中國大陸烘焙經銷商面對去中間化的因應對策─以南京QS公司為例

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题名:	中國大陸烘焙經銷商面對去中間化的因應對策─以南京QS公司為例
作者:	黃川霖;Huang, Chuan-Lin
贡献者:	高階主管企管碩士班
关键词:	營運模式;S.W.O.T.分析;關鍵成功因素;轉型策略;Business model;S.W.O.T. analysis;key success factors;transformation strategy
日期:	2021-05-11
上传时间:	2021-12-07 12:16:43 (UTC+8)
出版者:	國立中央大學
摘要:	中國大陸烘焙市場隨著改革開放30餘年來，人民生活條件改善，西式飲食引進，人們對吃的需求從吃飽、吃好到吃健康，因而中國大陸烘焙食品市場從質變產生量變正高速蓬勃發展。本研究以實際個案區域烘焙代理貿易商南京QS公司所面臨及衍生出的問題，探討專業貿易商在此種環境下所受到的影響、衝擊與其應該如何因應，創造出自我存在的價值，筆者從事烘焙市場業務工作三十年，1990年間在臺灣從事烘焙業務工作，2001年奉調大陸工作，2010年在大陸創業迄今，面對烘焙市場的變化，身處其中感同身受，故引發本研究探討的動機。本研究先確定研究探討的背景與動機，及界定研究的目的，並透過廣泛的文獻搜集和整理，建立了研究方法與架構。其次，本研究採用個案研究法，包括次級資料蒐集與高階管理者的深度訪談以瞭解個案公司的營運模式，而後進行資料分析，透過 Weihrich(1982) 提出 SWOT 策略矩陣之概念，進行轉型策略分析。透過訪談詳細介紹個案南京QS公司及其經銷商的歷史沿革與公司經營現況，並分析個案公司及其經銷商之經營模式與發展趨勢、經營管理困境與危機及轉型策略，歸納出個案公司轉型關鍵成功因素，並針對未來趨勢發展進行討論。最後，做出研究專案新的管理運作模式，以提供個案公司與同業做為擬訂企業轉型策略之參考。;With the economic reform and open up for more than 30 years, the improved of people’s living conditions, and the changing diet style between the East and the West have changed the reason why people eat. The purpose of people’s diet has changed from fullness to healthy eating. As a result, the bakery market in mainland China has undergone rapid growth from qualitative changes and quantitative changes. The case study was applied as the research method in this study. The problems what Nanjing QS Company, regional baking agent trader, have faced and derive was used to explore the impact and influences of professional traders in such environment, and the researcher make some suggestions based on his own experiences to advise how they should respond to create the value of self-existence. The researcher has been working in the baking market for 30 years. During 1990s, he began to work the bakery business in Taiwan. In 2001, he was transferred to work in the mainland China, and started own business from 2010. Facing the changes in the baking market and his experiences in this area, the motivation of this study has triggered. After determining the research background, motivation and purpose of the research, this research established a research method and framework through literature collection. This study adopts a case study method, including secondary data collection and in-depth interviews with senior managers to understand the business model of the case company, and then conduct data analysis. For analyzing the transformation strategy, Weihrich (1982)’s SWOT strategy matrix concept have put forward in this study. Through interviews, the historical evolution of the Nanjing QS company, its distributors and the company’s operating status have been elucidated in detail. After this, the business model, development trend, management dilemmas and transformation strategies of the company and its distributors were analyzed. The key success factors of the company′s transformation and the development of future trends were summarized and discussed. Altogether, a new management and operation model for research projects was made to provide individual companies and peers as a reference for formulating corporate transformation strategies.
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