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Author: 林大政
Ta-Cheng Lin
Thesis Title: 傳統企業進軍國際市場的發展模式~以科定企業為例
The Development Mode of Traditional Enterprises Entering the International Market~A Case Study of Keding Enterprises Co. Ltd.
Advisor: 鄭仁偉
Jen-Wei Cheng
Committee: 陳俊男
Chun-nan Chen
Ying-Jung Yeh
Chia-Fen Chi
Degree: 碩士
Department: 管理學院 - 企業管理系
Department of Business Administration
Thesis Publication Year: 2022
Graduation Academic Year: 110
Language: 中文
Pages: 56
Keywords (in Chinese): 國際化海外市場選擇海外市場通路規劃直營經銷商
Keywords (in other languages): Internationalization, Overseas Market Choice, Overseas Market Channel Planning, Direct Sales, Distributor
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  • 本個案論文的科定企業,為全台灣第一家塗裝木皮板之製造商,當時結合了油漆、機械、裝潢、建材等相關的優秀人才,研發出一套新的塗裝工法,對於業界裝潢施工流程有革命性之影響,因此也慢慢將台灣帶入環保、健康的裝潢環境。

    This case study talks about Keding Enterprises Co., Ltd., which is the first manufacturer of prefinished wood veneered panels in Taiwan. At the time, Keding combined outstanding talent in the fields of wood coating, machinery, and decorative materials to develop a new process for wood coating. These processes had a revolutionary impact on the decorative and woodworking industry, which gradually increased the awareness of both environmental and health protection in living spaces.
    During the development of the company, a transformation from the traditional industry was also a priority and with effective marketing strategies, Keding was able to achieve steady revenue growth. However, challenges and setbacks have been present along the way. For instance, as the market in Taiwan gradually saturated, the momentum of sales growth was also impacted. Hence, developing new overseas markets and executing an internationalization plan was vital. When facing these problems, how should enterprises respond and solve these issues?
    This Harvard case study method thesis contain two parts: the case's written content and the thesis manual. Guided by Professors and based on the development of cases, students are led to discuss several topics. First, what factors need to be considered when traditional industries transform their business model to an internationalized form? Second, how to formulate market strategies when entering international markets? Third, when enterprises execute overseas market strategies, what factors must be considered when choosing between direct sales or distribution models?
    It is hoped that this case study can be used as business reference for companies that face similar issues.

    摘要 I ABSTRACT II 誌謝 III 目錄 IV 圖目錄 VI 表目錄 VII 壹、個案本文 1 開場白 1 一、 科定企業簡介 3 (一) 科定企業發展歷程(資料來源統一截至2021年6月) 3 (二) 科定企業經營現況 4 (三) 科定企業財務績效 8 二、 為何要國際化? 10 (一) 業績成長出現停滯 10 (二) 國際化的原因與動機 11 三、 要如何進軍國際? 12 (一) 要往哪裡去? 12 (二) 直營還是經銷? 12 四、 雞蛋不能放在同一個籃子裡 14 (一) 前進紐約 14 (二) 前進新馬 15 (三) 未來佈局 16 五、 個案討論問題 17 附錄一 個案主要產品項目介紹 18 貳、教學指引 21 一、 個案總覽 21 二、 個案人物介紹 22 三、 個案討論議題 23 四、 課前準備與問題討論 24 五、 適用課程與對象 24 六、 個案問題與參考答案 25 七、 教學建議與時間分配 43 八、 板書規劃 44 參考文獻 45 一、 中文部份 45 二、 英文部分 46

    一、 中文部份
    1. 于盈盈(2005),「台灣廠商國際化過程與組織資源能力形成之研究-以宏碁與台積電為例」,國立政治大學企業管理研究所碩士論文。
    2. 李蘭甫(1994),「國際企業論」,三民書局。
    3. 吳錦錩(2000),「廠商核心能力之研究—從國際化與技術構面探討」,暨南國際大學國際企業研究所碩士論文。
    4. 巫俊宗(2009),「企業海外市場進入模式選擇之研究-以散熱風扇產業相關零組件廠商為例」,國立高雄應用科技大學國際企業研究所碩士論文。
    5. 林怡伶(2004),「非營利組織國際化之研究」,國立政治大學企業管理研究所碩士論文。
    6. 周萍芬、陳靜玟、楊惠真、許嘉文(2001),「國際策略選擇模式之探討」,遠東科技大學:遠東學報第十九期。
    7. 徐智豐(2011),「台商赴中國大陸對外直接投資之區位選擇—以台灣電子零組件業為例」,中國文化大學商學院國際企業管理研究所碩士論文。
    8. 陳明俊(1993),「台灣企業國際市場進入模式與組織調適」,國立政治大學企業管理研究所碩士論文。
    9. 許逸晟(2003),「台商赴大陸國際化歷程之研究」,國立中正大學企業管理研究所碩士論文。
    二、 英文部分
    1. Bartlett, C.A. and Ghoshal, S. (1989). Managing Across Boarders. Cambridge: HBS Press, M.A.
    2. Deresky, H. (1994). International Management: Managing Across Boarders and Cultures. New York: Haper Collins College Publisher.
    3. Dunning, J. H. (1993). Multinational Enterprises and the Global Economy. Workingham, England and Reading, Mass: Addison Wesley.
    4. Dunning, J. H. (1980). Toward an Eclectic Theory of International Production: Some Empirical Tests, Journal of International Business Studies, 11, pp. 9-31.
    5. Handy, C. (2015). The Second Curve: Thoughts on Reinventing Society. NY: Random House Business.
    6. Mirnor, M., Wann-Yih Wu, and Myung-Kyoo Choi (1991). A Proposition-Based Approach to Interantional Entry Strategy Contingencies. Journal of Global Marketing, 4, pp.69-81.
    7. Root, F. R. (1987). Entry Strategy for International Market, MA, Lexington Books, p.9.
    8. Root, F. R. (1994). Entry Strategies for International Markets. NY: Rev. & Expanded.
    9. Terpstra, V. (1983). International Marketing (4th ed). NY: Dryden Press.

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