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Title: | 跨國統包工程公司經營管理與行銷策略之研究─以C公司為例 Research on the Operational Management and Marketing Strategies of Transnational Turnkey Engineering Companies: A Case Study of Company C |
Authors: | 鍾士偉 Shih-Wei Chung |
Advisor: | 陳厚銘 Ho-Min Chen |
Keyword: | 國際工程產業,煉油石化,ESG,核心能力,工程產業行銷, International Engineering Industry,Refining and Petrochemicals,ESG,Core Competencies,EPC Company Marketing, |
Publication Year : | 2024 |
Degree: | 碩士 |
Abstract: | 隨著全球化的影響,過去10年內,國際市場變動迅速。市場現況和業主認知已截然不同,跨國統包工程公司在國際工程市場面臨多重挑戰,包括淨零碳排、市場競爭、技術變革、人力資源短缺、財會法規差異等。
本研究聚焦於能源石化工程產業,旨在深入評估該領域的競爭環境,並提出相應的競爭策略。為達成此目標,本研究採用了五力分析、策略鑽石模型、STP分析以及POP/POD分析等方法,以全面檢視個案公司在國際市場上的競爭態勢與後續策略。期望藉由本研究提供學術界後續研究與公司經營管理之參考,對台灣跨國統包工程公司經營管理的研究做出貢獻。 為了提高研究的周延性,本研究由文獻回顧開始,探討國際能源石化工程產業的市場概況。以正確的學術知識作為基礎,激發多元的研究觀念,進而制定架構與實施步驟,以確保研究能有序進行。在研究過程中,筆者透過五力分析評估供應商、買家、替代品、進入壁壘和競爭者等五個方面的競爭狀態。同時,運用策略鑽石模型探討個案公司在價值鏈中的定位,以及STP分析明確市場區隔、目標市場與市場定位。最後,透過POP/POD分析檢視個案公司在顧客心中的形象與競爭優勢。 研究結果提出了對個案公司在國際市場上的競爭策略的具體建議。同時,本研究關注個案公司的數位轉型升級,以及ESG精進策略對競爭態勢的影響。這些建議有望在個案公司的經營管理中發揮積極作用。 本研究總結能源石化工程產業的競爭策略關鍵因素,並匯總出下列結論: 1. 外在經營環境重點: a.全球煉油石化市場面臨能源轉型,C公司需投資碳捕捉、氫能/氨能。 b.中東仍是石化業短期主戰場,C公司需關注中東石化生產和天然氣擴產。 c.因應COVID-19後市場變化,C公司引進風險共享新合約架構,並考慮淨零時代業主需求。 2. 內部發展經營策略重點: a.C公司應確保組織結構靈活,建立積極企業文化促進協作和創新。 b.採用綠色智能新技術,鼓勵內部創新,實現可持續發展,強調風險管理。 c.差異化提升品牌溢價,包括ESG整合、淨零EPC、數位雙生技術。 3. 行銷策略重點: a.C公司應採用產品差異化策略,創造獨特價值並實現品牌溢價。 b.承包商應避免過度降價,強調專業精神,建立業主對專業服務的信心。 c.爭取健康專案,提高得標率,有效運用資源。 最後,觀察者建議後續研究應該增加樣本資料、改善研究辦法、以及拓展研究方向,促使相關領域研究更深更廣。 With the impact of globalization, the international EPC market has undergone rapid changes in the past decade. The market conditions and owner perceptions are now vastly different. The EPC companies in the international engineering market face multiple challenges, including net-zero carbon emissions, market competition, technological changes, labor shortages, and financial and regulatory differences. This study focuses on the energy and petrochemical engineering industry, aiming to assess the competitive environment and propose corresponding strategies. To achieve this goal, the study utilizes methods such as Porter's Five Forces analysis, the Strategy Diamond model, STP analysis, and POP/POD analysis to comprehensively examine Company C's competitive position and subsequent strategies in the international market. The study aims to provide references for academia and practical operations in multinational turnkey engineering companies, contributing to the research and discussion of management and marketing strategies. To ensure comprehensive research, the study begins with a literature review exploring the market overview of the international energy and petrochemical engineering industry. The Five Forces analysis assesses the competitive status of suppliers, buyers, substitutes, entry barriers, and competitors. Additionally, the Strategy Diamond model examines Company C's positioning in the value chain, while STP analysis clarifies market segmentation, target markets, and positioning. Finally, POP/POD analysis is employed to assess Company C's image and competitive advantages in customers' point of view. The research results provide specific recommendations for Company C's competitive strategies in the international market. The study also focuses on Company C's digital transformation and the impact of ESG enhancement strategies on its competitive position. The study concludes by summarizing key factors in the competitive strategies of the energy and petrochemical engineering industry. It emphasizes Company C's differentiation through digital transformation and green engineering to create a brand premium. The study suggests future research directions to contribute to the ongoing development of the engineering industry in Taiwan. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/92838 |
DOI: | 10.6342/NTU202400928 |
Fulltext Rights: | 未授權 |
Appears in Collections: | 國際企業管理組 |
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ntu-112-2.pdf Restricted Access | 3.74 MB | Adobe PDF |
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