摘 要
陶瓷產業之產品共可分為八大類﹔第一類：日用陶瓷，第二類：衛生瓷，第三類：建築瓷，第四類：電瓷，第五類：藝術瓷，第六類：工業用瓷，第七類：陶瓷原料，第八類：窯業機械設備。其中建築瓷的市場，中國大陸之產量共占世界產量的36.1%，高於次要大國－義大利有20%以上，因此大陸之建築瓷產業對全球市場的影響是相當可觀的。雖然，中國為世界之陶瓷生產大國，然而由於員工人數多、能源消耗量大、低品質產品多使得中國大陸的陶瓷產業在世界市場上是『大而不強』﹔而大陸在2002年9月17日加入WTO後，勢必對國內廠商產生可觀的衝擊。因此本研究希望可以經由此次之調查分析，找出兩岸陶瓷產業之競爭優劣勢，以提供面對WTO因應之道。
關於先佔廠商是否擁有較佳之競爭優勢已有多位學者研究探討，而在產業面的學者之看法卻是大相逕庭，因此本研究擬針對大陸陶瓷產業對此一主題進行探討﹔並將廠商分為：先佔廠商與追隨廠商。依此分析其經營管理之競爭策略分析。
本研究對大陸陶瓷產業中較具規模之廠商(含台商)，以其自行研發及在大陸進行銷售之建築瓷產品(地磚、石英磚、壁磚、外牆磚)為研究調查的對象。接受問卷調查之廠商共38家，在經營管理策略顯著性研究上，經由毛利率與市場佔有率兩項指標將廠商分為先佔廠商與追隨廠商兩群，並根據專業技術領先策略、稀有資產佔有策略、轉換成本策略、消除不確定性策略等四個構面對兩群廠商進行檢討﹔本研究針對以上四項策略的構面展開成為九個子項，分別為具相對優勢之先佔廠商，是否可經由經驗曲線造成追隨者之進入障礙﹔具相對優勢之先佔廠商，是否可透過技術專利化有效干預追隨者之跟進﹔具相對優勢之先佔廠商以低價或生產技術先佔，是否可以形成追隨者之進入障礙﹔具相對優勢之先佔廠商是否可以透過空間使用的差異造成追隨者之進入障礙﹔具相對優勢之先佔廠商是否可以以廠房與設備上採取先佔﹔具相對優勢之先佔廠商是否可以透過交易成本造成進入障礙﹔具相對優勢之先佔廠商是否可以因有效建立品質信譽，形成品牌忠誠度，造成對追隨者的進入障礙﹔具相對優勢的先佔廠商是否可以較為有效的促使消費者試用產品﹔具相對優勢的先佔廠商是否能以適當技巧定位品牌，使追隨廠商面臨品牌建立與顧客接受困難等，以此造成追隨者之進入障礙。
透過這九個子項的分析結果，本研究提出對大陸地區陶瓷業經營以及後續研究的建議與結論。
1‧

ABSTRACT
The ceramic industry products can be defined into 8 categories；1. general ceramics，2. sanitary ceramics，3. architectural ceramics，4. electric ceramics，5. artistic ceramics，6. industrial ceramics，7. raw materials for ceramics，8. Equipment & machinery for ceramics. In architectural ceramics market, the 36.1% of whole world’s productivity come from China, which is 20% higher than second place country —Italy. China’s architectural industry has considerably strength to affect the globe market. China is the biggest ceramic production country in the world; however, large numbers of labor, and low quality of products, these images make the market has the feeling of large but not strong, and it also makes a great impact on Taiwan’s market, after China become the member of WTO on 2002. This study is trying to find out the competitive strategy to help both Taiwan and China to face WTO impact.
As question of first-mover company own the better condition for competition or not? This issue have been discussed by several researches, but some scholars who stand on the industry side have different point of view, so this study aims to make an object of China ceramic industry and divide them into two groups：First-mover and Second-mover.
The research focuses on middle-upper size of ceramic companies (including Taiwan Company), which has self-R&D ability and sells ceramic products (such as, floor tiles、homogeneous tiles and wall tiles) in China. There are 38 questionnaire returned. In this study, the first-mover group and second-mover group are divided by profit margin and market share. Both groups are considered by profession technical lead strategy、scarce resources occupy strategy、cost transfer strategy and eliminate uncertain factor strategy, these strategies will expand into nine sub-categories, there are：experiences curve、profession technical patent、cost effective or production ability、space using、equipment、transaction cost、reputation of quality、brand loyalty、product testing and brand position…etc., Will first-mover make second-mover have an obstacle to entry the market and customers acceptability through by these factors above?
Through these sub-section analyses, the result will provide suggestions and conclusion to the management of these ceramic companies in China.

