本論文首先介紹界面活性劑相關特質，說明該產品如何對客戶產品品質產生貢獻，再藉由產業經濟學分析方法，多面向探討該產業基本經濟條件以及其目前現況與企業行為、經營績效間的演變關連。接著，搭配策略矩陣分析方法探討在現有產業環境下，個案公司 － A公司 應如何持續發展競爭力。最後，本論文所得出的相關研究結果，可歸類為兩大類：一類為企業目前可維持的策略、一類為企業未來可發展的策略方向。 目前可維持的策略分為三點：(1) 在研發方面，應藉由研發能力之優勢，持續發展多樣化的產品，可避免受到個別產業景氣的消長干擾，進而維持長期穩定的經營；(2) 在銷售方面，藉專業的技術服務解決客戶製程所遭遇的困難，可增加產品的附加價值、提升客戶的忠誠度，並得以強化開拓業務的機會；(3) 在製造方面，則可透過設置高性能的反應設備，提升自身產品的性質並提高競爭者模仿的門檻；在原料取得成本上，則可藉由適時評估自產能力，發揮垂直整合以降低原料成本。 未來可發展的策略亦可分為三點：(1) 在產品線的廣度與特色方面，可藉由研發能力推出符合市場潮流的產品，並尋求合適代理之特殊功能助劑，來滿足更多樣化的客戶需求；(2) 在外銷和拓展海外市場方面，則應留意研發產品在運輸方面的可行性與技術服務的合適提供方式；(3) 在相對規模與規模經濟方面，現行競爭廠商皆因少量多樣的產業特性而有相同的原料上之議價劣勢，可考量往引進更多代工業務的方向努力，以增加企業利潤。 This paper firstly introduces the properties of surfactant and indicates how it contributes to the product quality for customers. In addition, it presents economic situation, the current status, and the relation between corporate behavior and performance of surfactant firm in multiphase with industrial economics analyzing method. Furthermore, by applying strategic matrix analysis, discusses how the case, corporate A, should develop competitiveness in current industrial environment. In the end, the conclusion is made in two parts: the present strategies to be preserved and the future strategies to be developed for the corporate. There are three strategies to be preserved for company A: 1. Keep developing diversified products to increase the competitive and avoid the interference from business cycle 2. Solving problems from customers with professional customer service in order to add value to products, improve customer loyalty, and increase opportunities for business 3. By deploying high efficiency reactor, the corporate can enhance product quality and raise the threshold for competitors to imitate. Also, tending to vertical integration by self-producing materials can lower material costs. On the other hand, there are also three strategies need to be developed in the future: 1. The corporate should keep developing products to meet the market trend, and agents other products to meet the various requirement from customers 2. For the oversea market, evaluating the transportation stability of products to preserve quality and the appropriate way to provide customer service 3. Extending the OEM market to reduce raw material costs by ordering by bulk purchase.
