牧草進口行業近幾年隨著著網路的崛起，造成以往許多不易取得的資訊，如今也可借由網路資訊處處隨手可得，加上比起其他國家，台灣市場規模小，競爭激烈，導致於許多台灣廠商一昧的追求“俗又大碗”購買心理的同時，也往往忽略了“一分錢一分貨”的道理，便容易在品質上面吃到悶虧，進而殺價求售。市場中近幾年新進入者也不斷增加，且大多採取以“低價搶市”之銷售策略來攻佔市場，在眾多的負面因素下，不僅市場價格遭到破壞外，同時也造成了消費者購買習性的改變以及客戶忠誠度的降低。對外，在貨源取得方面，相對低的台灣市場價格往往會造成很難與其它市場競爭，而使台灣市場遭逢邊緣化之困境。

本研究則會先藉由個案公司之波特五力分析來分析其企業外部也就是產業的獲利能力，再藉由SWOT主要分析來分析及企業內部自身的優勢、劣勢以及企業身處競爭對手環伺下所擁有的機會與需面臨到的威脅。最後藉由勾勒出其企業之價值網（Value Net），搭配競合策略來找出可能之相關策略來改變其商業賽局。

本研究以個案公司為例，在其產業進入障礙降低且高度競爭的狀態中，針對個案公司所處價值鏈中的顧客、供應商、互補者、競爭者的各個位置，找出可以改變賽局的方法，不論是從引進更多的參與者和如何增加個案公司本身及產品的附加價值方面，或者如何與供應商及客戶建立忠誠計劃，甚至衍生出可以改變商業規則及不同的銷售方式，此研究能幫助個案公司尋找出更多突破及創新之商業模式並且為其創造出另一條更寬闊的道路，使之能永續經營。

Information of hay industry was not easily to get and reach in past years, however, following with spring up of the Internet in recent years, any information about hay industry has become very easily to reach and suppliers easily to find where the customers are by Internet. Nowadays there is nothing can be secretive especially in the hay industry. Compare market size with other countries, Taiwan market is comparatively smaller and full of violent competition as well. As the reason leads to Taiwanese hay buyer always seeking the hay which is less cost but must be higher valued and quality, at the same time, they may overlooked the principle “ You get what you pay for ”, thus, that is why they are easily for suffering loss in quality and always dumping price for selling. Furthermore, there were many new companies trying to get in this market in past few years and most of them were always take low price strategy for grabbing as more market shares as they can, facing with may negative factors in the market, not only market prices have been brought down and destroyed and also caused that habits of customers’ consumption has changed a lot and become not loyal anymore. Besides this, as to buying material, uncompetitive market price will make all of Taiwanese hay companies at an extremely difficult position to compete with other countries for hay buying in the international market. That will lead Taiwanese market become to marginalization in the world.

This research at first will use Porter Five Forces Analysis for analyzing the profitability of the hay importing industry in Taiwan, and then use SWOT analysis for analyzing case company internal Strengths and Weaknesses, and also external possible Opportunities and Threats. At last, we will outline a map of Value Net and analyze with Co-operation Strategy to run for possible strategies to make some changes of the game they were in and find additional values they could increase and add for as well.

This research based on case company who located at low industry entry barriers and highly competition market, analyzed its positions of customers, suppliers, competitors and complements in the Value Net and find ways for changing the game. Whether more players input and add more value on company and their products, or run loyalty plans with suppliers and customers, or even create different business and marketing rules, truly hope that could help the case company to figure out more creative business patterns for sustainable operation.

論文審定書 i
誌　謝 ii
摘　要 iii
Abstract iv
目　錄 vi
圖　次 viii
表　次 ix
第一章　緒論 1
第一節 研究背景與動機 1
第二節　研究目的 2
第三節　研究流程 3
第二章　策略分析工具 4
第一節　波特五力分析 4
第二節　SWOT分析 8
第三節　價值網 10
第四節 競合策略 12
第三章 研究設計 15
第四章　個案分析 17
第一節　進口牧草產業現況 17
第二節　進口牧草業之波特五力分析 21
第三節 個案公司介紹 31
第四節　個案公司SWOT分析 36
第五節　個案公司競合策略分析 48
第六章　結論與建議 63
參考文獻 68
一、中文 68
二、網路 68

一、中文

布蘭登博格/著，許恩得/譯，2004，競合策略 – 賽局理論的經營智慧，台北：培生教育出版股份有限公司（財經商管類）
布蘭登博格、奈勒波夫/著，黃婉華、馮勃翰/譯，2015，競合策略 – 商業運作的真實力量，台北：雲夢千里文化創意事業有限公司

二、網路

中民國乳業協會
http://www.holstein.org.tw/About_Development.php
中民國酪農協會
http://www.milk.org.tw
台灣區乳品工業同業工會
http://www.dairy.org.tw
行政院農委會，2013，推動種植本土芻料以替代進口乾草之成效
https://www.coa.gov.tw/ws.php?id=2500421
財團法人中央畜產會，2015，乳牛產業現況
https://www.naif.org.tw/industrialList.aspx?frontTitleMenuID=12&frontMenuID