摘要 中國自1970年代末期經濟改革開放以來，經濟快速成長，導致2012年中國的GDP已經超過了8兆美元，成為繼美國之後的世界第二經濟大國。隨著經濟的成長，中國也逐漸由製造業為主的經濟體，朝向發展服務業和內需型產業轉變。中國人民所得增加，消費能力增強，近幾年量販業在中國蓬勃發展，相較之下臺灣量販店目前的展店速度與營收成長趨緩。 本研究以在兩岸都設有賣場的量販店業者潤泰集團大潤發及法商家樂福為研究對象，蒐集這兩家業者在臺灣和中國兩地的相關資料，以市場定位、經營理念、經營策略、以及經營績效等，深入整理與分析，再運用深度訪談，透過競爭策略五力分析及SWOT分析，探討量販店業者如何運用兩岸不同的市場及不同經營策略創造績效。研究結果顯示不論是五力分析或是SWOT分析，中國大潤發的競爭力最強。反之，在五力分析中台灣家樂福所受影響最大，其中尤其以購買者的議價能力、替代品或服務的威脅，以及現有廠商的競爭程度等方面所受影響較大。另一方面，在SWOT分析中，中國家樂福較居於劣勢，而所受的威脅也最強，主要原因為門市集客力弱及面臨租金成本提高的壓力。 關鍵字：大潤發、家樂福、經營策略、經營績效、五力分析 / Abstract Since its reform in late 1970s, China has experienced high economic growth. With GDP over 8 trillion USD, in 2012 China became the second largest economy ranked only behind the USA. Accompanying with such growth, China slowly transited from a manufacturing-based into a service and domestic-based economy. As the economic condition improves, people’s consumption power increases, which drives rapid growth of the hypermarket industry in China; and as contrast, the Taiwanese hypermarket industry is reaching a plateau during the same period of time. In this research, a comparative study is conducted with hypermarket industries in China and Taiwan. Taking Carrefour and RT-Mart chains, that operate on both sides of the Taiwan Strait, as samples, this study employs SWOT analysis and Michael Porter’s Five Forces Model to investigate the business strategy and performance differences. In particular, this study collects business data of said companies, including company’s vision, market position, business strategy, and operational performance, and the exploration was supplemented by in-depth interviews with the high-ranking staff members in the two companies. The findings suggest that RT-Mart China is the most competitive confirmed by both SWOT and Five Forces analyses while Carrefour Taiwan is impacted by the buyer bargain power and threat of substitutes and services. In addition, via SWOT analysis, it is found that Carrefour China is in a weak position since it is suffering from high rental costs and inability to gather customers. Keywords: RT-Mart, Carrefour, business strategy, business performance, Michael Porter’s five forces analysis

本研究以日本康貝公司(Combi)為研究對象，來探討嬰童用品產業的關鍵成功因素(Key Successful Factors,KSF)及嬰童用品品牌的國際化策略。 透過Porter的產業五力分析架構，本研究認為要克服嬰童用品產業的競爭劣勢：產業內競爭激烈、買方議價力較弱、潛在進入者的威脅較高，企業須具備五個構面的十二項關鍵成功因素使能經營成功，包含：品牌與宣傳構面的品牌形象與知名度等因素；市場行銷構面的行銷通路的掌握等因素；產品構面的產品質量與安全性等因素；生產構面的生產的垂直整合能力；顧客服務構面的優質的顧客服務等因素。 本研究經過Combi的國際化策略分析，則有如下的結論： 一、 嬰童用品業者的國際市場選擇需考量國家的經濟發展程度與消費者育嬰觀念成熟度。 二、 嬰童用品業者通常會先以直接出口(Direct Import)的方式作為國際化的進入策略。 三、 嬰童用品業者的國際化動機若為成本考量，會採取高度控制的進入策略，如獨資(Wholly-owned Subsidiary)；若是為了掌握市場，則採取低度控制的方式，如合資(Joint Venture)。 四、 嬰童用品業者的國際市場經營需特別重視在地市場需求的回應(Local Response)，故市場經營策略與組織、控制上需有較高的自主性。 / This study uses Combi Corporation as the research object to explore the key successful factors, and the internationalization strategy of the infant products industry. Through Porter's Five Forces Analysis, this study suggests that infant products industry to overcome the competitive disadvantage: intense competition within the industry, buyer bargaining power is weak, the higher threat of potential entrants, companies must seize five dimensions, 12 key successful factors to run business successfully which includes brand image and visibility, good control of marketing channels, product quality and safety, vertical integration of production, customer service standard. This study comes out the following conclusions on internationalization strategy of the infant products industry: 1. The infant products companies should take the economic development level, and the consumer’s maturity of feeding concept into consideration. 2. The infant products companies usually use direct exports as their entry mode in the early stage. 3. If infant products companies are cost concerned, they take a highly controlled strategy, such as wholly-owned subsidiary. If the infant products companies are the market concerned, they take a lowly controlled method, such as joint venture. 4. The infant products companies require highly local response, so they should have flexible business strategy.

