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研究生:林界宏
研究生(外文):Lin ,Chieh-Hung
論文名稱:工業自動化產品製造廠-提供解決方案策略的研究
論文名稱(外文):Industrial Automation Products Manufacturer - Providing Solutions Strategy Research
指導教授:韓千山韓千山引用關係
指導教授(外文):Han ,Chien- Shan
口試委員:莊家彰蔡偉澎
口試委員(外文):CHUANG ,CHIA-CHANGTSAI,WEI-PENG
口試日期:2015-06-03
學位類別:碩士
校院名稱:輔仁大學
系所名稱:科技管理學程碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2019
畢業學年度:107
語文別:中文
論文頁數:87
中文關鍵詞:工業自動化解決方案SWOT分析關鍵成功要素五力分析質性研究量化研究
外文關鍵詞:Industrial AutomationSolutionsSWOT analysisKey Success FactorsFive Forces AnalysisQualitative ResearchQuantitative Study
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近來台灣企業為因應世界經濟環境的改變,在國際化、自由化的趨勢衝擊下,致力推動台灣產業自動化,改善傳統勞力密集產業結構,提高生產效率與產品品質,便成為政府的政策方向。現今在自動化設備已經發展到相當成熟期階段,自動化設備不應僅侷限於生產製造的產品動線、物流自動化以及品質控管等方面,而應該由機器來執行更多的產品製造、組裝,使其朝向無人化工廠為目標。生產自動化設備不僅能夠改善惡劣的工作環境,同時減少高危險性製程可能帶來的危險,降低職業災害。除此外,生產自動化設備還能夠提升生產效能,使企業資源更能夠有效的整合,提升更高的企業效能。因此,越來越多廠商願意導入自動化設備,使生產產品的製造流程更流暢,進而優化提升製程效能。
然而台灣企業主要還是以中小企業為主,加上自動化設備成本昂貴,使中小企業會利用策略性採購、集中採購以量制價,以便藉此降低設備成本,所以中小企業在進行自動化設備採購的決策時,除了考量自動化設備的價格因素外,服務也是考量的重要因素之一,也因為中小企業在採購自動化設備有較複雜的考量因素,其中也包含更多潛在因素,亦容易受到其他因素影響,因此有必要針對中小企業對於採購自動化設備之需求與特性做更深入的探討。
自動化設備製造商若能瞭解其目標顧客之購買需求及特性,將有助於自動化設備製造商提供中小企業適當的解決方案或策略,藉此提高中小企業導入自動化設備之意願,此為本研究主要研究動機之一。 除此之外,自動化設備製造商也能夠透過麥克波特的五力分析以及SWOT分析進行自動化產業分析,藉此找出自身的競爭優勢之項目,並發展適合之行銷策略,並讓自動化設備製造商的行銷人員可以依據顧客所考量之因素去制定有效的行銷策略,除了提高企業獲利外,更期望能建立永久的客戶關係,持續維持長期合作關係,此為本研究主要研究動機之二。
本研究採用深度訪談質性研究方法,其目的為藉由與受訪者的互動,了解受訪者對於研究所設計議題的看法與經驗,經由深度訪談的方式蒐集受訪者的相關資料,依受訪者對問題的瞭解程度,表達出受訪者自己的經驗和看法,並就個案公司的自動化產品的優勢、劣勢、機會、威脅和產品、價格、推廣、通路、人員等層面上進行說明,再根據受訪者表達的資料進行分析比較,訪談內容的結果依策略規劃和行銷策略兩個層面進行分類,策略規劃分類基準則是以個案公司自動化產品之優勢、劣勢、機會、威脅為分類規範,而行銷策略之分類基準則是以產品、價格、推廣、通路、人員為分類規範,再從訪談顧客對於個案公司自動化產品的看法,以及影響顧客導入自動化產品的因素,並進一步提出解決方案,使顧客能夠順利導入個案公司自動化產品,最後根據訪談分析結果找出提升個案公司自動化產品之優勢以及改善個案公司自動化產品之劣勢,並將研究結果做為未來相關自動化產業發展之建議。
本研究歸納出實務建議及未來研究建議。實務建議包括:
一、提供詳細的產品資訊讓顧客了解個案公司自動化設備產品的特性及優勢進而有效推廣個案公司的品牌形象。
二、提供完善的自動化設備支援服務,還必須讓顧客對自動化設備產品感到信任。
三、提供自動化設備導入諮詢服務,讓顧客可以準確的判斷導入自動化設備後的優缺點和可行性,進而對個案公司的專業產生信任,也夠增加顧客導入個案公司自動化設備的意願。
未來研究建議包括:
一、研究工具
本研究採用質性研究深度訪談之方式,研究發現僅能呈現本研究五位不同產業且與個案公司是合作關係之顧客觀點,不足推論至所有台灣產業的觀點。因此未來研究者可加入量化研究,並和質性研究進行交叉比對,以提高研究的可信度。
二、研究對象
本研究所選取之研究對象,僅以與個案公司有合作的顧客為研究對象,在研究中僅能呈現研究對象對於導入個案公司自動化設備的看法,無法擴及其他不同產業以及導入其他自動化設備廠商之顧客的看法。未來研究者可擴及到不同產業或是與不同自動化設備廠商合作之顧客,藉此擴大研究範圍,以提高研究之廣度。

