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論文名稱(中文) 以資源基礎理論論述策略成功因素-- 化妝品產業個案分析
論文名稱(英文) The Study on Strategic Success Factor from Perspectives of Resource- Based Theory-- Case Study of Cosmetic Industry
校院名稱 成功大學
系所名稱(中) 經營管理碩士學位學程(AMBA)
系所名稱(英) Advanced Master of Business Administration (AMBA)
學年度 98
學期 1
出版年 99
研究生(中文) 厲建瑾
研究生(英文) Chien-Ching Li
學號 rd696409
學位類別 碩士
語文別 中文
論文頁數 92頁
口試委員 指導教授-耿伯文
口試委員-林清河
口試委員-李昇暾
中文關鍵字 化妝品業  資源基礎理論  SWOT分析 
英文關鍵字 Cosmetics Industry  Resource Based Theory  SWOT Analysis (Strength/ Weakness/ Threat/ Opportunity) 
學科別分類
中文摘要 化妝品產業是一項與美麗相關的傳統產業,台灣早期的發展歷程,因藉著低成本的優勢,以被授權的方式代工製造生產,得以在國際市場上闖出一片天,到後來結合外商策略聯盟著重於製造與銷售,由於研究技術的深化、技術的成熟、產品生命周期的縮短,台灣過去所擁有的關鍵成功因素,難以在全球競爭環境下取得優勢。從產品與市場來看,品牌掌握的能力至今仍操控在歐、美等國的手中,市場需求走向環保及包裝材料可再次利用的方向發展,故整合的需求相對更加地重要。廠商除了要擁有較廣的產品線外,並做垂直的發展,才有足夠的資源以滿足整合的需要。
未來台灣化妝品的廠商所具備的活動之關鍵性,必須搭配其已累積的資源基礎,並致力於未來產品線的發展。本研究係以「個案研究」的方式進行,基於資源基礎理論,以價值鍊之活動當研究構面,進一步針對每個活動用 VRIO四個要素來分析出各活動之關鍵性,先以專家問卷探討個案公司之策略成功因素,再針對權重值高的部份進行深度訪談,依據受訪者提供之訊息找出個案公司之策略成功因素,提出結論與建議。
研究結果發現個案公司之策略成功因素如下:產品多角化、產品服務、產品多樣化、產品價格、行銷方式、新產品開發標準化與制度、全系列產品生產線、產品的安全性、產業的垂直整合、產品服務的一致性品質、管理專業性能力能獨立經營與管理部門、良好品質。
英文摘要 The Cosmetics is a traditional industry related to beauty. Its development in Taiwan was originally due to advantages of low cost. The products developed became very successful in the international market. Later it formed strategic alliances with foreign brand owners and focused on manufacturing and sale. Due to the technology maturity and shortened product life cycle, some Key Success Factors which Taiwan had in the past no longer exist due to global competition. From the view of products and markets, all brands are controlled by Europe and the USA. Markets now trend toward environmental protection and reuse for packing material, so integrated demand is more important. Manufacturers need to have more production lines and increase vertical development to maximize resources and satisfy the needs of integration.
In the future, Taiwanese cosmetic factories will have a key factor of action in their need to collocate their accumulated resource base. In the meantime, they need to focus on production line’s development. This study is based on the RBV (Resource Based View). The structure is based on the value chain’s action and for each action uses VRIO (Valuable, Rareness, Imitation and Organization) to analyze the key factors of actions further. Firstly, an expert questionnaire is used to raise discussion of the strategic success factors from Mei Kuang, then focus on the weights high part of the result to proceed in-depth interviews. The data thus obtained is used to find out the strategic success factors of Mei Kuang and provide conclusions and suggestions for managers.
This research finds that Mei Kuang’s strategic success factors are as follows: product diversification, product service, product variety, product price, marketing, standardization and institutionalizing of new product development, full range of product lines, product safety, vertical integration, consistent quality of product service, professional ability to operate and manage and good quality.
論文目次 摘要 I
ABSTRACT III
誌謝 V
表目錄 IX
圖目錄 X
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 研究範圍與流程 4
第二章 文獻探討 6
第一節 資源基礎論 6
第二節 SWOT分析 17
2.2.1 產業概況 20
2.2.2 產業五力分析(SWOT) 27
2.2.3 產業的經營模式 34
第三章 研究方法 37
第一節 研究步驟 37
第二節 研究設計 42
第四章 個案描述 49
第一節 個案背景 49
第二節 訪談結果分析 50
第三節 討論 67
第五章 結論與建議 76
第一節 結論 76
第二節 建議 79
參考文獻 83
附錄一:深度訪談問項 85
附錄二:問卷 89
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