台灣橡膠輪胎廠商的經營策略與 績效分析

NCUIR > School of Management at National Central University > Executive MBA > Electronic Thesis & Dissertation > Item 987654321/95366

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/95366

Title:	台灣橡膠輪胎廠商的經營策略與績效分析
Authors:	黃奕傑;Chieh, Huang Yi
Contributors:	高階主管企管碩士班
Keywords:	橡膠;彈性體;橡膠輪胎;五力分析;SWOT分析;S-C-P分析;rubber;elastomer;rubber tire;five forces analysis;SWOT analysis;S-C-P analysis
Date:	2024-07-01
Issue Date:	2024-10-09 16:42:59 (UTC+8)
Publisher:	國立中央大學
Abstract:	探討台灣四間橡膠輪胎製品廠在全球和台灣的巿場結構、廠商行為和其營運績效。本研究以經濟學中的S－C－P（Structure－Conduct－Performance）結構－行為－績效模型做為主要的補助分析台灣橡膠輪胎業的整個架構，以五力分析和SWOT分析做結論分析研究結果顯示，巿場結構部分：橡膠輪胎業歸類於寡占巿場，但較難做出差異性，且有著較高的進入門檻，需要充分的資本和人工勞力。廠商行為部分：橡膠輪胎有著較低的需求彈性，近似於必需品的特性，廠商有著較強的訂價能力，但橡膠輪胎的售價和原物料價格波動相關，石油原油價格和運費也都會影響到橡膠輪胎製品廠的成本。並因為難以做出明顯的差異化，橡膠輪胎製品廠的產品訂價應該朝向依消費者族群和需求不同做出區隔。經營績效部分：台灣的橡膠輪胎廠本身在台灣的產能足夠供給台灣當地的橡膠輪胎需求，因此有多餘產能可供外銷。在外銷部分的衝擊在於稅額，美國制定的反傾銷稅，對台灣某些橡膠輪胎廠的出口，造成很大的影響。整體而言，橡膠輪胎業除了外銷到高稅賦的國家之外，整體經營績效都是不錯的。最後，本研究建議台灣土本橡膠輪胎廠，增加研究發展能力與經費，漸進式的走向自動化與善用大數據分析，減少不必要的開支，增加消費者對產品的信任度和依賴度。對於產品巿場上的依附性也應該去降低，分散重點巿場過度集中的風險。橡膠輪胎廠屬於高碳排放產業，因此更應重視環保、節能減碳，以期有個乾淨和永續的地球。;Explore the market structure, manufacturer behavior, and operational performance of four rubber tire product factories in Taiwan globally and in Taiwan. This study uses the S-C-P (Structure Conduct Performance) model in economics as the main subsidy analysis for the entire framework of Taiwan′s rubber tire industry. The conclusion analysis is based on the Five Forces Analysis and SWOT Analysis. The research results show that in terms of labor field structure, the rubber tire industry is classified as an oligopoly labor field, but it is difficult to make distinctions and has a high entry threshold, requiring sufficient capital and manual labor. Manufacturer behavior: Rubber tire has a low demand elasticity, similar to the characteristics of a necessity, and manufacturers have strong pricing power. However, the price of rubber tire is related to fluctuations in raw material prices, and the prices of petroleum and crude oil as well as shipping costs can also affect the cost of rubber tire product factories. And because it is difficult to make significant differentiation, the pricing of rubber tire product factories should be differentiated according to the different consumer groups and needs. Business performance: Taiwan′s rubber tire factories have sufficient production capacity in Taiwan to meet the local demand for rubber tires, so there is excess production capacity available for export. Overall, the rubber tire industry has performed well in terms of overall business performance, except for exporting to countries with high taxes. Finally, this study suggests that Taiwan′s local rubber tire factories should increase their research and development capabilities and funding, gradually move towards automation and make good use of big data analysis, reduce unnecessary expenses, and increase consumer trust and dependence on their products. The dependence of products on the market should also be reduced to diversify the risk of excessive concentration in key markets. Rubber tire factories belong to high carbon emission industries, so more attention should be paid to environmental protection, energy conservation, and carbon reduction in order to have a clean and sustainable earth.
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