策略規劃與形成─以H公司為個案

NCU Institutional Repository > 管理學院 > 高階主管企管（EMBA）碩士班 > 博碩士論文 > Item 987654321/49022

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题名:	策略規劃與形成─以H公司為個案
作者:	莊培穗;Pei-sui Chuang
贡献者:	管理學院高階主管企管碩士班
关键词:	SWOT;永續發展;環境保護;競爭策略;competitive strategy;environmental protection;sustainable development;SWOT
日期:	2011-06-08
上传时间:	2012-01-05 15:13:25 (UTC+8)
摘要:	近年來在「永續發展」的觀念下，各國環保法規與國際環保貿易有越來越嚴苛的趨勢，為因應國際環保潮流，國內的產業已不能置之度外，產業型態應進行必要之調整，生產製程必須考慮降低對環境負荷及資源有效利用。此外，新世紀的「綠色產業」之發展潛力亦不容忽視，因此，如何掌握永續發展及兼顧綠色產業趨勢，並制定適宜之競爭策略，則是未來重要研究議題之一。策略管理著重於如何制定及執行策略，然而國內環保產業公司大多為中小型規模(50人以下)，而小規模公司之競爭力相較於國外公司則明顯居於弱勢，因此，國內環保產業公司必須朝總體資源的面觀，來制定其相關之競爭策略。本研究將以總體資源中的內部資源及外部環境，來作為個案公司的之競爭策略訂定基礎，外部資源包括政府政府、法規、科技及自然等構面，內部資源將以生產、行銷、人力、研發及財務等構面進行個案公司探討及分析。並利用SWOT的分析矩陣，解析該個案公司如何在以總體資源為基礎下所發展的總體策略、事業策略及職能策略的形成。策略形成後，進一步擬定策略執行及策略控制方法來協助個案公司在執行的結果，進行評估、回饋、及修正必要的行動，以確保目標與策略執行的結果相符，並協助個案公司在市場維持及增加競爭優勢。 In recent years, the world’s environmental regulations and international trade in relation to environmental protection were becoming increasingly strict due to the rising awareness of “sustainable development.” In view of this trend, Taiwan’s manufacturing sector can no longer overlook the issue and has the need to make the necessary adjustments. For instance, the manufacturing sector is required to reduce the burden it creates on the environment and use resources more efficiently. Besides, the potential business opportunity of the green industry cannot be ignored. How to better achieve the requirement of sustainable development and the trend of the green business while formulating competitive strategies turns to be one of the most important issues for future studies. The focus of strategic management is how to formulate and execute business strategies. Most Taiwanese environmental companies are small- to medium-size enterprises with fewer than 50 employees, and they face disadvantages in competing with foreign companies. Taiwanese environmental companies therefore are required to formulate their business strategies from the perspective of their overall resources. This study intends to formulate business strategies for the case company based on the available internal and external resources. The external resources include the government, regulations, technologies and natural aspects while the internal resources are production, marketing, manpower, research and development as well as finance. In addition, this study will use the SWOT approach to analyze the overall strategy, business strategy and career ability strategy formulated by the case company on the basis of its overall resources. Besides the provision of the strategy formula, this study will further discuss the execution and management plan to assist the case company to evaluate and revise actions in order to ensure they are in accordance with the planned objectives. Finally, the study aims to assist the company to maintain and improve its competitive advantages in the market.
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