| Summary: | 碩士 === 中華大學 === 企業管理學系碩士班 === 100 === The automobile sales in China won the world championship in 2009 to 2011, and the volume achieved 13,500,000 and 15,600,000 and 18,500,000 , respectively. With the fast rising of Chinese automobile industry and the benefit from the signing of ECFA, the Taiwan-capitaled tire companies, such as ChengShen, Kenda , NanKang , TaiFung and HwaFong, expand their product lines. Even so, the net profit rate to come could be reduced because of the global competition and the limits of environmental protection. Therefore, the focus of this research is to study the market structure of the tire companies in Taiwan rubber industry, discuss the issues of manufacturing, marketing and management, and expectedly provide useful advises for the companies and the government to obtain the ideal market achievements.
In total, the purpose of this study, based on Mason-Bain’s “Structure-Conduct-Performance (S-C-P)” industrial economy theory, is to discuss the relationship among market structure, conduct and performance of the tire companies in rubber industry. The four-firm concentration ratio (CR2) and Herfindahl-Hirschman Index (HHI) are used to measure the market concentration of the industry, and data from 2001 to 2011 are based to know its change with time.
The results show as follows: (1) The market structure of tire industry in Taiwan from 2001 to 2011 tends to be highly concentrated. (2) The Taiwan-capitaled tire companies take the mainland China as their present market and main manufacturing center, and actively develop the emerging market as their conduct.(3) From the operating performance we can find that ChengShen is the leading company at the averagevalue of four indexes. And, Kenda, TaiFung, NanKang, and HwaFong ranked second to fIfth respectively.(4) Industry to make the best use of media to strengthen its own brand visibility, and global market diversification needs.(5)The research suggests that the government should devote itself to integrate the brand counseling system to help the Taiwan companies into the international tire market.
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