透過您的圖書館登入
IP:54.144.95.36
  • 學位論文

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

指導教授 : 嚴奇峰
若您是本文的作者,可授權文章由華藝線上圖書館中協助推廣。

摘要


隨著網際網路時代興起,經濟自由化、產業國際化的環境變遷,台灣產業面臨前有強敵、後有追兵的處境。本研究目的為由產業層面的角度,從產業研究報告及研究者個人產業經驗,瞭解包裝機械產業現況及特點,以資源分析、資源整合、策略聯盟的概念,分析包裝機械產業現況面臨的問題及機會,並描述產業環境變遷及發展,分析因應變遷與發展的方式,指出包裝機械產業面臨的生存需求。在企業經營層面,藉由分析的結果,用以思考未來包裝國際行銷公司組織及功能設計的基礎,以及其營運方針。 本研究採用差距分析,以三個研究變數:技術、產品、市場為主軸,為將各研究變數分為高、中、低階三個層次,用以分析產業現況、資源的擁有及缺乏,依此提出如何應用既有優勢進行資源整合,建立策略聯盟,設計包裝國際行銷公司組織及功能。 本研究以台灣紙業包裝機械的五個個案為深度探訪的對象,以半結構式問卷進行,就各個案廠商的技術、產品與市場層面,找出企業的資源及未來的成長趨勢。此外,利用政府六年經貿發展計劃中「成立國際行銷公司」之資源,發展出國際行銷公司的動態策略模式。 本研究結果,依資源需求分析,包裝機械中小企業普遍缺乏組織管理、國際行銷能力與經驗。在產業國際化需求分析,建立未來包裝國際行銷公司的動態思考策略模式,在現階段維持中階產品的技術競爭力,並藉國際工業合作轉出台灣不具成本優勢的中低階技術以改善成本結構,及藉轉入先進國家新技術,製造生產高階產品,以獲取更大的利潤空間。以此動態策略達到產品多元化與市場多元化的綜效。

並列摘要


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.

參考文獻


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。
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/

被引用紀錄


郭國棟(2005)。電子儀器產業國際行銷策略之研究-以K公司在中國市場為例〔碩士論文,國立臺北科技大學〕。華藝線上圖書館。https://doi.org/10.6841%2fNTUT.2005.00330
陳金蘭(2009)。顧客關係行銷及貿易代理理論之實證研究–以台灣中部地區中小型五金業為例〔碩士論文,朝陽科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0078-1111200915521979
楊美香(2010)。台灣中部中小企業女性領導者之領導模式〔碩士論文,亞洲大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0118-1511201215463688

延伸閱讀