| Summary: | 碩士 === 靜宜大學 === 管理碩士在職專班 === 94 === Abstract
This study researches into flour industry from the point of market conduct, in order to understand Taiwan’s flour industry in both interior and external change of the environment as well as the effect on industry’s resource and capability and to provide the reference for industry.
This study is based on AHP（Analytical Hierarchy Process） questionnaire, interviewing the flour factory, flour wholesaler and the firsthand flour purchaser. It starts with the flour industry external environment factor and emphasizes the government’s law, the price variation of international material market and the industry competition. On the other hand, the interior factor is emphasis on the capability of producing, brand image and the relationship with the customer.
It finds out that the relationship between the flour factory and the firsthand flour purchaser is similar as seller-customer relationship. Because of the higher price of changing another flour brand, the customer tends to stick to the old one. When the customer is not satisfied with the seller’s service, the seller will lose them. Once the customer is gone, it’s hard for the seller to call them back.
The flour wholesaler tends to the brand image. They market various brands and what they sell is based on their brand image. They have established a firm relationship with their customer. Thus the flour factory shall establish its product and quality ascendancy.
As to the flour factory, the industry environment has direct effect on the profit, producing capability, brand image and the relationship with the customer. Thus it will be more effective if the flour factory can put emphasis on both industry environment and industry resource.
It concludes that the flour factory can improve its benefit through three ways. First of all, establish the capability of industry resource, brand image and the relationship with the customer, as well as reinforce its capability of producing. Second, improve the purchasing material capability and industry competition to establish its advantage of industry competition ability. The third point is the use of tactic, by using Porter value chain and competition tactic, from material purchase, manufacture, output to customer-service, it connects the industry environment, resource capability and tactic so that improve the highly profit and benefit.
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