我國加入世界貿易組織後對造紙業國際策略影響之研究 方崚峰、劉家駒
E-mail: 9121610@mail.dyu.edu.tw
摘 要
本研究旨在探討台灣地區造紙業在加入世界貿易組織後所受的衝擊，以及探索該產業特性、產業結構分析，目的是希望能 以分析所得資料加以整理，業經由個案公司的深入訪談、深入分析，發展出各項命題，進而推演出該產業的可能趨勢，以 及國際化的經營策略。 由於沒有有關的研究文獻說明全球紙業的產出關係，只能以台灣區造紙工業同業公會的資料，嘗試 找出台灣地區的產銷關係，以及原料來源，另外對該產業的未來作一大膽的產業趨勢預測：1.海外投資的管理能力；2.垂 直整合的發展；3.重視策略聯盟的重要性；4.市場價格的預測能力日益提昇；5.收集國際經貿資訊、培育經貿人才。 本研 究提出該產業對未來的經營策略建議如下：1.積極增加產品線；2.規模經濟化；3.積極往上整合；4.重視大陸市場的潛力
；5.淡化家族企業色彩、強化內部管理。 台灣的天然資源缺乏，對於原料數量有限的情況下，如能運用海外直接投資，取 得當地資源、發揮經濟規模，以業者長期身處該產業的優勢，擬定競爭策略、掌握未來。
關鍵詞 : 紙業 ; 世界貿易組織 ; 國際策略 ; 垂直整合
目錄
目 錄 封面內頁 簽 名 頁 博碩士論文電子檔案上網授權書 iii 大葉大學碩士論文全文授權書 iv 中文摘要 v 英文摘要 vi 誌 謝 viii 目 錄 ix 圖 目 錄 xi 表 目 錄 xii 第一章 緒論 第一節 研究背景 1 第 二節 研究動機 3 第三節 研究目的 3 第四節 研究限制 4 第二章 文獻探討 第一節 對外投資理論 5 第二節 國際市場進入策略 10 第三節 進入市 場時機相關文獻 17 第四節 核心競爭力相關文獻探討 38 第三章 研究方法 第一節 研究方法的選擇 48 第二節 研究對象的選 擇 48 第三節 研究架構 49 第四節 研究流程 51 第五節 初步觀察結論 52 第四章 產業分析 第一節 WTO的衝擊 53 第二節 產 業特性 54 第三節 產業現況分析 56 第四節 台灣產業分析 60 第五章 個案分析與命題發展 第一節 個案分析 65 第二節 個案 綜合研討 83 第三節 研究命題 85 第四節 結論與建議 88 參考文獻 94 圖目錄 圖3-1 本研究之研究架構 49 圖3-2 本研究之研 究流程 51 圖4-1 歷年紙及紙板統計圖 57 圖4-2 1999~ 2000三年同期生產量比較表 58 圖4-3 1999~ 2000三年同期內銷量比較 表 59 圖4-4 1999~ 2000三年同期外銷量比較表 59 圖4-5 1999~ 2000三年同期庫存量比較表 60 圖4-6 2000年廢紙消費量比例 圖 63 圖5-1 投資報酬率與市場占有率的關係 85 表目錄 表2-1 折衷理論之特性分析 9 表2-2 海外投資活動類型 12 表2-3 國際 市場進入策略類型 13 表2-4 國際企業進入策略選擇 14 表2-5 進入模式的特性 15 表2-6 不同進入模式的相關成本 15 表2-7 各 種進入模式研究之比較表 16 表2-8 國內學者對進入市場時機之相關研究 20 表2-9 先占廠商的競爭優勢 29 表2-10 先占廠商 的競爭劣勢 34 表2-11 核心競爭力定義之歸納 41 表2-12 核心競爭力類型 45 表2-13 核心競爭力種類 47 表4-1 歷年紙及紙板 統計 56 表4-2 廢紙消費量統計 62 表5-1 A公司人力資源 66 表5-2 A公司生產量 66 表5-3 A公司銷售量 66 表5-4 A公司營業額 67 表5-5 B公司人力資源 74 表5-6 B公司生產量 74 表5-7 B公司銷售量 75 表5-8 B公司營業額 75 表5-9 C公司人力資源 78 表5-10 C公司生產量 78 表5-11 C公司銷售量 79 表5-12 C公司營業額 79 表5-13 產業環境分析比較表 82
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