政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/98873

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/98873

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政大典藏 > College of Commerce > Executive Master of Business Administration > Theses > Item 140.119/98873

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/98873

Title:	營造業之4C行銷競爭策略分析-以C公司為例 Strategic Marketing Analysis for the Construction industry -The Case of C company
Authors:	蕭裕迪
Contributors:	邱志聖蕭裕迪
Keywords:	營造業 4C行銷策略 Construction industry Strategic Marketing analysis 4C
Date:	2016
Issue Date:	2016-07-11 17:28:09 (UTC+8)
Abstract:	營建產業過去一直被認為扮演著產業火車頭角色，為總體經濟重要的一環。由於營造業進入門檻不高，營造廠商不斷增加，景氣好時一窩蜂投入，景氣不好時低價搶標，最後結束營業，所以才有所謂一案營建公司，對公共安全及建案品質均非好事。筆者在C公司服務近25年，歷經幾波景氣循環，前面20年公司念茲在茲就是cost down，近5年除了cost down之外，加強指標個案取得以及對客戶深化的服務成功轉型以服務行銷為競爭優勢的一個案例。本研究為以行銷策略4C架構分析C公司如何在產業激烈的競爭下，增加C1買方效益，降低方C2資訊搜尋成本及C3道德危機成本而成功的關鍵點。本研究同時建議未來C公司應思考如何再降低買方C3道德危機成本及增加C4專屬資產。本研究案例之策略行銷分析可作為欲轉型之傳統營造業，或其他行銷門檻較高的產業參考用。 Construction industry has been considered to play the role of the locomotive leading the train of industries, thus an important part in the overall economy. Since it is not hard to enter construction industry, construction companies have been increasing. When times are good, they spring up; when times are hard, they make the lowest bids, only to shut their companies. That’s why there are so-called “one-case” construction companies. This is not good for both public safety and quality of the buildings. The author has been working for nearly 25 years in Company C, which has experienced cycles of economic ups and downs. For the first 20 years, the company focused on “cost down.” In the recent past 5 years, in addition to keeping “cost down,” Company C has successfully transformed into a competitive company of service marketing by bidding for significant cases and offering “full services” to customers. This study uses the Strategic Marketing 4C Framework to analyze Company C, trying to find out how it succeeds in this competitive industry. The key factors include increasing C1, Buyer Efficiency, and decreasing C2, Cost of Information Search, and C3, Cost of Moral Hazard. The study also suggests that in the near future Company C should try to decrease more C3, Cost of Moral Hazard, and increase C4, Asset Specificity. This case study provides a strategic marketing analysis not only traditional construction companies aiming to transform but also other marketing industries of higher levels can make reference to. 第一章緒論 1 第一節研究動機與背景 1 第二節研究目的 2 第三節研究範圍 3 第四節研究方法 3 第二章文獻探討 5 第一節價值鏈理論 5 第二節五力分析理論 7 第三節 4C策略行銷架構 10 一、外顯單位效益成本（Cost of Utility） 11 二、資訊搜尋成本（Cost of Information Search） 13 三、道德危機成本（Cost of Moral Hazard） 14 四、專屬資產陷入成本（Cost of Asset Specificity） 16 第三章台灣營造產業環境分析 18 第一節營造產業的介紹 18 第二節營造業的產業特性 19 第三節營造業價值鏈分析 20 第四節營造業五力分析 21 第五節營造業的現況分析 24 第四章個案研究-營建產業的競爭策略-以4C架構分析 27 第一節背景與研究對象 28 第二節個案公司的4C架構分析 30 第三節外顯單位效益成本策略分析33 第四節資訊搜尋成本策略分析 37 第五節道德危機成本策略分析 38 第六節專屬資產陷入成本策略分析42 第五章結論與建議 44 第一節研究結論 44 第二節行銷策略建議 46 參考文獻 48
Reference:	中文部份 1. 內政部，2016，內政統計通報(104年建築物買賣登記概況)。 2. 內政部營建署，2016，營件統計月報。 3. 古秋雄，2000，台灣大型營造業經營策略之研究－以個案公司為例，國立政治大學碩士論文。 4. 邱志聖，2014，策略行銷分析:架構與實務運用，智勝文化。 5. 邱志聖，2010，4C的良性循環vs.惡性循環，取自http://sma4c.blogspot.tw/2012/05/4cvs.html 6. 余振銘，1999，提升國內營造業競爭力關鍵性因子之研究。 7. 林瑞陽，2001，台灣營建產業不同發展階段經營策略分析之研究，雲林科技大學企業管理研究所碩士論文。 8. 林進南，2015，我國營造業景氣之回顧與展望，今日合庫，第490期。 9. 周賜屏，2000，營造業的轉型策略，中山大學碩士論文。 10. 建國工程事業股份有限公司104年財務報告書。 11. 黃明進，2010，台灣地區營造業的營運策略-價值鏈與營運模式之研究，輔仁大學碩士論文。 12. 達欣工程事業股份有限公司104年財務報告書。 13. 薛榮松，1995，營建產業分析暨企業競爭策略初步研究，國立台灣科技大學碩士論文。 14. 潤弘精密工程事業股份有限公司104年財務報告書。英文部分 1. Amit, R., & Zott, C. 2001, Value creation in e-business. Strategic Management Journal, 22（6-7）,493-520. 2. Pearce II,J.A.and R.B. Robinson 2000, Formulation, Implementation,and Control of Competitive Strategy. 3. Porter,M.E.,1980 Competitive Strategy Techniques For Analyzing Industries and Competitors, New York：Free Press. 4. Porter,M.E.,1985 Competitive Advantage: Creating and Sustaining Superior Performance, New York：Free Press. 5. Shafer,S.M.,Smith,H.J.,& Linder,J.C.（2005）.The Power of Business Models.Buiness Horizons,48,199-207.
Description:	碩士國立政治大學經營管理碩士學程(EMBA) 103932035
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0103932035
Data Type:	thesis
Appears in Collections:	[Executive Master of Business Administration] Theses

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