台灣空氣汙染防制產業新創公司發展策略—以H公司為例

Abstract

空氣污染近年來在我國成為重要的政治、經濟及社會問題，我國空汙主要來源除境外來源之外，另一大宗即來自於「固定污染源」，包含電力設施、鍋爐、農業廢棄物燃燒、營建及堆置揚塵、餐飲油煙等，而固定汙染源的減量一直是政府及民間共同致力目標，相關處理設備廠商成為現代社會空污減量問題的重要關鍵，本研究以此產業作為主題，使用五力分析、SWOT分析、價值鏈等理論，針對固定污染源處理產業結構和固定污染源處理廠商H公司的產業發展和未來策略進行探討。 根據五力分析結果，我國環保設備處理產業為一高度競爭產業，其主要競爭來源為產業內的競爭，由於產業結構分散且廠商槓桿度較高，導致該產業較為競爭的產業現況，也成為新進廠商的不利劣勢。 本研究所探討之H公司主要以生產環保處理設備為主要營運業務，為製造業廠商處理其生產過程中所產生之廢氣，其掌握數項環保處理設備之領先技術的專利。根據SWOT分析結果，H公司具有領先業界的技術優勢，然而其缺乏商業思維及商業人才、資本不足等劣勢造成公司發展受到阻礙；而對H公司之價值鏈分析則發現H公司可進一步改善行銷銷售的價值創造過程，將有助於在競爭激烈的市場中推展H公司之業務。 本研究認為，新創公司如H公司欲進入環保處理產業，由於資本不足及客戶關係難以短時間建立的結構性因素，將為新創公司初期帶來經營的困難及阻礙，應依靠正確的行銷、定價策略，並對公司內部的組織做出適當的資源分配，才有可能帶來較高的成功可能。

Air pollution has become an important political, economic, and social issue in Taiwan in recent years. In addition to foreign pollution sources, the main source of air pollution in Taiwan is from 'stationary pollution sources', including power facilities, boilers, agricultural waste combustion, and construction, etc., The reduction of stationary pollution sources has always been a goal of the government and the private sector. Processing equipment manufacturers of environmental industry have become an important key to the problem of air pollution reduction in modern society. This study uses the five forces analysis, SWOT analysis, value chain and other theories to study the industrial development and future strategies of the air pollution processing industry. According to the results of the five forces analysis, Taiwan's pollution processing industry is a highly competitive industry. Its main source of competition comes from intra-industry competition. Due to the fragmented industrial structure and the high degree of leverage of the manufacturers, the competitiveness of the industry causes disadvantages for new companies in the industry. The company H discussed in this research mainly produces air pollution processing equipment as its main business. It holds several patents of the leading technology. According to the SWOT analysis results, Company H has the technological advantages of the industry. Its lack of business strategies and talents, insufficient capital have hindered the company ’s development. Value chain analysis of Company H ’s found that Company H can further improve marketing and sales process to create more value for the company, which will also help to promote the business of Company H in a highly competitive market. This study concludes that due to insufficient capital and structural factors such as difficulties of making new client relations, the startups like company H would face challenges and obstalces in the beginging of their business. They could conquer these obstacles by adopting marketing strategies and allocate company resources correctly.