台灣中小企業共同成立國際行銷公司之功能設計研究–以包裝機械製造業為例

張雪美

doi:10.6840/cycu200200550

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台灣中小企業共同成立國際行銷公司之功能設計研究–以包裝機械製造業為例

A RESEARCH ON FUNCTION DESIGN FOR AN INTERNATIONAL MARKETING COMPANY FIRMED BY TAIWAN SMALL AND MEDIUM SIZE ENTERPRISES (SMES) - A CASE STUDY OF PACKAGING MACHINERY INDUSTRY

張雪美 , Masters　　Advisor：嚴奇峰　　

繁體中文 DOI： 10.6840/cycu200200550

包裝機械；國際行銷；資源整合；策略聯盟； Small and Medium Size Enterprises (SMEs) ； Packaging Machinery Industry ； International Marketing Company ； Function Design ； Resources Integration ； Strategic Alliances

Abstract │ Reference (29) │ Times Cited (3) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

The world economic trends are going to be more and more liberalized and globalized because of the development of WTO (World Trade Organization) and the improvement of ICT (information & communication technology) in the 21st century.  Due to these changes, Taiwan’s Small and Medium size enterprises (SMEs) are encountering difficulties of survival as well as the bottleneck of industrial upgrading.  
The main purpose of this study is to probe the present situation of sustaining competitive advantages of Taiwan’s SMEs for future industrial upgrading via resources integration and strategic alliances.  The method of this research emphasizing on gap analysis to reveal the difference between future demand and status quo that determines the structure and task of the International Marketing Company being studied.  The research variables in the analysis have been defined by three categories (technology, product and market) and in three levels (high, medium and low).  Further more, the practical data and opinions are gathered from five cases by depth interview along with semi-structured questionnaire.  By the inductive results of gap analysis, this research has identified the advantages and disadvantages of SMEs in this industry, and suggests the critical resources required in each stage of future development process that shall be carefully planned and acquired by the above-mentioned company.
Taking the opportunity of Taiwan’s government’s policy that assists SMEs to firm an international marketing company in several industries as to provide more professional and productive services to worldwide customers by “single window or platform” strategy.  The contribution of this study, therefore, not only highlights the necessity and importance of international marketing company together with government’s resources and support, but also suggest a promising function design of that company.  By using the dynamic planning model designed this research, the industry as well as the company can analyze and choose the networking methods of critical resources, and plan the patterns of technology transfer, product and market development more strategically in the future.

Reference ( 29 ) 〈TOP〉

7. Andrew S. Grove (1996), Only the paranoid survive! : the threat and promise of strategic inflection points，十倍速時代，王平原譯，大塊文化。
連結：
一、中文部分
1. 經濟部中小企業處（民90），九十年經濟部中小企業白皮書。
2. 經濟部中小企業處（民89），八十九年經濟部中小企業白皮書。
3. 經濟部（民89），「企業大型化、集團化發展趨勢對中小企業之衝擊與因應」，http://www.moeasmea.gov.tw/

Times Cited (3) 〈TOP〉

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