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姓名 林坤旭(Kun-Hsu Lin)  查詢紙本館藏   畢業系所 高階主管企管碩士班
論文名稱 台資生活用紙廠在中國大陸的經營策略分析─以個案公司為例
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摘要(中) 中國大陸地區早期生活用紙的概念,停留在地區性以草梗等原生材料所生產的衛生紙,當在台灣於早期已非常成熟的生活用紙大廠-個案公司A,進入市場時,以先進的設備及技術及有效的行銷通路,短暫的時間內即推展出傲人之成績。然而中國大陸之生活用紙市場,消費市佔率是排在北美和西歐之後的第三大消費區,在一個自由競爭的環境,面對如此巨大的市場,無論是國營單位或外資企業,無不紛紛於中國大陸各地擴充產能。面對2010年後競爭者大規模量產,導致個案公司逐漸喪失競爭優勢與領導地位,因此本研究深入探討個案公司的經營策略與調整方案。
2013年開始,隨著新項目的投產,生產規模及技術的到位,產能利用率下降到80%以下(生活用紙協會, 2014),2015年更進入全面價格戰。2015年,中國大陸面對油價上漲,更使供應鏈上游的成本提高,生活用紙產業雖依然充滿活力,但也進入到高投資低毛利的環境。此短期及巨大的變化,無不影響個案A公司在市場中的營運狀況。
本研究以研究個案公司在市場變化時,從整體產業環境至個案經營分析,直至其每段時期之發展策略;本研究採取個案研究法,並蒐集歷史資料,以作為分析個案公司之營運策略、並尋得個案公司發展之關鍵成功因素。
針對個案公司之研究,本研究得出以下結論:一、力求品質精進及產品創新之經營策略;二、利用環境機會,推出異業結合之供應鏈整合方式;三、供應鏈管理以控制成本及效能,以擴大市場規模;四、多角化經營,並與主業相輔相承,以求永續發展之經營方針。
摘要(英) “Household Paper Industry” in China has a great change in recent decades. A concept of premium tissue paper made of 100% of virgin pulp with the most modernist tissue paper machine, which is brought in by a Taiwanese biggest paper manufacturer in 1990s. Since China has been recognized a biggest market all over the world; within ten years, the market was becoming extremely competitive and shared by foreigner tissue manufactures’ group and others of companies invested by the government.
Also, with the cost-up caused by the exchange rate and the fuel price, the integration of supply chain is becoming a critical issue to the company to reduce the risk of increasing operation cost.
This research is to find out how the case company is to survive in the most competitive environment in the world. By reviewing the related literature, a case study research was conducted to find out the SWOT analysis, supply chain management, layers of company strategy and key success factors will be presented in the end of the research.
The conclusion of the case study will be presented as three points as: 1. both of quality control and product innovation are main strategies used by the case company to fit the market opportunities. 2. to integrate units in the supply chain to control the quality as pull force in Porter’s five force theory. 2. a cost leadership strategy is led by supply chain management to reduce the risk of market threat of the environment. 4. a sustainable development of the case company with diversify into new industry area.
關鍵字(中) ★ 生活用紙
★ SWOT
★ 營運策略
★ 關鍵成功因素
關鍵字(英) ★ household paper
★ SWOT
★ supply chain management
★ strategy
★ key success factors
論文目次 第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究流程 2
第二章 文獻探討 4
2.1 SWOT分析 4
2.2服務品質與供應鏈管理 10
2.3 經營策略及成功關鍵因素 14
第三章 研究方法 24
3.1 研究架構 24
3.2 研究方法 25
3.3 研究對象 26
第四章 產業概況與個案分析 27
4.1 中國大陸生活用紙產業發展歷程 27
4.2 個案公司概況 33
4.3個案公司的經營策略 37
4.4 關鍵成功因素 46
第五章 結論 52
5.1 結論 52
5.2 建議 53
5.3 研究限制 54
參考文獻 55
一、英文文獻 55
二、中文文獻 57
三、網路文獻及其它文獻 58
參考文獻 一、英文文獻
1. Aaker, D.A.: Strategic Market Management, Humanities. Ansoff, H.I., New York, 1984.
2. Andrews, K.R.: The concept of corporate strategy, Homewood, I11: Dow Jones-Irwin, 1971.
3. Andrews, K.: The Concept of Corporate Strategy. In Nicolai J. Foss (Ed.): Resources, firms, and strategies: Oxford University Press, pp. 52–60, 1997.
4. Ansoff, H.I.: Corporate Strategy: An Analytic Approach to Business policy for Growth and Expansion, Hightstown: McGraw-Hill, 1965.
5. Barnard, C.I.: The Functions of the Executive. Cambridge: Harvard University Press, 1938.6. Chesbrough, 1938.
6. Barney, D.F.: Time paths in the diffusion of Product Innovations, Macmillan, London, 1991.
7. Barney, J.B.: Strategic Factor Markets: Expectations, Luck and Business Strategy. In Nicolai J. Foss (Ed.): Resources, firms, and strategies: Oxford University Press, pp. 146–161, 1997.
8. Chandler, A.D.: Strategy and Structure. In Nicolai J. Foss (Ed.): Resources, firms, and strategies: Oxford University Press, pp. 40–52, 1997.
