臺灣博碩士論文加值系統

針對汽車貨櫃貨運業者應該如何藉由系統性的規劃來發展企業策略，實務型
的研究較有限。本研究目的在，建立國內一個汽車貨櫃貨運業評估未來經營策略的
系統性規劃模式，透過推論質性與量化、成本與效益、機會與風險的評估因素，藉
由科學性方法進行方案評估，以幫助企業找出最適發展策略。
本研究提出一個「發展策略的評估模式」，以SWOT 分析法找出策略發展方
向，根據Porter 的總體策略架構設計數個發展策略方案。再以Porter 的五種競爭力
優勢內涵結合Saaty 的BOCR 主準則架構，建立本模式的評估準則層級架構。整合
決策目標、評估準則層級架構、與發展策略方案形成發展策略的評估層級架構，再
利用AHP 分析法，進行主準則對目標、次級準則對主準則、方案對次級準則的權
重、表現之兩兩比較判斷，最後計算出各發展策略方案的整體權重。透過敏感度分
析，對最適方案的穩健性做出探討，以供決策者做出選擇。
所提模式利用一家個案公司加以探討，以驗證發展策略評估模式的價值。讓企
業能在有理有節、穩妥可行的策略規劃流程下，有一套實用的發展策略評估模式以
進行企業未來發展的評估。結合Porter 的五種競爭力優勢內涵與Saaty 的BOCR 主
準則架構，文獻甚為少見，本研究的努力讓策略理論落實於實務決策之中。

Few practical researches have focused on how to help container freight industry to develop their business strategies through systematic planning. The purpose of this research is to build a systematic planning model to evaluate and choose the best business strategy for automobile container freight industry.
A business strategy evaluation and selection model is proposed, which starts with SWOT analysis to assure strategy orientation, develops several candidate business strategies based on Porter’s three major competitive strategy types, constructs evaluation criteria hierarchy with Saaty’s BOCR structure as the framework and Porter’s five forces as the contents. Decision-making hierarchy of the model is comprised of overall goal, evaluation criteria hierarchy, and candidate business strategies. Judgement data from decision makers is derived through pairwise comparisons with respect to overall goal,
BOCR major criteria, and subsequent criteria in terms of their corresponding importance or performance. AHP is used to synthesize these data to find the best business strategy.Sensitivity analysis is conducted to validate the robustness of the selected strategy. A real case is applied to validate the applicability and effectiveness of the model.
The research is the one among those few researches which combine Porter’s five forces with Saaty’s BOCR structure for strategy evaluation and selection, and has exhibited its applicability. The proposed general strategy evaluation and selection model can be used not only for container freight forwarders, but also for other industries with minor modifications.

摘要
Abstract
誌謝辭
目錄
圖目錄
表目錄
第一章 緒論
1.1 研究動機
1.2 研究目的
1.3 研究流程
第二章 文獻探討
2.1 汽車貨櫃貨運業營運態勢與發展方向
2.2 策略與商業模式
2.3 策略規劃模式
2.4 SWOT 分析的相關研究
2.5 層級分析法（AHP）與其應用
第三章 研究設計
3.1 問題定義
3.2 模式基礎－STEINER 的整體策略規劃模式
3.3 貨櫃運輸業者的發展策略評估模式
3.4 準則選定與準則架構
3.5 企業內部因素：效益與成本準則
3.6 外部環境因素：機會與風險準則
3.6.1 「潛在競爭者」構面的細項說明與推論
3.6.2 「供應商力量」構面的細項說明與推論
3.6.3 「客戶力量」構面的細項說明與推論
3.6.4 「替代品」構面的細項說明與推論
3.6.5 「現有競爭者」構面的細項說明與推論
第四章 案例分析與驗證
4.1 個案公司簡介
4.2 SWOT 分析
4.3 策略方向定位
4.4 發展策略方案的設計
4.4.1 Porter 的總體策略
4.4.2 策略方案一－發展槽罐車業務
4.4.3 策略方案二－精進專業貨櫃服務方案
4.4.4 策略方案三－現狀方案
4.4.5 策略方案四－整合倉儲服務方案
4.5 評估發展策略的準則層級架構
4.6 評估主準則與次級準則之權重分析
4.7 最適發展策略的選擇
4.8 敏感性分析
第五章 結論與貢獻
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