板金加工業之核心競爭力、行銷策略與關鍵成功因素分析－以A公司為例 none

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题名:	板金加工業之核心競爭力、行銷策略與關鍵成功因素分析－以A公司為例 none
作者:	鄭張銘;Chang-ming Cheng
贡献者:	管理學院高階主管企管碩士班
关键词:	板金加工業;產業分析;行銷策略;關鍵成功因素;Key factors of success;Sales strategy;Corporate analysis;Metal plate processing industry
日期:	2011-05-23
上传时间:	2011-06-04 16:36:23 (UTC+8)
出版者:	國立中央大學
摘要:	近年來，隨著科技競爭趨於白熱化與全球化市場形成之態勢日益明顯之下，台灣板金加工產業不僅面臨全球化之競爭，更必須適應產業結構之快速改變。因此，板金加工業者如何運用既有之優勢，採行最適當之因應之道，不被瞬息萬變之外在環境所淘汰，將是決定其未來發展成敗與否之關鍵。本研究之研究目的，主要探討台灣板金加工業於現今總體環境中之發展趨勢與概況進行產業分析，以了解個案公司為了因應產業環境變遷所帶來的挑戰，進而研擬出的經營策略，包括：積極進行企業轉型、培養核心競爭力、調整行銷策略之應用等方面，如何為個案公司創造競爭優勢，維持穩定地營收成長，並從中歸納出個案公司的關鍵成功因素，以提供給同業者擬訂策略之參考依據。本研究採用個案分析法，透過與高階主管的訪談，並進行相關文獻及次級資料的蒐集與分析。根據研究結果本研究獲得三項結論。首先，個案公司有鑑於新興國家的低廉人力所帶來之衝擊與威脅，積極地讓企業轉換跑道，改以專業技術較為密集之領域發展，致力於研發創新能力之提升及生產設備之投資，進而提高員工生產效率、降低人力與生產成本，以及創造出個案公司的競爭優勢。再者，個案公司秉持顧客至上之理念，運用多元化的行銷策略，包括關係行銷、利基行銷、創新價值與客製化等策略，致力於與客戶之間維持長期且穩定之關係，進而提高客戶之忠誠度與滿意度，亦為個案公司帶來更高的獲利成長。最後，本研究歸納出個案公司主要之關鍵成功因素分別為企業成功轉型、優越的公司治理能力、卓越的研發創新能力，以及因地制宜、因時制宜的行銷策略之應用等四項因素。 Recently, in conjunction with the ever increasing trend of strong competition in the technology sector and the obvious formation of an increasingly interconnected global market, Taiwan’s metal plate processing industry is not only facing the increased competition inherent in globalization, but is also finding itself in need of quickly adapting to the ever shifting paradigms of the corporate sector. As such, if and how Taiwan’s metal processors are able to utilize their preexisting advantages to adapt to the ever changing external environment and not become obsolete will be the decisive factor in the success or failure of their future development. The primary goal of this research is to consider development trends in Taiwan’s metal plate processing industry in comparison to other industrial sectors. We also provide an analysis of these factors, in order to understand what the various individual companies are doing to face the challenges brought on by the changing corporate environment from which to create a management model that includes multiple topics, such as corporate change, developing core competitiveness, adjusting the implementation of sales strategies, etc. We intend to look into how we may create new completive advantages for each company, maintain stable growth, and discover the critical factors leading to the success of these companies, in order to provide them as reference to others in the same business. The information used in this study was obtained through direct interviews with upper management in the relevant sector, as well as from related documents and secondary data gathering and analysis. From our research into the literature has come three conclusions: First, each of the considered companies has, because of the shock brought on by cheap labor costs in less developed countries, recently had to rapidly change the direction, switching development to areas requiring more advanced, technical expertise, and investing heavily in improving their own manufacturing capabilities in order to increase the efficiency of their employees and decrease the cost of labor and production in order to create advantages for the company. Next, each studied company has had to utilize diverse sales strategies to maintain a long term and stable relationship with customers and clients, increasing client loyalty and satisfaction which in turn brings increased profits. Finally, this research categorizes and identifies the four critical factors that have allowed these companies to succeed, namely adaptability, superior management skills, innovation and creativity, and a dynamic, adaptable sales strategy.
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