台灣翻新胎產業分析及因應策略之思考

淡江大學機構典藏 > 商管學院 > 國際企業學系暨研究所 > 學位論文 > Item 987654321/114115

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題名:	台灣翻新胎產業分析及因應策略之思考
其他題名:	A study on the analysis and the corresponding strategies of retreaded tire industry in Taiwan
作者:	簡哲宜;Chien, Tzer-Yi
貢獻者:	淡江大學國際行銷碩士在職專班張俊惠
關鍵詞:	Circular Economy;ECFA;Michael Porter Diamond Model;Retreaded Tire;SWOT;循環經濟;翻新胎;鑽石理論
日期:	2017
上傳時間:	2018-08-03 14:42:08 (UTC+8)
摘要:	自2010年政府與對岸簽屬ECFA以來，中國大陸製輪胎藉著免關稅優惠的兩岸貿易協定，及歐美各國紛紛對於中國大陸製輪胎進口祭出“雙反”的懲罰行關稅的雙重原因下，台灣成為中國大陸製輪胎新興的銷售管道之一。在中國大陸製輪胎低價的行銷策略下，銷售價格已經貼近了國產的翻新輪胎的價格。也直接影響到翻新輪胎的銷售業績。本研究的研究目的有：一、分析台灣翻新輪胎產業的發展趨勢，以及剖析台灣翻新輪胎產業之產業的重要機會與威脅，以及台灣翻新胎產業所具備的關鍵優勢與重大威脅。二、針對台灣翻新輪胎產業，提出具體可行的產業因應對策以供相關業者及政府有關部門做為未來策略擬定或產業政策施行之參考依據。本論文首先探討翻新輪胎產業的分析，了解此產業有市場成熟與競爭激烈、產業關聯性強等三個特性。接著以態勢分析法(SWOT分析法)探討翻新胎產業的所面臨的產業強弱勢及重要的機會及弱勢，及對供應鏈管理模式以及企業營運策略管理目標相結合；並且以麥克.波特所提出的鑽石理論模型為基礎作為此次研究的主軸，其間對於翻新胎產業的生產、需求及相關產業、同業競爭等要素皆有詳細的分析報告，更對於政府政策對於翻新胎產業的影響及建議有相關的研究報告結論：從循環經濟導入輪胎供應鏈管理，讓政府及社會大眾了解翻新胎產業不只是傳統產業，更是可解決部分廢棄輪胎的綠色產業。 Since 2010 when the government signed ECFA with China, Taiwan has become China-made tire''s newest and one of the most popular export ways due tax-free offer from the Cross-strait trade agreement while Europe and America countries charge China-made tires double reverse punitive tariff. Under the marketing style of the low price China-made tire, the price is getting closer and closer to local made refurbished tires, this also influenced the sales performance of refurbished tires. This case study will be focusing on: first, analyze Taiwan refurbished tire''s development trend, key advantage, important chances, and major threats. Second, focusing on the Taiwan refurbished tire market, coming up with executable adaptive strategy, providing government and related industries possible future plans or industrial policy implementation. This case study will first discuss and analyze the refurbished tire industry, understanding this industry has speciality of market maturity, strong competitors, and strong industrial relevance. Then using SWOT analyze to discuss the pros and cons, chances, regarding supply chain management model, and industry operational strategy/managing strategy of the refurbished tire industry. Lastly using Michael Porter''s diamond model as this case study''s main principal, also containing the pros and cons, competitors, and needs of the refurbished tires industry, furthermore containing the study of government policy and the influence towards the industry. Conclusion: from circular economy importing the supply chain, let the government and other people understand refurbished tires are not only traditional industry, it is also a Green industry that has the potential to end some waste tire problems.
顯示於類別:	[國際企業學系暨研究所] 學位論文

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