臺灣博碩士論文加值系統

本研究旨在探討臺灣廚具品牌進入越南市場之策略分析。本研究之研究個案為K公司，透過出版刊物與實務現象觀察，同時以企業內部相關文件檔案記錄、半結構式訪談以及工廠參與觀察後，再經由KSF分析及SWOT分析，針對分析結果加以歸納，本研究結果發現以下可行性方案，分別為：一、發展臺灣設計、越南生產、兩地配貨模式；二、發展洞悉市場、異業結盟、行銷國際模式；三、健全勞資制度與減緩人力閒置，降低人事成本；四、建立情報資訊系統，穩定財務與增強應變能力，整理出本研究投資策略，呈現K公司投資越南策略圖，未來有助於朝向跨其他國家投資設廠，增加國際化。

This study proposes of Taiwan kitchenware brand invest Vietnam strategic analysis. The research is case study of K compony, which to analyze this study through literature review and semistructured interviews content to find out the unsatisfied customer demand. Analyze its invest Vietnam strategic, to use KSF and SWOT. The results show as following: First, development of Taiwan design, Vietnam produce, two places deliver the goods model. Second, development of understand the market, Heterogeneous alliance, International marketing model. Third, steady labor relations, reduce personnel costs. Fourth, Establish intelligence information system, steady finance. This paper puts forward some practical suggestions and directions for future research.

摘 要 i
Abstract ii
表目錄 v
圖目錄 vi
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究範圍與個案公司 4
1.4 研究限制 4
1.5 研究流程 5
第二章 文獻探討 6
2.1 廚具發展沿革 6
2.1.1 臺灣廚具產業的現況與背景 7
2.1.2 臺灣廚具產業重要發展時期 8
2.1.3 廚具品牌的時代 11
2.2 品牌(Brand) 13
2.2.1 品牌形象 15
2.2.2 品牌忠誠 18
2.3 越南投資環境分析 21
2.3.1 越南基本經貿資料 21
2.3.2 越南經貿投資現況 23
2.3.3 台越經貿投資現況 27
2.4 國外投資機會辨識 29
2.4.1 投資創業動機 29
2.4.2 機會與環境的辨識 31
2.4.3 創業機會 34
2.5 策略分析 35
2.5.1 策略的意義及布局 35
2.5.2 資源基礎觀點 38
2.6 KSF分析 41
2.6.1 關鍵成功因素之定義 41
2.6.2 關鍵成功的來源 41
2.6.3 關鍵成功因素之特性及功能 42
2.6.4 關鍵成功因素構面探討 43
2.6.5 確認關鍵成功因素的方法 46
2.6.6 關鍵成功因素的應用 46
第三章 研究方法 48
3.1 個案公司簡介 49
3.1.1 經營理念 49
3.1.2 組織架構 50
3.1.3 K公司之策略發展 50
3.2 K公司品牌投資越南之路 51
3.3 K公司投資越南設廠之困境 57
第四章 個案公司策略分析 59
4.1 K公司之SWOT分析 59
4.2 K公司之投資策略分析 61
4.3 K公司之經營策略評估 66
4.4 K公司之投資越南策略小結 68
第五章 結論與建議 71
5.1 研究結論 71
5.2 未來研究方向與建議 73
參考文獻 75

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