電力電纜競爭優勢個案分析－以E公司為例

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題名:	電力電纜競爭優勢個案分析－以E公司為例
作者:	鄒啟弘;Chi-hung Chou
貢獻者:	管理學院高階主管企管碩士班
關鍵詞:	電線電纜;競爭優勢;需求特徵分析;經濟價值;Economic Value;Demand Characteristics Analysis;Competitive Advantage;Wire and Cable
日期:	2012-06-06
上傳時間:	2012-06-15 20:38:05 (UTC+8)
摘要:	全球電線電纜市場規模在2010年已超過1000億歐元，製造廠商經過不斷整併，市場生態已形成大者恆大現象。有別於歐美電纜業集團化趨勢，國內電纜業呈現中小廠林立、百家爭鳴的生態，因為個別業者規模不大、國際競爭力不足，產品銷售以內需市場為主。近年來國內景氣低迷、經濟成長趨緩，電纜業者也面臨極大衝擊，對內因市場萎縮同業競爭激烈、削價競爭造成毛利下降，對外則因加入WTO及簽訂ECFA後市場逐步開放，而必須面對國外競爭者，如何在極度競爭之環境中建立競爭優勢，是電線電纜業所面臨的最大挑戰。本研究將探討電線電纜業的發展歷程，從整體產業環境、現有廠商競爭狀況等面向，來分析電線電纜業目前所面臨的威脅、挑戰及機會，並提出對未來發展的建議。在個案分析部分選定個案公司主力產品-電力電纜作為研究分析的對象。研究方法參考中央大學滕曉雲教授 ”企業競爭優勢定位分析”架構，採問卷方式分析電力電纜產品需求特徵，以了解客戶對於各項直接特徵與間接特徵之重視程度；將重要特徵與主要競爭對手比較，找出公司本身的優勢與劣勢項目；針對劣勢項目評估公司資源與能力，決定要進行那些改善，最後擬定改善之策略與方法。研究的目的是希望能透過系統化的分析，確實了解個案公司產品的優勢與劣勢，針對客戶最在意的重要特徵，以強化優勢項目、改善弱勢項目為目標，在公司能力許可的範圍下進行各項改善，藉由重組價值鏈、調整出新的產品策略，最後調整產品特徵組合來建立競爭優勢。電線電纜相關研究資料不多，希望能在有限的資料中，分析出可對此一產業有幫助之對策與方向，同時也希望能利用這些分析，找出目前服務的公司的競爭優勢，作為公司下一步決策的參考。The size of the global wire and cable market was more than 100 billion euros in 2010. Through the continuous consolidation among manufacturers, its market ecology has formed the phenomenon that big gets bigger. Being different from the group trend of European and American cable industry, the domestic cable industries present the situation that small and medium-sized factories blossom and contend everywhere. Because they are all small individual businesses and lack of international competitiveness, they could only fight each other in the domestic market. In recent years, due to the domestic recession and economic slowdown, the cable industries are also facing a tremendous impact. Internally, the market shrinking and the fierce intra-industry competition price competition cause the decrease in gross profit. Externally, because of the accession to WTO and the signing of ECFA, the market is gradually opening up, and the industries have to face foreign competitors. How to build the competitive advantage in the highly competitive business environment is the biggest challenge that the wire and cable industries have to face. This study is to explore the development course of wire and cable industry from the overall industry environment and the competitive status of existing manufacturers to analyze the threats, the challenges and the opportunities that the wire and cable industry is currently facing; and to propose the recommendations for future development. The case study chooses the main products of selected company - power cables as the object of research and analysis. The methodology takes National Central University Professor Teng Hsiao-Yun’s “Competitive Advantage Analysis” as the framework .The purpose of the study is, through the systematic analysis, to understand the strengths and weaknesses of the selected company’s products, and to strengthen the advantages and improve the vulnerable disadvantages for the most important characteristics that customers care about. In the scope that the company’s ability permits, this study suggests the various improvements and adjustments for the product feature combinations to create a competitive advantage by restructuring the value chain and adjusting a new product strategy.
顯示於類別:	[高階主管企管（EMBA）碩士班] 博碩士論文

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