中國大陸華東地區牛皮紙市場行銷策略之探討─以台資企業Y公司為例

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题名:	中國大陸華東地區牛皮紙市場行銷策略之探討─以台資企業Y公司為例
作者:	花志翔;Hua,Chih-hsiang
贡献者:	高階主管企管碩士班
关键词:	環保牛皮紙;掛面牛皮紙;中國大陸華東地區;紙箱;廢紙;原木漿;Kraft linerboard;Test linerboard;east China;carton;wasted paper;virgin pulp
日期:	2013-07-05
上传时间:	2013-08-22 12:05:32 (UTC+8)
出版者:	國立中央大學
摘要:	中國大陸華東地區的長江三角洲地區自經濟改革開放以來，由台商及外資攜入資金及技術進駐此區三省一市(浙江省、江蘇省、安徽省及上海市)，台資企業廣達、仁寶、緯創、英業達、富士康、友達、奇美等家大型電子組裝廠或平板工廠，以上海市、蘇州市、昆山市及無錫市為根據地，其電子業的供應鏈廠商亦同時跟進，促進此區的包裝產業整體蓬勃發展，並且快速成長為完整的產業鏈。牛皮紙為生產製造紙箱最重要的原料，主要可以區分為環保牛皮紙及掛面牛皮紙，兩種產品主要的分別在於前者全部以廢紙為主要生產原料，後者表面以原木漿做為原料，其餘為廢紙。電子業、家具業及家電業因商品價值高及重量大，需要以掛面牛皮紙製作紙箱來承載商品；食品、飲料及日常生活品因其加值較低，且商品體積小，故多以環保牛皮紙為紙箱的主要原料。個案Y公司於2005年在江蘇省揚州市設立牛皮紙造紙廠，並於2007年4月量產，由於其產能相對於華東區市場市佔率低，對於廢紙原料議價權不及同業，位處長江北岸，相較於同業，將牛皮紙運送至華東區客戶處必須耗費更多時間及運輸成本。相較於該區其他競爭同業，個案公司在經營上仍有進步與成長的空間。 2012年7月份個案公司於揚州基地發展秸稈生物製漿技術，至2013年年初已有重大進展，並計畫將於年底繼續擴產。個案公司並將於2013年9月有一部新的牛皮紙造紙機投入生產，該紙機以生產環保牛皮紙為主，年產能達42萬噸，原有牛皮紙機完全生產掛面牛皮紙，產能可達25萬噸，合計67萬噸的年產能。若能再利用其最新的秸稈漿生產技術與原料，或可掀起一股原料革命，同時，亦可創造新式秸稈漿環保及掛面牛皮紙系列產品，供應世界各國以環保為訴求的公司做為其紙箱的原料，再創個案公司牛皮紙銷售佳績。 Since the economic development in the 1980’s, Taiwan and other foreign-invested corporations have brought in capital and technology into the Yangtze River area in the eastern China which includes the provinces of Zhejiang, Jiangsu, Anhui, and the city of Shanghai. Based in Shanghai, Suzhou, Kunshan and Wuxi, large Taiwanese electronic assembly corporations such as (廣達，仁寶，微創，英業達，…) have brought in many other members in the electronic manufacturing supply chain, which has helped the development of the packaging industry. Linerboard paper is the most important raw material for cardboard boxes. There are two types of linerboard paper: kraft liner and the test liner. Test liner is made of 100% wasted paper pulp, and kraft liner is made of around 10~30% virgin pulp and the rest are the wasted paper pulp. Kraft liner cardboard boxes are used mainly for electronics and furniture products, which are relatively higher valued and heavier. Test liner cardboard boxes are used to package food, drinks and common household products. The case company of this research, Company Y, established its linerboard manufacturing company in Yang Zhou city, Jiang Su province in 2005, and started mass production in April, 2007. Due to Company Y’s relatively low market share in eastern China, it does not hold as much bargain power for raw material（waste paper）price negotiation as other bigger companies. In addition, due to Company Y’s location being on the north shore of Yangtze River, it has higher transportation cost for deliveries to customers of the eastern Chinese regions. Comparing to other competitors in the industry, there is still lots of room to grow and improve for Company Y. In July, 2012, Company Y start its new line of business: biological wheat straw pulp manufacturing technology in Yangzhou city. As of the first season in 2013, this business has already made great progress and Company Y is planning to expand its production by the end of the year. Company Y has also invested a brand new test liner paper machine of annual capacity of 420 thousand tons, which will start mass production in September, 2013. By that time Company Y will reach its annual capacity to 670 thousand tons. If Company Y could use it’s biological wheat straw pulp for the material of liner board paper making. It could bring up the revolution of liner board paper making in the whole world. By that time the Y company could make and sell both of the kraft and test liner board paper to the boxes making company in the world. For sure the Y company will get a miracle on the liner board paper sales.
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