Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/122106
|
| Title: | 以策略矩陣分析法探討中型不動產建設公司經營策略之執行 ─ S公司個案研究
The Strategic Matrix Analysis of Business Strategy Execution in A Medium-Sized Real Estate Construction Company ─ The Case Study of S Company |
| Authors: | 魏岱霖
Wei, Tai-Lin |
| Contributors: | 彭朱如
Peng, Tzu-Ju
魏岱霖
Wei, Tai-Lin |
| Keywords: | 策略
策略矩陣分析法
建築不動產
事業策略
Strategy
Strategic matrix analysis
Construction real estate
Business strategy |
| Date: | 2018 |
| Issue Date: | 2019-01-23 12:26:25 (UTC+8) |
| Abstract: | 數十年來，台灣建築不動產業經營面對起伏波動之外部環境，眾多同業激烈競爭，與客戶需求之不確定變動，必須審酌自身條件，慎重研擬企業策略為經營方向之引導，方得良好績效。然而執行策略過程中，外部環境或內部條件出現變化時，企業經營策略方向必需檢視調整，方得以延續企業生存與增進經營績效。
本研究接續簡伯殷(2003)對S個案公司經營策略之研究，對相關理論與論文文獻整理彙集後，以個案研究法，採取策略形態分析法之架構，對S公司事業策略執行形態進行探討。S公司於2003年已研訂之策略，短期為市場滲透策略，長期為產品擴張策略，並採集中差異化為競爭策略，以圖解決S公司資金不寬裕、獲利不佳之問題。
自2003年至今，產業環境變動，對照S公司前後階段之策略執行營運績效表現，以及與選樣同業公司進行比較，呈現獲利能力較差，近三年投資報酬率表現不佳且出現虧損，經營心態保守之狀態。本研究以策略矩陣分析法分析進行研究，推演解析出八項經營績效鈍化之原因，歸納策略執行面臨主要問題為：同業間競爭趨同使利潤壓縮，產品創新時滯門檻不足，策略執行偏移失焦，營業規模不穩定與開發步調失據等四項。針對前述問題，研擬個案S公司未來階段延續策略建議為：穩定營收與獲利來源，與繼續貫徹發展產品創意之差異化等兩項策略，同時列舉其應施行之子項任務。對應兩項未來策略，規劃由高階經營層、研發、業務、工程、財務及管理等部門，分別承擔配合之功能政策與行動方案。此外，本研究過程中發現：『策略矩陣分析法』尚可運用於探究檢核企業經營策略執行過程中未能達成策略效果之因素。最後對於未來後續研究，則提出四項可接續發展研究探討之建議方向。
In the past decades, firms in Taiwanese construction real estate industry have been encountering with fluctuations in their external environment. Due to the fierce competition among competitors and the uncertain changes of customers’ requirements, it is necessary for the real estate companies to consider their own conditions and carefully examine the business strategy. They must adjust the strategy to fit with their external environment and internal resource conditions for sustaining their survival and business performance.
This study extends a prior research of “S-Company” business strategy by Pou-Ying Chien(2003) by applying the “strategic posture analysis” and “strategic matrix analysis” to the practice of a single case company, aiming to deeply re-examine the strategy formulation and implementation of S-Company in the past decade and develop its future business strategy. Since 2003, S-Company has formulated its competitive strategies as short-term market penetration, long-term product expansion, and differentiation in order to solve the problem of lacking funds and poor profits.
