High-Tech Strategies across the Taiwan Strait: Taiwanese Enterprises' Operational Modes Reconsidered

為實現全球品牌的夢想以追求更高的利潤，台灣的學者和官員幾乎一致地認為台灣可以也應該以大陸市場為試驗場，再進一步進攻國際市場，且台灣企業終將因此而獲得最大的利潤。另外，學者在分析兩岸高科技產業分工時，經常對台灣母公司及其設在中國的分公司的「兩岸」分工關係進行分析，其結論是台灣的母公司仍掌握關鍵零組件及相對重要的營運械制（例如：財務及研發），但這樣的結果完全忽略了中國本土公司在兩岸分工的角色和廠商之間的互動。本研究分析兩岸政府在高科技產業所扮演的極其不同之角色。台灣在資訊產業幾乎沒有政府的介入與協助，而中國大陸則是利用各種保護措施戮力扶持其本土廠商。遠不僅讓我們瞭解了兩岸高科技產業為何發展也不同的核心能力，也更能清楚地說明兩岸分工的權力關係。此外，對於台灣資訊廠商委託設計代工所衍生之困境，以及其獨特的市場結構、工業組織所造成在建立自有品牌峙的阻礙，本文也將予以討論。事實上，台灣自有品牌之營運比例逐年降低，學者及官員可能相當驚訝於此一事實。透過對桌上型電腦、筆記型電腦、主機板和手機產業的分析，本文建議，台灣企業應當維持設計與製造的核心能力，未來或許更應該著重發展在全球市場的委託設計代工（ODM）領域。最後，除了自創品牌的策略以外，其他或許能讓台灣脫離目前委託設計代工困境的營運方式，也將在本文的結論當中提出。

關鍵字

委託製造/委託設計；資訊產黨；高科技；兩岸分工；企業策略

並列摘要

A major assumption regarding the cross-strait division of labor in the high-tech industry is that Taiwan should treat the Chinese market as a beachhead and maneuver brand-creating operations to obtain higher margins in the global market. Taiwanese scholars and officials almost unanimously expect such an attempt to reap great rewards. I aim to demystify this argument and demonstrate that the dream of brand-creation may turn out to be an illusion.This study shows the contrast in both states' roles in helping information technology industry. Contrary to Taiwan with little state intervention/assistance, China spares no efforts to grow local companies by a variety of protective policies. This helps clarify not only the puzzles why both sides specialize in different capabilities but also the power relations across the Strait. Moreover, the dilemmas that Taiwanese manufacturers will confront and the difficulties of brand-name creation inherent in Taiwan's market structure and industrial organization will be discussed.Data show a continuous decline in Taiwanese companies' brand-creating attempts since the mid-1990s. Scholars and officials may be surprised at this fact. Viewing through a new perspective, i.e. functional vertical division of labor, this study makes us doubt the legitimacy of brand-creation strategy and rethink possible alternatives to the current difficulties.