產品多角化與創新─以某機具製造公司為例

Abstract

H公司創立於1978年，是專業生產電鑄法鑽石砂輪及氮化硼工具之製造廠商，並代理各式電動及氣動製模工具，行銷世界各地50餘國，正邁入第40個年頭，且將於2018年正式併入中國砂輪公司。H公司資本額為2,925萬元，員工人數為98人，是一家相對中小型的企業。本研究透過訪問H公司L總經理以及二手資料的收集，針對砂輪研磨產業做分析，並帶出H公司多角化的創新歷程，主要可區分為三個階段: 一、因應產業特性，做好做滿，滿足客戶需求；二、應對競爭態勢，推使技術升級，朝中高階市場邁進；三、面臨營收成長平穩甚至趨緩，跳脫產業框架，進入非工業品市場。童愛麗絲夢遊仙境中，紅皇后的名言:「在我的領地中，你要一直拼命奔跑，才能保持在同一個位置；如果你想前進，就必須跑得比現在快兩倍才行。」此寓言，正如同H公司目前所面臨的營運現況，當各家廠商都專注研發，提升研發質量後，沒有任何廠商可以超前領先，是故，H公司總經理試者透過自身經驗透過產品多角化以及創新策略，提出了兩項破壞式創新提案，期望透過此創新策略可以為公司帶來成長動能。而本研究分析H公司推動創新的動機以及其提出創新構想商業模式的分析與建議，最後則是探討其母公司對於創新推動的態度及影響。

Founded in 1978, H Corporation is a company specialized in producing grinding wheel equipment with 29.25 million in capital. Within almost 40 years of experience, H Corporation has reached more than 50 countries selling their products. In 2018, H Corporation will be acquired and merged into KINIK Company, which is one of the biggest supplier in grinding wheel industry. In this study, we interviewed L general manager from H Corporation and collected second-hand information to do the grinding wheel industry analysis, and focus on the diversification and innovation process H Corporation went through, and there could be classified into three stages: First, product differentiation and customization strategy due to the attributes of this industry, Second, Sustaining technology innovation and enter into high-end market, Third, Applying disruptive innovation and product differentiation strategy to try to maintain the company’s growth rate. We tried to analyze the motives of launching this innovation, focus on the completeness of these disruptive innovation business model and give the suggestions. Last but not least, we consider that the KINIK Company’s attitude toward H Corporation’s innovation idea.