- 學位論文
臺灣中部地區製鞋業競爭策略分析-以四家個案公司為例
The analysis of the competitive strategy of shoe-making industry in the middle of Taiwan：An Example of four cases.
摘要
本研究係採用歷史文獻分析法、深度訪談法、參與觀察法、敘說分析來進行的質性研究。首先針對政府各種統計資料、產業政策，以及相關論文、期刊、雜誌等加以閱讀、蒐集、歸納與比對。再透過深度訪談，藉由個案廠商：樺晹公司董事長、通用公司資深協理口述歷史，將片段文獻資料系統加以連貫；對口述內容交叉確認。並由研究者參與觀察個案的組織制度、經營模式、創業者能力、技術能力，以瞭解研究個案的實況，將受訪者個人的經驗，經由敘說分析將訪問內容轉換成敘事文本，經由研究分析，以瞭解製鞋業特性與未來發展趨勢，在國內外大環境變動下如何運用競爭策略，產品市場定位如何研擬，企業核心價值如何保留以利於處理經營上的困境，達到競爭優勢發展。 藉由SWOT分析，來瞭解製鞋業內部優勢和劣勢，以及外部機會與威脅。可看到產業與研究個案如何面對競爭；四家個案公司面對競爭採取差異化、策略聯盟、多角化經營、專精化的策略，以專業優勢提升產品技術層次透過國際分工來整合資源，達到競爭優勢。 本研究個案中發現到創業者能力與企圖心越強，越能影響公司經營模式與組織制度的功效；同時創業者能力強，對於投入研發經費多，技術能力自然較強，相對而言經營模式、組織制度、技術能力越能發揮越能支持公司競爭策略，同樣公司競爭能力越強對海外投資生產工廠適應能力越強，國際分工也越有績效。 四家個案廠商創業者能力強，能順應市場環境變化，投入全球化發展調整經營模式，拓展組織，掌握研發及核心技術，建構良好競爭因素，並發展出差異化、專精化、策略聯盟、多角化四種競爭策略，促使中部地區製鞋業在海外工廠，透過國際專業分工的經營成為資源整合者的角色，避開價格削價競爭確保獲利水準，提高整體製鞋產業的競爭優勢。 本研究可做為製鞋業選擇競爭策略參考；建立製鞋業經營信心，提高製鞋產業技術層次。
並列摘要
Historical evidence analysis, in-depth interview, observation in site and narrative analysis are the major methods adopted in this qualitative research. It read, gathered, generalized and contrasted the official statistical data, policy of the industry, relevant researches, periodicals and magazines. Through in-depth interview, we connected fragmented literature, and cross-examine the narrative contents by dictated history from the chairman of the board of the She-Hong industrial Co, Ltd. and senior managers of the General Co., both the companies discussed in the research. We can realize the situation of the case companies by observing the organizational system, the patterns of operations, the abilities of the initiators of the companies, and technical capacities. Through the narrative analysis, the experience of the interviewees can be conversed to narratives, which, when analyzed, outline characters and development of the shoe-making industry, including the competitive strategies adopted to deal with the changing situations internationally and at home, how the products in the targeted markets were positioned, and how core values of the businesses are maintained to deal with business predicaments so the competitive advantages are developed. The research used SWOT analysis to clarify the Strength and Weakness of the inward and Opportunity and Weakness of the outward of the shoe-making industry. Through the SWOT analysis, one can observe how the industry and the case companies tackle the competitions. Adopting differential, strategic alliance, diversification and focus strategies, the four case companies develop and maintain their competitiveness by improving technical thresholds and by integrating resources through international division of labor. The findings of the researched cases show that the abilities and ambitions of the initiators of the companies have positive influences on the business patterns and organizational system; that is, the more able the initiators are, the more R&D fund is invested and the stronger the technical capacity becomes. In contrast, the more explicit the business patterns, organizational system, and technical capacity are, the more likely the competitive advantages are maintained. Likewise, the more competitive the company is, the more adoptive it is to the overseas investments and more effective on international division of labor. Virtually, the initiators of the researched cases are able enough to tackle the environmental changes of the markets. They also plunged into globalization development by adjusting business patterns, expanded the organization, mastered the R&D and the core technologies, built excellent competitive factors, and developed differential, focus, strategic alliance and diversification strategies. They have turned the shoe-making industry of the middle of Taiwan into a integrator of resources by urging it to build overseas plants, a effective way of sharing international labors, to secure revenues from price-cutting competitions, so the competitive advantages are maintained. The research intend to advise the shoe-making industry on making its competitive strategies, builds its confidence for operating, and improves its technical thresholds.