1.建立企業策略的基本概念
2.熟悉策略規劃的程序
3.瞭解如何使用與操作不同層次的策略策略規劃三個層次
一般而言，組織的策略規劃可分成三個層次，由上而下分別為：公司層次（corporate-level）、事業部層次（business-level）及功能層次（functional-level）。
1.公司層級的策略決策
企業成長的機會，可採密集式成長（intensive growth）、整合式成長（integrative growth）及多角化成長（diversification growth）等方式。
2.事業部層級的策略
競爭策略的形成
Porter認為企業在了解自己的競爭地位後，可以採用三種策略與競爭者對抗，即：差異化（differentiation）、成本領導（cost leadership）與集中（focus）策略。
3.行銷功能層級的策略
策略行銷程序
行銷功能層級的策略行銷程序（strategic marketing process），主要包括下列六項行動：確認及評估機會、分析市場區隔及選定目標市場、市場定位及發展行銷組合策略、形成正式行銷計畫、執行行銷計畫、控制及評估行銷結果。1. Establish the basic concepts of corporate strategy
2. Be familiar with the strategic planning process
3. Understand how to use and operate strategies at different levels and three levels of strategic planning
Generally speaking, an organization's strategic planning can be divided into three levels, from top to bottom: corporate-level, business-level and functional-level.
1. Corporate-level strategic decisions
Opportunities for enterprise growth can take the form of intensive growth, integrative growth, and diversification growth.
2. Business unit level strategies
Formation of competitive strategy
Porter believes that after an enterprise understands its competitive position, it can adopt three strategies to compete with competitors, namely: differentiation, cost leadership and focus strategies.
3. Strategies at the marketing functional level
strategic marketing process
The strategic marketing process at the marketing function level mainly includes the following six actions: identifying and evaluating opportunities, analyzing market segments and selecting target markets, market positioning and developing marketing mix strategies, forming a formal marketing plan, and executing marketing Plan, control and evaluate marketing results.
1. 策略管理係指達成公司目標的整體性行動計畫。管理者運用策略性分析程序(strategic analysis process)-選擇目標，進行內部和外部分析，辨認競爭優勢，策劃競爭策略，與設計組織-發展公司的策略，進而最大化公司的整體價值。
2. 管理者選定充分兼顧市場機會與公司能力，進而最大化公司價值的目標和策略。公司面對不同的情境需要選定不同的目標和策略，所以，目標和策略隨著情境而權變。然而，策略分析程序和方法可以適應許多不同的情境，具有普遍性的特質。
3. 策略管理課程非常重視策略性思考(strategic thinking)及策略性推理(strategic reasoning)。
4. 綜合運用課堂講授、個案研討和論文討論、等教學方法，培育基於策略性分析程序的策略管理
能力。
1. Strategic management refers to the overall action plan to achieve company goals. Managers use the strategic analysis process to select goals, conduct internal and external analysis, identify competitive advantages, plan competitive strategies, and design organizational-development strategies for the company, thereby maximizing the overall value of the company.
2. Managers select goals and strategies that fully consider market opportunities and company capabilities to maximize company value. Companies face different situations and need to select different goals and strategies. Therefore, goals and strategies change with the situation. However, strategic analysis procedures and methods can be adapted to many different situations and have universal qualities.
3. Strategic management courses attach great importance to strategic thinking and strategic reasoning.
4. Comprehensively use teaching methods such as classroom lectures, case studies, and paper discussions to cultivate strategic management based on strategic analysis procedures
ability.
Hill, Charles W. L. & Jones, Gareth R. 2013. Theory of Strategic Management, 10 e, South Western, Cengage Learning. 譯者 朱文儀/ 陳建男，策略管理 (第10版), 華泰文化事業股份有限公司，2013/04/02。
Hill, Charles W. L. & Jones, Gareth R. 2013. Theory of Strategic Management, 10 e, South Western, Cengage Learning. Translator Zhu Wenyi/Chen Jiannan, Strategic Management (10th Edition), Huatai Cultural Industry Co., Ltd., 2013/ 04/02.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 每週Reading及個案心得報告每週Reading及個案心得報告 Weekly reading and case report |
40 | |
| 小組個案報告小組個案報告 Group case report |
20 | |
| 期末企業策略報告期末企業策略報告 Final corporate strategy report |
30 | |
| 出席及參與討論出席及參與討論 Attend and participate in discussions |
10 |
