研究生: |
王慕聆 WANG,MU-LIN |
---|---|
論文名稱: |
競合的商業模式策略— 以台灣青啤股份有限公司為例 Coopetition in Business Model Strategy: A Case of Taiwan Tsing Beer |
指導教授: |
林孟彥
Meng-Yen Lin 曾盛恕 Seng-Su Tsang |
口試委員: |
呂志豪
Zhi-hao Lu 林孟彥 Meng-Yen Lin 曾盛恕 Seng-Su Tsang |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 企業管理系 Department of Business Administration |
論文出版年: | 2019 |
畢業學年度: | 107 |
語文別: | 中文 |
論文頁數: | 44 |
中文關鍵詞: | 三洋維士比 、青島啤酒 、台灣青啤 、啤酒 |
外文關鍵詞: | Sanyo Visby, Tsingtao Beer, Taiwan Tsing, Beer |
相關次數: | 點閱:565 下載:55 |
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2003年5月三洋維士比集團二代接班人葉豐榮,也是一手打造青島啤酒登臺上市,半年之內搶佔台灣啤酒市場10%市佔率的台灣青啤股份有限公司董事長。這天他比往常更晚下班,隨著電梯的下降,他整個人也如同電梯下降一般心情降到了低點。因為就在剛開完上市半年慶功宴後,葉豐榮董事長接獲情資,對手以兩岸關係條例向新聞局檢舉,而新聞局將正式行文,禁止其一手打造業績大好的青島啤酒,在台灣進行任何形式的廣告宣傳。此舉在當年對台灣飲料界而言,沒有廣告宣傳形同退出市場一線品牌的競爭。在此情況下,葉豐榮董事長該如何決策公司的發展呢?
本個案分為兩階段,討論公司領導人在處理公司營運及代理品牌關係中的決策,及斥資投入30億,建立了台灣第一座民營啤酒廠,建廠後又因外在政治氛圍及中國商品的負面形象,導致銷量大不如前。身為公司領導者,該如何運用公司資源帶領公司再創新局。可討論方向包含品牌經營、行銷管理、策略管理、危機管理、資源基礎、藍海策略、商業模式等。
In May 2003, Ye, Feng-Rong, the second-generation successor of Sanyo Visby Group, was also the chairman of Taiwan Tsing Beer Co., Ltd., which built Taiwan Tsingtao Beer on the market and seized 10% of the Taiwan beer market within half a year. On this day, he got off work later than usual. As the elevator descended, his whole person fell to a low point like the elevator. Because just after the first half-year celebration banquet, Chairman Ye, Feng-Rong received the affair, the opponent reported to the Information Bureau by the cross-strait relations regulations, and the Information Bureau will officially ban it from creating a good-selling Taiwan Tsingtao Beer in Taiwan. Any form of advertising. In the past, for the beverage industry in Taiwan, there was no advertising to compete with the first-line brands that exited the market. Under this circumstance, how should Chairman Ye, Feng-Rong decide the development of the company?
The case is divided into two phases, discussing the decision of the company's leaders in handling the company's operations and acting as a brand, and investing 3 billion to establish the first private brewery in Taiwan, due to the external political atmosphere and the negative impact of Chinese goods. The image has led to a sales volume that is not as good as before. As a company leader, how to use company resources to lead the company to re-innovate. The direction of the discussion includes brand management, marketing management, strategic management, crisis management, resource base, blue ocean strategy, business model and so on.
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本文探討公司資源與持續競爭優勢之間的聯繫。討論了企業資源產生持續競爭優勢、價值、稀缺性,可模仿性和可替代性的潛力的四個實證指標。該模型通過分析幾個公司資源的潛力來產生持續的競爭優勢。
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本文探討競爭者之間關係理論與研究“競合”關係,以瑞典和芬蘭的同一產業的兩家公司進行兩個探索性案例研究,並探討與制定關於競爭與合作的關係。
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本文以過去十年吉悌電信(GTE) 與NEC的表現,來說明企業核心能力的重要。吉悌電信(GTE) 與NEC為兩家業務組合相似的公司。但NEC卻儼然成為全球半導體的領導廠商。兩家原本業務組合相似的公司,十年內有如此不同的表現?主要原因在於NEC以「核心能力」的角度來思考自己。
TTBC台灣青啤股份有限公司(2011, Mar 7), 2009青島啤酒星期一篇[Video file]. Retrieved from
https://www.youtube.com/watch?v=wX4nOVKSeac&list=PL32A7172F25901C7B&index=32
TTBC台灣青啤股份有限公司(2014, May 19), 2014龍泉啤酒水果吧×楊丞琳_蘋果風味_派對篇_繽紛好蘋上市![Video file]. Retrieved from
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