台灣地區自行車貿易商經營策略之分析－以A公司為例

Formulation of Business Strategy for bicycle Trading Company in Taiwan- A Case Study

廖莘恬(Hsin-Tien Laio)

指導教授 ： 林志鴻

共同指導教授 ： 鮑世亨(Shin-Hen Pao)

淡江大學/商學院/國際貿易學系國際企業學碩士在職專班/碩士(2010年)

https://doi.org/10.6846/TKU.2010.00969

摘要

台灣地區為供應全球自行車市場的主要設計與製造國家之一，產品行銷至全球各地，不僅作為國際大型品牌的代工製造，更進一步地參與設計研發的工作範疇，創造自有品牌行銷世界。
本研究以台灣自行車貿易商-A公司為個案，探討企業在面對內外部環境、產業環境及總體環境變遷之時，以企業使命陳述為基礎思想，應該如何掌握本體優勢，改善劣勢，有效達成企業使命。透過整體產業的發展趨勢，藉由理論模型基本架構，歸納出策略形成之關鍵因素，以提供其他自行車貿易商有效轉型之參考。
本研究採取探索性的個案研究法，透過國內外相關文獻探討和次級資料的蒐集，歸納研究結論如下：
1.為滿足不同類型顧客及市場，貿易商需提供更多元化的產品，以多角化經營方式來擴張市場，及提供更豐富的服務。
2.掌握市場通路及滿足顧客偏好，善用遍佈全球的據點，將產品行銷國際。
3.綜合內外部環境及總體環境的評估，策略形成，透過多角化的經營及國際化的行銷，以達到企業最終使命成為歐美最大之自行車貿易商。

關鍵字

自行車貿易商 ； 經營策略 ； 多角化經營 ； 國際化行銷

並列摘要

Taiwan is one of the main markets of bicycle products designed and supplied countries for global market. Products made in Taiwan are well praised by international markets and customers because of the unsurpassed quality that meets the strictest standard in the world.

This case study describes the company’s mission to build and market innovative products for global consumption, and the company’s constant assessment of its internal capabilities in the external environment. The study discusses the company’s approaches to achieve progress during challenging times and to reinvent themselves in the face of the new and ever changing dilemmas facing them.

The aim of this paper is to provide a model for global innovation, so other trading companies can benefit from previously undiscovered ideas that can change the rules of competition, and they can follow similar paths to promote innovation within their own companies.

This case study adopts a strategic research methodology by reviewing related local and international literature, and comes to the following conclusions:

1.To succeed in this ever changing market, the company must diversify their business into new product lines and industries, as new opportunities present themselves.
2.To sell a successful product, customer loyalty matters. It is mandatory for the company to provide or promote products over the world through the branch offices.
3.To reach the goal of being the most successful bicycle trading company around the European market, the company musts to combine the analysis about the advantage of the internal and external environment, and take the strategy about the diversification services and global business.

並列關鍵字

Bicycle ； Business Strategy ； Diversification of operations ； International Marketing

參考文獻

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