| 摘要: | 近年來全球經濟貿易環境改變，經歷中美貿易戰爭、烏俄戰爭及後疫情的時代，將如何強化產業競爭力，在市場自由競爭激烈下，麵粉產業如何屹立不搖。臺灣麵粉廠商面臨著供過於求、同業間的價格戰，使得各家廠也開始思考公司本身的營運策略與是否應該進行方向調整，甚至轉型與增加業務內容，來符合這個市場的變化。本研究目的旨在探討一家臺灣麵粉廠L公司，進行個案質性研究，透過五力分析及SWOT分析，探討個案公司如何能經營長達70年，具備什麼的條件與經營方式，從產業的外在環境改變，與公司內部資源變動所碰到之困難、停滯點與難題，並藉由SWOT策略矩陣，綜合分析與提供經營策略給個案公司做為未來參考方針。
研究結果發現，在面臨動盪的經濟因素與市場轉變的影響下，各家廠商應繼續掌握本身的優勢，並強化研發、製程之技術，提供品質高與口碑好的產品來獲取加工、直接用戶與終端客戶長期的信賴，並且期望為客戶提供更多的服務，創造產品的附加價值與產品多元化，持續與客戶之間的黏著度，能保有適當的產品利潤。經由個案公司之五力分析及SWOT分析下，總結出個案公司應當掌握現有的優勢、未來的機會；將劣勢風險改善與轉換為優勢，進而抵擋外部威脅，並藉由擬定目標，訂定未來營運策略以達企業永續經營的目標。
;In recent years, with the changing global economic and trade environment, including the trade war between the U.S. and China, the war between Ukraine and Russia, and the impact of the COVID-19 pandemic, how can the flour industry strengthen its competitiveness and remain resilient in a fiercely competitive market? Flour manufacturers in Taiwan are facing challenges of oversupply and price wars among competitors, prompting them to rethink their operational strategies and consider adjustments in direction, even transformation and diversification of business activities, to adapt to the changing market. The purpose of this study is to conduct a qualitative case study of a Taiwanese flour manufacturer, Company L, through a Five Forces analysis and SWOT analysis, to explore how the case company has been able to operate for 70 years and what conditions and management approaches it possesses. The study examines the difficulties, bottlenecks, and challenges encountered by the case company due to changes in the external environment of the industry and internal resource dynamics. Through the SWOT strategy matrix, the study provides comprehensive analysis and strategic recommendations for the case company′s future reference and direction.
The research findings reveal that, in the face of economic fluctuations and market changes, flour manufacturers should continue to leverage their strengths, strengthen research and development, and process technology to provide high-quality and reputable products that gain long-term trust from contract processing customers, direct users, and end customers. Furthermore, they should aim to provide more services to customers, create added value for products, diversify product offerings, and maintain customer loyalty to ensure appropriate product profitability. Through the Five Forces analysis and SWOT analysis of the case company, it is concluded that the case company should leverage its existing strengths and future opportunities, turn weaknesses and risks into strengths, and resist external threats. By setting goals and formulating future operational strategies, the case company can achieve its goal of sustainable business operation. |
