| 摘要註: |
臺灣在 1987 年草蝦的生產量達到89,622 公噸，創下輝煌的記錄，也贏得世界「草蝦王國」之美譽。直到 2008 年臺灣紅毛港種苗專業養殖區，配合政府遷村計畫，使整個蝦苗養殖雪上加霜，從「草蝦王國」變為「草蝦亡國」，連同飼料生產工廠也受連累。在 2009 年8 月電訪種苗協會理事長于乃衡先生，統計目前台灣還不到一百場蝦苗場在養殖，國內專業生產蝦苗飼料的工廠共有七家工廠，一百家蝦苗繁殖場只能供兩家蝦苗飼料工廠的總成本平衡，其餘五家蝦苗飼料工廠，如何生存下去呢？將來何去何從呢？本研究是以臺灣的蝦苗製造商R 公司為研究對象，透過問卷、訪談、次級資料的彙整，首先應用Porter 的五力分析，來作產業分析，並探討蝦苗飼料工廠產業的競爭優勢如何？再利用Space 矩陣分析法針對四大構面的財務強勢、競爭優勢、產業強勢及環境穩定性來分析R 個案公司的競爭態勢，擬定R 個案公司競爭策略定位與行動評估。本研究發現：R 個案公司的競爭策略是落於第一象限的攻擊態勢，但因為全球景氣的衰退，人事成本與生產原料成本逐年在提高，蝦苗飼料市場增長減緩，高經濟魚苗的養殖會造成蝦苗飼料需求量的排擠效用而下降，及同行間蝦苗飼料的惡性競爭等因素所造成的威脅。R 個案公司未來的策略方向應該利用企業內部優勢，即是財務佳、好的專業技術能力、生產能力及高品賱的產品、能快速反應市場變化的能力、有好的廣告方式、在經銷商心裡建立好的信譽與客戶均有長期合作的關係存在等優勢來尋找研發人才來研發有專利權、有差異化的新產品及產品，尋找行銷人才來開發魚、蝦苗飼料及畜產飼料的國內、外市場，並擴建廠房與機器來達成經濟規模來降低成本以提高R 個案公司的競爭優勢。 Taiwan shrimp production reached 89,622 metric tons in 1987.That’s abrilliant record and bring a good reputation of ―Grass shrimp Kingdom‖.Untill 2008, Taiwan Hongmao Port seeding professional culture area,coordinating with government relocation plan,made grass shrimp breeding onemisfortune after another,and it became "Grass shrimp Kingdom" to "Grassshrimp Neo Atlantis"，also the feed mills had been implicated.In August 2009,through telephone interview to Mr. Yu Naiheng, director ofSeed association,we know that there were less than 100 shrimp farms in Taiwanat that time,and there were only seven professional shrimp feed plants.But 100shrimp breeding plants only can balance total cost of two shrimp feed plants.Asto the other five shrimp feed plants,how to survive them? Where would theygoing in the future?Prevention at shrimp lavea feed manufacture-R company , this research goby questionnaire, interview and secondary data summarize,using Porterfive-forces analysis firstly to do industry analysis and research competitiveadvantage of shrimp feed plant industry,then using Space Matrix Analysis,against the four dimensions of financial strength,competitive advantages, strongindustry and environmental stability,to analyse competitive posture of Rcompany so as to lay down competitive strategy positioning and actionassessment of R company.This study found that: the competition strategy of R company is on accountof the first quadrant of the attack posture.But because of the global recessionand the personnel and raw materials costs improving year by year, shrimp feed market slowdown.High economic fish farming will lead to crowding out effectdecline of shrimp feed demand and threaten caused by vicious competition ofshrimp feed among craft brother.R company’s strategic direction in the future should be take advantage ofinternal strength.That means good financial, good professional and technicalcapacity, good production capacity,good quality products, good quality toresponse quickly according to market change, good way about advertising, goodlong-term cooperation with customers,good reputation established in dealer'sheart.In order to improve R company’s competitive advantage,all theseadvantages should be used to find R&D talents to develop exclusive& differentproducts,be used to find marketing talents to develop shrimp and fish fry feed at home and abroad,and be used to expend plant and machines in order to achieveeconomies of scale and reduce cost. |