台商進入中國地區之經營策略與競爭力分析－以冠軍磁磚公司為例

The management of strategy and the competitive power analysis ofTaiwanese enterprise in the Chinese area －An Example of Champion Group

張志宏(Chih-hung Chang)

指導教授 ： 陳悅琴

朝陽科技大學/管理學院/企業管理系/碩士(2011年)

摘要

二十多年前是台灣陶瓷業全盛時期，當時全省有100多家陶瓷廠商，每年總產值將近300億元，曾排名世界前五大；但到2009年的產值卻只剩73億元，形成產業衰退，廠商因此外移至中國大陸及越南、馬來西亞、印尼、孟加拉等地投資，尋求陶瓷產業的第二春，但成功外移的廠商卻不多。有鑑於此，本研究以台灣第一大磁磚廠–冠軍磁磚為例，從廠商的核心資源能力進行探討，並分析磁磚產業的發展背景、冠軍磁磚大陸市場進入策略與思維、產品與市場發展、以及廠商之供應鏈與競爭策略，以了解冠軍磁磚海外的成功策略。本研究以個案訪談法進行分析，訪談冠軍磁磚之高階管理人員，並輔以文獻及次級資料進行個案分析。研究結果發現：(1) 冠軍磁磚進入中國大陸之進入策略。(2)冠軍磁磚透過自我分析後，依其所屬資源強弱與產業價值鏈和競爭優勢類型，調整公司的經營策略及發展方向。(3)透過健全品牌策略、工廠幅射狀包圍市場的設置、堅持品質和服務、改善財務結構、調整公司行銷結構、產品研發朝差異化產品方向發展、不斷引進新式生產設備、和原料廠商建立穩定供應方式、建立符合環保的工廠等等的方式來站穩腳步並提高市占率。本研究結果可供台灣陶瓷產業進入中國大陸內銷市場之發展策略。

關鍵字

資源基礎論 ； 競爭優勢 ； 價值鏈 ； 磁磚業 ； 企業國際化動機

並列摘要

More than 20 years ago are the Taiwan ceramic industry heyday, at that time the entire province more than 100 ceramics manufacturer, the total output value the nearly 30,000,000,000 Dollar, once will place every year the world first five in a big way; But actually only remains 7,300,000,000 Dolla to 2009 output value, forms the industry to decline, because the manufacturer in addition moves to places investments such as mainland China and Vietnam, Malaysia, Indonesia, Bangladesh, seeks the ceramic industry the second spring, but the success offset''s manufacturer are not actually many. Has in this, this research take Taiwan first big ceramic tile factory -Champion Group as an example, carries on the discussion from manufacturer core resources ability, and analyzes the ceramic tile industry the development background, the champion ceramic tile mainland market to enter the strategy and the thought that the product and the market development, as well as the manufacturer supplies the chain and the competition strategy, understands the champion ceramic tile overseas the successful strategy. This research carries on the analysis by the case interview law, higher order of administrative personnels the interview champion ceramic tile, and auxiliary carries on the case analysis by the literature and the secondary data. The findings discovered: (1) The Champion Group enters mainland China to enter the strategy. (2) )Champion Group after self-analysis, according to its respective resources strong and the weak and industrial value chain and competitive advantage type, adjustment company''s management strategy and development direction. (3) penetrates the perfect brand plan 略, the factory radiation shape to surround the market the establishment, to insist that the quality and the service, the improvement financial structure, the adjustment company sell the structure, the product research and development to develop, to introduce the new style production equipment unceasingly toward the difference product direction, and raw material manufacturer establishment stable supply way, the establishment conform to the environmental protection factory and so on way to come to a stop the footsteps and enhance city occupying rate. This findings may supply Taiwan ceramics industry to enter development of strategy mainland China selling internally market.

並列關鍵字

competitive advantage ； resources-based theory ； internationalization motivation ； value chain ； ceramic tile industry

參考文獻

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