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研究生:張佳琦
研究生(外文):Chia-Chi Chang
論文名稱:在動盪環境中策略導向與動態能力建立:化妝品工廠之個案分析
論文名稱(外文):Strategic Orientations and the Building of Dynamic Capability in Turbulent Environments: A Case Study of Cosmetics Factory
指導教授:吳金山吳金山引用關係
指導教授(外文):Chin-Shan Wu
口試委員:林欣美張國雄
口試委員(外文):Lin, Hsin-MeiChang, Kuo-Hsiung
口試日期:2018-09-26
學位類別:碩士
校院名稱:東海大學
系所名稱:高階經營管理碩士在職專班
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:2018
畢業學年度:107
語文別:中文
論文頁數:48
中文關鍵詞:化妝品保養品核心競爭能力動態能力策略導向
外文關鍵詞:CosmeticsMaintenance ProductsCore CompetencesDynamic CapabilityStrategic Orientation
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隨著科技的進步發展,社群媒體、通訊軟體將每個人的距離拉近了至少是二十年前的十倍,化妝品已經變成人人手上一瓶的產品,2016年全球化妝品市場規模達1862億歐元,各大化妝品廠商為突破重圍,尋求可著墨的利基點,希望開發出具有特色及突破性的新產品,以期能吸引消費者的購買,帶動產品銷售的成長。
本研究個案公司是一家台灣本土化妝品研發廠,在全球化競爭的情況之下,世界各國知名品牌開始以亞洲市場做為主軸,台灣化妝品產業的產業環境是競爭非常激烈的,國際間各大廠搶攻亞洲市場,讓台灣化妝品廠商同時面對國際間各大廠商的攻勢以及種種線上小型電商品牌的侵蝕,小型電商的侵蝕也造成了實體通路商的銷量減少,隨著通路商利潤的減少,通路商將其損失轉嫁給品牌,導致品牌商需要支付更高的上架費,當品牌商的利潤減少時,品牌商會將其損失轉嫁至化妝品配方研發廠商。
本研究透過分析其產業上中下游與R公司的競合關係,利用核心競爭力理論分析出R公司的主要五大核心競爭力,再針對化妝品產業可採取的三大策略導向做說明,並依照化妝品產業的產業特性定義出策略導向、競爭密度、市場需求不確定性三者之間的關係與影響,最後再將前述之關係與R公司的核心競爭力結合,進而分析出R公司的動態能力,接著再分析在競爭密度高及市場需求不確定性高的市場中時,R公司的策略導向對動態能力的影響會如何變化,期望找出策略導向理論與動態能力理論之間的影響關係;在競爭密度的干擾下,兩者的互動關係;在市場需求不確定性高的干擾下,兩者的互動關係。

With the advancement of technology, social media and communication software have brought everyone closer than at least ten times twenty years ago. Cosmetics have become a bottle of products for everyone. In 2016, the global cosmetics market reached 186.2 billion euros. Major cosmetics manufacturers are looking for niche markets that can be inked. They hope to develop new products with distinctive features and breakthroughs in order to attract consumers' purchases and drive the growth of product sales.
The research case company is a Taiwanese local cosmetics research and development plant. Under the circumstance of global competition, famous brands from all over the world began to focus on the Asian market. The industrial environment of cosmetics is very competitive in Taiwan. International companies are rushing to attack the Asian market. Taiwanese cosmetics manufacturers face the attack of major international manufacturers and the erosion of various online small-scale e-commerce brands. The erosion of small e-commerce has also led to a decline in sales of physical channel vendors. As the profit of the channel merchants decreases, the channel dealers pass on their losses to the brand. Leading brands to pay higher shelf fees, when the profit of the brand is reduced, the brand will pass the loss to the cosmetics formula developer.
This study analyzes the competitive relationship between the midstream and downstream industries and R companies in the industry. Using the Core Competency theory to analyze the five core competencies of R company, then explain the three strategic directions that the cosmetics industry can take. According to the industrial characteristics of the cosmetics industry, the relationship and influence between Strategic Orientation, competition density and market demand uncertainty are defined.

Finally, the aforementioned relationship is combined with the Core Competitiveness of R company. Then I analyze the Dynamic Capabilities of R company. Using it to analyze the market with high Competitive Density and high market demand uncertainty. And I try to find the answer of this question:” How will the impact of R's Strategic Direction on Dynamic Capabilities change?” I expect to find out the relationship between Strategy-Oriented theory and Dynamic Capability theory; The interaction between the two under the interference of Competitive Density; Under the interference of high market demand uncertainty, the interaction between the two.

目次
中文摘要 II
Abstract III
目次 V
表次 VI
圖次 VI
第一章 緒論 2
第一節 研究背景與動機 2
第二節 研究問題與目的 4
第二章 文獻探討 6
第一節 策略導向 7
第二節 動態能力 9
第三節 核心競爭力 12
第三章 研究方法與個案分析 13
第一節 研究方法 13
第二節 產業概況分析 13
第三節 個案R公司介紹 28
第四章 研究發現與命題 35
第一節 R公司之核心競爭力 36
第二節 策略導向與動態能力 37
第三節 干擾效果 40
第五章 結論 44
第一節 研究結論 44
第二節 研究建議 46
參考文獻 47


中文文獻
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https://www.moea.gov.tw/MNS/populace/news/News.aspx?kind=1&menu_id=40&news_id=76340
2.宋捷、李長安、王韋智(2017/11/26), Junior產業報告: 化妝保養品產業
民國107年9月1日取自
https://www.slideshare.net/CollaboratorTaiwan/junior-82770883
3.陳玲玉(2016/01/18),生物技術開發中心報告:韓國化妝品進軍中國大陸來勢洶洶,民國107年9月1日取自
http://www2.itis.org.tw/netreport/NetReport_Detail.aspx?rpno=80112705
4.陳玲玉(2017/06/16),生物技術開發中心報告:菲律賓化妝品市場概況掃描,民國107年9月1日取自
http://www.itis.org.tw/NetReport/NetReport_Detail.aspx?rpno=252441798&industry=3&ctgy=&free=
5.陳玲玉(2018/01/05),生物技術開發中心報告:越南化妝品市場觀測,民國107年9月1日取自
http://www2.itis.org.tw/NetReport/NetReport_Detail.aspx?rpno=35992892&industry=3&ctgy=&free=
6.陳玲玉(2018/03/02),生物技術開發中心報告:放眼東協~前進新加坡化妝品市場,民國107年9月1日取自
http://www2.itis.org.tw/NetReport/NetReport_Detail.aspx?rpno=869399574&industry=3&ctgy=&free=
7.陳玲玉(2018/05/16),生物技術開發中心報告:2018年第一季我國應用生技產業回顧與展望, 民國107年9月1日取自
http://www2.itis.org.tw/NetReport/NetReport_Detail.aspx?rpno=363246949&industry=2&ctgy=20&free= 
英文文獻
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