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研究生:楊楨彬
研究生(外文):Chen-Pin Yang
論文名稱:以競合關係為基之中小企業經營策略-以橡膠機械製造商為例
論文名稱(外文):SME Business Strategy based on Co-competition Relationship – A Case Study of a Rubber Machinery Company
指導教授:蕭堯仁蕭堯仁引用關係
指導教授(外文):Yau-Ren Shiau
學位類別:碩士
校院名稱:逢甲大學
系所名稱:經營管理碩士在職專班
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:2009
畢業學年度:97
語文別:中文
論文頁數:98
中文關鍵詞:產業價值鏈競合關係競合夥伴
外文關鍵詞:Co-competition RelationshipEnterprise Value ChainCo-competition Partner
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  台灣產業之發展向以生產製造為主軸,並藉由上、中、下游緊密結合之供應鏈體系,塑造出具有高品質、低成本之競爭優勢。然隨著生產製造逐漸成熟,並在全球化競爭與顧客導向趨勢下,臺灣中小企業應思索如何調整營運方式與經營策略,並轉型為高知識含量的商業模式,以取得競爭優勢,其中含如何透過產業價值鏈創造產品附加價值與企業競爭力。企業透過產業價值鏈進行企業間整合與互動的同時,在企業間逐漸形成一種特殊的互動與合作關係,如「既競爭、又合作」的「競合關係」。
  本研究以個案研究方式先針對台灣橡膠機械產業進行產業分析,以瞭解個案公司所處之產業環境現況,另續引用SWOT分析,瞭解該公司所存在之競爭缺口,並以產業價值鏈觀點探討該公司與相關企業間之關係,進而分析該公司與競合夥伴建立之競合關係及相對應之經營策略,以帶動該公司在競爭能力之提升。同時亦針對該公司未來之發展,提出相關改善建議與強化方案,以更能發揮競合關係之效益。
  本研究以設計研發、生產製造及品牌行銷等三構面分析歸納出個案公司在競合關係之策略考量,以供其他中小企業在建立競合關係時之參考。研究結果亦發現競合關係主要架構在「互惠」與「雙贏」之基礎上,並同時須以「產業價值鏈內之橫向競爭最小化」及「產業價值鏈間之縱向合作最大化」為考量,方能以最少的競爭衝突創造出最大的合作效益。
The development of industry in Taiwan is driven by its remarkable supply chain system combined with its strength in production and manufacturing. Its ability to manufacture high-quality at low costs provides significant competitive advantage. As the manufacturing industry matures in the environment of global competition and customer oriented, however, small and medium size enterprise (SME) in Taiwan should consider adjusting operations and management strategies. This shift enables enterprises to gain higher knowledge of business models and achieve a more competitive edge. Additionally, unique relations such "mutual competition and cooperation" of the “Co-competition Relationship” can be formed by the integration and interaction in enterprise value chain.
A case study of a rubber machinery company was conducted in this research. The industrial environment of Taiwan rubber machinery companies was revealed. Also, SWOT analysis was performed to examine its inefficiency for competition. The Co-competition relation and the related business strategy were concluded by analyzing the relationship between the competing partner. This study also provides relevant improvement suggestion and strengthening program for the future of the company to become more effective and competitive.
The analysis of the case study was performed by three aspects, i.e., the design of research & development, production, and brand marketing. The summary of this research can provide a reference to related industries which want to develop co-competition relationship. The conclusion reveals the co-competition relationship should be based on "reciprocal" and "win-win". Also, it should consider "minimize the competition" and "maximize the cooperation” in enterprise value chain. The largest benefit then can be approached by minimizing conflicts between the co-competition partner.
誌謝 I
摘要 II
Abstract III
目錄 IV
圖目錄 VI
表目錄 VI
第一章 序論 1
1.1 研究背景與動機 1
1.2 研究目的與範圍 5
1.3 研究架構與流程 7
第二章 文獻探討 9
2.1 個案研究方法 9
2.2 策略 19
2.3 SWOT分析 26
2.4 關鍵成功因素 28
2.5 競合關係 39
第三章 研究方法 44
3.1 產業環境分析 45
3.2 SWOT分析 46
3.3 關鍵成功因素 48
3.4 建議與策略 50
第四章 個案分析 52
4.1 公司簡介 52
4.2 產業分析 57

4.3 SWOT分析 60
4.4 關鍵成功因素 69
4.5 建議與策略 79
第五章 結論與建議 83
5.1 結論 84
5.2 建議 86
參考文獻 87
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