新興市場成長策略之研究：以台灣機車廠商東南亞區域擴張為例

Abstract

在半全球化的時代裡，企業為追求成長進行有限度的跨國投資是必要的營運策略，但國際營運是一項高風險與高挑戰性的工作，尤其進入新興市場因為政治與經濟結構不穩定，因此面臨的風險也相對較高。台灣機車廠商面對國內飽和的市場，走出台灣放眼全球有其必要性，加上近來新興市場機車產業快速成長，讓台灣的機車廠商彷彿看見產業的另一片藍天。 為協助台灣機車廠商在新興市場成長，本研究以新興市場成長策略之研究為題，使用個案研究方法，以台灣機車廠商東南亞區域擴張為例，藉由產業分析與個案研究，在面對企業營運問題與挑戰時提出對應的成長策略，以提升國際營運績效。 產業分析是從全球機車產業趨勢切入，導引出對越南機車產業的分析，包括越南總體環境、產業驅動力、市場需求與產業競爭等分析，藉以發掘越南機車產業發展的機會與威脅，以利企業國際化成長策略的構思。 個案研究對象是台灣機車廠商設置在越南的子公司，研究內容區分三大部份，第一部份包括個案公司簡介與越南經營成功經驗，其成功經驗包括投資評估、進入策略與營運策略等探討。第二部份分析企業面對外部環境與內部體質變化所帶來的問題與挑戰。第三部份針對問題與挑戰提出具體的成長策略，其一為針對原來越南市場再成長的策略，包括市場滲透、市場開發、產品開發與多角化等策略；其二為進入東盟市場投資的成長策略，以階段性進入緬甸、菲律賓與印尼的區域擴張策略；其三為針對越南與東盟市場成長策略的改變，提出供應鏈的配合調整策略，包括調整採購平台、生產基地與配送系統等機制，以提升整體成長策略的綜效。 最後結論與建議，包括研究結論、管理意涵、對政府與企業的實務建議、以及為擴大研究效益建議後續研究方向等議題。

In the age to semi-globalization, it is a necessary business strategy to conduct limited multinational investments when an enterprise seeks the growth. However, international business is a high risk and challenge task, especially in the emerging markets, the politics and economic structure are unstable, so the risk is also comparatively higher risk. Because the Taiwanese Motorcycle Companies face the domestic saturated markets, it is necessary to explore the world out of Taiwan. In addition, the motorcycle industry of emerging markets grow rapidly recently, and it seems as if Taiwanese Motorcycle Companies see another blue sky of the industry. To help the Taiwanese Motorcycle Company to grow in the emerging markets, this study, through the method of case study, focuses on the research of the growth strategies in emerging markets. It takes the regional expansion of Taiwanese Motorcycle Company in Southeast Asia for example and provides the corresponding growth strategies to enhance the international business performance by the industry analysis and case study as the enterprises face the business problem and challenge. The industry analysis is based on the trend of global motorcycle industry, and forms the analysis for the Vietnam motorcycle industry afterward. To excavate the opportunities and threats of Vietnam motorcycle industry, it uses the analyses of Vietnam macroeconomics, industry driving force, market demand, and industry competition to benefit the growth strategies of internationalization of enterprise ideas. The object of the case study is the Vietnam subsidiary of Taiwanese Motorcycle Company and there are three major parts in this study. The first includes the profile of case company and successful management experience in Vietnam, and the successful experience includes the discussion of the investment assessment, entrance strategy, business strategy, etc. The second part analyzes the problems and challenges what the enterprise faces with the changes of external environment and internal constitution. The third, it focuses the problems and challenges to recommend the concrete growth strategies; first, it focuses the regrowth strategy of the original Vietnam market, including the market penetration, market development, product development, diversification, etc. Second, it focuses the growth strategies of the market investment of entering the Association of Southeast Asian Nations, and it takes the regional expansion strategies to enter Burma, Philippines and Indonesia in stages. Third, it focuses the changes of the growth strategies of Vietnam and Southeast Asia markets and recommends the adjustment strategies of the supply chain, including the adjustment of procurement platforms, production bases, and delivery system to enhance the synergy of the entire growth strategies. Finally, the conclusion and suggestion include the research result, managerial implications, practice suggestion for the government and enterprise, and further research studies of enlarging research effectiveness, etc.