公司轉型之商業模式創新運用：越南三陽汽車公司個案研究

Abstract

本論文以「商業模式」創新的理論分析為基礎，以台灣汽車廠在海外子公司的個案為研究主體，探討海外台商企業如何透過「商業模式」的創新，進行企業轉型變革，同時本文以作者在越南實際經營公司的經驗與收集的資料，佐以Michael E. Porter的產業五力分析、價值鏈活動分析及SWOT分析的模型架構，分析越南總體經貿環境發展、越南汽車產業與市場的變遷與未來趨勢，歸納個案公司未來發展的策略及方向，做為調整公司「商業模式」進行轉型的基礎，並提出相關結論及建議。 本論文的主要發現及結論：1.台商企業海外經營不可直接複製母公司或母公司其他成功的模式、2.台商企業要有動態調整商業模式及資源狀況的觀念、 3.台商企業在新興開發中國家，要特別注意政府政策變化對「商業模式」的影響、4.「商業模式」創新可以做為台商企業一個快速簡便的企業轉型及變革工具，商業模式調整應該採取逐步及動態的方式進行。 而本論文所帶來的貢獻包含：1. 提供的實務案例有助於台商汽機車業，在海外投資及發展時參考運應、2. 越南經貿動態及汽車產業發展現狀及未來趨勢的分析，可以做為台商進軍越南市場的參考資料、3.本文提出的「修正式商業模式」分析架構，─「商業模式+環境及資源況的動態分析架構」─(基本經營背景+內部狀況、外部環境、市場競爭狀況及資源狀況)→(商業模式分析)→(階段性財務務結果及損益檢視)→(經營模式調整建議)→(「商業模式」調整)─可以做為台商企業分析與調整其經營商業模式的參考模式之一。 本論文建議：1.東南亞經濟快速發展、經貿地位日益重要、人均所得水準提高、中產階級人口擴張、都市化趨勢擴大及人口紅利，結合台灣政府的「新南向」政策，建議台商應關注東南亞經貿及市場發展，考慮到東南亞投資發展、2.越南汽機車市場發展潛力雄厚，未來成長可期，建議台商汽機車業者，可以進入越南市場發展，並以越南做為前進東南亞市場的基地、3.台商海外經營不重視商業模式的研究及設計，建議 台商企業進軍海外時，應多探討及研究營運的「商業模式」創新，藉此發掘更多及更靈活的經營方法及商業機會、4.建議政府智庫可以參考本文的修正式「商業模式」創新的分析架構及模式，引導海外台商在東南亞國家，發展「A Team」┼台灣產業聚落「生態圈模式」的群體競爭及作戰方式(暫稱為「台商海外發展商業模式3.0」)，做為台商未來在海外發展與布局的新戰略及模式。

This thesis discusses how a Taiwanese company conducted its overseas affiliate’s business transformation by way of ‘business model’ innovation.

Based on the theoretical analysis of “business model” innovation , this thesis takes an overseas affiliate of a Taiwanese auto(mobile) manufacturer as a case of study, and utilizes the author’s personal working experiences in Vietnam and the framework and model of Five Forces, Value Chain of Michael E. Porter and SWOT analysis as analytical tools. The aim is to induce future development strategies and direction for this case of study by analyzing Vietnam’s macroeconomic development, possible transition and trends of its auto industry, so that the case of study can use the conclusion as a base for ‘business model’ innovation and company transformation and reformation. Discovery and conclusion of this thesis includes: 1. The ‘business model’ of overseas operation cannot clone any successful model of its mother company or other businesses directly; 2. A kind of concept of a dynamic adjusting and modifying the business model and resources allocation to an overseas operation is necessary; 3. The overseas operation in developing countries needs to pay special attention to all impacts government policies have on “business model”; 4. “Business model” innovation analytical framework and model provide a quick and simple way for company transformation and reformation, however it should be implemented in a gradual and dynamic manner. Some of the contributions of this thesis are: 1. Providing an actual example as a reference to Taiwanese auto and motorcycle companies for foreign investment or overseas development; 2. Providing the current information as well as the possible future development trend of Vietnam’s economy, trades and auto industry as a reference to Taiwanese companies for any possible investment in Vietnam; 3. Providing a new approach of a modified analytical framework for “business model” – “business model + dynamic analysis structure of business environment and resources” – (basic management background + internal situation, external environment, market competition and resources) → (business model analysis) → (various stages of review on financial outcomes) → (suggestion of modification and adjustment for the management model) → (modification of the “business model” – to be used as a reference for Taiwanese companies for analysis and modification of business model. Suggestions of this thesis: 1. As the rapid economic growth of Southeast Asia, this region is playing a more and more important role in the global economy, in addition, its per capita income is growing and urbanization is also expanding with great demographic advantages. Being both in accordance with the “New Go-South” policy declared by the new Taiwanese government, and in tune with the strong potential in the development of local auto and motorcycle market, Taiwanese auto and motorcycle companies are suggested to pay attention to and consider the possibility of investing in Southeastern markets. 2. Vietnam auto and motorcycle markets are with huge potential and promising future. Taiwan auto and motorcycle makers are suggested to invest in Vietnam and take it as a base to enter the Southeast Asian market. 3. Overseas Taiwanese companies ‘s management does not emphasize business model research nor design, it is suggested to focus more on research of “business model” innovation during the process of overseas investments, so that more flexible and efficient managing methods can be explored and more business opportunities discovered. 4. Think tanks of Taiwanese Government are suggested to refer to the modified analytical model and framework of the “business model” innovation proposed in this thesis when they are directing overseas Taiwanese companies to develop an “eco-system” of an Taiwanese “A Team” cluster (temporarily named “The Business Model 3.0 of overseas Taiwanese companies”) as a way of group competition, and a new strategy as well as a new model for overseas development and deployment in the future.