電源供應器廠商轉型成長策略研究： 以個案公司為例

Abstract

台灣電源供應器廠商憑藉規模化的效率生產、完整的原物料供應鏈以及全球運籌能力等優勢在全球攻城掠地，使得台灣在2000年代後成為全球電源供應器最大生產國。個案公司為台灣電源供應器廠商的後起之秀，初期營運不佳曾經瀕臨倒閉，後來公司經過組織重整、改名，新的經營團隊進駐，透過積極的品質改造、自動化能力的建置以及成本競爭力的提升，逐漸在全球電源供應器產業嶄露頭角，並在筆記型電腦、家用遊戲機以及智慧家庭等電源供應器領域取得全球領先的地位。過去10年個案公司營收CAGR達到9%，在台灣上市櫃電源公司中名列前茅，但隨著諸多產品的終端需求成長停滯以及公司市佔率的飽和，個案公司似乎也來到變革轉型再成長的轉折點，如何改進公司現狀，開啟下一階段營收及獲利的成長動能，並創造一個更能創造價值的未來，將是個案公司未來的重要課題。 本研究以個案研究法研究個案公司自成立以來之事業發展及競爭策略，評估個案公司的優劣勢，並將個案公司轉型成長的策略議題分為「成長方向Where to」以及「如何成長How to」兩個面向，採用BCG矩陣探討個案公司未來產品組合及資源配置，並研究分析產業領導者台達電轉型策略，最後以C-SOP架構從「策略布局」、「組織協同」、「興業領導」、與「文化形塑」等構面，探討個案公司的轉型成長可行策略。

Through high production efficiency, complete supply chain solutions and comprehensive global logistics of Taiwanese power supply companies, Taiwan has become the largest producer of power supplies since the 2000s. The case company is a rising star in Taiwan’s power supply industry. At the early stage, it used to suffer from power operating performance and was close to bankruptcy. After a corporate restructuring, and through the new management team’s endeavors to improve quality and cost effectiveness by automating the working process, the company has gradually emerged as a new industry leader of power supplies for notebooks, game consoles, and smart home application. For the past ten years, the case company’s revenue grew at a CAGR of 9%, the highest among the Taiwan listed power supply companies. However, with some application of the case company’s products facing stagnant demands, and having attained high market shares for those products, the case company seems to have reached an inflection point of company transformation. Looking into the future, improving the status quo, exploring new growth drivers, and creating long-term value of the company will be the major challenges of the case company. To develop the transformation and growth strategy of the power supply manufacturers, this report uses a company case study. By studying the case company’s business developments, competitive strategies, strengths and weaknesses, this report divides the case company’s strategic issues to “where to” and “ how to” aspects. This report then adopts BCG matrix to optimize the case company’s product mix and resource allocation, studies the industry leader Delta’s transformation process as a role model, and ultimately uses C-SOP framework to form a feasible transformation and growth strategy for the case company.