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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 許文馨 | |
| dc.contributor.author | Meng-Fen Hsiao | en |
| dc.contributor.author | 蕭孟芬 | zh_TW |
| dc.date.accessioned | 2021-07-10T21:46:01Z | - |
| dc.date.available | 2021-07-10T21:46:01Z | - |
| dc.date.copyright | 2020-07-15 | |
| dc.date.issued | 2020 | |
| dc.date.submitted | 2020-06-18 | |
| dc.identifier.citation | 一、中文部分 [1]. 主編，2012，急起直追的中國汽車產業，台灣，工程技術中心-ARTC_90期 [2]. 何馬克博士、周令坤、吳燕子, 2018, 後合資時代”的中國 汽車自主品牌，大陸，德勤新視角 [3]. 吳萬益，2011，企業研究方法，台北，萬泰文化出版公司 [4]. 宋德渣等，2007，台灣汽車年鐘，新竹，工研院 [5]. 李吉仁、吳相勳於,2014, 從卓越到長青的關鍵決策：標竿龍頭企業屹立20年的制勝心法,天下雜誌 [6]. 尚榮安（譯），2001，個案研究方法，台北，弘智文化 [7]. 胡瑋珊(譯)，2009，1/10與4之間：半球化時代（Redefining Global Strategy），台北，大塊文化，葛馬萬(Pankaj Ghemawat)原著 [8]. 郭錦程，2010，新品牌突圍的對新行銷手法分析一以 LUXGEN 汽車為例（碩士論文），高雄，國立中山大學 [9]. 陳團縈，2009，台灣汽車產業發展的優勢與挑戰，台灣，兩岸車輛產黨合作及交流會議簡報 [10]. 陳碧章，2002，跨組織合作研發實詮研究一以科專計畫汽車共用引擎開發為例（碩士論文），台北，國立壹灣大學 [11]. 麥嘉容，2002，零售商在大陸市場的進入模式（碩士論文），高雄，國立中山大學 [12]. 湯明哲、李吉仁、黃崇興，2014，管理相對論，台北，城邦文化事業股份有限公司 [13]. 楊嘉祥，2010，品牌形象、聽買動機、知覺品質與顧客渴意度、忠識度之闢像研究一以台灣汽車品牌L品牌為例（碩 士論文），台北，國立政治大學 [14]. 劉恆毅，2011年，現代策略管理，台北，華泰文化事業股份有限公司 [15]. 薛乃綺，2012，淺談全球汽車產業供應鏈的變化與未來發展趨勢，台灣，金屬中心_ITIS2 二、英文部分 [1]. Agarwal, S. and Ramaswami, S. N., 1992, “Choice of Foreign Market Entry Mode：Impact of Ownership, Location and Internalization Factors,” Journal of International Business Studies, vol.23 [2]. 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Werner Frese,2011, Der Einfluss der Kultur auf den Strategieprozess,Springer-Verlag (Koguf and Singh, 1988) [41]. Zahra, S.A., Garvis, D.，2000，International corporate entrepreneurship and company performance: The moderating effect of international environmental hostility Journal of Business Venturing, Netherlands，Health and ICT for a Transcultural World | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/77084 | - |
| dc.description.abstract | 汽車產業全球化是產業必然趨勢，因為其資本投入鉅額，技術進步快速，須藉全球之力方能生產價格最適化的產品，以供銷全球！若台灣汽車產業停留在進口貿易銷售方式或品牌授權生產方式，僅須遵從國外品牌廠所主導之各項行銷手段，包括車型導入計畫、進口零件價格及通路規畫等，最為省力但利潤亦最低，甚至有時產生虧損、為人作嫁。簡言之，就是所有營利節點均掌握在國外品牌車廠手中。 然Ｙ集團為能擺脫品牌母廠掌控，成立技術研發中心，在經過數十年的培育，已具備相當優異的技術能力，終究希望能夠生產屬於台灣的自主品牌！加上進入WTO後，更加助益自主品牌的發展！本研究的目的是為了探索自主品牌建構的經營策略挑戰與成敗關鍵，作為再出發的借鏡。 本研究以Ｙ集團之Ｔ品牌公司實際個案，並結合相關國際企業理論，探討Ｔ品牌經營策略，包括產品導入國別選擇策略、市場進入策略、經營環境分析、經營策略選擇及企業經營成長策略等。 另對應各國市場產品的差異性，Y集團在進行產品研發或共用平台導入台灣市場時，因為起始設立目的與一般企業不同，面對極為挑戰的經營難題，如企業文化、人心的浮動等，潛蕆著很大的風險，本研究亦進一步探討組織變革，並探索有效的關鍵成功因子。 本研究根據Y集團T品牌實際個案，真實呈現自主品牌在台灣經營所面對的極鉅挑戰，以及各項策略思維對策結果。 | zh_TW |
| dc.description.abstract | The globalization of the automotive industry is an inevitable trend of the industry, because of its huge capital investment and rapid technology progress. It is necessary to take advantage of the global resources to produce vehicles with the best price! If the Taiwanese automobile industry stays in the import mode or the brand-authorized-production mode, it is only necessary to comply with various marketing methods led by foreign brand, including new model introduction plans, import parts prices, and channel plans, etc., which is the most brain-saving but the less profitable, sometimes even losses. In short, all profits are controlled in the hand of foreign car brand owners. In order to get rid of the control of the car brand owners, a technology research and development center has been established by group Y. After decades of cultivation, it has