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題名 | 運動健身器材產業競爭與發展之個案探討--以成榮機械廠股份有限公司為例=The Competition and Development of Sports Fitness Equipment Industry--The Case Study of Cheng Long Machinery Co., Ltd. |
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作者 | 王莉莉; 徐嘉良; | 書刊名 | 崇右學報 |
卷期 | 17:2 2011.11[民100.11] |
頁次 | 頁141-152 |
分類號 | 489.76 |
關鍵詞 | 運動產業; 運動健身器材; 五力分析; Sport industry; Sports fitness equipment; Five-force analysis; |
語文 | 中文(Chinese) |
中文摘要 | 本研究以製造運動用品產業的成榮機械廠股份有限公司為個案,探討該公司在目前競爭的環境之下,如何因應產業的競爭壓力。以 Porter (1980) 的五力分析為基礎,透過文獻探討及個案訪談,探討本研究個案的關鍵競爭優勢。研究發現,透過不斷的創新與掌握關鍵技術,使得該公司能夠持續在競爭激烈的市場上生存,並且透過差異化的方式與產業中的競爭者加以區別,更透過專利權的申請,來保護公司的智慧財產權不被侵害。但由於政府對於運動產業發展的政策不明、該公司研發經費不足、並且欲朝向多角化發展,對該公司的發展產生許多不確定因素。建議該公司可與學術單位進行合作交流,並嘗試與同業建立策略聯盟,在全球化的潮流下避免單打獨鬥的困境,在綠色經濟盛行的環境下,結合環保概念創造出高品質、高附加價值的產品是台灣運動健身器材相關產業未來發展的方向。 |
英文摘要 | The main purpose of this study was to discuss the competitive advantages of sports fitness equipment industry. With literature review as well as in-depth interviews and based on Porter’s Five-Force Analysis, this study probed into the competitive advantages of Cheng Long Company. The findings showed that this company sustained competitive advantages through innovations, control key resources, and product differentiation to distinguish the differences in the industry. Furthermore, they filed for patent right of every innovation in order to protect their intellectual property rights. There were still lots uncertainty of its future development, this included: the government’s industrial policies of sports equipment was not very clear, the company’s research fund insufficient, and wanted to develop in diversification way. This study suggested that this company can cooperate with academic departments and make strategic alliances with the same trade. Besides, the concept of green economy was prevailing in the global market, created high quality and high added value products with the ideal of environment protection were the key points of sports fitness equipment industry in Taiwan. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。