Silicone通路商未來擴張策略： 以崇越電通公司為例

Abstract

Si(矽)是地殼含量第二高元素，1943年美國道康寧公司採用直接法生產有機氯矽烷單體，製造聚矽氧烷產品，開啟Silicone工業超過70年的發展，時至今日Silicone已在各項民生工業有多種應用，是現代工業不可缺少的調味品。以往資訊較封閉，通路商在產品銷售過程有獲利空間，時至今日網路發達，Silicone通路商仍可在供應鏈中維持其重要性。本論文的研究動機與目的是以個案公司為例，探討如何創造通路商的價值，協助製造商產品銷售的擴張策略。 研究方式從Silicone的特性，產品種類與應用領域進行分析，探討Silicone產品種類與應用的多元性。研究個案公司發展歷史，瞭解各時期重點發展產業，分析關鍵成功要素。以SWOT模型在各產業中與主要競爭者做分析，瞭解個案公司的優勢與劣勢，面對外部環境下的機會與威脅。 研究結論在未來工業發展與供應鏈，Silicone通路商仍有其重要性。個案公司與其它Silicone通路商對比，經營產品線最齊全，與供應商長期配合，取得穩定貨源，擴張海外據點，增加服務範圍。競爭者專注特殊應用行業，可提供行業內需求加值服務，個案公司相對處於劣勢。未來擴張策略，將朝醫療、化妝品、汽車與消費性電子產品應用加強佈局，穩站第一名Silicone通路商。

Si (Silicon) is the second most abundant element in the earth's crust. In 1943 Dow Corning in United States produced Organic Chlorosilane monomer by direct method to make polysiloxane products. Therefore it began the Silicone industry for more than 70 years. Silicone has had a variety of applications in many commodity-based industries. It is an indispensable condiment in modern industry. In the past, information was not conveyed and distributors had profit in the product sales. As the well-developed network of today silicone distributors can still keep their importance in the supply chain. The motivation and purpose of this thesis is to research how to create distributor’s value and how to assist manufacturer in expansion of product sales. Research methods: From the Silicone's characteristics, product categories and application areas for analysis to research the variety of Silicone products and the diversity of applications. Study the case history of company development and understand the main development industries in each period and analyze the key success factors. Using SWOT model in various industries with major competitors to analyze then understand the advantages and disadvantages of individual companies to face the opportunities and threats in the external environment. Research conclusions: Silicone distributors still have an importance in the future industrial development and supply chain. Compared with other Silicone distributors the case company has the most complete product lines, long-term cooperation with suppliers, stable supply of goods, expansion of overseas subsidiary and expansion of service area. Competitors focused on special applications industries they can provide value-added services within the industry therefore the case company is at a relative disadvantage. Future expansion strategy the case company will strengthens presence in the medical, cosmetics, automotive and consumer electronics applications and be the first Silicone distributors.