- 學位論文
考量新興市場中金字塔底層之供應鏈策略分析
Considering the Strategies of Supply Chain Management in the BOP of Emerging Markets
摘要
於新興市場的經濟成長率以及人口的增長，使得企業對於新興市場越來越重視，然而，在新興市場中除了中產階級的消費族群外，有另一消費族群占了新興市場中很大的比例，其為金字塔底層（Bottom of Pyramid, BOP）消費族群，與企業過去所設定的消費族群有極大的差異，是企業進入新興市場不可忽略關鍵要素。因此，本研究藉由文獻之探討，蒐集企業在新興國家中BOP消費族群的成功案例，並從供應鏈中的環節思考，包括產品設計、原料採購、生產與製造、配送與物流、市場銷售及資本等六個構面為其問卷設計的基礎，整理與建置BOP市場的供應鏈管理架構，並透過專家學者之建議修改，彙整成其問項之重要因素，並對台灣企業進行問卷調查，除了瞭解台灣企業對BOP市場認知的差異外，分析與調整現有的供應鏈管理為BOP消費族群的供應鏈管理經營模式，進而協助企業探討欲進入BOP市場的障礙，整合出一套企業進入BOP市場的供應鏈管理經營模式之評估準則，在針對台灣企業進行「重要程度-採用程度」實證研究，以探討哪些指標需要再做加強與改善，協助其滿足BOP消費族群的需要，不僅讓企業更瞭解本身的問題，更可以創造台灣企業永續競爭的優勢。 本研究結果顯示： （1）中小型、大型企業在新興市場BOP供應鏈中的生產與製造環節，看法、採用程度在某些題項上有顯著差異，且大型企業相較中小型企業重視；則資訊電子工業、傳統產業，在不同環節中，看法﹑採用程度亦有顯著差異，某些題項資訊電子工業相較重視，某些則為傳統產業較為重視。（2）在本問卷之新興市場BOP供應鏈不同階段的策略中，企業認同的重要程度與實際的採用程度呈現高相關。（3）中小型、大型企業與資訊電子工業、傳統產業，在新興市場BOP供應鏈中，依據重要程度－採用程度矩陣，有不同的評量指標，亦表示彼此間的差異，本文也找出需要改善加強的策略，給企業作為參考。
並列摘要
The increase of the economic growth rate and population in emerging markets, forces enterprises to get more attention to emerging markets. However, not only the Middle-class consumer groups in emerging markets, there're another large consumer group :”Bottom of Pyramid” (The BOP) whom are having big difference with enterprises' cognition and it became the key elements that can’t be ignored to those firm who want to enter emerging markets. Therefore, this article collects cases of how enterprises enter emerging markets successfully. With the thinking of supply chain management, arranging and establishing the BOP marketing structure this Questionnaire were designed base on six Dimensions including product design, Procurement of raw materials, production, logistics and distribution, marketing and capital. After amended by experts this started to Questionnaire among Taiwan’s enterprises. Not only to understand those firm's awareness to BOP consumer group, but also analysis and adjustment business model of supply chain which Specialized for BOP consumer group nowadays. In order to arrange valuation standards for business model of supply chain management for BOP consumer group. Assisting those firm who want to get into BOP markets understand the obstruction, then make empirical analysis of‘Importance -Implementation Martix’for Taiwan enterprises to discuss which indicators need to adjustment and offer a Reference to enterprises to meet the needs of BOP consumer groups. Not only allow enterprises to get better understanding for their own shortage, but also to create a sustainable competitive advantage of Taiwan enterprises. According to the research : (1)There are some difference among BOP supply chain management on processing, thoughts and degree of adoption between medium, small and major enterprises, still major enterprise put more attention on it. On the other hand on processing, thoughts and degree of adoption IT industries and traditional industries have different thoughts too however they focus on different points. (2) In the questionnaire of different steps of strategic on BOP, enterprises thinks that the importance of the question and the degree of adoption are highly relation. (3) Among medium, small, major enterprises, IT industries and traditional industries they have different assessment indicators in BOP according to Importance -Implementation matrix in order to show their difference. Strategic are given in the essay for enterprise s to improve.
參考文獻
延伸閱讀
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