精密機械產業之企業成長策略研究-以A公司為例

Abstract

因應全球趨勢，近年來台灣正積極推動智慧機械產業，希望能成為驅動台灣下個世代產業成長的關鍵引擎，其中精密傳動元件在產業鏈佔有重要的地位。A公司為國內市占率最高且全球前三大的精密機械零組件公司，更可進一步推動機械產業轉型升級。 本研究採取個案研究法，深入研究A公司發展歷程、成長策略及經營成果。先運用五力分析及產業群聚等理論架構探討實務上精密機械產業間的競爭情形及產業的發展歷程；再研究A公司在產品及市場方面，如何運用企業成長策略理論找出企業成長的動力，並驗證A公司是否採取有效的營運策略而達到良好的績效表現。 A公司的主要核心能耐為：自主研發技術、自有品牌行銷、產品差異化、製造服務化與適配的產能佈建。A公司以核心能耐為基礎，以追隨市場為目的進行海外擴張，延伸多角化事業、並向上下游整合，分別往企業成長的三個軸向發展，其績效成果也反映於其不斷成長的營收表現。尤其以全球布局的國際擴張效果最為明顯，從直營、經銷至直接設立當地子公司，隨著涉入強度的提高，海外市場的貢獻也逐漸增加，也實現市場開發策略的成功。

In recent years, going with the global trends, the government of Taiwan has kept investing in smart machinery industry, which is expected to become the key engine which can drive the economic growth of next generation. Precision motion components play an important role in the industry chain. A Company owns the biggest market share in Taiwan, and it is also the top three company of motion control products in the world. A Company can furthermore facilitate the transformation and upgrading of the machinery industry. This study aimed to analyze A Company, using a case study approach to explore its history of development, growth strategies, and operating results. Focused on the theoretical framework of five-force analysis (1980) and industrial clustering (1990) to analyze the competition within precision machinery industry and the development of the industry. Then identified how A company find out the driving forces which can lead to success in both product and market position through the company's growth strategy theory (1957). And verified that A Company has adopted an effective operational strategy to achieve good performance. The core competencies of A Company are R & D capabilities, own-brand marketing, product differentiation, customized manufacturing, and well-prepared capacity. Based on these core competencies, A Company follows the trend of market to expand overseas, extends diversified business, and works in vertical integration, such called three directions of business growth development. The growing financial performance has revealed its successful operating results. In particular, the achievement of international expansion and globalization is the most obvious. By strengthen the involvement of global market, via direct sales, distribution and even local subsidiaries, the contribution of overseas markets has gradually increased, and the success of market development strategies has also been achieved.