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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32159

    Title: 紙尿褲產業競爭策略之研究 : 以台灣F公司為例
    Other Titles: 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
    Authors: 黃馨儀;Huang, Hsin-yi
    Contributors: 淡江大學國際商學碩士在職專班
    林江峰;Lin, Chiang-fang
    Keywords: 紙尿褲;行銷市場;通路定位;The paper urine trousers;Marketing;channel position
    Date: 2007
    Issue Date: 2010-01-11 01:46:20 (UTC+8)
    Abstract: 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)。
    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.
    Appears in Collections:[Graduate Institute & Department of International Business] Thesis

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