台資塗料業在中國面臨之困境與轉型策略─以A公司為例

NCUIR > School of Management at National Central University > Executive MBA > Electronic Thesis & Dissertation > Item 987654321/71849

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/71849

Title:	台資塗料業在中國面臨之困境與轉型策略─以A公司為例
Authors:	謝淑華;Hsieh,Shu-Hua
Contributors:	高階主管企管碩士班
Keywords:	塗料;轉型策略;S.W.O.T.分析;安全;環保;消防;消費稅;paint;transformation strategy;S.W.O.T analysis;safety;environmental protection;fire protection;excise tax
Date:	2016-07-05
Issue Date:	2016-10-13 13:57:46 (UTC+8)
Publisher:	國立中央大學
Abstract:	本研究從產業分析開始，探討中國大陸塗料產業發展概況，進而了解個案公司的組織特性與經營模式，而後探討個案公司為因應內、外部環境，改變企業經營模式，藉由 S.W.O.T.分析其內部優勢、劣勢、外部機會及威脅，並歸納出其關鍵成功因素，最後將本研究結論與管理意涵及實務結合，提供建議給個案公司以及業界進行參考。本研究對象 A 公司為台資企業，其母公司為台灣公司，擁有強大的研發及製造實力，為產業的標竿企業。中國大陸擁有龐大的塗料產品市場，個案公司看準此商機，決定進入中國大陸發展。在發展期間，個案公司面臨著知名度不足以及競爭對手的威脅等問題，因而決定藉由經營模式轉型，來因應環境變化。本研究採用個案研究法，包括次級文獻蒐集與高階主管深入訪談，而後進行資料分析與推論。個案公司在競爭激烈的市場中發展，能夠把握機會，果斷的進行經營模式轉型，並能掌握顧客需求，滿足所需。個案公司尚能善用內、外部資源，對內持續發展技術能力，提升產品定位；對外尋找可信賴的夥伴，共同合作為雙方創造價值，得以在中國大陸塗料市場佔有一席之地。個案公司發展至今日的成果，實屬不易。然而近年來由於市場變化多端，以及產業間競爭激烈，加上政府每年法律法規的變化，如何擁有持續的競爭優勢，並及早思考永續發展之策略，值得深入探討與研究。本研究針對個案公司提出下列建議:1.積極培訓員工的專業知識與技術，以提升全面品質;2.重視環保並遵守政府規範，同時達到提高經營績效的目標;3.未來朝向安全性高、低污染性的木器漆與家具漆發展，以滿足龐大市場的需求。;This study analyzes industry began to explore the Chinese mainland coatings industry development, and to understand the company′s organizational characteristics of cases and the business model, then explore the company′s response to the case, the external environment, changing the business model, SWOT analysis by its internal strengths, weaknesses, external opportunities and threats, and summarized its key success factors, and finally present conclusions and implications and management practices combine to provide advice to the company and the industry′s case reference. A study of the company for Taiwan-funded enterprises, its parent company in Taiwan, has a strong R & D and manufacturing strength for the industry′s benchmark companies. Mainland China has a huge market of paint products, this company saw opportunities cases, decided to enter the Chinese mainland development. During development, the company is facing lack of visibility cases and the threat of competition and other issues, and decided by the business model transformation to cope with environmental changes. In this study, case study, including secondary literature gathered in-depth interviews with executives, then perform data points Analysis and inference. Case companies in the fierce competition in the market development, can grasp the opportunity to be decisive business model transformation, and can grasp customer needs, to meet the needs. Case company can still make good use of internal and external resources, sustainable development of domestic technical capacity, improve product positioning; Foreign Looking reliable partner to work together to create value for both parties, to a place in the Chinese mainland coatings market. Case outcome of the company′s development to today, it is not easy. However in recent years due to the changing market, as well as inter-industry competition, coupled with the Government′s annual changes in laws and regulations, how to have a sustainable competitive advantage, and early thinking strategies of sustainable development, worthy of further exploration and research. The study recommends the following cases companies: 1 positive staff training expertise and technology to enhance the overall quality; 2 attention to environmental protection and compliance with government regulations, and to improve business performance objectives; 3 coming toward safe,.. pollution of wood and furniture coatings development to meet the needs of a huge market.
Appears in Collections:	[Executive MBA] Electronic Thesis & Dissertation

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