飛龍在天-台灣建材點焊鋼線廠商之經營發展策略分析:以大中鋼鐵為例

Abstract

鋼鐵產業對於一國之經濟發展佔有重要的地位，除了在國防航空的應用外，其他各產業的應用也相當的多，鋼鐵業若從產業上、中、下游的關連性、生產要素投入，以及市場方面來作觀察，台灣傳統鋼鐵工業具有基礎工業、能源密集產業、內需型產業、高投資低報酬產業等特性。 個案公司在台灣已成立57年，主要以鋼鐵中、下游產品為主，線材、棒線五金線材與點焊鋼線建材為目前事業項目產品。本個案研究之核心產品為點焊鋼線建材，過程以訪談業界人員以及20年以上老員工為初級資料蒐集，產業報告與企業內部系統公開資料等次級資料來分析產業的總體環境與市場概況，同業競爭者、五力分析與產業關鍵因，盤點其核心競爭力與事業組合分析，進而歸納出個案公司未來的產業競爭策略。研究結果顯示，點焊鋼線建材產業未來市場需求量大，成長空間持續穩定成長。由於個案公司為中鋼登錄之中下游公司，在購料成本上優於其他同業，成本領導策略因應而成。傳統鋼筋建材為點焊鋼線建材最大競爭者，然而傳統鋼筋施作因綁紮不確實而造成鐵絲脫落，會導致鋼筋握裹力喪失，在灌漿過程中因施工踩踏而移位、鬆脫，保護層厚度無法精確控制，面對傳統鋼筋建材的競爭，點焊鋼線建材具有高焊接強度，耐震度高，可免去人工綁紮之工時，大幅縮短工時約50%。與傳統鋼筋比較更可提昇其施工品質。開拓推廣點焊鋼線建材在產業差異化市場的市占率，以獲得更高營業利潤。 本個案研究期望透過實證分析所得到的結論，協助經營管理者在領導公司面對產業環境的波動下，發展專注於成本領導與差異化競爭策略，進而在未來市場中站穩腳步，穩定發展。 關鍵字: 點焊鋼線建材、傳統鋼筋、五力分析、競爭策略

The steel industry plays a crucial role in the economic development of a nation, with applications in defense, aviation, and various other sectors. Given the steel industry’s involvement across upstream, midstream, and downstream sectors, along with its reliance on production inputs and market dynamics, Taiwan’s traditional steel industry is characterized as an essential and energy-intensive industry, primarily serving the domestic market. This study focuses on a specific case company, established in Taiwan for 57 years, which primarily deals in midstream and downstream steel products. Its current business items include wire rods, hardware wire, and welded wire reinforcement building materials, with welded wire reinforcement building materials being the core product examined. Data was collected through interviews with industry personnel and employees with over 20 years of experience. Additionally, data was sourced from industry reports and publicly available internal corporate systems to analyze the overall industry environment and market conditions. The analysis involved identifying and examining competitors, applying Porter’s Five Forces framework, and assessing key industry factors. The objective was to determine core competencies and conduct a business portfolio analysis, thereby improving the competitive strategy of the case company. The research results indicate significant growth potential for the demand of welded wire reinforcement building materials in the future market. Since the case company is a downstream entity registered under China Steel Corporation, it benefits from cost advantages relative to competitors, enabling a cost leadership strategy. Traditional rebar building materials are the primary competitors to welded wire reinforcement building materials. However, traditional rebar installation often experiences issues from iron wire detachment due to improper binding, leading to loss of gripping force, displacement, loosening during grouting, and imprecise control over protective layer thickness. In contrast, welded wire reinforcement building materials offer higher welding strength, better seismic resistance, and can reduce labor time by approximately 50% without the need for manual binding, thereby enhancing construction quality. Thus, the company should focus on expanding and promoting the market share of welded wire reinforcement building materials to achieve higher operating profits. This case study aims to assist management in navigating industry fluctuations by focusing on cost leadership and differentiation strategies, ensuring stable development in the market.

Keywords: Welded wire reinforcement building materials, Traditional rebar building materials , five forces analysis, competitive strategy.