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研究生:高瑞霞
研究生(外文):Kao, Jhi-Hsia
論文名稱:國際供應關係與專業代工製造商垂直範圍決策之研究:以運動鞋產業為例
論文名稱(外文):International Buyer-Supplier Relationships and Subcontractors’ Vertical Scope Decisions: A Case Study on Sports Footwear Suppliers
指導教授:李吉仁李吉仁引用關係
指導教授(外文):Lee, Ji-Ren
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:國際企業學研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:124
中文關鍵詞:國際供應關係垂直整合運動鞋產業
外文關鍵詞:International Buyer-Supplier RelationshipVertical Scope DecisionSports Footwear Industry
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國內製鞋兩大龍頭廠商─寶成與豐泰,不僅發展出兩種截然不同的業務供應結構,近年來,兩家廠商的垂直整合活動,亦呈現完全不同的決策走向,其中寶成透由轉投資進行相當高度的垂直整合,而豐泰卻保持相當低度的垂直整合,此種在同一產業環境下的不同策略選擇作法,導引了本研究擬以深度個案研究的方式,針對運動鞋產業中的領導品牌商Nike、與全球最大運動鞋代工廠商--寶成、及Nike的專屬製造廠商--豐泰三家公司為研究個案,探討不同的供應結構關係發展的成因,以及不同的業務結構對於製造商垂直範圍決策的影響。
研究首先透過解構寶成與豐泰的轉投資分析、以及附加價值分析法,建立寶成選擇進行向上垂直整合,擴大垂直範圍,而豐泰則專注於本業,選擇垂直分工,經營原有的供應體系的事實,再以廠商深度訪談、以及企業公開資訊的收集,進一步解構寶成與豐泰垂直範圍決策之影響因素,最後,再以財務面評估兩種策略選擇的差異、以及從製鞋業的國際供應關係的發展歷史,分析形成此種差異性的歷史因素。
透由個案研究,本研究發現:(1)製造商的供應關係結構、會影響其價值創造基礎,從而影響其垂直整合範圍的決策,三者之間存在連動的關係;(2)欲建構多重供應關係,供應商必須擁有關鍵性核心能耐,並輔以隔離品牌的政策,才能成功;(3)在單一供應結構關係下,供應商必須持續提升買主的價值,才能確保合作關係的穩定發展。
It is well known that the two leading sports footwear producers in Taiwan, Pou-Chen Group and Feng Tay Enterprise, demonstrate two distinctive business structures. As the world largest contract manufacturer in sports footwear, Pou-Chen Group works with more than 40 international brand companies. However, Feng Tay Enterprise chooses to be a dedicated supplier of the world leading sports footwear brand, Nike. More interestingly, these two leading contract manufacturers undertook two distinctive vertical scope decisions during recent years. Pou-Chen Group reveals a high degree of vertical integration while Feng Tay Enterprise chooses to be a focused footwear designer and producer. Such an intra-industry heterogeneity motivates this research to conduct an in-depth case study on these three key players (Pou-Chen, Feng Tay, and Nike). Our research attempts to explore the determinants of different supply structures and a potential linkage between the supply structure established by subcontractors and the subcontractor’s vertical scope decisions.
We first analyze the degree of value-added of these two subcontractors and corporate investments in the businesses related to footwear manufacturing. We found that Pou Chen clearly chose to expand vertically, and significantly elevated the ratio of value-added to revenue since 1995, while Feng Tay concentrated on design and assembly activities and chose impartition to provide value-added contractual services. Supporting by intensive field interviews and secondary information, we are able to build up a conceptual model delineating the relationship between the supply structure and the degree of vertical integration of the subcontractors. Our inferences are further supported by a set of financial evaluation on the strategic choice made by the subcontractors as well as historical navigation on the development of international buyer-supplier relationships in this industry.
The present thesis found that: (1) The supply structure may affect the subcontractors’ basis of value creation, which may further affect the subcontractor’s vertical scope decision; (2) To maintain a multiple supply structure, a subcontractor has to equip with difficult-to-replace manufacturing competency and ensure no spillover between brands; (3) For establishing a dedicated supply structure, the subcontractor must continuously upgrade its competence to ensure a value-added supply to its buyer. Managerial implications are also discussed.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 5
第三節 研究目的 7
第四節 研究流程 8
第二章 文獻探討 9
第一節 策略 9
第二節 垂直整合 12
第三節 供應商與買主關係 20
第三章 研究方法 27
第一節 研究架構 27
第二節 個案研究方法 28
第三節 研究對象選取 31
第四節 資料蒐集方式 33
第五節 研究限制 34
第四章 運動鞋產業與個案研究 35
第一節 運動鞋產業 35
第二節 耐吉公司(NIKE ,INC.) 42
第三節 寶成工業( POU CHEN CORP. ) 53
第四節 豐泰企業( FENG TAY ENTERPRISE CO., LTD. ) 66
第五章 專業代工製造商垂直整合範圍決策 77
第一節 個案公司之供應鏈結構與垂直整合程度分析 77
第二節 專業代工製造商垂直範圍決策因素解構 88
第六章 結論與建議 104
第一節 研究結論 104
第二節 研究建議 109
第三節 後續之研究方向 111
參考文獻 112
一、主要參考資料 112
二、其他參考資料 115
附錄一:NIKE大事表 118
附錄二:ADIDAS重要大事紀 120
附錄三:REEBOK重要大事紀 121
附錄四:寶成工業重要大事紀 122
附錄五:豐泰企業重要大事紀 123
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