目 錄
摘要 .......................................ⅰ
目錄 .......................................ⅴ
表目錄 .......................................ⅶ
圖目錄 .......................................ⅸ
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 觀念性研究架構............................3
1.4 全文架構..................................4
第二章 文獻探討.................................5
2.1 大陸陶瓷產業的定義與探討..................5
2.2 大陸陶瓷產業的競爭優劣勢與原因探討.......21
2.3 大陸陶瓷產業的經營管理策略...............37
第三章 研究方法................................39
3.1 理論架構及說明...........................39
3.2 研究假設及說明...........................41
3.3 操作變數及名詞定義.......................45
3.4 樣本設計.................................49
3.5 問卷設計.................................51
3.6 分析方法.................................52
第四章 研究發現................................53
4.1 經營管理策略顯著性檢定...................53
4.2 競爭優勢關係檢定.........................54
第五章 結論與建議..............................58
5.1 研究結論.................................58
5.2 研究建議.................................59
5.3 研究限制.................................59
5.4 後續研究.................................60
附 錄..........................................61
附錄一 參考文獻...............................61
附錄二 本研究問卷.............................73
表目錄
表1.1 先佔與追隨廠商競爭優勢不同主張............2
表1.2 全文架構..................................4
表2.1 熔塊特性說明..............................9
表2.2 坯、釉料主要生產設備.....................13
表2.3 釉料施釉附屬設備.........................14
表2.4 建築陶瓷產品製程概述.....................15
表2.5 日本資本密集產業之策略群組間特性.........19
表2.6 新產品分類...............................20
表2.7 世界陶瓷原料供應商分析...................25
表2.8 台灣窯爐數與產能狀況.....................26
表2.9 2000年大陸地區建築衛生陶瓷狀況...........28
表2.10 1999年世界主要磁磚生產區域..............29
表2.11 2000年中國出口建築衛生陶瓷量值統計......31
表2.12 2000年世界陶瓷產品產量、消費及出口......31
表2.13 陶瓷產業先佔廠商之競爭優勢..............33
表2.14 進入障礙的來源與涵意....................34
表2.15 陶瓷產業先佔廠商之競爭劣勢一覽表........36
表2.16 大陸陶瓷產業經營管理策略................38
表3.1 變數之操作性定義.........................48
表3.2 接受調查陶瓷廠商及產品...................49
表3.3 各不同陶瓷廠商問卷回收表.................50
表4.1 策略顯著性檢定...........................53
表4.2 進入時機與競爭績效檢定...................54
表4.3 進入時機複迴歸分析.......................56
表4.4 進入時機逐步複迴歸分析...................57
圖目錄
圖1.1 觀念性研究架構...........................3
圖2.1 建築陶瓷在材料科學的地位.................6
圖2.2 台灣窯爐數增減比較圖....................27
圖2.3 台灣建築陶瓷產能增減圖..................27
圖2.4 1999年世界磁磚製造國家排名介紹..........30
圖3.1 理論架構................................39
圖4.1 先佔/追隨趨勢百分比比較.................53

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