A Study of the Successful Operation Strategies for the Rubber Industry

• Main Authors: SU,MING-FEN, 蘇明芬
• Other Authors: YANG,SHYH-CHING
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/93561516394245450624

碩士 === 明道大學 === 企業高階管理碩士班 === 105 === Looking back on rubber industry in the past years, it has been facing challenges of weak global economic recovery and economic growth in emerging countries is not stabilized as expected; sharp rise of raw material costs recently and currency inflations. At end of year 2016, raw material costs are once again ready to start wriggling. A number of it keep going up and even reach the record high, especially natural rubber. Owing to heavy rain and flood in Thailand, Indonesia and Malaysia, supply of natural rubber is reduced. However, demand is still strong. Demand of natural rubber to make tires is increasing because of the booming sales of cars in China. Imbalance of supply and demand for natural rubber results in price increasing, which affects revenue and profit of corporates as well. To enhance competitiveness and to ensure sustainable operation of corporates, it is hoped the result of this research would be an important reference of successful management strategies in rubber industry. Successful management strategies in rubber industry can be explored from different aspects: external factors, internal factors and competitive advantage factors. Pratical management and strong leadership, high-quality corporate governance and core competence, developing innovation ability are extremely important.Having innovative business models, international quality certifications, differentiated strategies, enhancing the internationalization and brand image, establishment of high-quality strategic alliances, analysis of competitors and environment, and etc., these are all key factors to successful management. In view of this, this study combines the theory of scholars and the experience of senior experts in the industry, by using Fuzzy Delphi Method (FDM), summed up the criteria and sub-criteria, and the use of fuzzy hierarchy analysis (Fuzzy Analytic Hierarchy Process; FAHP), similarity integration method(Similarity Aggregation Method; SAM) and other methods are applied to find out the successful management of the rubber industry. The result and conclusion of this research are expected to be an important business management reference in this industry. Key words: Rubber, Rubber Industry, Fuzzy Analytic Hierarchy Process, Similarity Aggregation Method, Fuzzy Delphi Method