9. Corbin, J. & STRAUSS, A.: “Analytic ordering for theoretical purposes.” Qualitative Inquiry, 2(2), 139-150, 1996.
10. Daniel, D.R.: Management Information Crisis, Harvard Business Review, Sep/Oct:111-121, 1961.
11. Van der Spiegel D. et al.: Sustainability strategies of manufacturing companies on corporate, business and operational level, Inderscience Enterprises Ltd., 2015.
12. Ellram, Lisa M. & Cooper, Martha C.: “Supply chain management partnerships, and the shipper-third party relationship”, International Journal of Logistics Management, Vol. 1(2), pp. 1-1, 1990.
13. Ferguson, C.R., & Dickinson, R. Critical success factors for directors in the eighties, Business Horizons Greenwich, 1982.
14. Ghauri, P and Grønhaug, K.: Research Methods in Business Studies: a practical guide. 3rd edition. Harlow: Financial Times Prentice Hall, 2005.
15. Glueck, W.F., Business Policy:Strategy Formation and Management Action, New York: McGraw Hill, 1976.
16. Hambrick, D.C., Some Tests of the Effectiveness and Functional Attributes ofMiles and Snow’s Strategic Types. Academy of Management Journal Journal,26(1), 5-26, 1983.
17. Handfield, R.B. and Nichols, E.L.: Introduction to supply chain management. Upper Saddle River, N.J. London P ((Uk)): Prentice Hall; Prentice-Hall International, 1999.
18. Hax, A.C.: The Strategy Concept & Process. Planning Review, 18(3), 110-122, 1990.
19. Hofer, C.W. and Shendel. Strategic Management and Business Policy, McGraw-Hill Book Co., 99-100, 1978.
20. Kolk, A.: A decade of sustainability reporting: developments and significance. In International Journal of Environment and Sustainable Development 3 (1), pp. 51–64, 2004
21. Kotler P.: Marketing Management: Analysis, Planning, Implementation and Control, Millennium ed., International Series in Marketing, Prentice-Hall, Englewood Cliffs, NJ, 2000.
22. Markard, J.; Raven, R.; Truffer, B.: Sustainability transitions: An emerging field of research and its prospects. In Research Policy 41 (6), pp. 955–967, 2012.
23. Mentzer, J.T.: Supply chain management. Thousand Oaks, Calif.; London: Sage Publications, 2001.
24. Parris, T.M.; Kates, R.W.: Characterizing a sustainability transition: Goals, targets, trends and driving forces. In Proceedings of the National Academy of Sciences of the United States of America 100 (14), 2003.
25. Porter, M.; Competitive Strategy, New York:The Free Press, 1980.
26. Rink,D.R.& Swan,J.E.: Product cycle research: a literature review. Journal of Business Research, 1979.
27. Schuler, R.S.: Personnel and Human Resource Management. St. Paul, MN: WestPublishing Company, 1987.
28. Slack, N., et al.: Operations management. Harlow: Financial Times Prentice Hall, 2007.
29. Stevens, Gramham C.: “Integrating the supply chain,” International Journal of Physical Distribution and Materials Management”, Vol. 19(8), pp. 3-8, 1989.
30. La Londe, Bernard J.: “Supply chain management: Myth or reality?”, Supply Chain Management Review, Vol. 1(Spring), pp. 6-7, 1997.
31. Lambert, D.M., Cooper, M.C. and Pagh, J.D.: “Supply chain management: implementation and research opportunities”, The international Journal of Logistics management, Vol. 9(2), pp. 1-19, 1998.
32. Leidecker & Bruno: Identifying and Using Critical Success Factors .Long Range Planning, 17, spring: 23-32, 1984.
33. Miles, R. E. and Snow, C.C.: “Organizational Strategy, Structure a Process", McGraw-Hills Press, 1978.
34. Mintzberg, H.: “Crafting Strategy", Harvard Business Review, 1987.
35. Morris, T. and Wood, S.: Testing the survey method: continuity and change in British industrial relations. Work Employment and Society, vol. 5, no. 2, pp259-282, 1991.
36. Saunders, M, Lewis, P. and Thornhill, A.: Research Methods for Business Students. 4th edition. Harlow: Financial Times Prentice Hall, 2007.
37. Yin, R.K.: Case study research: design and methods, Thousand Oaks, Calif.; London, SAGE, 2003.
二、中文文獻
1.大前研一,策略家的智慧。台北市:長河出版社,1985。
2.司徒達賢,台灣中小企業發展之經營策略,第一屆中小企業發展學術研討會,頁 1,1994。
3.吳思華,策略九說(三版),台北:臉譜文化出版社,2000。
4.許士軍,現代行銷管理,台北:環球經濟社,1980。
5.歐用生,質的研究,台北:師大書苑,1995。
三、網路文獻及其它文獻
1.中國造紙協會生活用紙專業委員會(CNHPIA): 生活用紙現狀和發展趨勢中国造纸协会生活用纸专业委员会: 會議資料, 2013.
2.中國造紙協會生活用紙專業委員會(CNHPIA): 生活用紙現狀和發展趨勢中国造纸协会生活用纸专业委员会: 會議資料, 2014.
3.中國造紙協會生活用紙專業委員會(CNHPIA): 生活用紙現狀和發展趨勢中国造纸协会生活用纸专业委员会: 會議資料, 2015.
4. Bloomberg website: http://about.newenergyfinance.com/about/, 2016.
5.中華人民共和國國家統計局: http://www.stats.gov.cn/, 2016.
指導教授 李小梅 審核日期 2016-6-6
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