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研究生: 王凱民
WANG ,KAI-MIN
論文名稱: 突破困境,扭轉劣勢 —以臺灣發電機製造公司為例
Break Through the Predicament and Reverse the Disadvantage —A Case Study of a Generator Manufacturing Company in Taiwan
指導教授: 曹譽鐘
Yu-Chung Tsao
口試委員: 林久翔
Chiuhsiang Joe Lin
王孔政
Kung-Jeng Wang
學位類別: 碩士
Master
系所名稱: 管理學院 - 工業管理系
Department of Industrial Management
論文出版年: 2023
畢業學年度: 111
語文別: 中文
論文頁數: 43
中文關鍵詞: SWOT資源基礎理論商業模式敏捷型組織
外文關鍵詞: SWOT, Resource-Based Theory, Business Model, Organizational Agility
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本論文的個案公司在發電機、定轉子相關技術在全世界相關知名且獲得多項專利,其業務區域跨別全世界。本個案探討公司其下發電機部門從將近要被下指令裁徹到成為在臺灣市場如何佔有一席之地,個案公司部門缺乏人才、技術、行銷、產品特色主軸,加上集團公司的人事管銷費用過高,讓部門在市場上失去競爭逐漸萎縮,逐漸面臨要解散、裁徹的危機。
事業部協理Paul運用集團資源支援改善人才不足、產品技術薄弱的部份,到了中期在產品技術逐漸強化後,設立自有國際TAF測試實驗室,強化產品信賴度,並投入人員、技術取得專案合格證,取得指標性訂單,打開國內知名度獲取客戶信任。在組織獲利同時也在進行組織改造,因應部門間及市場上的需求,提出不一樣的技術服務商品,創造營收,使組織在未來能更穩定。
本個案以哈佛式個案撰寫,論文包括個案內容和教師教學指引手冊兩部分,透過教師指導,以個案公司部門為實例探討,透過本論文以SWOT策略分析找出最有效的策略並執行、探討資源基礎理論,找出持續競爭優勢的資源並討論其價值性、不可模仿性、稀少性、不可替代性,另外探討商業模式九大因子,找出價值所在,最後探討如何面對疫情及客戶需求改變的危機做出因應(敏捷型組織)創造獲利,讓個案部門免於裁徹危機。期望本個案論文可提供給相關業界高階主管或公司管理者在遇到與本個案相似的案例時參考。


The case company in this paper is well-known all over the world in generator, stator and rotor related technologies and has obtained a number of patents, and its business area spans the world. This case discusses how the company's generator department was about to be axed by an order to occupy a place in the Taiwan market. The company department of the case lacks talents, technology, marketing, and product features, and the group company's personnel management and marketing expenses are too high High, so that the department loses competition in the market and gradually shrinks, and gradually faces the crisis of disbanding and cutting out.
Paul, the business department assistant, used the group's resources to support and improve the lack of talents and weak product technology. In the mid-term, after the product technology was gradually strengthened, he set up his own international TAF testing laboratory to strengthen product reliability, and invested in personnel and technology to obtain project qualification. certificates, obtain index orders, open up domestic popularity and gain customer trust. While the organization is making profits, it is also undergoing organizational transformation. In response to inter-departmental and market needs, different technical service products are proposed to generate revenue and make the organization more stable in the future.
This case is written in a Harvard-style case. The thesis includes two parts: the case content and the teacher's teaching guidebook. Through the teacher's guidance, the company department of the case is used as an example to discuss. Through this thesis, the SWOT strategy analysis is used to find out the most effective strategy and implement it. Discuss resources Basic theory, find out the resources of sustainable competitive advantage and discuss their value, inimitability, rarity, and irreplaceability. In addition, discuss the nine factors of the business model, find out where the value lies, and finally discuss how to deal with the epidemic and changes in customer needs Response to crisis (agile organization) generates profit, and saves case department from cutting out crisis. It is hoped that this case paper can be used as a reference for relevant industry executives or company managers when they encounter cases similar to this case.

中文摘要 I 英文摘要 II 目錄 III 圖目錄 IV 表目錄 V 第一章、個案本文 1 一、開場白 1 一、個案公司背景與概況 2 三、個案緣由 4 第二章、教師教學指引手冊 18 一、個案總覽 18 二、個案人物背景 19 三、個案教學討論問題及學習效益 20 四、適用課程 20 五、學生課前準備 21 六、個案分析 21 七、教學項目 22 八、教學總結 35 九、教學建議與時間分配 35 十、板書規劃 36 參考文獻 42

一、中文文獻
1. 亞利山大・奧斯瓦爾德Alexander Osterwalder &伊夫・比紐赫Yves Pigneur(2012)。獲利世代(Business Model Generation) 。早安財經文化出版。
2. Rita Gunther McGrath (2013)。瞬時競爭策略-快經濟時代的新常態(THE END OF COMPETITIVE ADVANTAGE:How to Keep Your Strategy Moving as Fast as Your Business) 。天下雜誌 出版。
3. 李澤軒(2021)。麥肯錫管理法:深度揭開麥肯錫公司核心管理理念與法則。中國友誼出版公司。
4. 許如欽 (2017)。做好策略規劃之SWOT定量分析手法。成大出版社 出版。
5. 陳惠豐(2020)。台北101大樓停車場服務創新研究。國立臺灣科技大學 企業管理系。碩士論文。
6. 劉芊瑩(2023)。循環經濟的商業模式-以租用容器為例。國立政治大學 傳播學院碩士在職專班。碩士論文。
7. 鄭文賢(2020)。績差到績優—創造高績效銀行分行。國立臺灣科技大學 企業管理系。碩士論文。
8. 朱成(2015)。那些年一直錯用的SWOT分析。台灣出版中心
9. 張敏敏(2020)。OGSM打造高敏捷團隊。城邦文化事業股份有限公司-商業周刊 出版
10. J.J.薩瑟蘭 J.J. Sutherland(2021)。SCRUM敏捷實戰手冊。遠見天下文化出版股份有限公司 出版

二、網路資源
1. MBA 智庫百科:資源基礎理論
https://wiki.mbalib.com/zh-tw/資源基礎理論
2. 國立政治大學NCCU: 文獻探討第一節資源基礎理論https://ah.nccu.edu.tw/bitstream/140.119/34968/6/93253306.pdf
3. MBA智庫百科: 高級SWOT分析法
https://wiki.mbalib.com/zh-tw/高級SWOT分析法
4. 天下雜誌642期-吳怡靜: VUCA時代,怎麼讓你的組織變敏捷?https://www.cw.com.tw/article/5088385?template=transformers
5. 財團法人全國認證基金會
https://www.taftw.org.tw/aboutTAF/introduction/
6. 「商業模式九宮格」?商模建構之創業人必看!為客戶創造價值及鎖定目標客戶
https://blog.daoteng.org/何謂-商業模式理論-創業第一步看這邊

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