鋼鐵產業之發展策略研究─以A公司為例

Abstract

本文採用個案研究法，主旨為分析中美貿易戰中，因中國與世界各國過剩鋼鐵產能，導致低價鋼材紛紛流竄，導致世界鋼鐵產業面臨巨大挑戰，然後接著中美貿易戰，美中歐各個國家紛紛祭出貿易保護，建立關稅壁壘，鋼鐵關稅亦在其中，導致全世界鋼鐵競爭秩序重新定義；新冠肺炎後疫情時代，美、中、亞洲與發展中國家大舉斥資投入基礎建設，讓鋼鐵產業形成新的一波熱潮，但原物料與貨運成本的大幅提升，臺灣地區鋼鐵產業流通業廠商該如何面對國際的難題? 首先搜集國內外文獻，探討臺灣地區鋼鐵產業未來的發展趨勢，接著搜集A公司內部資料進行整理與分析，通過對同領域行業的高階經理人與企業負責人們進行訪談與問卷研究，可以確定個案公司在應對大環境影響方面採取的是哪種策略，輔以技術分析工具探討其競爭優勢的關鍵要素，將關鍵的成功要素統整，並將其有效地應用於企業競爭策略中，然後提高其全球競爭力。 本研究以A公司為研究物件，利用多項管理分析工具，包括產業外部環境的「波特五力分析」、「PEST分析」與企業內部細節的「公司SWOT分析與策略發展探討」、「VRIO分析」以及企業文化「企業C-SOP轉型變革分析架構」等管理工具進行分析，同時訪談來自臺灣地區鋼鐵企業的高階主管，並統整出臺灣地區鋼鐵企業提升競爭力的關鍵策略，最後研究結果提出了四個大方向以及三個建議提供給臺灣地區的鋼鐵企業進行參考。

This article adopts a case study method to analyze the impact of China's overcapacity of steel production on the world steel industry, leading to the proliferation of low-priced steel products in the midst of the US-China trade war. The trade war has caused various countries to implement trade protection measures, including imposing tariffs on steel, leading to a redefinition of the global steel competition order. In the post-COVID-19 era, the steel industry has seen a new wave of growth due to massive investments in infrastructure by the US, China, Asia, and developing countries. However, the significant increase in raw material and freight costs presents challenges for steel industry players in Taiwan. The study begins by collecting domestic and foreign literature to explore the future development trends of the steel industry in Taiwan. It then collects internal information from Company A for analysis, and conducts interviews and surveys with senior managers and corporate leaders in the same industry to determine the strategies adopted by the case company in response to the external environment. Technical analysis tools are used to explore the key elements of its competitive advantage, which are then effectively applied to the company's competitive strategy to improve its global competitiveness. The study focuses on Company A, utilizing various management analysis tools, including Porter's Five Forces Analysis and PEST analysis for the external environment, SWOT analysis and strategy development, VRIO analysis for internal details, and the corporate culture analysis framework of C-SOP transformation and change. Interviews with senior executives from Taiwan's steel companies are also conducted to consolidate key strategies for improving the competitiveness of the steel industry in Taiwan. Finally, the study presents four main directions and three suggestions for reference by steel companies in Taiwan.