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    Title: 哈雷機車零配件業的經營策略與競爭分析-----以ZE公司為例
    Authors: 彭瑞嘉
    Contributors: 李易諭
    彭瑞嘉
    Keywords: 夥伴關係
    供應體系
    網絡關係
    Date: 2002
    Issue Date: 2009-09-11 17:54:09 (UTC+8)
    Abstract: 本研究將「產業矩陣分析法」、「策略三構面」、〝SWOT〞、「五力分析」和相關策略層面的「文獻」,整合成一個完整分析架構,試圖能對小型企業在利基市場的策略制定有所幫助,這也是本研究的原始動機。
    個案選擇雖是一家特定公司在特定市場的成功案例,並不足以作一般化的推論,但在選擇個案時,已作了最嚴酷條件的檢視,仍可供參考,有關檢視條件略述如下:
    •特定市場:少量多樣的哈雷修補市場(After market),且哈雷曾
    歷經兩度危機,並亦曾受美國政府關稅保護的公司。
    •特定公司:個案ZE公司為一家出口商,資源條件極為缺乏,而與其
    搭配合作者為另一類資源不足的小型供應商。
    因此,本研究在描述分析個案ZE公司過去以貿易中介者的經營型態所遭遇的困境,如何運用合作策略,整合上、下游成為一個供應體系,並透過策略執行,不斷的以積小勝來蓄積其獨特的核心資源,而建立獨特的競爭優勢。
    茲將分析內容分述如下:
    •市場環境分析描述哈雷如何從危機中脫胎換骨,包括管理模式、組
    織變革、員工與企業文化、哈雷消費者(忠誠的騎士)的行為、哈
    雷品牌特徵以及哈雷市場的成長情形,以推測哈雷市場未來可能的
    變化,作為本研究之個案擬定策略的依據。
    •產業環境分析是在探討如何應用矩陣分析法,將哈雷修補市場從產
    品與供應商、進口商、出口商等供應體系,配合其各自的價值活動
    ,作一精細剖析,使本研究個案得窺知產業實際全貌,進而擬定出
    精準有效的策略。
    •個案分析係運用「策略三構面」的理論架構,搭配〝SWOT〞、「五
    力分析」和相關「文獻」,分析研究個案公司其在策略改變前、後
    之情形,包括整合供應體系之成功因素為何?成功的供應體系應如
    何維持?它帶來何種效益?而又創造了什麼競爭優勢?這些競爭優
    勢是否具有持續性?它們可複製?可模仿?為什麼?組織如何調整
    ?以何種手段貫徹落實新策略?且在策略執行中如何蓄積核心資源
    ?以及績效評估如何與策略目標相結合等分析,同時給予理論或文
    獻的對照和印證。
    第壹章 緒 論
    第一節 研究背景與動機
    第二節 研究目的
    第三節 研究範圍
    第四節 研究限制
    第五節 研究流程
    第六節 論文結構

    第貳章 文獻探討
    第一節 策略
    第二節 供應鏈管理
    第三節 夥伴關係
    第四節 網絡關係
    第五節 網絡、夥伴關係的相關理論

    第參章 研究設計
    第一節 研究觀念
    第二節 研究架構
    第三節 研究方法

    第肆章 市場環境分析
    第一節 哈雷的誕生
    第二節 哈雷的危機與轉機
    第三節 哈雷的組織變革
    第四節 願景、使命與目標
    第五節 哈雷員工與企業文化
    第六節 哈雷騎士
    第七節 哈雷品牌特徵9
    第八節 未來的展望

    第伍章 產業環境分析
    第一節 產品
    第二節 進口商
    第三節 出口商

    第陸章 個案分析
    第一節 ZE公司簡介
    第二節 公司決策制定
    第三節 策略三構面
    第四節 ZE公司的SWOT分析
    第五節 策略分析
    第六節 組織變革
    第七節 策略執行
    第八節 績效評估
    第九節 經營績效

    第柒章 結論與建議
    第一節 研究結論
    第二節 研究建議

    參考文獻
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    Lee Ozley(2000),More than a motorcycle。
    4.沈雲驄、湯宗勳譯(1999),品牌行銷法則,台北:商業周刊,譯自
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    88931001
    91
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0088931001
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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