政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/122106

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/122106

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政大機構典藏 > 商學院 > 經營管理碩士學程EMBA > 學位論文 > Item 140.119/122106

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题名:	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
作者:	魏岱霖 Wei, Tai-Lin
贡献者:	彭朱如 Peng, Tzu-Ju 魏岱霖 Wei, Tai-Lin
关键词:	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
日期:	2018
上传时间:	2019-01-23 12:26:25 (UTC+8)
摘要:	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 .
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描述:	碩士國立政治大學經營管理碩士學程(EMBA) 105932015
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0105932015
数据类型:	thesis
DOI:	10.6814/THE.NCCU.EMBA.008.2019.F08
显示于类别:	[經營管理碩士學程EMBA] 學位論文

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