外商在台子公司發展策略之研究-台灣佐藤自動識別系統股份有限公司

Abstract

論文摘要 近年來，由於電子商務的發展，建立穩定的物流網路成為一件越加重要的事。根據研究指出，2018 年的全球物流市場價值為 9.6 萬億美元；然而，由於電子商務的拓展，物流產業相應地出些一些問題。最近，在物流產業中出現了新的趨勢和問題，例如，人力缺乏，以及需要自動化操作。在 2018 年時，全球 AIDC 產業的價值約為 400 億美元，且預計在 2025 年時將達到 907 億美元，其 2019 年至 2025 年之間的複合年增長率約為 12.6％。幸運的是，這些問題成為了 SATO 的商機，SATO 是領先全球的自動識別系統解決方案公司之一，在日本已有 80 年的歷史。在 AIDC 產業中，SATO 被評為全球最大的可變數據標籤製造商，並在全球條碼印表機的市場中佔有第二高的排名；SATO 在全球設有 27 個辦公室。SATO 股份有限公司於 2017 年 1 月成立了全資子公司 - 佐藤自動識別系統股份有限公司；台灣佐藤自動識別系統股份有限公司以資本 600 萬新台幣，將其業務多元化拓展，從物流，醫療保健到零售商等各個行業。這項研究旨在透過兩個問題來探討台灣的佐藤自動識別系統股份有限公司要如何持續地保持其在台灣的業務增長：（1）佐藤自動識別系統股份有限公司與台灣同業競爭對手有何不同？（2）佐藤自動識別系統股份有限公司如何增加其在台灣市場的銷售量？這項研究有望幫助佐藤自動識別系統股份有限公司確定其業務發展方向，以及該公司應如何通過波特的五力分析模型來設計其未來的業務戰略。

ABSTRACT The importance of a stable logistics network has become increasingly clear in recent years due to the expansion of e-commerce. According to research, the global logistics market was valued at $9.6 trillion in 2018; however, there are problems in the logistics industry due to the business expansion of e-commerce. Recently, new trends and issues have emerged in the logistics industry, such as the lack of manpower and the need for automated operation. The global AIDC industry was valued at around USD 40.0 billion in 2018, and is expected to reach approximately USD 90.7 billion in 2025, with a CAGR of around 12.6% between 2019 and 2025. Fortunately, it is also a business opportunity for SATO, which is the one of the world’s leading auto-ID solution companies, and has an 80-year history in Japan. In the AIDC industry, SATO is ranked the world’s largest manufacturer of variable data labels and has the second-highest share in the global barcode printer market; it has 27 offices throughout the world. SATO Holdings Corporation established a wholly owned subsidiary, SATO Taiwan, in January 2017; with capital of 6 million yuan, SATO Taiwan is expanding its business in various industries, such as logistics, healthcare, and retail. This research aims to investigate how SATO Taiwan should sustainably keep growing its business in Taiwan, through two questions: (1) Why is SATO Taiwan different from its competitors in Taiwan?, and (2) How can SATO Taiwan increase sales in the Taiwan market? This research is expected to help SATO Taiwan in deciding the direction for its business development, and how SATO Taiwan should design its future business strategy by means of the framework of Porter’s five forces analysis.