造紙業為國家基礎工業之一，臺灣的造紙廠，透過貿易商或代理商引進技術、設備，結合下游廠商構成供應鏈。本研究擬透過《創新的用途理論》以及《白地策略》為基礎，探討台灣目前的造紙產業以及個案A造紙設備商目前的經營狀況，使得Ａ公司能創新轉型成為更高階的整合型貿易公司。研究結果顯示：(1) 個案Ａ公司所代理的德國進口機械與耗材在此即符合《創新的用途理論》中客戶所需求的商品功能面，而Ａ公司的技術服務模式即符合客戶所需求的情感面。(2) 個案Ａ公司之白地策略中，造紙設備即為Ａ公司之核心事業，非紙業機械設備，即為其關聯性產業，而白地市場為AI人工智慧機械。 The paper industry is one of the national basic industries. The paper mills in Taiwan introduce technology and equipment through traders or agents, and combine downstream manufacturers to compose of a supply chain. This study intends to explore the current operating conditions of Taiwan’s paper industries and Case A - a paper equipment import trading company base on “The Story of Innovation and Customer Choice” and “Seizing the White Space”, apply A company to transform itself to a higher level integrated trading company. The research shows as following results:(1) The German machinery and consumables imported by Case A company are in line with the product functional aspects that required by customer, also, the technical service model is in line with the emotional aspects of customer’s needs, which are represented in the “The Story of Innovation and Customer Choice” theory. (2) In the white space of case A company, the paper industry is the core business of A company, the non paper machinery and equipment is its related industry, while the white space market is the Artificial intelligence machinery.
