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|Keywords: ||垂直整合;轉型策略;Transformation strategy;Vertical integration|
|Issue Date: ||2014-05-08 15:35:03 (UTC+8)|
個案公司轉型的動機包括:自我發展的瓶頸、台灣市場需求不足、代理制度不健全、 銷售通路的重疊及台灣因缺乏完整體制致產業發展空間有限等。第一階段的轉型策略包括: 1. 開拓新市場，發展新事業。2.強化品牌的代理權關係。3.開發產品的廣度與特色。4.開辦工廠，垂直整合供應鏈，降低成本。5.發展新事業，以多角化經營創造新價值。第二階段之轉型策略:1.以創新的服務模式擴大營銷的通路。2.以技術研發及供應鏈整合為核心的競爭力。3.技術再升級為創建品牌的基礎。
;The chemical industry is developing very fast in whole world. The Chemical factory is very dangerous environment where is vapors and gas surrounded in producing process of the chemistry material. The explosion-proof electrical products is play importance role in petrochemical industry. The explosion-proof electrical product is play importance role in the petrochemical industry.
The Europe and USA has been established lots of law and code on electrical explosion-proof standard. They also built up many professional laboratories and the specialty manufacturer. Taiwan is one of important role in the chemical industry supply chain in the global , but lacks the related this domain industrial policy and regulation that cause explosion-proof electricity industry is only makes the trousseau for the overseas big brand for sales channel.
This research is A company case study how manages sales channels in the market and what is A company's back-group to develop business and creates the business model. Furthermore, the case study what is motivation, obstacle and strategies under transformation. To research how is way to overcome the problem during business transformation. Eventually, to evaluate the outcome what is company performance after transformation.
A company was established since 1997 which has been developing policy with three phases. The first stage is consisted of initial development on agent products and marketing development. The second stage is marketing expansion and adding the manufacturing function into business model. Meanwhile, pushing the vertical integration between upstream and downstream and brand created development strategies. The third stage is developing local sales channel and market in China. Meanwhile, to strengthens the customer relationship and quickly response for the marketing demand. To upgrade industrial technology and competition in strategy management. To research and develop on production technology to strengthen corporate core competitive advantage. Meanwhile, to adjust business function of single values to be multiple services. To pursues stronger supplier to be supply chain partner and developing business model to be OEM in new customer. The transformation motivation will be included: The bottleneck for self-development, Taiwan’s market is too small to successful. There is confusedly agency policy caused sales channel is overlap in Taiwan as well as the industrial development has been limited.
The transformation strategy of first stage includes: 1. Marketing development will be expanded to new domain. 2. To improve relationship between brand maker and own company. 3. To develop products line widely and characteristic. 4. To build up factory to create manufacturing value and vertical integrate the supply chain for reduces the cost. 5.To create new business model to be multi-field management which will be increasing business value.
The second stage: 1. new service model Innovation to satisfy new customer's demands. 2. To strengthen capability of R&D to improve power of competition. 3. Totally technologies upgrade to promote brand creation. A company starts business to use NT1,000,000 initial capital. They have excellent achievements after transformation. The achievement included as sales channel increasing , sales turnover and profit grow up. In other hand, the property and shareholder's equity and the interests also increase. The company is capable to offer more widely products lines and the customer’s demand has been satisfied on buy all in one service. The enterprise became more flexibility and competition after transformation.
The last but not least, lots of company has been destroyed after globalize economic recession in the world. A company also be affected quite worst. How to maintain enterprise to continue successful will be keeping surveillance.
|Appears in Collections:||[高階主管企管（EMBA）碩士班] 博碩士論文|
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