already possessed excellent technology capabilities. After all, it hopes to be able to produce its self-owned brand! In addition, after entering the WTO, it will further help the development of self-owned brands! The purpose of this study is to explore the challenges of business strategy and the key to success or failure of self-owned brand. This study is based on the actual case of brand T of group Y to explore the relevant international business theories, including market selection strategies, market entry strategies, business environment analysis, business strategy choosing, and corporate growth strategies. In addition, in response to the differences of various markets, when Group Y conducted product development or common platform introduction into the Taiwan market, because the initial purpose of brand T is not the same as ordinary enterprises, it faced extremely challenging problems, such as corporate culture and floating hearts. With significant risks, this study also explores organizational change and explores key success factors that are effective. | en |
| dc.description.provenance | Made available in DSpace on 2021-07-10T21:46:01Z (GMT). No. of bitstreams: 1 ntu-109-P06744016-1.pdf: 2977572 bytes, checksum: f355551a9b46d8e1653cf465769ca1f2 (MD5) Previous issue date: 2020 | en |
| dc.description.tableofcontents | 口試委員會審定書 I 誌謝 II 中文摘要 III THESIS ABSTRACT IV 目錄 VI 圖目錄 VIII 表目錄 IX 第壹章 緒論 1 第一節 研究動機與背景 1 第二節 研究目的 4 第三節 研究流程 4 第貳章 文獻探討 6 第一節 國際平台導入選擇策略 6 第二節 市場進入策略 13 第三節 市場經營策略 22 第四節 企業經營成長策略 26 第參章 研究方法與架構 29 第一節 研究架構 29 第二節 研究方法 30 第肆章 個案研究分析 33 第一節 個案概況 33 第二節 國際平台導入選擇策略 38 第三節 公司經營策略 46 第伍章 結論與建議 64 第一節 研究結論 64 第二節 研究建議 68 參考文獻 73 中文部分 73 英文部分 75 圖目錄 圖 1- 1 研究架構流程 5 圖 2- 1 Hill et al.進入模式之決策架構 15 圖 2- 2 SWOT 矩陣分析模型 25 圖 2- 3 C-SOP架構 26 圖 3- 1 論文架構 30 圖 4- 1 1986飛羚 101小客車 33 圖 4- 2 中國吉利汽車平台產品線 44 圖 4- 3 個案品牌導入分析 45 圖 4- 4 T品牌公司組織圖 53 圖 4- 5 T品牌定位 56 圖 4- 6 T品牌定位競品性價比 57 圖 4- 7 T品牌與競品目標客群 58 表目錄 表 2- 1 不同進入模式之特性比較 20 表 2- 2 進入模式的內容與優劣勢分析 21 表 2- 3 PEST各因素分類說明 23 表 4- 1 CAGE個案分析 40 表 4- 2 AAA策略個案分析 43 表 4- 3 個案品牌SWOT與經營策略分析 52 | |
| dc.language.iso | zh-TW | |
| dc.subject | 產品導入國別選擇策略 | zh_TW |
| dc.subject | 經營策略選擇 | zh_TW |
| dc.subject | 企業經營成長策略 | zh_TW |
| dc.subject | 市場進入策略 | zh_TW |
| dc.subject | 經營環境分析 | zh_TW |
| dc.subject | business environment analysis | en |
| dc.subject | business strategy choices | en |
| dc.subject | corporate growth strategy | en |
| dc.subject | market selection strategy | en |
| dc.subject | market entry strategy | en |
| dc.title | 自主品牌汽車產業經營策略研究：以T品牌公司為例 | zh_TW |
| dc.title | Business strategy of self-owned brand in automobile industry： A case study of Brand T | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 108-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.coadvisor | 劉心才 | |
| dc.contributor.oralexamcommittee | 陳家麟,陳俊忠 | |
| dc.subject.keyword | 產品導入國別選擇策略,市場進入策略,經營環境分析,經營策略選擇,企業經營成長策略, | zh_TW |
| dc.subject.keyword | market selection strategy,market entry strategy,business environment analysis,business strategy choices,corporate growth strategy, | en |
| dc.relation.page | 78 | |
| dc.identifier.doi | 10.6342/NTU202001032 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2020-06-18 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 會計與管理決策組 | zh_TW |
| 顯示於系所單位： | 會計與管理決策組 | |
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