國營事業轉型之探究：以臺灣菸酒公司生技事業處為例

Abstract

台灣在1980年代後期面對經濟自由化，許多國營事業民營化。未民營化之國營事業面對市場競爭，思索應如何轉型以提昇其營運績效。本研究目的係檢視設有生技事業單位的國營事業轉型對其績效之影響。本研究以台灣菸酒公司生技事業處為個案，除訪問已退休前總經理。亦分析保健產品、美容保養品及清潔用品獲利與未獲利產品。本研究實證結果顯示，產品獲利的關鍵因素在於產品品牌形象佳、長期投入行銷資源及創新商業模式。產品未獲利原因係產品定位不明確、產品設計不足，產品上市前規劃不足，及推廣方式效果不佳。本研究建議個案公司應採行四項策略，包括(1)持續強化研發創新；(2)提高自製率；(3)加強行銷；(4)佈建完善銷售通路。

Taiwan faced economic liberalization in the late 1980s. Many state-owned enterprises were privatized. State-owned enterprises that have not been privatized think about how to transform to improve their operating performance when they face market competition. The objective of this study is to investigate how the transformation of the biotechnology business unit of state-owned enterprises affect their performance. This research uses the Biotechnology Department of Taiwan Tobacco and Liqueur Corporation as a case study. Except for conducting an interview with the retired general manager, this study analyzes the profitable and unprofitable products of health products, beauty care products, and cleaning products.The empirical results show that the key factors for product profitability include good product brand image, long-term investment in marketing resources, and innovative business models. The reasons for the unprofitable products include confused product positioning, insufficient product design, insufficient premarket planning, and ineffective marketing strategies. This study suggests that the case company should adopt four strategies, including (1) continue to enhance innovation through R&D; (2) increase the percentage of in-house manufacturing; (3) improve marketing strategies; (4) build various sales channels