遊艇產業的跨國合作創新模式之個案研究

Abstract

放眼全球遊艇產業，絕大多數的遊艇集團係透過委外設計及代工，本身僅負責專案管理及行銷，然而，本研究討論一家台灣企業，如何打破此一傳統的遊艇設計模式，由設計出發、再委外生產。 透過本論文以個案研究方法進行深入探討，從台灣及波蘭這兩個國家的代工及設計，探討亞洲及東歐遊艇產業的發展歷程與現況，並分析其優劣，歸納出最符合下個世代需求的30呎至50呎左右中小型遊艇設計生產模式。 本研究從個案公司設計及開發過程中所接觸到的亞洲、東歐及世界各國的遊艇生產商、設計公司為主要資料來源，分析歸納出亞洲與東歐遊艇產業的代工與設計現況發展，並佐以搜集到的相關資料與文獻，進行產業分析。此外，亦大量使用田野調查法了解遊艇產業現況。 本研究發現品牌廠商可以採取設計後委外生產，將組織扁平化，挑定船廠生產主要船體，再由各國取得各種組件，運送到下單者所在國家，在當地船廠組裝。此一做法可節省關稅，擁有關稅優勢；組件皆為模組化設計，組裝亦不易出錯；當地船廠可成為顧客未來的維修廠，先行組裝後對船也較熟悉；另外，消費者對品牌的信任感必然提高。 總之，本研究建議採取「跨國策略聯盟」做法，協助台灣傳統遊艇產業經營模式帶來突破與創新，並供政府相關單位做為未來推動遊艇產業的參考。若能將遊艇產業的營銷模式改變如斯，相信必能活躍產業，為產業帶來一番新氣象。

The vast majority of the yacht group in the world outsources the yacht design and manufacturing part, and is only responsible for project management and marketing. However, based on a case study on a Taiwanese Company, we explore the possibility of establishing a new operating model by starting from own design, and then outsourcing production. Specifically, we try to understand the development process and the current situation of the yacht industry in Asia and Eastern Europe, analyzing their advantages and disadvantages and trying to find the design and production model especially for those small and medium sized yacht producers in Taiwan. This study uses the data from yacht manufacturers and design companies from Asia, Eastern Europe and the world during its developing process, and analyses the current situation and development of yacht industry in Asia and Eastern Europe, and also adopt secondary information from different sources to conduct industry analysis. Moreover, we also conduct field work to deeply dive into the yacht industry. What we found from and suggest in this research is that it is feasible for a yacht producer in Taiwan to apply the concept of 'cross-border strategic alliance' to establish a breakthrough approach for value creation. Specifically, the company can outsource the production activities based on an own-design product, choose a specific shipyard to produce the main part of yacht, and acquire various components by different countries. Then the hull and the components will be shipped to the country where the buyers locate, and the local shipyard will assemble the yacht. In his way, it saves tariffs, and since components all are modular design, it’s not so difficult to assemble it; the local shipyards will be more familiar with the yacht after assembling, which also helps them to serve consumer in the future better for the maintenance; In addition, customers’ trust to the brand will certainly increase. If there’s possibility to change the business model of yacht industry like that, I believe we will be able to active the industry, and bring a brand new atmosphere.