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博碩士論文 etd-0620118-081028 詳細資訊
Title page for etd-0620118-081028
論文名稱
Title
以資源基礎理論探討輪滑製造產業之經營策略-以中國A公司為例
A Study in Strategic Management on Roller Skating Manufacturing Industry with Resource Based Theory – A Case of A Company in China
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
73
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
2018-07-19
繳交日期
Date of Submission
2018-07-20
關鍵字
Keywords
國際市場、組織能力、市場區隔、資源基礎理論、策略管理
International Markets, Organizational Capabilities, Market Segmentation, Strategic Management, Resource based theory
統計
Statistics
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中文摘要
過去二十年輪滑運動在歐美國家較為盛行,知名輪滑商品品牌皆在歐美製造生產再外銷至各個國家,購買價格更是高居不下。近幾年亞洲地區在輪滑運動表現成績亮眼,各品牌也為擴大亞洲市場紛紛前往中國尋找代工合作,降低成本以利進入當地市場。

研究個案公司與台灣技術合作成立自有品牌,並聘任筆者作為個案公司市場發展顧問及技術指導人員,透過輪滑產業相關人員期望能將公司經營規模擴大,並將中國品牌產品推向國際市場。本研究主要透過資源基礎理論檢視個案公司現所擁有的資源優勢與缺口,更利用參與觀察的研究方法更深入的探討在經營管理上與其他競爭公司的差距,給予相關改善方案及建議。

研究結果發現,個案公司擁有產品專利、核心技術等多項競爭優勢,若能妥善運用發揮,有能超越歐美品牌的潛力發展,但內部組織架構不夠完善,公司組織能力及個人能力不足,也未對外部規劃外部短、中、長期發展策略,成為無法更迅速的在中國及跨足國際市場發展。因此向個案公司提供下列建議:
一、 聘請專業經理人,詳細規劃並訂定發展策略
二、 做出市場區隔,增加產品銷售模式擴大整體市場布局
三、 提高產業活動參與度,增加廣告宣傳通路
綜合以上研究發現,希望給予個案公司作為檢討改進的方向。

關鍵字:資源基礎理論、策略管理、市場區隔、組織能力、國際市場
Abstract
In the past two decades, the roller skating movement has become more prevalent in European and American countries. The well-known roller skating brands are manufactured in Europe and the United States and exported to various countries. The purchase price is still high. Latest years, the performance of the roller skating sports in the Asian region has been outstanding. The brands have also gone to China to find OEM cooperation to expand the Asian market.
A case of A company established its own brand through technical cooperation with Taiwan. Through the roller skating industry, can expand the business scale and promote Chinese brand products to the international market. This study examines the resource advantages and gaps of the case companies through resource-based theories. It also uses the research methods of participation observation to further explore the gaps in management and other competing companies, and to provide relevant improvement programs and recommendations.
The research found the A company has a among of competitive advantages such as product patents and core technologies. it can surpass the potential development of European and American brands. However, the internal organizational structure is not perfect, And the company's organizational capabilities and personal capabilities are insufficient. and without the external long-term development strategies for planning have become unable to develop more rapidly in China and across international markets, thus providing the following recommendations to case company:
1. Improve employee professionalism and hire industry-related professional managers.
2. Market segmentation, increase product sales model and expand overall market layout
3.Increase participation in industrial activity, increased advertising channel
Based on the above findings, it is hoped that the case company will be given the direction of review improvement.

Key: Resource based theory, strategic management, market segmentation, organizational capabilities, international markets
目次 Table of Contents
學位論文審定書 i
致謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 3
第三節研究流程 4
第二章文獻探討 5
第一節資源基礎理論 5
第二節營運模式 13
第三節策略管理 16
第三章研究方法 25
第一節質性研究法 25
第二節參與觀察法 26
第四章A公司個案研究 30
第一節輪滑運動概況 30
第三節競爭分析 41
第五章個案分析 44
第一節有形資產 44
第二節無形資產 48
第三節策略缺口分析 55
第六章建議與結論 60
文獻參考 62
參考文獻 References
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