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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/153892


    Title: Skoda Taiwan在台灣之經營策略分析
    Strategy of Skoda in Taiwan
    Authors: 林蓁柔
    Lin, Zhen-Rou
    Contributors: 黃國峯
    傅浚映

    Huang, Kuo-Feng
    Jyun, Ying-Fu

    林蓁柔
    Lin, Zhen-Rou
    Keywords: Škoda Taiwan
    國際進入
    整合-回應架構
    Škoda Taiwan
    Foreign Market entry Modes
    Integration-Responsiveness Grid
    Date: 2024
    Issue Date: 2024-10-04 10:29:51 (UTC+8)
    Abstract: 本研究主要探討Škoda在臺灣汽車市場成功立足的策略。Škoda從2014年以前在臺灣由代理商代理是一個被忽視的小眾品牌,但自2015年起,透過不同的經營方式,成功在競爭激烈的市場中建立了歐洲進口車的重要地位。本文分析Škoda在臺灣的進入選擇、Škoda子公司接手臺灣市場後的外部環境及立足臺灣市場的因素,總結其在臺灣市場的經營策略和定位。
    本研究先進行臺灣汽車產業的分析環境,再以Hill的國際進入模式架構探討不同時期Škoda選擇進入台灣的方式的選擇因素,並以整合-回應架構來分析母公司及子公司間的策略關聯,進而得出子公司在臺灣當地的回應策略。為使得資訊能更深度被探討,也透過次級資料分析及內部訪談來收集資訊。最後,透過資源基礎理論分析其資源及能力的關係,進而得出Škoda能站穩臺灣汽車市場的主要因素。
    This research primarily the strategies that have enabled Škoda to successfully establish a foothold in the Taiwanese automotive market. Before 2014, Škoda was an overlooked niche brand in Taiwan, operated by a local agency. However, since 2015, through different operational approaches, Škoda has successfully established itself as a significant European import brand in a highly competitive market. This research analyzes Foreign Market entry Modes of Škoda, the external environment of the Taiwanese automative market, and the factors contributing to its establishment in the market. It concludes with an overview of Škoda's business strategies and positioning in Taiwan.
    This research first analyzes the environment of Taiwanese automotive industry, then uses Hill's Foreign Market entry Modes to explore the factors influencing choices at different times. The research adopts the perspective of the Integration-Responsiveness Grid, analyzing the strategic alignment between the parent company and the subsidiary, and concludes that the subsidiary adopts a response strategy in Taiwan. To provide more in-depth analysis, the study collects information through secondary data and internal interviews. Furthermore, based on the resource-based view, the research examines the relationship between Škoda's resources and capabilities to identify the key factors that have enabled Škoda to establish a firm foothold in the Taiwanese automotive market.
    Reference: 英文文獻
    1.Agarwal, S. &S. N. Ramaswami(1992). Choice of Foreign Market Entry Mode:Impact of Ownership, Location and Internalization Factors. Journal of International Business Studies, 1-28.
    2.Collis, D. J. and. Montgomery, C. A. (1995), Competing on Resource Strategy in the 1990s, Harvard business Review, 73(July-August) ,pp.118-128.
    3.Dunning, J. H.(1980), “Toward an Eclectic Theory of International Production:Some Empirical Test”, Journal of International Business Studies, Spring/Summer, pp.9-31.
    4.Grant, R. M. (1991), The Resource-Based Theory of Competitive Advantage: Implications for Strategy Formulation, California Management Review, spring, pp.114-135.
    5.P. Hwang and W.C.Kim(1990), “An Ecletic Theory of the Choice of International Entry Mode”, Strategic management Journal,Vol.11,pp.117-128.
    6.Prahald, C.K. and Y.L. Doz(1987). The multinational mission-balancing local demands and global vision. New York: The Free Press.
    7.Hill, Hwang & Kim(1990), An Ecletic Theory of the Choice of International Entry Mode, Strategic Management Journal 11, 117-128

    中文文獻
    1.李文瑞、曹為忠、陳旭銘(2001),「台商赴大陸投資進入模式影響因素之 研究-中小企業之實證分析」,中山管理評論,第九卷第一期,61-86。
    2.林子婕(2021)。臺灣電信產業5G時期的競爭策略-以五力分析及動態競爭模型分析。碩士論文。國立臺灣大學。
    3.吳文良(2023)。運用五力分析探討生技公司的競爭策略-以S國際生技生司為例。碩士論文。亞洲大學。
    4.呂成禮(2013)。以產業關鍵成功因素與資源基礎理論探討中華電信 MOD 的經營發展。國立中正大學。
    5.翁志偉(2015)。折衷理論應用於營建上游產業之國際化策略 - 以電動機械公司為例。國立臺灣大學。
    6.賀鑠(2004)。全球競爭環境下之策略類型與企業績效表現--以 IR 模型為例。國立臺灣大學。
    7.薛乃綺(2007)。汽車產業模組化平台發展趨勢。金屬工業研究發展中心。

    電子資料
    1.Learning Hub(2024)。五力分析這樣做!這樣做!學會這 5 招,銷售策略完美制定!波特五力。取自:
    https://www.hububble.co/blog/porters-five-forces
    2.人車事新聞(2014)。「All 4 You」四年服務承諾,Škoda Taiwan一展深耕臺灣市場決心。取自:
    https://www.carstuff.com.tw/car-news/item/17160-all-4-you-skoda-taiwan.html
    3.臺灣趨勢研究(2023)。汽車及其零件製造業發展趨勢。取自:
    https://www.twtrend.com/trend-detail/motor-vehicles-and-parts-manufacturing-2023/
    4.聯合新聞網(2016)。2015車市強拉尾盤 42萬台目標達陣。取自:
    https://autos.udn.com/autos/story/7825/1419931
    5.研究生2.0。什麼是個案研究法 (what is case study research?)。取自:
    https://reurl.cc/LWQ8xy
    6.8891新車。底子都一樣!為什麼現代車廠愛用「模組化平台」。取自:
    https://c.8891.com.tw/news/16993
    7.自由財經。福斯汽車來台設廠?福斯:願望永遠不改。取自:
    https://ec.ltn.com.tw/article/breakingnews/1262267
    8.Statista. Worldwide sales revenue of Skoda Auto Company from 2005 to 2022. From:
    https://www.statista.com/statistics/267267/worldwide-sales-revenue-of-skoda-auto-company-since-2005/
    9.Skoda官網(2024)。Skoda車型。取自:
    https://www.skoda.com.tw/company/history
    10.Skoda官網(2024)。Design Studio in Mlada Boleslav.From:
    Design Studio in Mlada Boleslav - Škoda Storyboard (skoda-storyboard.com)
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    111363086
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0111363086
    Data Type: thesis
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

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