| 摘要(英) |
Business management is usually compared to marathon race because most cooperates consider sustainable development and continuous profiting performance as operational objects. Involving in such a rapid changing market and industry, with the purpose of grasping the environment pulsation to achieve operational goal, the business executives not only have to draw up managing strategy but also have to make sure it’s correct and keeping pace with the times.
Original Equipment Manufacturing industry has been Taiwan’s economic development foundation since the 1960, with industry upgrading and market globalizing trend, in order to raise overall competition, cooperates in Original Equipment Manufacturing industry are more likely to transform themselves with more valued-added capability includes design and other customer oriented service; EMS, electronic manufacturing service which has the most remarkable achievement and highest production value therefore becomes the advanced benchmark among all industries. This research takes a Taiwan-based electronic manufacturing service provider as case study object. The case study company has successful and abundant managing experience as well as excellent resource and capability, it’s remarked as one of the leaders in the respective industry. During the continuous developing process, in order to further expand the cooperate product category as well as technical experience of the targeting market, the case study company determined to assign external marketing development task to its internal production department. In order to research and analyze the external marketing strategy execution result of this manufacturing oriented organization, this research has taken resource and capability theory (Hill, Jones and Schilling , 2015) as foundation, also took relevant reference and academic into consideration, moreover the case study method was applied to collect secondary data and record interview from the mid to high management level. Eventually, it applied SWOT (Welhrich, 1982) to analyze if there is any policy and strategy modification should be conducted to improve the performance effectively.
Managing strategy and execution policy are completed by each other. This research has concluded three levels to be improved : 1. Resource distribution is to be controlled by highest centralized management instead of business unit. 2. Marketing concept should be changed to more customer oriented. 3. Top management needs to pay more appreciation and insistence on the policy. In order to further vertically and horizontally integrate the resource synergy, the research has brought forth following suggestions to the case study company : 1. Completing the marketing organization and fulfilling the resource support; 2. Enhancement on global sourcing and negotiating capability; 3. Best utilization on operation system and authorization for better efficiency; 4. Unifying to optimize resources between different business units and product groups; 5. Aggressive asset distribution and investment towards strategic products and customers. |
| 參考文獻 |
一、中文文獻
1. 大前研一(1984)，「策略家的智慧｣，黃宏義譯，長河出版社
2. 方士榮、駱少康、陳冠樺譯 (2010)，Kotler, P. & Keller, KL著，Marketing Management 13th Edition (行銷管理學) ，台北:東華書局
3. 司徒達賢(2001)，策略管理新論:觀念架構與分析方法，台北 : 智勝文化
4. 朱文儀、陳建男譯 (2016)，Charles W. L Hill, Gareth R. Jones, Melissa A. Schilling著，策略管理 (Strategic Management Theory, 11e):華泰文化事業股份有限公司出版
5. 李為仁(1989)，「電子業轉型之環境、策略與關鍵性成功要素研究｣，台灣工業技術學院工程技術研究碩士論文
