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Title:	內銷與外銷市場差異對於企業組織關鍵活動(OCA)的影響 -- 以台灣美妝品代工產業為例 The Impact of Domestic and International Market Differences on Organizational Critical Activities (OCA) -- A Case Study of Taiwan’s Cosmetic OEM Industry
Authors:	顏溥成 Yen, Pu-Chen
Contributors:	宋皇志洪為璽 Sung, Huang-Chih Hung, Wei-Hsi 顏溥成 Yen, Pu-Chen
Keywords:	內銷市場外銷市場組織關鍵活動台灣美妝品代工產業 Domestic Market International Market OCA Taiwan cosmetic OEM industry
Date:	2024
Issue Date:	2025-02-04 15:23:19 (UTC+8)
Abstract:	在全球化與市場區隔日益顯著的情況下，企業在內銷與外銷市場中面臨的挑戰與機會各不相同。本文旨在探討內銷與外銷市場的差異如何影響企業組織的關鍵活動(OCA)，特別是以台灣美妝品代工產業為例進行研究。台灣的美妝品代工產業具備強大的生產能力和技術背景，其內銷市場主要針對本地消費者的需求和偏好，而外銷市場則需應對國際標準和多元文化的挑戰。本文通過個案研究的方式，結合SWOT、PEST與案例資料分析，探討台灣美妝品代工企業在面對內外銷市場時，如何調整其生產與運營管理、研發與創新、市場行銷與品牌管理、供應鏈管理，以及客戶服務與關係管理這五個面向的組織關鍵活動。研究發現，內銷市場的需求變化迅速，企業需具備靈活的應變能力和本地市場洞察力；而在外銷市場，企業則更重視產品品質標準化、國際認證及跨文化溝通能力。這些差異進一步影響了企業的組織結構和資源配置。最終，本文對台灣美妝品代工企業提出了一系列策略建議，以提升其在內外銷市場中的競爭力和適應能力，並強調建立雙重市場導向的管理模式，以應對不同市場的需求。 In the context of increasing globalization and market segmentation, companies face distinct challenges and opportunities in domestic and international markets. This study aims to explore how differences between domestic and international markets influence Organizational Critical Activities (OCA), with a particular focus on Taiwan's cosmetic manufacturing industry. Taiwan's cosmetic manufacturing industry boasts strong production capabilities and technological expertise. While the domestic market primarily caters to local consumer needs and preferences, the international market must navigate international standards and multicultural challenges. Using case study methods, combined with SWOT, PEST, and case data analysis, this study investigates how Taiwanese cosmetic manufacturing companies adjust their organizational critical activities in five key areas: production and operations management, research and innovation, marketing and brand management, supply chain management, and customer service and relationship management. The findings indicate that the domestic market's rapidly changing demands require companies to possess high flexibility and deep insights into local markets. In contrast, in the international market, companies place greater emphasis on product quality standardization, obtaining international certifications, and enhancing cross-cultural communication skills. These differences further shape the organizational structure and resource allocation of companies. Ultimately, this paper provides a series of strategic recommendations for Taiwanese cosmetic manufacturing companies to enhance their competitiveness and adaptability in both domestic and international markets. It emphasizes the importance of establishing a dual-market-oriented management model to meet the demands of different markets.
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Description:	碩士國立政治大學經營管理碩士學程(EMBA) 111932039
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0111932039
Data Type:	thesis
Appears in Collections:	[Executive Master of Business Administration] Theses

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