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| Title: | 台灣傳統合成皮製造業轉型策略之探討－以普大皮革為例 |
| Authors: | 林香蓀 |
| Contributors: | 樓永堅
林香蓀 |
| Keywords: | 合成皮
競爭策略
品牌
普大皮革
Synthetic Leather
Competition Strategy
Brand
Pony Leather |
| Date: | 2004 |
| Issue Date: | 2009-09-12 12:30:00 (UTC+8) |
| Abstract: | 台灣合成皮工業，可追溯至1950年代中期石化工業創建，所生產之PVC塑膠皮，直至1969年永豐化工自日本引進之PU合成皮製造技術，廣泛將PU合成皮產品運用於衣、住、行、娛樂等民生消費用品上，PU合成皮產業於台灣發展已有三十年以上的歷史。
PU合成皮產業，屬石化工業的一環，產品仍然是工業產品階段，需交由下游產業加工後，才得以供消費者使用。台灣的合成皮產業與下游製鞋業緊密結合，曾於1990年代，創下世界最大產量的記錄，台灣遂有「製鞋王國」、「合成皮王國」等美譽。
傳統PU合成皮產業，進入障礙低，產品替代性高，競爭在所難免；中國大陸及東南亞合成皮業者引進台灣技術，挾其大量生產低成本優勢，經過10多年來發展，已經成功搶佔一般PU產品的市場，台灣PU合成皮產業面對外來的強力競爭環境，隨時會有被淘汰的危機，在傳統PU製品上，研發創新、提昇品質、降低成本，並不能阻止新產品於發表後即遭仿冒的結果。因應PU合成皮產業少量多樣的趨勢，業者應如何致力於製程的創新，以縮短作業流程，以提昇競爭力。
台灣PU合成皮產業成長停滯，有愈來愈多的企業，被迫面對外移關廠或者轉型到其它具附加價值的產品線，本研究以個案公司為例，探討其轉型策略，其建構自有品牌及行銷通路，與消費者直接接觸，自有品牌可否成為PU合成皮業的轉型契機，以及工業品牌轉型至消費性產品品牌所面臨問題的探討。
關鍵字：合成皮、競爭策略、品牌、普大皮革
The industry of synthetic leather in Taiwan could trace back to the middle of 1950s which initiated from the PVC production at Taiwan’s new established petrochemistry industry until the Yoong Feng Chemistry Inc has introduced from Japan the technic of PU production in 1969 which has more extensively utilized the PU leather to the usage at garment, household, transportation, and entertainment, etc. In fact, the development of PU leather industry in Taiwan has been undertaking for more than 30 years.
PU leather industry is highly related to the petrochemistry industry, its product is so called the material for the downstream to carry out for the consumer’s usage. It is also inseparable between the industry of synthetic leather and shoe manufacturing. Moreover, during the 1990s, Taiwan has achieved the industry of synthetic leather world’s No. 1 in terms of production volume. Therefore, from the time, Taiwan has wined the name as “Kingdom of Shoes” or “Kingdom of Synthetic Leather”.
The low entry level of PU leather industry with its high product substitution has inevitably caused high competition in current market. Moreover, in the past 10 years, the mainland China and Southeast Asia with its technic transplanted from Taiwan has also became the major provider in the world of PU product with more competitive cost. As a result, the next move for PU industry in Taiwan has came into an agenda which focus on the innovation of manufacturing and product itself in order to enhance the competitive strength from the market selection.
In Taiwan, due to the recession of PU industry, more and more manufacturers have been enforced to remove overseas for cost down or backward for more value addition. Therefore, the purpose of this thesis is trying to probe into the research by case study (as at PONY Leather Corp) of Taiwan’s PU industry. From the past, it studies the possible future through the strategies of brand-name, marketing passage, and consumer approach, etc.
Key Words: Synthetic Leather, Competition Strategy, Brand, Pony Leather.
