麵條產業之經營策略研究-以S公司為例

The Study of Business Strategy of Noodle Industry-A Case Study of S Company

洪美怡(Mei-Yi Hung)

指導教授 ： 孫德修

朝陽科技大學/理工學院/工業工程與管理系/碩士(2017年)

摘要

台灣在70年代隨著經濟型態的改變，生活需求增加讓許多人搭上創業風潮。由於日治時代曾大規模在台灣耕種小麥，加上麵條產業投入門檻低，製麵便成為民間創業者喜好的行業。個案公司從80年代的傳統製麵廠到如今成為專屬市場(乾麵條及快煮拉麵)中的領導品牌，對於近年來處於消費結構改變與競爭品牌不斷竄出的環境下，將面臨更多嚴苛挑戰。
本研究針對個案公司進行麵條產業資料蒐集，進一步透過文獻理論基礎、半結構式訪談、SWOT手法分析個案產業的內部及外部環境，結合管理者決策模式，擬定TOWS矩陣策略。最後，依循策略內容制定短期、中
長期功能性策略方案，迎合瞬息萬變的競爭環境。
本研究結果顯示，企業為能提升營運優勢與因應新世代伴隨而來的競爭威脅，除傳承企業的經營理念及堅持對麵條的品質承諾外，短期經營策略應著重銷售市場產品差異化、提高品牌辨識度並嚴格控管作業環境，以確保產品品質符合國家認證標準，鞏固專屬市場的領先地位。中長期經營策略可擴展新市場推動計畫、充實財務體制與建構風險管理制度，讓核心
技術延續發揚，發展跨界整合的行銷策略，達成永續經營的企業使命。
關鍵字：麵條產業、經營策略、SWOT、半結構式訪談

關鍵字

麵條產業 ； 經營策略 ； SWOT ； 半結構式訪談

並列摘要

As the blossom of economics in the year of 1980s of Taiwan, the demand incensement of life necessities made people start business. In the Japanese era, there were large area planting wheat. Moreover, noodle manufacture is a business with low entry threshold, which became a popular business among entrepreneurs. In this study case, it was a traditional noodle manufacturer in the year of 1990s and has developed to be the benchmark in the market of dry noodle and steam ramen in nowadays. However, the change of consumer structure and international competition in recent years, it is stricter for the
company to keep its leadership in the market.
In this study, collection noodle industry data for the case company , and further through the literature review ,semi-structured interview, and SWOT analysis investigate internal and external environment of the case industry, integrated with the manager decision-making model, development of TOWS strategy. Finally, follow the strategy content to set up short-term, medium and long-term functional business strategy for the rapidly changing competitive
environment.
This study shows that product differentiation, high brand identity, and strict operation control as short term business strategy to make sure the product quality is consist with national certification standards and keep the leadership in the exclusive market. In addition, new market extension, financial system strengthen, and risk management system establishment as medium and long-term strategies can make the core technical skills be continued, and develop
integrated marketing strategy for sustainable development.
Keywords: noodle industry, business strategy, SWOT, semi-structured interview

並列關鍵字

noodle industry ； business strategy ； SWOT ； semi-structured interview

參考文獻

國立台灣科技大學，企業管理系，台北(2012)。

John L. Colley,Jr. & Jacqueline L. Doyle & Robert D. Hardie,2002，(丁惠民、

田逸星，「台灣中藥製造業經營策略之探討」，碩士論文，國立成功大學，

施俊嘉，「台中大雅小麥農家考察」，碩士論文，國立台北大學，社會學

張印燈，「傳統產業企業文化、領導風格與經營績效關係之研究-以鋼鐵公