銅箔基板全球市場擴展策略： 從技術領先到市場主導的競爭優勢－以E公司為例

Abstract

本研究以銅箔基板(Copper Clad Laminate, CCL)產業為背景，探討E公司在全球市場擴展過程中，如何從技術領先轉化為市場主導的競爭優勢。隨著AI伺服器、高頻通訊、電動車、低軌道衛星等新興應用推升對高階材料需求，CCL產業進入技術密集與高附加價值的轉型期。E公司因應全球市場變化與地緣政治風險，積極推動多元布局策略，透過技術創新、產能擴充與區域製造基地設立(如美國、馬來西亞)，提升全球供應鏈韌性及客戶服務能力。研究指出，在市場集中度提高與供應鏈重組趨勢下，企業若欲鞏固競爭地位，必須同步提升技術開發能量、全球運營靈活性與在地市場滲透力。 其次，研究以波特五力分析、資源基礎理論(RBV)與動態能力理論等為基礎，剖析E公司如何整合內部資源與外部市場機會。E公司透過掌握高頻材料配方技術、建立全球領導OEM客戶緊密合作的模式，不僅強化了核心資源的不可模仿性，也快速回應客戶需求變化，展現出高度的動態調整能力。同時，E公司藉由多點生產基地布局，有效分散地緣風險，並提升供應鏈韌性與市場服務效率。套用BCG矩陣分析，確認產品的市場方向與擴展策略。透過動態事業組合管理，E公司靈活配置資源，以維持競爭優勢並支撐全球擴張。 最後，本研究提出E公司未來深化全球競爭優勢的具體建議。首先，應持續強化高階材料的技術研發與專利佈局，進一步擴大在高速通訊與AI伺服器市場的領先優勢；其次，加速北美、東南亞等地營運據點的建設與升級，提升區域市場反應速度與製造靈活性；再者，針對金牛事業產品線進行成本結構優化與營運效率提升，並有策略性地強化及培育問題事業領域，開發新興應用需求。此外，因應全球ESG及碳中和趨勢，積極投入綠色製程與循環材料開發，以建立可持續競爭優勢。整體而言，E公司唯有整合技術創新、全球供應鏈管理、組織調整與市場靈活應變能力，方能在動盪且高成長的國際市場環境中持續鞏固其領導地位。

This study focuses on the Copper Clad Laminate (CCL) industry and explores how Company E transformed technological leadership into a market-dominant competitive advantage during its global expansion. With the rapid rise of emerging applications such as AI servers, high-frequency communications, electric vehicles, and low-earth orbit satellites, the demand for high-performance materials has surged, leading the CCL industry into a phase characterized by technology intensification and high value-added transformation. In response to global market shifts and geopolitical risks, Company E proactively pursued a diversified deployment strategy, strengthening supply chain resilience and customer service capabilities through innovation, capacity expansion, and the establishment of regional manufacturing bases (e.g., in the United States and Malaysia). The study highlights that, amid increasing market concentration and supply chain restructuring, companies must simultaneously enhance technological capabilities, operational flexibility, and local market penetration to solidify competitive positions. Furthermore, the study applies Porter’s Five Forces analysis, the Resource-Based View (RBV), and the Dynamic Capabilities framework to examine how Company E integrates internal resources with external opportunities. By mastering high-frequency material formulation technologies and establishing close partnerships with leading OEM customers, Company E has enhanced the inimitability of its core resources and demonstrated strong dynamic adjustment capabilities in response to evolving demands. Additionally, by strategically deploying multiple production bases, Company E disperses geopolitical risks and improves supply chain resilience and service efficiency. Combined with BCG matrix analysis, the study also identifies market directions and expansion strategies across product lines. Through dynamic portfolio management, Company E flexibly allocates resources to sustain its competitive advantage and support global expansion. Finally, the study proposes specific strategies for Company E to further strengthen its global competitiveness. First, it should continuously enhance R&D and patent deployment for high-end materials, expanding its leadership in high-speed communications and AI server markets. Second, it should accelerate the construction and upgrading of operational bases in North America and Southeast Asia to improve regional responsiveness and manufacturing flexibility. Third, it should optimize cost structures and operational efficiency in cash cow product lines while strategically nurturing question-mark sectors. In addition, in response to ESG and carbon neutrality trends, Company E should actively invest in green manufacturing and circular materials development to build sustainable advantages. Overall, only by integrating innovation, supply chain management, organizational adjustments, and market agility can Company E solidify its leadership in a turbulent, high-growth international market environment.