大統益股份有限公司

Abstract

近年來，爆發黑心油事件，人們越來越注重飲食健康，因此我們從食用油類產業選擇研究大統益公司進行經營策略分析。我們分別從市場分析、財務角度進行分析該家公司。就財務面而言，依據我們的財務分析得結果，大統益公司的財務尚屬健全，從市場競爭角度，它主要透過大量生產來降低生產成本獲取競爭優勢，並藉由產品品質控管來維持品牌。我們利用行銷的4P分析以及市場的競爭分析(SWOT分析五力)來探討大統益公司，我們發現大統益公司具有品質優良、消費族群廣大、物美價廉的優勢。然而該公司仍面臨潛在市場需求威脅，即健康意識抬頭，使得較無營養價值的大豆油逐漸不受消費者的喜愛，這為我們認為公司應加注意之處。

Recently, due to the cooking oil adulteration incidents, people are paying more attention to diet and health. In this study, we investigate the business management strategies of TTET Union Corporation to understand how they work to optimize their profits. By using 4P analysis, SWOT analysis, and Porter five-force analysis, we analyze their financial reports from the perspectives of marketing analysis and financial management. Our results show that their financial structure is well constructed. TTET reduced production costs through mass production to gain competitiveness. TTET also maintained high quality control to polish its brand reputation. We find that TTET Union has such competitive edges as good quality control, large consumer population, and low prices. However, the results show that the company should notice the potential threat that the less nutritious soybean oil will not be favored by consumers gradually due to the rise of health concerns.