As the industrial environment has changed dramatically since 2003, the performance of S-Company, compared with that of competitors, has shown relatively lower performance in terms of probability and the return on investment in the past three years. The execution of strategies in different stages reveals its conservative business mentality. By analyzing the strategy of S-Company with the “strategic matrix analysis”, this study identifies eight reasons for passivation of business performance. The main problems in the implementation of inductive3 strategy are: the compression of profit due to competitive convergence, the insufficient of time lag of product innovation, the deviation of strategy execution, and the unstable business scale and the lost development pace. In order to improve such poor performance, this study proposes two future strategies of S-Company. First, to stabilize the revenue and profit sources; Second, to continue the differentiation strategy of product innovations. This study also develops the further functional strategies to implement the above two future strategies, covering the action plans that would be respectively undertook by functional departments including high-level management, Land development and planning, Sales & Marketing, Construction, Financial, and Administration departments. In addition, this study contributes to strategic management by demonstrating that the “strategic matrix analysis” can be used to analyze the factors that fail to achieve satisfied performance of business strategy implementation. This study proposes the practical implications and suggestions for further research
. |
| Reference: | 中文部分
大前研一，1985。21世紀企業全球戰略。台北市：經濟與生活。
尤俊傑，2011。台灣北部地區建設公司經營策略之研究─策略矩陣之應用。國立政治大學，企業管理研究所，碩士論文。
司徒達賢，1995。策略管理。台北市：遠流出版公司。
司徒達賢，2016。策略管理新論─觀念架構與分析方法。台北市：智勝文化事業有限公司。
吳思華，1998。策略九說：策略思考的本質。台北市：臉譜。
杜家軒，2012。建設公司策略規劃之研究─以W建設公司為例。國立政治大學，企業管理研究所，碩士論文。
邱憶惠，1999。個案研究:質化取向。 國立高雄師範大學教育系教育研究，七期，2113-127。
林佩璇，2000。個案研究及其在教育研究上的應用。國立中正大學教育學研究所（編），質的研究方法，高雄：麗文，頁239-262。
政治大學商學院信義不動產研究發展中心。台灣地區房地產年鑑（2014、2016、2018）。台北市：行義文化出版有限公司。
徐水，2017。體外震波碎石機在台灣市場之策略矩陣與行銷策略分析。國立政治大學，經營管理碩士學程，碩士論文。
孫建偉，2017。醫療產業策略分析管理之研究。國立政治大學，經營管理碩士學程，碩士論文。
許士軍，1980。管理學。台北；東華出版社。
麥可‧波特 Michael E. Porter，2007。策略是什麼？(What Is Strategy?)。哈佛商業評論 全球繁體中文版 March 2007：2-24。
蔡依蓉，2017。中小企業策略矩陣分析法之應用─以A公司為例。國立政治大學，企業管理研究所，碩士論文。
謝清福，2017。廣運「真、善、美」的策略管理。國立政治大學，經營管理碩士學程，碩士論文。
簡伯殷，2003。中型建築投資興建公司經營策略之個案研究。國立政治大學，經營管理碩士學程，碩士論文。
戴國良，2012。圖解策略管理。台北市：五南。
外文部分
Andrews, K. R. ,1971. The Concept of Corporate Strategy. New York: Richard D Irwin.
Ansoff, H. I. ,1965. Corporate Strategy: An analytic approach to business policy for growth and expansion. New York: McGraw-Hill.
Chandler, A. D. ,1962. Strategy and Structure: Chapters in the History of Industrial Enterprise. New York: MIT Press.
Drucker, P. ,1954. The principles of management. New York: Harper-Collins Publishers.
Glueck, Willian F. ,1976. Business Policy: Strategy Formulation and Management Action, 2nd edition. New York: McGraw-Hill.
Hofer, C. W. and Schendel, D. ,1978. Strategy formulation: Analytical concepts. New York: West Pub. Co.
Kotler. P. ,1976. Applying marketing theory to college admissions. College Entrance Examination Board.
Mintzberg, H. ,1994. The Rise and Fall of Strategic Planning. New York: Free Press and Prentice Hall International.
Neuman, J. V. and Morgenstern, O. ,1944. Theory of Games and Economic Behavior. New Jersey: Princeton University Press.
Newman W. H., Logan J. P. & W. H. Hegarty ,1985. Strategy, Policy, & Central Management. Cincinnati: South-Western Pub.
Porter, M. E. ,1984. Competitive Advantage: Creating and Sustaining Superiror Performance. New York: Free Press.
Yin, R. K. ,1994. Case Study Research: Design and Methods. DC: COSMOS Corporation.
網站部分
公開資訊觀測站。http://mops.twse.com.tw/mops/web/index
行政院主計處，國富統計。http://www.stat.gov.tw/np.asp?ctNode=656&mp=4
財團法人國家政策研究基金會。https://www.npf.org.tw/2/18992
維基辭典。https://en.wiktionary.org/wiki/Wiktionary:Main_Page |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
105932015 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0105932015 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.EMBA.008.2019.F08 |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 201501.pdf | 2927Kb | Adobe PDF2 | 2 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
