遠雄集團策略分析

Abstract

「策略」此一字彙源自於軍事戰爭，最早見於希臘文Strategos，是軍事上之用語，其所代表的涵義在運用所有可以利用的資源下，去規劃並執行國家的權利或權力集團的政策，如果將商場視如戰場來做比喻，則「戰略」與「策略」有異曲同工之效。至1950年代之後，策略一詞逐漸被沿用於企業管理中，對於管理的相關文獻也多有關「策略」的研究與論述。策略是指企業的形貌(包括經營範圍與競爭優勢等)，以及在不同的時間點，這些形貌改變的軌跡〈林發祥，2005〉。 企業對於策略的選定應非常重視，這與企業日後的經營方向息息相關，除了對於績效有長期的影響外，企業所表現出的核心價值也會有所不同。此外，企業也須依照客戶需求、時空背景甚至地理環境，適時的修正和改變策略內容，以期達到最佳獲利。 本篇報告以遠雄海洋集團為例，運用了各種不同形式模型架構，例如SWOT分析、五力分析、價值鏈分析、策略群組等，由概略劃分公司的事業體系至詳細說明策略的分析及應用，由簡而繁的剖析企業由內而外的管理模式。

The word “Strategy” was originated from the war, and it became a key word especially in military terms. Actually, this word was first used in Greek. “Strategy” can be explained in many ways, one of the definitions about strategy is that science and art of employing the political, economic, psychological, and military forces of a nation or group of nations to afford the maximum support to adoptedpolicies in peace or war(Merriam-Websteronline dictionary). After the year 1950s, “Strategy” was gradually applied in the field of Business Management. Strategy plays a critical role in leading the whole company. Business enterprises should pay more attention on choosing strategy, once it was decide, the whole company will follow and head in that way. Therefore, managers should timely do some amendment when faces both external and internal interference. After learning a large amount of strategic-management theory, we would like to obtain some feedback by doing personally research. We used “ Farglory Ocean Park” as an example to do the following analysis, including “Porter five forces analysis”, “Michael Porter's Value Chain Model”, “BCG Matrix”…and so on