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博碩士論文 etd-0025116-174852 詳細資訊
Title page for etd-0025116-174852
論文名稱
Title
傳統產業之多角化經營策略研究-以養殖漁業為例
A Study on Diversification Strategy of Traditional Industries -A Case of Aquaculture Fishery Industry
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
101
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2016-01-25
繳交日期
Date of Submission
2016-01-25
關鍵字
Keywords
商業模式、競爭優勢、多角化、觀賞魚、傳統產業
Ornamental Fish, Traditional Industries, Diversification, Business Model, Competition Advantages
統計
Statistics
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中文摘要
傳統產業在其發展過程中會因為科技的發展、市場環境的改變及成長目標的推進而面臨轉變的抉擇。當企業發展到一個程度的規模後,為求穩定地繼續維持獲利或創造競爭優勢,某些企業會嘗試企業多角化。多角化的概念基本上係以分散企業經營之風險為出發點,進而從中再找尋機會創造新的獲利來源,企業可充分利用既有之資源及核心技術來降低進入新產業的門檻,進而創造新的利潤來源。
本研究旨在探討觀賞魚產業如何利用其核心技術、資源運用及創新產品發展多角化經營模式,創造新的價值。
本研究經相關文獻探討,並深度訪談產業指標性公司-個案J公司,研究出七種適合觀賞魚產業發展之可行性多角化商業模式,並做出結論及建議。
Abstract
Traditional industries face the option of transformation in the progress of development due to factors such as advances of technology, changes of marketing environment, and evolution of growth objects. When developed to a certain scale, some companies would try to diversify its business in order to to maintain their profits or create a competitive edge at a steady pace. The concept of diversification is fundamentally based on a strategy to reduce business risks, and then seek opportunities to generate new profit sources. Companies can take full advantages of their existing resources and core techniques to lower the entry barriers to a new industry and therefore create new profit sources.
This study aims at investigating strategies as to how the ornamental fish industry may create new values by method of diversification utilizing its core techniques, existing resources, and product innovation.
With the aid of reference literatures and in-depth interviews with an indicative company, J Trading Co., Ltd, this study offers seven feasible diversification business models suitable for the ornamental fish industry. In this regard, the associated conclusions and recommendations are also provided herein accordingly.
目次 Table of Contents
論文審定書 i
誌 謝 ii
摘 要 iii
Abstract iv
目 錄 v
圖目錄 vii
表目錄 ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻探討 4
第一節 競爭優勢 4
第二節 多角化策略 9
第三節 商業模式創新 (Business Model Innovation) 22
第三章 研究設計 30
第一節 研究方法 30
第二節 研究之進行方式 33
第四章 個案研究 34
第一節 J公司介紹 34
第二節 J公司現有商業模式 37
第三節 J公司引領市場之核心技術 38
一、多角化模式佈局 49
第五章 多角化之創新商業模式 52
第一節 品牌化建構與品牌識別設計 52
第二節 主題旅館「Boutique Hotel」規劃 56
第三節 水族藝術展館 60
第四節 文創商品規劃 66
第五節 精品化套缸規劃與設計 68
第六節 學術研究 69
第七節 授權 70
第六章 結論與建議 71
第一節 結論 71
第二節 建議 73
參考文獻 76
中文部份 76
英文部分 77
附錄一、J公司形象小書 83







圖目錄
圖1-1:研究流程 3
圖2-1:資源與競爭優勢及獲利 6
圖2-2:資源特性層次 8
圖2-3:企業進行多角化之動機 10
圖2-4:BCG矩陣分析 11
圖2-5:商業概念創新之商業模式 24
圖2-6:商業模式居間之技術及經濟領域 24
圖3-1:觀念性架構圖 33
圖4-1:J公司發展營運目標 35
圖4-2:J公司各品系螢光精靈 44
圖4-3:斑馬王子 44
圖4-4:綠王子 45
圖4-5:綠天使 45
圖4-6:斑馬公主 45
圖4-7:粉紅公主 45
圖4-8:粉紅天使 46
圖4-9:水蜜桃公主 46
圖4-10:天王 46
圖4-11:藍眼淚 47
圖4-12:J公司制度化管理之策略 48
圖4-13:J公司多角化佈局 49
圖4-14:創新營運模式說明 50
圖4-15:創新營運模式能量說明 50
圖4-16:多角化之創新商業模式 51
圖5-1:J公司logo規劃 53
圖5-2:J公司品牌logo 53
圖5-3:名片示意圖 54
圖5-4:J公司形象小書封面 55
圖5-5:J公司地理位置 57
圖5-6:室外規劃 58
圖5-7:室內規劃 58
圖5-8:異業能量結合發展說明 60
圖5-9:水族藝術展示館市場說明 61
圖5-10:發展目標顧客示意圖 62
圖5-11:發展市場規模示意圖 63
圖5-12:市場競爭優勢說明 64
圖5-13:展館實施方法 65
圖5-14:農科水族中心草間彌生的作品 67
圖5-15:J公司的螢光魚 67
圖5-16:魚缸與裝潢示意圖 68

表目錄
表2-1:多角化策略基本因素 15
表4-1:SWOT分析 36
表4-2:淡水觀賞魚原始產地主要分布區域 39
表4-3:人工繁殖與野生捕捉魚種優、缺點之比較 40
表6-1:多角化與現有技術及產品的關聯性 72
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