The aim of the thesis is to find opportunities and threats for a selected company considering its weaknesses, strengths and possible solutions.

This Master’s thesis focuses on promoting of specialization Mechanic of plastic machinery at The Secondary Vocational School in Svitavy with the support of REHAU, s.r.o. in order to obtain more candidates for this specialization. Suggestions are made based on financial analysis and implemented marketing research. Changes of communication activities, improvements of product of school and modification of personnel information system for SVS Svitavy a company REHAU, s.r.o. are proposed.

Processing of the business plan of a particular firm, the implementation of economic evaluation by methods of financial analysis.

This Master´s thesis deals apply strategic analysis on construction company AGOS stavební a.s. Pelhřimov. Thesis goal is to evaluate the situation of the chosen company within the business environment in which is the business located. Fundamental of thesis is applying PESTLE analysis, Map of competitive groups, Porter five forces analysis, Analysis of internal resources and key success factors, SWOT analysis and evaluation of whole situation.

This master thesis deals with strategic analysis of Motol University Hospital, which belongs to the largest hospital complex in Central and Eastern Europe providing complex treatment of whole human body at any age (from prenatal to advanced age). The aim of the thesis is a description of hospital management and assessment of the possibility of using the Balanced Scorecard in health care. The theoretical part contains a basic description of strategy creation, selected methods for analysing internal and external environment and a general description of the Balanced Scorecard. The practical part comprises of an executed strategic analysis of Motol University Hospital, and assessment of hospital´s strengths and weaknesses, opportunities and threats (SWOT analysis). This thesis also contains a survey of scientific literature concerning the usage of the Balanced Scorecard in health care, specifically in hospitals. A result of this survey helps to assess the feasibility of introducing the Balanced Scorecard in Czech hospitals (those in state ownership). This thesis also includes a proposal of strategic perspectives for Motol University Hospital and an evaluation of advantages and disadvantages of implementation into hospital management. A strategy map displays relationships among proposed goals.

My Master thesis focuses on the design of the marketing strategy of a low-cost airline SparrowJet. The first chapter of the theoretical parts contains the required basics of theoretical information necessary to develop a marketing plan. In the second chapter is an analysis of the air transportation market with an emphasis on the low-cost segment. The final chapter of the theoretical part is dedicated to the marketing mix in the transportation. The practical part of my thesis begins with the situation analysis, which includes: the PEST analysis, Porters five forces analysis, a competition analysis and a customer analysis. My work is concluded with a complete proposal of a marketing strategy for the airline, including both basic strategy of S-T-P and a marketing mix.

Processing of the business plan of a particular firm, the implementation of economic evaluation by methods of financial analysis.

The diploma thesis deals with business plan of opening a teahouse. Theoretical part defines terms connected with a business and business plan. This is followed by analyses of both internal and external factors of the business, based on which a draft of the business plan is presented, including business, marketing, financial and organizational plan and risk management. This should be a lead for the owner of the planned newly opened teahouse in Náchod.