6. 李萌漟(2016)，「傳統紡織產業轉型策略之探討－以TW公司為例｣，國立中央大學高階主管企管研究所碩士論文
7. 李漢雄(2000)，人力資源策略性管理，台北，揚智文化
8. 利弘毅(2016)，「路線貨運業經營策略轉型之分析－以H公司為例｣，國立中央大學高階主管企管研究所碩士論文
9. 宋時晴(2015)，「英國代理商制度發展之研究｣，國立台灣大學法律學院法律學研究所碩士論文
10. 周旭華譯 (1988)，Porter, M.E著，競爭策略 (Competitive Strategy)，台北:天下文化出版社
11. 吳思華(2000)，策略九說(三版)，台北，臉譜文化出版社
12. 周佳欣(1997)，「台灣中小企業策略性轉型之研究｣，東吳大學企業管理研究所碩士論文
13. 洪慧芳譯 (2015)，Rita Gunther McGrath著，瞬時競爭策略 (The End of Competitive Advantage : How to Keep Your Strategy Moving as Fast as Your Business)，台北，天下雜誌股份有限公司
14. 袁素萍(2003)，「企業轉型成功關鍵因素之研究｣，國立成功大學管理學院高階管理碩士在職專班碩士論文
15. 翁景民、胡同來譯 (2002)，Louis W. Stern, Adel I. Ei-Ansary, Ann T. Coughlan合著，行銷通路 (Marketing Channels)，台北:華泰書局
16. 許士軍(1980)，現代行銷管理，台北，環球經濟社
17. 許鐠心(2014)，「企業在俄羅斯尋找合宜代理商之探討｣，國立清華大學經營管理碩士在職專班論文
18. 筒井信行、瀧澤正雄(1988)，江金龍譯，成功的企業轉型－中小企業如何脫胎換骨，台北，尖端出版社
19. 陳向明(2002)，社會科學質的研究，台北，五南出版社
20. 陳明璋(1996)，企業轉型的策略與成功關鍵，貿易週刊，1690期
21. 陳澤義(2011)，國際行銷，台北，普林斯頓國際有限公司
22. 陳冠廷(2008)，「智慧型手機作業系統之競合策略分析｣，國立台灣大學商學研究所碩士論文
23. 陳文治(2012)，「台灣智慧型手機產業由代工轉型到自創品牌之行銷策略分析－以H公司為例｣，國立中央大學資訊管理研究所碩士論文
24. 楊正義(2008)，「後卡債時期信用卡行銷策略之研究｣，國立中央大學高階主管企管研究所碩士論文
25. Q公司(2016)，Q系統教育訓練教材
二、英文文獻
1. Aaker (1984), D.A. Strategic Market Management, New York : John Wiley & Sons Co.,
2. Ansoff (1965), H.I. Corporate Strategy: An Analytic Approach to Business Policy for Growth and Expansion, Hightstown: McGraw-Hill
3. Chandler. A.D. Jr. (1962) Strategy and Structure : Chapters in the history of American industrial enterprise. Cambridge, MA : MIT Press
4. Collette Stacy (1999), SWOT Analysis, Computer World, Vo. 33 Issue 29
5. E. Jerome McCarthy (1960) Basic Marketing : A Managerial Approach : R.D. Irwin
6. Gluke W. F. (1976) Business Policy : Strategy Formation and Management Action, 104 New York : McGrawHill
7. Hax, A.C (1990) The Strategy Concept & Process. Planning Review, 18 (3), 110-122
8. Hofer and Schendel (1978) Strategy Formulation : Analytical Concepts, Minnesota: West Publishing
9. Hambrick, D.C. (1983) Some Tests of the Effectiveness and Functional Attributes of Miles and Snows Strategic Types. Academy of Management Journal, Journal 26 (1), 5-26
10. Hill & Jones (1995) Strategy Management Theory: An Integrated Approach, Boston, MA : Houghton Mifflin
11. Kotler, P. (2000) Marketing Management Englewood Cliffs, New Work : Prentice-Hall
12. Mintzgerg, H (1987) Crafting Strategy, Harvard Business Review
13. Pearce, J.A. & Robinson, R.B. (2000) Strategy Management: Formulation implementation, and control : Irwin/McGraw-Hill
14. Philips Kotler and Gary Armstrong (1999), Marketing : An Introduction, 4th. Upper Saddle River : Prentice-Hall
15. Philips Kotler, Veronica Wong, John Saunders, Gary Armstron (2005), Principles of Marketing : Pearson Education
16. Porter, M.E (1980) Competitive Strategy, Techniques for Analyzing Industries and Competitors, New York : Fress Press
17. Porter, M.E (1985) Competitive Advantage, New York : Free Press
18. Robert F. Lauterborn (1990) Four Ps Passe : e-Words Take Over, New Marketing Litany
19. Valentin E. K (2001) SWOT Analysis from a resource-based view, Journal of Marketing Theory and Practice, Vol.15, No.2
20. Weihrich, Heinz (1982) the TOWS Matrix, A tool for Situational Analysis, Journal of Long Ranger Planning, Vol.15, No.2
21. Yin, R.K (1994) Case Study Reasearch, Design and Methods, 2nd edition, Newbury Prak, Sage Puclications |
[Endnote RIS 格式]
[相關文章]
[文章引用]
[完整記錄]
[館藏目錄]
至系統瀏覽論文 ( 永不開放)
plurk
funp
live
udn
HD
myshare
netvibes
friend
youpush
delicious
baidu
Google bookmarks
del.icio.us
hemidemi
facebook
twitter
google
reddit