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保養品代工產業經營策略之分析－以T公司為例 = Operation St...

國立高雄大學高階經營管理碩士在職專班(EMBA)

保養品代工產業經營策略之分析－以T公司為例 = Operation Strategy Analysis of the Cosmetic OEM Industry Using SWOT: A Case Study of T Company

Record Type:	Language materials, printed : monographic
Paralel Title:	Operation Strategy Analysis of the Cosmetic OEM Industry Using SWOT: A Case Study of T Company
Author:	龔詩禮,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	2009[民98]
Description:	96面圖、表 : 30公分;
Subject:	SWOT分析
Subject:	Cosmetic OEM industry
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/58468815759908654052
Notes:	參考書目：面
Notes:	指導教授：吳建興
Summary:	化妝保養品產業無須耗費太多的能源及環保成本，很適合資源匱乏但人員具高穩定度及執行力的台灣來發展，政府將該產業列入「挑戰2008國家發展重點計畫」中重點推動的產業之一，輔導業者發展具創新性及區域性特色之生技產業。國內化妝保養品產業根據商業司的統計，大都屬於小型企業模式經營，並缺乏經營品牌知名度及建立品牌形象等方面的知識，在國內市場難以與歐、美、日等國際進口品牌競爭。本研究以T個案公司為例，藉由SWOT分析方法，深入探討個案公司組織內外部的策略發展，以了解化妝保養品產業的趨勢，作為公司未來經營發展的參考方向。研究結果發現：(一) 優勢方面：台灣員工穩定性高，執行、溝通等能力佳，在投入教育訓練後，能夠成功將經驗傳承，有效提升產能與品質的穩定度;產品兼具創新、功效與流行，國內有開發出許多劑型在國際市場上蔚為風潮；技術、環境及設備能符合國際要求。(二) 劣勢方面：對原物料的議價能力偏低，尤其是當進口原料出現瑕疵造成不良品時的損失，在索賠談判方面也是屈於劣勢;缺乏國際貿易與國際行銷人員，目前國內化妝保養品產業在國際代工市場仍具競爭能力，但保養品方面則屬剛起步;對實驗室設備與人員教育訓練的投入不足，此現象造成產品品質存在不穩定風險。(三)機會方面：網路、郵寄型錄與電視購物新通路崛起，符合具高度機動性及價格優勢的國內產業發展;臨近新興國家市場的崛起;男性及醫學消費市場蓬勃發展;兩岸關係改善，高價位優質產品有了新市場。(四)威脅方面：東協自由貿易區啟動後，將會弱化台灣的競爭力；政府推動GMP認證在規範上遲遲未有共識，尤其是東協各國規定輸入品製造者需符合當地GMP認證，已經造成國內該產業無法接受此地區的委託訂單；全球化之後，上中下游產業供應鏈的動態變化使未來更具不可預測性。 With the development of innovative biochemical technology, the Taiwan government has initiated a plan to widely encourage creative and localized product development. To date, the lack of brand development for Taiwan’s cosmetic industry highly weakens the marketing ability, and in consequence lowers the global competitiveness. In general, the style of Taiwan’s cosmetic industry is mostly either OEM or ODM, or both. Most firms are medium to small-sized, and therefore do not have sufficient investment budget in product innovation. To explore the ongoing operation strategy, this thesis conducts a case study for T company by using SWOT analysis technique. Research results indicate that: (1) in the facet of strength, T company has quite a low employee turnover rate, health financial structure, a segmented product strategy, and a competitive technology used. (2) in the facet of weakness, the T company lacks of international trade specialists, has low ability to deal with risk, and lacks of marketing specialists and innovative ingredients of product. (3) in the facet of opportunity, the T company has much chance under the trend of dynamic combinations for product and advanced biochemical technology introduced. (4) in the facet of threat, the T company is facing with the competitiveness from mainland China. The uncertainty of supply chain dynamic also raises a threat for T company. Discussion and implications are also addressed.

保養品代工產業經營策略之分析－以T公司為例 = Operation Strategy Analysis of the Cosmetic OEM Industry Using SWOT: A Case Study of T Company
龔, 詩禮

保養品代工產業經營策略之分析－以T公司為例 = Operation Strategy Analysis of the Cosmetic OEM Industry Using SWOT: A Case Study of T Company / 龔詩禮撰 - [高雄市] : 撰者, 2009[民98]. - 96面 ; 圖、表 ; 30公分.
參考書目：面指導教授：吳建興.
SWOT分析Cosmetic OEM industry

保養品代工產業經營策略之分析－以T公司為例 = Operation Strategy Analysis of the Cosmetic OEM Industry Using SWOT: A Case Study of T Company
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