Research on Diversification Strategy of Traditional Trading ompanies of Testrite, Collins, Mercuries

貿易這個存在幾千年歷史的交易模式，至今仍然是繁榮的成長，絲毫無減弱的跡象。在世界貿易組織推動下，世界各國紛紛除去貿易障礙朝向自由化，廠商為了獲得更大的競爭優勢，使用各種策略以達到領先的地位。今天大部份貿易商的處境尤如風中殘燭，過去單純扮演配銷商的角色，未竭力於強化核心能力或錯誤定位己導致於難以在製造商與通路商之間獲得生存空間。對貿易商來說克服此一困境是極具挑戰性。 本研究旨在探討台灣上市貿易公司如何在此一環境下作因應以同時達到營收成長、獲利極大化及建立較佳的優勢戰略位置。透過產業問卷調查找出製造廠商與貿易商共同關心的議題與關鍵成功因素，並延伸解釋其對貿易商的含意。 同時以個案公司的相關資訊、財報解讀其營運模式所帶來的效用以作為學習的標竿。As a age-old business, trading has been existing for thousands of years. To date, it is still keeping growing and no any potent to appear it might be weakened. Under WTO's pressure, members have been reliving their trade barriers, meanwhile in order to stand at a better dominant position, companies take advantage of this chance and use different tactics to capture their interests. Trading companies are in deep trouble, bogged down either in interior or exterior competition, as most of them ignored to pay attention to the environmental change, they did not focus on their own core competence, and or wrong positioning on strategies which have resulted in a less power to compete or collaborate with, the room for trading companies is becoming less and less, progressively worse while manufacturers and distribution channel controllers try to deal directly. It is a severe challenge for all of them. The object of this research study is to find out what domestic, published trading companies' strategies were, how they handled their business under the situation mentioned on the above and synchronized their expansion and profits. Existing relevant case studies and literatures are used to define key concerns, then narrowed down to some KPI for even further analysis of diversification, supported by their long-term financial reports. As a benchmark, the main feed back is for other trading companies' reference and learning how to show their predominance and value in the market.目次 iii 表目次 v 圖目次 vi 第一章 緒論 1 第一節 研究動機 2 第二節 研究目的 4 第三節 研究流程 6 第二章 文獻探討 7 第一節 策略管理理論 7 第二節 多角化策略 15 第三節 定位策略 24 第四節 多角化經營範疇 31 第五節 電子商務的應用 39 第六節 多角化經營績效 44 第三章 研究方法 47 第一節 研究方法 47 第二節 研究架構 48 第四章 貿易商多角化策略之比較 50 第一節 個案公司簡介 50 第二節 個案公司分析、比較 52 第五章 研究結論與建議 62 參考文獻 64 附錄一 68 附錄二 78 附錄三 9