台灣工業用紙產業競爭優勢個案分析-以Y公司為例none

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题名:	台灣工業用紙產業競爭優勢個案分析-以Y公司為例none
作者:	周玉龍;Yu-lung Chou
贡献者:	管理學院高階主管企管碩士班
关键词:	造紙;競爭優勢;competitive advantage;Pulp and Paper
日期:	2010-06-14
上传时间:	2010-12-08 14:59:16 (UTC+8)
出版者:	國立中央大學
摘要:	台灣造紙產業伴隨著台灣經濟成長，已成為國內經濟發展主要製造產業之一，造紙產業屬於內需型產業，不但與經濟成長率有關，更是經濟景氣興衰的指標。歷經五十多年來的快速成長造就了今日的台灣造紙產業地位，但台灣的經濟成長與紙業消費與已開發各國一樣日漸飽和，尤其中國大陸近年經濟高度成長，投資的磁吸現象也導致台灣一些產業外移，再次使台灣消費成長負向發展，加上WTO加入後貿易自由化、零關稅、大陸造紙業快速掘起等等衝擊勢將形成嚴苛挑戰。一方面也因為政府的政策失當，限制企業前往中國發展，喪失了企業在中國擴張版圖的大好機會，使得廠商只能在台灣有限的市場激烈競爭。面對產能持續上升，但市場需求已因產業外移而逐漸萎縮的狀況下,利潤卻反而下滑的，各家造紙廠商大都只能依賴致力於成本的降低來提升利潤，而使得成本與價格競爭日趨激烈。本研究旨在探討台灣地區工業用紙業在寡占市場狀況下如何建立個別公司的獨特競爭優勢。目的是希望能從分析工業用紙產業特性、產業結構所得資料加以整理，再經由各主要公司的經營策略探討與經營績效比較，進而推導至個案公司如何建立其競爭優勢，降低市場競爭之策略行為。由於沒有相關的研究文獻說明全球與臺灣紙業的產出關係，只能以台灣區造紙工業同業公會的資料為主，嘗試找出台灣地區的產銷關係，另外對該產業的未來作一大膽的產業趨勢預測。其後利用滕曉雲教授之建立競爭優勢的運作模型架構與SWOT分析，建立個案公司之競爭優勢的價值曲線，協助企業建立其競爭優勢之方向。Taiwan Pulp and Paper Industry with Taiwan's economic growth, economic development has become one of the major manufacturing industries, paper industry is domestic-oriented industries, not only with the economic growth rate is related to the rise and fall is an indicator of economic prosperity. After 50 years of rapid growth has created the status of the paper industry in Taiwan today, but Taiwan's economic growth and development of paper consumption and has become increasingly saturated, like all countries, especially mainland China in recent years, high economic growth, investment has also led to the magnetic phenomena the relocation of some industries in Taiwan, making Taiwan once again to the development of negative growth in consumption, coupled with trade liberalization after WTO accession, zero tariffs, rapid rise of China and so the impact of the paper industry is bound to form a harsh challenge. But it is also improper because the Government's policy to limit business to China's development, loss of business in China a great opportunity to expand the scope, so vendors can only be limited in the Taiwan market competition. Face of rising productivity, but the market demand has gradually shrinking due to the relocation industry's situation, but instead of falling profits, various paper manufacturers to rely mostly dedicated to reducing the cost to improve profits, and make cost and price become increasingly competitive. This study is to explore the industrial paper in the oligopoly market conditions how to create a unique competitive advantage to individual companies. Purpose is to feature from the analysis of industrial paper industry, industrial structure to organize the information available, and then through their respective business strategies of major companies and business performance compared to the case and then derive how the company build its competitive advantage, reduce strategic behavior of market competition. In the absence of relevant research literature shows the output of the global paper industry relations with Taiwan, only in Taiwan Paper Industry. Association's information-based, to find out the relationship between production and marketing in Taiwan, while the future of the industry to make a bold forecast industry trends. Professor Xiao-Yun Teng was using the operation model of a competitive advantage framework and SWOT analysis, the case company's value curve of competitive advantage to help companies build their competitive edge direction.
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