Taiwan enterprises to cope with the recent changes in the world economic environment, the international trend under the impact of liberalization, Committed to promoting Taiwan's industrial automation and improve the traditional labor-intensive industrial structure, improve production efficiency and product quality, has become the government's policy direction. Today in the automation equipment has been developed to a very mature stage, automation equipment should not be limited to moving manufacturing product lines, logistics automation and quality control, etc., but should be performed by a machine more product manufacture, assembly, so toward unmanned target factories. Production automation equipment can not only improve the poor working environment, while reducing the risk of high-risk process may bring, reduce occupational accidents. In addition, a production automation equipment also can improve production efficiency, to enable enterprises to more effectively integrate
resources, improve higher corporate performance. Therefore, more and more companies are willing to import automation equipment, production of products of the manufacturing process more fluid, and then optimize the upgrading process performance.
However, Taiwan enterprises mainly to medium and small enterprises, together with automation equipment is expensive, so that SMEs can make use of strategic sourcing, centralized purchasing system price amounts to thereby reduce equipment costs, so making automation equipment procurement for SMEs one of the important factors in decision-making, in addition to considering price factors automation equipment, the service is also a consideration, but also because SMEs in the procurement of automated equipment more complex considerations, which also contains more potential factors, but also susceptible to other factors it is necessary for SMEs to demand procurement automation equipment and features to do more in-depth discussion
Automation equipment manufacturers to understand if the purchase needs and characteristics of its target customers, will contribute to automation equipment manufacturers to provide appropriate solutions or strategies for SMEs, thereby increasing the willingness of SMEs to import automation equipment, this based study Research on one of the motivations. In addition, automation equipment manufacturers are able to live Mike Porter's five forces analysis and SWOT analysis automation industry analysis, thereby to identify their competitive advantages of the project, and the development of marketing strategies for, and makes automated equipment manufacturing Suppliers of marketing can go to develop based on the consideration of factors that customer effective marketing strategies, in addition to improving corporate profits, but also hope to establish a permanent customer relationship, continue to maintain long-term cooperative relations, the main motivation for this study of the two.
In this study, in-depth interviews qualitative research, which aims to be interactive with the interviewee understand the respondents' views and experience of the Institute of design issues, gather relevant information through in-depth interviews of respondents in the way, according to respondents understanding of the extent of the problem, the respondents express their own experiences and views, and to the advantages of the company's automation products cases, be explained on weaknesses, opportunities and threats, and product, price, promotion, access, personnel and other aspects and then analyzed according to the expression profile of respondents compared the results of interviews of strategic planning and marketing strategies according to two levels of classification, Strategic Planning classification criterion is based on the advantages of the company's automation products cases, weaknesses, opportunities and threats for the classification standard, and marketing strategies of the classification criterion is based on product, price, promotion, access, personnel classification norms, and from interviews with the customer for the company views the case of automation products, automation products and customers import factors, and further propose a solution, so that customers can successfully import case automation products company, and finally find out the advantages of the cases to enhance and improve the company's automation products company based on interviews with case analysis disadvantages of automation products, and suggested that the relevant findings as the future development of the automation industry. The study concludes the substantive proposals and recommendations for future research. Practice recommendations include:
1、First, provide detailed product information for customers to understand the characteristics of the case company automation equipment products and benefits so as to effectively promote the company's brand image case.
2、to provide comprehensive automation support services must also allow customer to automation equipment production Product was trust.
3、Provide automated equipment imported consulting services, so that customers can accurately determine the import auto The advantages and disadvantages and feasibility of the equipment after the turn to the case of professional trust company, Imported cases has increased enough customer automation equipment company wishes.
Future research recommendations include:
1、research tool
This study used qualitative research by way of in-depth interviews, the study found only five different industries presented in this study and the case is the cooperation between the customer point of view, insufficient reasoning to all of Taiwan's industrial point of view. Therefore, future researchers to join quantitative research and qualitative research and cross-comparison to improve the credibility of the study.
2、Study
The Research Institute of the selected object, and only with the cooperation of customer cases companies for the study, the study only presents the case for introducing automation equipment company views in the study, can not be extended to other different industries as well as import other automated equipment manufacturers the customer's view. Future researchers may be extended to or cooperation with different customer automation equipment manufacturers in different industries, thereby extending the study to improve the breadth of research.

第壹章 緒論 1
第一節 研究背景 1
第二節 研究目的 2
第三節 個案公司簡介與研究限制 3
第四節 研究步驟與流程 3
第貳章 文獻探討 7
第一節 工業自動化 7
第二節 行銷策略 18
第三節 策略規劃 27
第參章 研究方法 41
第一節 研究對象 41
第二節 研究方法 41
第三節 資料來源 42
第四節 資料分析方法 53
第肆章 訪談資料分析與討論 55
第一節 自動化產品之策略規劃分析 55
第二節 自動化產品之行銷策略分析 64
第伍章 結論與建議 75
第一節 研究結論 75
第二節研究建議 77
參考文獻 81

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