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研究生:吳金中
研究生(外文):Chin-Chung Wu
論文名稱:台灣印刷產業多角化策略之探討-以秋雨印刷為例
論文名稱(外文):The Diversification Strategy in Taiwan Printing Industry-A case of Choice Lithograph, Inc.
指導教授:劉祥泰
指導教授(外文):Shiang-Tai Liu
學位類別:碩士
校院名稱:萬能科技大學
系所名稱:經營管理研究所
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:2010
畢業學年度:98
語文別:中文
論文頁數:87
中文關鍵詞:印刷術按需印刷核心競爭力
外文關鍵詞:printing methodprint on demandcore competitiveness
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印刷術的發明,讓人類知識留存、訊息傳遞走入文明,現今成功的廣告宣傳,除了要結合電視、網路、戶外活動,也需要藉助印刷技術的平面廣告,維持最久的銷售宣傳效果,也通常要靠平面廣告,產品的販售更需要精美合宜的包裝設計。在成功的宣傳活動例子中,平面廣告的預算總是佔極大比例,尤其是量販業型錄印刷需求量大,雜誌及報紙也在強化本身在宣傳領域的地位,一般少量多樣或客製化印刷產品,已有快速的合版印刷和按需印刷(Print On Demand) 。
台灣傳統的印刷業已是成熟產業,因市場規模受限地域性,不易代工外銷走入國際化,紙張和油墨等原物料成本增加,相同機台多而產能不均和過剩,所以市場價格競爭激烈,只有縮短工作時程提升效率,並且避免在印刷前和機器印刷作業時發生錯誤,導入全面數位工作控制流程和標準,以有效率的工作計畫、快速的機器印刷作業和重複流程自動化來創造利潤,然而以現在大型印刷公司集團績效多在盈虧上下之間,各經營者無不思索在此艱難環境下,不論低成本、差異化,或是發展經營成長策略:市場滲透策略、產品發展策略、市場擴張策略、垂直整合成長策略、與多角化營運成長策略。
本研究藉由文獻探討多角化經營策略,以台灣印刷業個案公司研究分析,雖然印刷市場成長趨緩,但是科技的快速進步,思維和技術上的創新,將會改變產業生態。本研究在分析最後也建議個案公司,不只進行電腦化作業管理,重點是藉由多角化策略,找出創新的產品或服務,套用或移轉關鍵的核心競爭力,以掌握新成長機會。
The invention of printing had left people with knowledge ang passing of information had leaded us to civilization. Aside from TV, internet, and outdoor events, the success of today’s commercial advertising also needs the assistance of printing technologies for print media. For lasting effect of sales promotion, it requires mostly of print media, the selling of products requires an elegantly design package. In an example of a successful promotional activity, budget for media printing has always been allocate with the largest amount, especially catalogue printing from Quantity Sales Industry (hypermarket). Both magazine, and newspaper are also strengthening their positions of advertising territory, the general printing products of customization or lesser volume with variations already have its combination speed printing and print on demands.
Taiwan’s traditional printing industry is already a mature property. But due to the scale of the market is limited by its region, it is not easy to sell abroad and move into internationalization. The cost of paper, ink, and other materials will increases, the same machine will produce uneven products and surplus quantity, that is why the market quotation is aggressively competitive; only by shortening the delivery time, increase the efficiency, prevent errors before and during the printing operations, inducing several well rounded work flow of well control process and its standard, efficiency work flow plan, and fast machine operating of printing and automation of deplication of the work flow to create revenue. However, the current large printing firms result are at the range of profit and loss, and while under such harsh environment, each business operator thinks around the clock on Los cost, variation, or even development management growth strategy:market penetration strategy, product development strategy, market expansion strategy, vertical conformity growth strategy, and multiple-angle business growth strategy.
This research is based according to a case research analysis by Taiwan printing trade’s company, and through the literature discussion of multiple-angle management strategy. Although the printing market growth had become slow, the technology advancement had become rapid; the innovation of thoughts and technique will change the industrial ecologically. At the end of this research, it also suggests the companies to not only proceed on the computerization management, as the key point is through multiple-angle strategy to discovers the innovation of the product or the service, and applies or shifts the core key competitiveness to grasps the new opportunity growth.
