台灣輪胎公司發展成功因素之研究--以正新集團為例

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Title:	台灣輪胎公司發展成功因素之研究--以正新集團為例
Other Titles:	A Study on Success Factors in Taiwan Tire Industry - Cheng Shin Tire Group
Authors:	邱麗卿 Chiu, Li-ching
Contributors:	許恩得，詹茂焜 Hsu, En-Te;Jhan, Mao-Kun 東海大學會計學系
Keywords:	經濟規模、研發技術、品牌通路、組織願景、組織文化 Economic scale, R&D, Brand marketing, Organization vision and Organization culture.
Date:	2010
Issue Date:	2010-12-28T08:19:42Z (UTC)
Abstract:	本研究透過長期的觀察，並搭配問卷調查，探討台灣輪胎業及該產業的龍頭正新公司的關鍵成功因素。<br> 本研究發現，台灣能夠續存而且發展良好的輪胎公司都積極擴大經濟規模，強化研發技術，及發展品牌通路，可見經濟規模、研發技術、品牌通路是輪胎產業發展成功的必要因素。而正新公司較其他輪胎公司有更明確的願景，更強的組織文化，與及時因應環境需要的能力，導致正新公司能夠成長最迅速，而且成為最國際化的公司。本研究得到一個重要的經營法則：公司要續存，必須要有硬實力（如強化經濟規模、研發技術、品牌通路）；公司要領先群雄，必須要有軟實力（如強化願景、組織文化、及時因應環境需要）。 This paper uses long-term observation and servey by questionnaire to study key success factors for tire industry and its leading company, Cheng-Shin Rubber Ind. Co., Ltd., in Taiwan. <br> The research discovers that those well-developed tire companies put tremendous effort on expanding their economic scale, the R&D department, and the brand marketing. Therefore, these are the key success factors for a company to survive in the tire industry. Cheng Shin has clearer vision, stronger organization culture, and more capable of adapting external changes than other competitors. These reasons make, Cheng-Shin become the most international and rapid growing company in the tire industry. Therefore, I derive an important business principle: Having tangible infrastructures, i.e. the economic scale, the R&D department, and the brand marketing, will make a company to survive. Having intangible infrastructures, i.e. clear vision, strong organization culture, and adaptive ability, will make a company to be a leader in industry.
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