玻璃產業之競爭力分析:六堡公司之個案研究

Abstract

台灣的玻璃產業面對大陸龐大的市場以及資源的競爭，在未來勢必面臨到大陸的競爭與威脅。此外，在更加全球化的世界中，屬於傳統的裝飾玻璃工業需要有所轉型來面對國際化的競爭。由於鄰近地區盛產玻璃的原料矽砂和燒熔、以及製作玻璃品所需的能源瓦斯，從日據時期開始就引進玻璃製作技術，歷經進八十年的發展，成為玻璃的工業重鎮，如今台灣的玻璃工廠即有八成集中在桃竹苗地區。要如何結合本身目前的優勢以及看準未來的機會，讓台灣的傳統裝飾玻璃工業能夠在國際化上佔有一席之地，也是本研究要探討的。 根據上述，本研究將採用個案研究法的方式，訪談個案公司中的高階主管，進而了解個案公司在產業中所處的競爭狀態，藉由五力分析、SWOT分析以及STP分析等方式，來分析個案公司所處的產業位置。 研究結果如下。 一、個案公司在五力分析中，除了對於上下游議價力低之外，目前並沒有急迫性的同業競爭或替代品進入市場，因此可以維持目前現有的產業競爭力。 二、個案公司藉由自動化生產、精準的行銷預測以及建立色卡系統，將產品、色彩規格化，制定全世界色球標準，都在行銷策略上建立其先行者的優勢。

Face of competition from the huge mainland market and resources, Taiwan's glass industry in the future is bound to face competition and threats. In addition, in a more globalized world, is a traditional decorative glass industry need to be in transition to face international competition. Since the neighboring regions produce the glass materials as silica sand and pillow melting. According to the period from the date of the beginning of the introduction of glass production technology, after into the eight years of development, has become the industrial city of glass. Glass factories in Taiwan and now is most probably focus on Tao Zhumiao area. How to combine their current strengths and future opportunities spotted, make the traditional decorative glass industry in Taiwan can a place in the international, is also to be discussed in this study. Based on the above, this study will use the case study method to approach by interview of company executives and to understand the case company in which state of competition in the industry. The analysis will be used five forces analysis, SWOT analysis and STP analysis, etc., to analyze in which case the company's industry position. The results are as follows. First, the case in five forces analysis, except for the low bargaining power of upstream and downstream outside, there is no urgency competition or substitutes to enter the market, so the case company can maintain the current existing industrial competitiveness. Second, the case company use automated production, marketing forecasting, accurate color card system to establishment of the product, color normalization to develop the world's product standard. It will have established a pioneer in the marketing strategies of its advantages.