臺灣油封產業的經營策略探討——以S公司為例

在車輛運行、機器運作的過程中，油封扮演了防止漏油的關鍵角色。臺灣是全球密封產品主要生產基地之一，然而臺灣密封產品品牌在全球市場占有率極低，因此本研究旨在探討臺灣密封件產業中的油封業之經營策略，以S公司為個案研究對象。個案公司為臺灣前十大的油封製造廠，九成的營業額來自於外銷，客戶分散、市場分散，穩健經營但成長力道不足。本研究試圖自個案目前的營運方式中，找出可突破的營運模式，提昇臺灣油封在市場的能見度。首先，運用商業模式九宮格框架，研究個案公司的商業模式，再利用自身觀察以及與從業人員討論的方法，得到內部人員對個案所做的SWOT分析，評估了該公司的內部優勢、劣勢以及外部機會和威脅。最後，利用TOWS矩陣，將SWOT結果轉化為行動計畫，提出個案公司可採行的策略方向。所得結論包含如規劃行銷活動以增加知名度、建構完善的網頁吸引潛在客戶、持續對人才培訓、第三地設廠以分散經營風險、靠近消費者以了解市場變化等。

關鍵字

油封；參與式觀察；商業模式； SWOT ； TOWS

並列摘要

In the operation of vehicles and machinery, oil seals play a critical role in preventing oil leakage. Taiwan is one of the major global production bases for sealing products. However, Taiwanese sealing product brands have a very low market share worldwide. Therefore, this study aims to investigate the business strategies of the oil seal industry within Taiwan's sealing product sector, focusing on Company S as a case study. Company S is one of the top ten oil seal manufacturers in Taiwan, with 90% of its revenue derived from exports. The company exhibits a diversified customer and market base, ensuring stable operations, yet it lacks significant growth momentum. This study seeks to identify innovative operational models within the company’s current practices to enhance the market visibility of Taiwanese oil seals. Initially, this research employs the Business Model Canvas framework to analyze the business model of the case company. Subsequently, through personal observations and discussions with industry personnel, a SWOT analysis is conducted from the perspective of internal staff, assessing the company’s internal strengths and weaknesses, as well as external opportunities and threats. Finally, using the TOWS matrix, the SWOT analysis results are translated into actionable plans, proposing strategic directions for the case company. The conclusions include recommendations such as planning marketing activities to increase brand awareness, developing a comprehensive website to attract potential customers, continuously investing in talent training, establishing factories in third countries to mitigate operational risks, and staying close to consumers to understand market dynamics.