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國立高雄海洋科技大學學報

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篇名 Strategic Choices to Turnaround Excellence
卷期 26
並列篇名 運用策略性選擇造就卓越的企業轉型
作者 蘇中信洪宗德
頁次 067-080
關鍵字 企業轉型重新定位策略性轉變TurnaroundRepositioningStrategic Transformation
出刊日期 201203

中文摘要

S.F.C.是一家從事船舶零件業的代理商,長期擁有日商N公司在台灣地區的獨家代理權。該公司自從創業以來,歷經了兩次產品生命週期;第一次面臨衰退期是在1975年時遭遇到政府限制拖船執照的政策。當時該公司立即透過市場開發策略(Market development strategy)進行轉型,成功地克服了業績下滑的危機。逐漸地,該公司進入了第二個新的生命週期。然而,銷售曲線的趨勢顯示商業環境正在改變,並且警告公司高層要及時檢查這個問題。事實上,該公司業績的下滑已經超過兩年。因此如何想出對策並且克服現今這個情況成為當務之急。在本質性研究中,我們歸納所有相關的環境資訊並且對於該問題提出兩個解決方案,第一個方案是,該公司調整為控股公司,並進入中國大陸市場繼續從事船舶零件的代理業務。這個方案是一種併購成長策略(Acquisition growth strategy)。第二個方案是,該公司調整為控股公司,並進入中國大陸市場從事陸用(工業或服務業)發電機代理業務。這個方案是一種併購成長策略和合作成長策略(Collaborative growth strategy)的混合策略。並且,在學理上,這個混合策略是策略性轉變(Strategic transformation)的一種新的類型。

英文摘要

S.F.C. is the sole agent of N company which is a Japanese ship parts supplier. The company has been passed more than one industrial life cycle since it founded. It faced the first decline in sales when the R.O.C. government published the fishing trawler license prohibition in 1975. S.F.C. implemented market development strategy immediately and overcame the crisis of slump successfully. Gradually, S.F.C. forwarded to new life cycle.However, the curve trend of sales indicates that the business environment is changing and alarms the top of the company to work up the problem in time. In fact, the sales of S.F.C. has seen turn down over two years. Thus, to work out a solution and to overcome the situation is the most important mission to the company.In this qualitative study, we induct all about environmental information and suggest two strategies to solve problems of S.F.C. The first strategy is that S.F.C. was restructured and become a holding company. The parent company holds a new company which is engaged in developing ship parts agent market of mainland China. This solution is one of the acquisition growth strategies. The second strategy is that S.F.C. was restructured and become a holding company. The parent company holds a new company which is engaged in developing generators agent market of mainland China. This solution is a mixed strategy of acquisition growth strategy and collaborative growth strategy. Besides, this mixed strategy is a new category of strategic transformation in theory.

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