企業的策略投資-- 以明基佳世達的轉型策略為例

Abstract

產業環境不斷變化，企業也無時不刻在面對新的挑戰。過去輝煌的成果不但無法保證未來的成功，還可能成為轉型的障礙。 個案公司所處的消費性電子產業曾經是台灣最重要產業之一，貢獻台灣多年的出口金額與經濟成長。本研究主要採用BCG matrix模型及五力分析模型回顧個案公司的發展歷程，對其不同階段所進行的事業策略布局進行分析檢視，並探討其策略規劃意涵。研究發現，個案公司對產業變化方向掌握敏銳，也積極採取不同形式的投資方法來達到轉型的目的。當中也曾因進行大型跨國購併案卻無法順利整合，導致重大失敗。可見策略投資所涉及的風險，是存在被低估的可能性。尤其購併雙方表面上的互補性似乎相當顯著時，更可能忽視可能存在的風險。 本研究歸納，個案公司積極發展多角化、勇於投入新事業的冒險精神，使其得以經歷各種挑戰後仍能存活，但在產業劇變的當下，本研究也建議，個案公司在轉型方向的選定上，如何同時考慮市場的需求與本身的核心競爭力，更加聚焦。

In the fast-changing industrial environment, corporates in Taiwanese consumer electronics industry face new challenges at all time. Historical records not only cannot guarantee future success, but also become possible obstacles for future growth. As one of the major industry players, BenQ has implemented various strategies to tackle the challenges. By reviewing the track records of BenQ with BCG matrix and Porter’s five forces analysis, the research intends to study its formation of corporate strategy by analyzing its business portfolio of each developing stages. The research finds the company has the vision to foresee the trend of industries, also actively adopts various investment options to try to transform its business to a different level. However, a major failure occurred when the company made an aggressive move to acquire a European business unit. It is a lesson learned that the level of risks of strategic investment could be underestimated, especially when both sides seem to be highly complimentary. To summarize, the company has been aggressively diversifying in new business arena. Its ambition and flexibility has made this company survived from challenges over years. While for the coming future, the new technologies and new economies are shaping a new world with new game rules. The research suggests that the company could respond to the market and strengthen its core competence at the same time, and be more focused.