跨國企業進入中國市場之營運策略分析： 面板生產設備供應商之觀點

Abstract

近幾年來，中國已經成為消費性電子產品市場成長最快的地區之一。自從2011年以來，中國地區已經超越北美地區成為大尺寸液晶電視機需求最大的市場。 面對中國龐大的市場需求，讓大多數的跨國企業無法忽視中國市場的存在。然而也因為下列因素，在中國的跨國企業經常需要面對不合理的競爭: 中國政府在政策上的推動本土供應鍊、中國客戶偏好支持本土廠商、以及在中國的智慧財產在被侵犯時，無法進行有效調查和訴訟，以保障跨國企業的智慧財產權。 本篇論文以多個案訪談法為研究取向，在一系列的分析訪談標竿對象、比較各行業跨國企業在中國的經驗實務後，以科斯 (Coase, 1937) 的廠商理論建立一個分析框架，並且將這個分析框架應用在一家跨國面板生產設備製造商的三種產品上: 矩陣薄膜電晶體生產設備、彩色濾光片生產設備、以及觸控面板生產設備。 根據本研究的分析框架，本文針對中國政府的國家經濟發展策略下，提出跨國企業面對中國國資企業客戶或地方政府出資的企業客戶所應該採取的市場進入策略。本文也應用所提出的研究框架探討臺灣的跨國企業應該採取的策略以爭取中國市場的廣大商機。

In recent years, China has become one of the fastest growing markets for consumer electronic products. Since 2011, China has surpassed North America to become the largest LCD-TV demand region. Most multinational company cannot ignore the Chinese market because of its size. However, multinational companies normally face the challenge to compete effectively because of the government’s push for local supply-chain, the customers’ desire for local suppliers, and difficulties in successfully investigating and prosecuting legal actions to protect and enforce Multinational Company’s Intellectual Property (IP) rights. This thesis was constructed based on a thorough benchmarking of many Multinational companies’ best practice in China; these companies are widely spread covering various industries. A strategy element checklist is developed based on the benchmarking results and it is properly applied to a Multinational Display Equipment Manufacturing companies in three different products: Array Thin-Film Transistor Manufacturing Equipment, Color Filter Manufacturing Equipment, and Touch Panel Manufacturing Equipment. Owing to China unique government guided economic development strategy, how different strategies shall be applied to central government-owned enterprise customers and local-government owned enterprise customers are also recommended. Finally how to leverage Taiwan unique strategic position toward Chinese Market is also recommended based on author’s experience.