陶瓷產業客戶親密性供應鏈策略探討

Abstract

本研究以個案研究的方法，探討個案公司(C公司)，針對其價值鏈與供應鏈分析，個案公司之特性，客戶之真正需求及SWOT分析，了解在激烈的競爭環境中應採取何種供應鏈策略，較易於亞洲市場取得市場領導者的地位；並進一步展開該策略之行動方案，及為執行各行動方案，個案公司所應具備之作業模式。 研究結果顯示， C公司若欲成為亞洲市場領導者，在供應鏈管理方面除了在存貨、運輸通路、設施與資訊取得降低成本與快速之客戶回應外；更應提昇客戶產品附加價值之技術服務，即以客戶親密性策略，提供客戶完全解決方案(Total Solution)之服務。以C公司目前所擁有之核心競爭能力―良好的服務團隊、大量生產、品質穩定、就近供應亞洲地區。若能持續加強擴張核心競爭力，在亞洲市場提供更好之技術服務，供應穩定之產品給客戶，與目前在亞洲兩股競爭勢力（西班牙與中國大陸同業）比較，個案公司就具有良好客戶關係及地利（與西班牙同業比較）之優勢；若與中國大陸之低價供應商比較，個案公司具有品質、服務之優勢。 然而，有好的策略必須搭配好的執行力，才能確保策略被徹底執行。本研究更進一步探討策略執行之行動方案及個案公司應具備之作業模式。由於資源有限，可能遭遇財務、人員及技術服務水準等障礙，C公司應保持創新精神，了解客戶真正需求，持續加強核心競爭力，並貫徹企業策略之執行，才有機會成為亞洲最好之陶瓷色釉料供應廠家。

This thesis examines the operations of C Company to adopt the most effective supply chain strategy, thus strengthening its competitiveness in the Asian market. Several action plans and operational models are also developed to ensure that the company studied herein can implement them effectively. Based on research of value chain and supply chain of the Asian ceramic industry and C company, as well as the research of the property and SWOT analysis of C company, our results indicate that the C company should apply not only a conventionally adopted supply chain strategy, i.e., attempting to achieve reduction of overhead costs and a quick customer response in the field of inventory control, transportation way, facility decision and information technology, but also the most valuable approach to their customer, e.g., technical service. It means the cased study also should apply the customer intimacy strategy to offer the total solution to their customers. At present, with the advantage of inherent core competence of cased company – excellent technical service team, consistent quality through mass production and location close to the main market, the cased company should enhance or expand their core competence to compete with the main foreign competitors from Spain and the local low-price competitors, owing to the cased company have better advantage on customer relation and location. However, comparing with China（low price） competitors, the cased company can offer better advantage of product leadership and technical service to the customer if the cased company can provide better technical service and threshold price level to the customers. However, good strategy is not enough unless the strategy will be through by executed to the result. Therefore, this thesis also tries to propose the detailed action plan and operation model for the cased company to apply the supply chain strategy of the customer intimacy. At last, owing to the limitation of resources, the strategy execution will suffer some difficulties; some points of personal view and recommendation will be illustrated in this thesis too.