中文摘要 i
英文摘要 ii
誌謝 iv
目錄 v
表目錄 vii
圖目錄 viii
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機與目的 6
1.3 研究範圍與對象 7
1.4 研究限制 10
1.5 研究流程 11
第二章 文獻探討 12
2.1 多角化的定義 12
2.2 多角化策略的動機 16
2.3 多角化策略類型 25
2.4 多角化的程度與績效 29
2.5 多角化衡量方法 40
2.6 印刷產業經營策略相關文獻 43
第三章 個案研究方法 46
3.1個案研究之觀念 46
3.2資料蒐集方法 47
3.3個案研究流程 48
第四章 個案分析探討 49
4.1印刷業環境分析 49
4.2印刷業產業分析 52
4.3個案公司簡介 55
4.4個案公司多角化策略分析 60
4.5 經營績效分析 67
4.6 同業多角化經營訪談驗證 70
第五章 結論與建議 73
5.1研究結論 73
5.2研究建議 74
5.3未來研究建議 75
參考文獻 76
附錄
A 訪談紀錄 81
B 作者簡介 87
中文文獻
1.司徒達賢,策略管理新論-觀念架構與分析方法,智勝文化事業有 限公司,民90年。
2.吳大忠,多角化程度與國際化程度對經營績效影響之後社分析-以國內碩博士論文為例,國立雲林科技大學企業管理系碩士班碩士論文,民93年。
3.吳艾如,ISO9000與ISO9001驗證對印刷業經營績效影響之研究,私立中國文化大學印刷傳播研究所碩士論文,民86年。
4.李遵中,企業成長之多角化策略與策略參考關係之研究-以印刷電路板業為例,大學研究所碩士論文,民90年。
5.洪文來,台灣大型印刷公司經營策略之探討,國立台北大學企業管理學系碩士論文,民93年。
6.殷慶璋,網路印刷與數位印刷之應用,台北市印刷商業同業公會會訊,第15屆,第4期,頁15,民98年。
7.陳震強,如何透過策略控制以提昇多角化企業之經營績效-以某集團企業為例,國立台灣大學會計研究所碩士論文,民92年。
8.陳協裕,台灣印刷產業轉型策略之研究-以秋雨印刷為例,大葉大學事業經營研究所碩士論文,民91年。
9.陳秀瑜,數位化印前企業經營績效評估指標設計之研究,國立台灣師範大學工業教育學系碩士論文,民90年。
10.陳進德,行銷策略與公司績效關係之研究,-以平版印刷為例,私立中國文化大學印刷傳播研究所碩士論文,民87年。
11.張中一、沈淳茂、洪秀文、林郁雯,探討2008台灣印刷工業發展之策略(一),台北市印刷商業同業公會會訊,第15屆,第4期,頁15,民98年。
12.張中一,台灣平版印刷產業經營模式及競爭優勢之研究,國立政治大學EMBA科技管理組碩士學位論文,民91年。
13.梁文貴,產品多角化及國際擴張互動與廠商積效之關係-台灣資訊電子業之實證,國立台灣大學商學研究所博士論文,民89年。
14.黃一芳,產業環境、多角化策略與經營績效之研究-以台灣汽車產業為例,國立成功大學碩士論文,民92年。
15.黃晉偉,多角化海外投資對台灣製造業經營績效的影響,東吳大學經濟學系碩士論文,民94年。
16.楊孟泰,策略性成本管理與經營績效之研究-以印刷業為例,私立中國文化大學印刷傳播研究所碩士論文,民91年。
17.蔡明強,台灣地區平版印刷業關鍵成功因素之研究,私立中國文化大學印刷傳播研究所碩士論文,民87年。
18.98年秋雨印刷年報查詢網址公開資訊觀測站,http://newmops.tse.com.tw/

英文文獻
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9. Berry, C.H., “Corporate Growth and Diversification”, Princeton, NJ:Princeton University Press, 1975.
10. Bettis, R.A. & W.K. Hall , “Diversification Strategy, Accounting Deternined Risk, and Accounting Determined Return”, Academy of Management Journal, 1982, vol.25, No.2, pp.254-264.
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14. Glueck, W. F., “Business Policy: Strategy Formulation and Management Action, ” New York: McGraw Hill., 1976.
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16. Hill, C. W. L. and R. E. Hoskisson, “ Strategy and Structure in the Multiproduct Firm,” Academy of Management Review, 1987, vol.12, No.2, pp.331-341.
17. Hitt, Michael A.,R. Duane Ireland and Robert E. Hoskisson, “Strategic Management-Competitiveness and Globalization,” 4th ed., South-Western College Publishing., 2001.
18. Hoskisson and Hitt, M. A., “Antecedents and Performance Outcomes of Diversification: A Review and Critique of Theoretical Perspectives,” Journal of Management, 1990, vol.16, pp.461-509.
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