, the increasing shortage of skilled labor under the construction industry faces two pressures. Construction industry by both companies to survive the attack, do not cut corners to sacrifice quality in the premise, the majority of firms can only pass through the organization and management to streamline and means of survival downstream, but this way of treating the symptoms and can not really solve the problem, increase profitability. Therefore, how to get rid of such difficulties, to seek sustainable enterprises, many construction industry companies are thinking about and trying to issue strongly.
In this study, Gu-Her Construction Ltd. as the case, hoping to get rid of the previous model of price competition, change and create additional value for the owners from the point of view and seek to facilitate the future of business continuity. In other words, this study focuses on the construction industry to create innovative competitive advantage, and apply marketing strategies in, and through questionnaires was analyzed and discussed, so the results can provide the industry innovative marketing strategies for reference and to enhance competitiveness and create the owners of the benefit In turn, can gain market access to excess profits.

並列關鍵字

Construction industry ； Marketing strategy ； Innovation strategy

參考文獻

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