跌宕起伏−臺灣太陽能光電產業廠商之經營與發展策略分析-以茂迪公司為例

Abstract

過去十年臺灣太陽能產業始終在蓬勃發展，從2005～2008年的快速發展到2008～2009年的首度調整，從2009～2011 年的逆勢爆發式增長到2011～2013年的再度調整，從2014年～2017年的太陽能產業回暖到2018年的嚴寒。接著又爆發2020 年COVID-19(新冠肺炎)疫情影響衝擊，臺灣太陽能產業企業就像大海上的一葉扁舟起起伏伏，隨著潮起潮落，幾家歡喜幾家愁。 本篇將聚焦於「臺灣太陽能產業廠商之經營策略分析-以茂迪為例」，而我們認為整體營運將從 2021Q4 起落底回溫，2022 年展望樂觀看待。 太陽能產業近 10 年波動幅度大，臺灣太陽能產業歷經多年磨練，加上政府政策扶持，已各憑本事站穩市場，並藉由轉型策略，朝向穩健獲利的方向前進，為臺灣太陽能產業脫離虧損不見盡頭的方向。 本研究即是嘗試利用，商業模式、垂直整合分析、BCG矩陣分析，來發現個案公司的競爭優勢，解析個案公司的外部環境與內部資源，根據其所面臨的優勢與劣勢，提出競爭策略及未來的策略佈局，幫助公司提升競爭力，並朝永續經營的方向前進。

Solar industry in Taiwan has been flourishing for the past 10 years and it can be categorized in several phases: rapid development from year of 2005 to 2008 to first industry adjustment in 2013; Demand return in 2014 - 2017 but slumped in 2018 again. Soon after, COVID-19 outbreak resulted in business decline. Resembling to small boats sailing in unknown ocean, some Taiwanese solar energy enterprises had enjoyed the ride along the way while some found the fluctuation hard to deal with.

This study aims on business strategy analysis of Motech, a Taiwanese solar engergy company. The result reveals that overall operation was going to recover from Q4, 2021 with a positive business outlook into year of 2022. Even though the solar energy industry has been bumpy in recent ten years. In these years of hardship, part of Taiwanese enterprises had gained firm foothold in different market segments with support of favorable government policies. Furthermore, practicing on transformation strategies, Taiwanese solar engergy industry started to gain stable profits and to rise from previous deficits.

This study applies business model, vertical integration analysis, BCG matrix to discover competitive edges of the case study company and to evaluate their external environment and internal resources. Based on the advantages and the weakness thel company is facing, this study suggests certain business strategies and future strategic arrangement to upgrade competitiveness for a sustainable business.