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    題名: 紙尿褲產業競爭策略之研究 : 以台灣F公司為例
    其他題名: The study of the competitive strategy for diapers industry : a case of Taiwanese F company
    紙尿褲產業競爭策略之研究 : 以臺灣F公司為例
    作者: 黃馨儀;Huang, Hsin-yi
    貢獻者: 淡江大學國際商學碩士在職專班
    林江峰;Lin, Chiang-fang
    關鍵詞: 紙尿褲;行銷市場;通路定位;The paper urine trousers;Marketing;channel position
    日期: 2007
    上傳時間: 2010-01-11 01:46:20 (UTC+8)
    摘要: 本研究採個案研究法,以F 公司為例,選定紙尿褲產業作為研究對象,其研究範圍以個案公司為中心,往外延伸至相關產業,包含垂直面的上游原料供應商,中游生產製造商,下游行銷、通路商等。橫面向除涵蓋產業生態外,尚包含同業業者的策略概念等,共獲得下列幾項結論:
    ㄧ、未來紙尿褲產業的關鍵成功因素: 除規模經濟外,向後整合 (上游供給面: 集中策略,聯合採購),水平整合 (中游產品面:製造差異化,製造整合) 向前整合 (下游業務面:市場、通路整合,互相支援)。
    二、近幾年個案公司面對不甚理想的銷售狀況開始了解到,除在功能上不斷地創新研發外,在外觀、品質上,除在既有原料成本考量上,仍須繼續地求新求變。在行銷市場上,可分成兩大區塊,首先針對人口老化等全球性問題,成人紙尿褲除固守耕耘已久的台灣市場,另全力開拓海外市場,尤其是東南亞、印度等開發中國家。再者在嬰兒紙尿褲市場競爭雖競爭激烈,但同樣地,在東南亞、印度等國家雖大部被品牌產品所佔據,但在中低價位市場仍有努力的空間。在通路定位上,除維持即有的通路模式外,尚可發展亦買亦賣的策略合作新模式。另外網路行銷及電視購物等直效行銷日益普遍,亦是個案公司可嘗試突破的環節。
    三、因此對個案公司而言,如何找出現行營運上的缺口,力求營運穩定情況下,除調整外部營運策略外,內部的成本節流亦是刻不容緩之事。「永無止境地降低成本」成為每位員工努力的目標。
    This research picks the case methodology; take a case company as the example, and designated the paper urine trousers industry takes the object of study. Its research scope also take the case company as a center, toward the outside extends to the correlation industry, contains the perpendicular upstream raw material supplier, the middle reaches production manufacturer, the downstream marketing, and the marketing channel. One the other hand, not only covering industry ecology, still contained the same business entrepreneur''s strategy concept. The following several conclusions:
    First, the key successful factors of the paper urine trousers in the future include: Apart from economies of scale, backward conformity (upstream supplies means centralized strategy, jointing purchasing), horizontal conformity (middle product means manufacture differential, manufacture integration), forward conformity (downstream service means marketing, channel conformity, mutual support).
    Second, in recent years the case company starts to understand as facing the bad performance on sales. They not only innovate the product whatever on the research and development, but in the outward appearance, the quality. In sales market, it can divide two big sub-areas, first facing aging of population, and such global phenomenon; the adult diaper maker defends stubbornly the Taiwan market, and with all their strength develops the overseas market, especially in Southeast Asia, India country. Although the baby diaper market competition competes intensely, simultaneously, in countries as such Southeast Asia, India, which the
    market is occupied by the brand product, but still had the potential margin in the low- end market. Besides, in the channel position, not only keep the existed the channel model, but develop the new business model of jointing purchasing. Moreover the network marketing and the televised home shopping and so on the marketing sales are more and more popular, also is the case company may attempt to breakthrough the point.
    Third, therefore speaking of the case company, how to discover the gap that the present company encountered is very important. To adjust exterior business strategy, the no delay matter is the internal cost reduces. “ Without limitation to reduce the cost is the most important issue. ” become each staff''s diligently goal.
    顯示於類別:[國際企業學系暨研究所] 學位論文

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