雞肉加工產業經營策略之研究 : 以大成長城公司為例

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Title:	雞肉加工產業經營策略之研究 : 以大成長城公司為例
Other Titles:	A study of competitive strategies for poultry processing industry : an example from the great wall group
Authors:	劉景捷;Liu, Ching-chieh
Contributors:	淡江大學國際貿易學系國際企業學碩士班蔡政言;Tsai, Jeng-yan
Keywords:	競爭策略;經營策略;策略聯盟;雞肉加工產業;Competitive Strategy;Management Strategy;Strategic Alliance;Poultry Processing Industry
Date:	2005
Issue Date:	2010-01-11 01:44:25 (UTC+8)
Abstract:	本論文主要的研究動機，在於目前政府對於產業經營的重心偏向高科技產業，相對於傳統產業而言，似乎不受到重視，且由於大環境的改變，勞工成本的上漲、環保意識的抬頭、土地取得的不易、以及加入WTO後市場開放全面競爭等種種不利的因素，皆使得類似雞肉加工電宰等高污染產業面臨了前所未有的衝擊。故本研究從雞肉加工產業之廠商角度為出發點，來探討傳統食品加工產業在面臨現今內外環境的改變下，其現有的經營方式與未來之競爭策略，作為其他相關業者或產業後續經營策略規劃與研擬之參考。本研究結合國內外多位學者所提出之相關理論模型，以產業競爭分析作為架構，先從總體環境分析探討對雞肉加工產業之影響，再就產業環境分析個案公司目前所處之地位。同時；在個案分析的部份，除了以Porter(1980)的五力分析及內部價值鏈分析描繪出個案公司所處之競爭態勢外，並藉由SWOT分析，檢視個案公司內部環境之優、劣勢及外部環境之機會與威脅，同時結合司徒達賢教授所提出的策略六大構面分析個案公司現行之策略，並根據Glueck(1976)所提出之競爭策略理論模式，評估未來之經營策略，進而提出個案公司之競爭策略。本研究的結果顯示，對個案公司而言，提升雞肉加工產品的附加價值、建立自有品牌、加強產品的促銷、自動化生產導向降低成本、提升產品品質衛生與積極經營中國大陸市場為未來最佳的競爭策略。而對其他業者的建議，則為調整產業結構以強化體質、設立雞肉加工外銷廠、推廣冷藏雞肉並強調其新鮮的優勢、發展本土性產品、區隔市場建立品牌、以及積極實施統合經營並加強產業上中下游之策略聯盟等，為產業未來之競爭策略主軸。 The motive of this research is in response to the fact that the government has overemphasized on the development in high-tech industrial, thus paid little attention to traditional industries. Due to change of the macro environment, the increase of labor cost, the rise of environmental consciousness, difficulty in land acquisition, and increasing competition after entry into WTO, the high-pollution industries, such as poultry processing and slaughter industries are facing unprecedented impact. Therefore, this study, based on the perspective of the poultry processing companies, discusses the existing management approaches and future competitive strategies of traditional food processing industries under the current changes, and provides the results as guidelines to future researches as well as industrial and strategic planning. This study integrates related theoretic models proposed by scholars around the world. With the framework of industrial competition analysis, this paper analyzes the effect of the macro environment on the poultry processing industry, and provides analysis on the case study. As for the case study, this paper uses Porter’s (1980) Five Forces and internal value chain to depict the competitive status of the case company, and uses SWOT analysis to review the strength, weakness, opportunity, and threat of the case company. Along with the six aspects of the strategy proposed by Prof. Si-tu, and Glueck’s (1976) competitive strategy theory model to evaluate the future management strategy and propose the competitive strategy of the case company. The result shows that, to the case company, increasing the added value of the processed poultry products, establishing self-owned brand, focusing on product promotion, implementing automated product lines to decrease cost, improving the product quality and hygiene, exploring the Mainland Chinese market are the best competitive strategies. To other companies in the industry, the competitive strategies include adjusting the corporate structure to improve the organization, establishing processed poultry products export plant, promoting refrigerated poultry products and fresh products, developing localized products, segmenting the market and establishing brand awareness, implementing integrated management, and encouraging the strategic alliance of the manufacturers and suppliers.
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