Application of Strategic Matrix Analysis in a Case Study of Shale Gas Impact

北美蓬勃發展的頁岩氣已徹底改變了先前的能源法則；挾帶優越地理條件、先進技術與豐富蘊藏量，頁岩氣為北美石化業帶來競爭優勢，而廉價原料，卻為北美區以外的石化業帶來災難。乙烷裂解製成的乙烯成本是輕油裂解製成的乙烯成本的三分之一，因此，本研究目的是透過策略矩陣分析法建構策略以減緩頁岩氣革命之衝擊。本文以南亞塑膠公司為研究個案，運用以上方法建構策略模組因應未來環境。分析公司環境條件與資源條件，可得到合理選擇並形成實務上的策略。最後提出三個模組。第一模組是直接在北美以廉價原料生產乙二醇，並將乙二醇運至市場加工，第二是採用併購策略，第三是以美國生產的廉價原料透過設計並製成高附加價值的自有品牌產品。這三個模組會在討論的單元詳細說明並配合表格解說。此外本研究發布了石化業的未來趨勢，並能夠預先察覺此趨勢。

關鍵字

頁岩氣；策略；乙二醇；乙烯

並列摘要

Booming shale gas in North America has torpedoed previous energy rules. With superior geographic premise, advanced technology, and abundant reserves, it brings competitive advantages to North-America petrochemical industries, but it brings catastrophes to those outside North America due to low-cost material. The cost of ethylene cracked from ethane is one-third of the cost of ethylene cracked from naphtha. Therefore, this research is to construct strategies to ease the impact of shale gas revolution through strategic matrix analysis approach (SMAA).In this article, Nan Ya Plastics Corporation (NYPC) was adopted as a case study. Strategy modules were built to react to the future circumstances through SMAA. Analyzing environment premises and resource premises of NYPC brought possible selections and formed practical strategies.In conclusion, three modules were proposed. The first module was directly using cheap material to produce ethylene glycol (EG) in North America and transporting EG to the market to be processed. The second module was merger and acquisition strategy. The third module was to design and manufacture own-brand high value products with cheap material from U.S. Three modules were illustrated in discussion. Besides, this study released the future trend of petrochemical industry and facilitated the pre observation of this trend.

並列關鍵字

Shale Gas ； Strategies ； EG ； Ethylene

參考文獻

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Application of Strategic Matrix Analysis in a Case Study of Shale Gas Impact

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