第壹章 緒論............................................1
第一節 研究背景與動機..................................1
第二節 研究問題與目的..................................2
第三節 研究流程........................................4
第四節 章節結構........................................5
第貳章 文獻探討........................................6
第一節 產業競爭策略....................................6
一、策略的涵義..........................................6
二、產業分析工具........................................8
(一)ＳＷＯＴ分析....................................8
(二)五力分析........................................9
三、競爭策略的涵義與分類...............................13
(一)成本領導.......................................13
(二)差異化.........................................14
(三)集中化.........................................14
四、事業策略規劃.......................................15
(一)穩定策略.......................................16
(二)成長策略.......................................17
(三)縮減策略.......................................18
五、競爭優勢...........................................18
六、關鍵成功因素.......................................19
七、夕陽產業的經營策略.................................20
（一）領先群倫......................................22
（二）尋找利基......................................23
（三）收割..........................................23
（四）迅速解散......................................23
八、小結...............................................23
第二節 品牌經營.......................................24
一、品牌的定義.........................................24
二、品牌形象...........................................26
三、品牌權益...........................................29
(一)品牌忠誠度.....................................29
(二)品牌知名度.....................................29
(三)知覺品質.......................................30
(四)品牌聯想.......................................30
(五)其他專屬的品牌資產.............................30
四、獲得品牌權益的方式.................................32
(一)建立品牌權益...................................32
(二)借用品牌權益...................................32
(三)購買品牌權益...................................32
五、小結...............................................33
第參章 研究方法.......................................34
第一節 研究方法簡介...................................34
一、個案研究法.........................................34
二、深度訪談...........................................34
第二節 資料蒐集方式...................................35
一、產業報告...........................................35
二、檔案資料及文件.....................................35
三、深度訪談...........................................36
四、實地觀察...........................................36
第三節 研究範圍.......................................36
第四節 研究限制.......................................37
第肆章 合成皮革產業沿革及趨勢.........................38
第一節 合成皮產業概述.................................38
第二節 合成皮產業簡介.................................39
一、ＰＵ合成皮簡介.....................................39
二、ＰＵ合成皮產業關聯性...............................41
三、產業分類及概述.....................................44
(一)乾式(DRY PROCESS)ＰＵ合成皮....................44
(二)濕式(WET PROCESS)ＰＵ合成皮....................46
第三節 產業沿革.......................................48
一、草創期：1967~1971..................................48
二、萌芽期：1971~1975..................................49
三、成長期：1975~1981..................................49
四、茁壯期：1981~1994..................................49
五、盤整期：1994~ ..................................50
第四節 產業特性.......................................50
一、訂單生產...........................................51
二、附加價值於後加工階段...............................51
三、以外銷為產銷重點...................................51
四、具國際競爭力.......................................52
五、原料佔成本比重極高.................................52
六、產業集中度高.......................................52
七、產品週期趨向成熟期.................................53
八、價格競爭...........................................54
第五節 國內市場概況...................................54
一、鞋類用ＰＵ合成皮現況...............................57
二、皮包用ＰＵ合成皮現況...............................60
三、衣用ＰＵ合成皮現況.................................62
四、小結...............................................63
第伍章 個案公司分析－普大皮革.........................65
第一節 個案公司基本條件與產業結構.....................65
一、廠商分佈地區.......................................65
二、資本結構分析.......................................67
第二節 個案公司背景資料簡介...........................69
一、公司沿革...........................................69
二、業務範圍及服務項目.................................71
（一）普大皮革主要產品.............................71
（二）計劃開發之新產品及服務項目...................71
第三節 個案公司競爭力分析.............................72
一、ＳＷＯＴ分析.......................................72
（一）優勢.........................................72
（二）劣勢.........................................74
（三）威脅.........................................74
（四）機會.........................................76
二、五力分析...........................................77
（一）產業內現在競爭者.............................77
（二）新進入者的威脅...............................78
（三）對供應商的議價能力...........................79
（四）對購買者的議價能力...........................81
（五）替代品的威脅.................................81
（六）小結.........................................81
三、關鍵成功因素.......................................81
（一）優秀的研發人力...............................81
（二）產品線完整...................................82
（三）厚實的後段加工技術...........................82
（四）完備成熟的關鍵原料自製能力...................82
（五）強大的DMF回收處理能力........................83
第四節 個案公司的競爭策略.............................83
一、產品策略...........................................84
（一）產品差異化...................................84
（二）新產品研發策略...............................85
二、市場發展策略.......................................86
（一）積極切入運動鞋市場...........................86
（二）開發大陸地區以外的市場.......................87
三、垂直向後整合策略...................................87
（一）加強回收設備，減低成本.......................87
（二）自製樹脂，掌握產品之特有配方.................87
四、轉型至自有品牌及通路經營...........................88
（一）以自有品牌行銷...............................88
（二）佈建消費性產品自有品牌及通路.................88
五、小結...............................................88
第陸章 轉型至消費性自有品牌策略之探討.................89
第一節 佈建消費性自有品牌之動機.......................89
第二節 品牌取得的方式.................................90
一、選擇現有國際知名品牌授權或代理.....................90
二、建立自有品牌.......................................90
（一）產品的選擇....................................92
（二）市場的選擇....................................93
（三）目標消費者....................................95
（四）通路的選擇....................................95
第三節 建立品牌知名度.................................97
第四節 台灣國際化品牌探討－夏姿公司...................98
第柒章 結論及建議....................................101
第一節 研究發現......................................101
一、提昇技術層次......................................101
二、因應市場定位調整經營策略..........................102
三、垂直整合，掌握主要原料之供應......................102
四、政府政策及未來發展趨勢............................103
五、積極轉型，佈建下游品牌通路........................103
第二節 研究建議......................................104
一、合成皮產業未來發展趨勢............................104
二、環境保護政策......................................105
三、垂直整合策略......................................107
四、夕陽產業經營策略對業者的建議......................108
五、自有品牌策略的建議................................108
第三節 結論..........................................109
參考文獻..............................................111 |
| Reference: | 參考文獻
一、中文文獻
1. 司徒達賢(1995)，策略管理新論－觀念架構與分析方法，智勝文化。
2. 吳思華(1996), 策略九說:策略思考的本質, 台北, 麥田。
3. 台灣區合成皮公會2002年年報。
4. 三芳化學工業股份有限公司2003年年報。
5. 普大興業股份有限公司1999年公開說明書。
二、參考網站
1. Gucci官方網站http://www.gucci.com/
2. Louis Vuitton官方網站http://www.vuitton.com/; http://www.lvmh.com/
3. 夏姿官方網站http://www.shiatzychen.com/
4. 台灣證券交易所公開資訊觀測站http://mops.tse.com.tw/mops.htm
5. 財團法人工業技術研究院化學工業研究所網站http://www.ucl.itri.org.tw/
6. 經濟部工業局化工商情網http://www.chemnet.com.tw/
7. 經濟部能源局-油價管理與分析系統網站http://www.moeabove.gov.tw/oil102/
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| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
91932514
93 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0093932514 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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