精密化學材料(通用型色漿)模組化之價值分析和國際行銷策略初探

Abstract

大約從西元2000年開始，全球知名的特用化學品公司例如BASF、Degussa、Clariant、DIC和Sun Chemicals等皆不約而同開發出所謂的通用型色漿，藉由研磨好的色漿，簡化塗料或油墨的製造流程，提升生產效率。所謂通用型色漿，就是能和絕大部分塗料或油墨用樹脂可以相溶的色漿。通用型色漿不僅可以簡化塗料生產流程，提升生產效率，並且可以大幅減少塗料生產所需各種色母的備料和庫存空間，進而間接減少因研磨色母所造成VOC(Volatile Organic Compound)揮發性有機化合物排放，達到環保和友善環境之訴求。

雖說通用型色漿最先是由國外知名特用化學品公司開發出來並導入國內市場，但價格高昂一開始乏人問津。剛開始除了價位高因素外，國內塗料或油墨廠商大多持觀望態度，原因是他們大都認為自己有研磨設備可以研磨色漿，不需要外購色漿。這樣的想法其實無可厚非，但是他們並沒有深入了解通用型色漿重點是在「通用」這個部分，不是在色漿上面。所謂「通用」就是指能和絕大部分塗料和油墨用樹脂可以相溶，不會互相排斥之意。無論研磨後的色漿粒徑是微米級或是奈米級，要達到高階通用型等級的技術含量非常高，目前國內能做出這種高階通用型等級的廠商寥寥無幾，筆者2010年成立的公司正是其中一家。

後來經過2008年金融海嘯之後，本土品牌的通用型色漿開始興起，品質也逐漸趕上進口品牌，並以價格和客製化的優勢使國外品牌通用型色漿逐漸退出國內市場，時至今日本土品牌通用型色漿已經佔據國內市場的主導地位。本論文重點不在探討技術層面問題，而以一種全新觀點，這種全新觀點筆者稱之為模組化概念，其中包含模組化配方、模組化生產和模組化行銷等模組化商業模式。利用這種模組化概念來探討代工生產通用型色漿之價值，並進一步評估國際化行銷通用型色漿的可行性。

Since year 2000, the global well known special chemical companies such as BASF, Degussa, Clariant, DIC & Sun Chemicals etc., have simultaneously worked out the so-called universal colorants, which can streamline the production process and increase the production efficiency for coatings and inks industries by using the well dispersed color pastes. The universal colorant is a color paste that can be well compatible with the most coating and ink resins. The universal colorants can not only streamline the coating production process and improve the production efficiency, but also greatly reduce the preparation and storage space of various master-batches required for coating production, and thus indirectly reduce the VOC (Volatile Organic Compound) emission caused by grinding master-batches, so as to meet the requirements of environmental protection as well as friendly environment.

Although the universal colorants were first developed by well-known foreign specialty chemical companies and introduced into the domestic market, but too expense to be popular at first. At the beginning, in addition to expense factor, most of domestic paint or ink manufacturers took a wait and see policy, because most of them thought that they have the grinding equipment to grind the color pastes, they don’t need outsourcing the color pastes．There is nothing wrong to think this way, but they don’t fully realize the key-point of universal colorant is the part of universal, not the part of colorant. The term “universal” means that it is compatible with the most resins used in paints and inks, and don’t repel mutually. Regardless of the particle size of color paste in micro scale or nano scale after grinding，the advanced universal colorant is a high technology needed，there is a just few local manufacturers who can make it, my own company has established since 2010, which is one of them in the best pool.

After the financial tsunami in 2008, local producers of universal colorant began to rise, the local producers’ quality gradually caught up with the imported ones’, and with the advantages of price and tailor-made, the imported universal colorants gradually withdrew from the local market, until now the local universal colorants are predominant in the domestic market. This thesis is not concentrated on the technical aspects, but on a new perspective, which I call a modularization concept, that consists of modularized formulation, modularized production and modularized marketing and so on - a modularized commerce model. By using this modularization concept to explore the value of OEM production, and then to further evaluate the feasibility of marketing internationally for universal colorants.