A公司歐盟設廠策略之研究

台灣面臨國際上產業全球化的趨勢，本研究藉由個案研究，探討其歐盟設廠策略之成效，如何以自身競爭優勢打造自我品牌之策略形成。依策略形成、策略規劃與策略執行此三階段為架構，以深度訪談法進行實證研究，採用國際化理論、品牌理論觀點來分析。個案選擇對象涵蓋個案公司相關人員、及學術界，深具代表性，分別以親自訪談、電話等方式完成訪談。以操作品牌價值評估成效。本研究有七點發現：一、董事長決定設廠策略形成；二、技術能力與研發能力維持世界領先；三、善用人力資源；四、成本具有優勢；五、開發通路導致穩定收益；六、產銷緊密結合；七、善用區位經濟資源。提出三點建議：一、持續研發優勢策略；二、持續強化設廠優勢並作組織改造；三、提升技術能力。

關鍵字

A公司；歐盟；設廠策略

並列摘要

Global investment by multi-national corporations has been a long wave ever since the mid 1980s. This research aims to explore A Industry's installation strategy in European Union and uses brand value to measure the effectiveness of the strategy, based on the three frames analysis of strategy formation, strategy planning and strategy execution and on the empirical research of in-depth interview and the perspective of internationalization and branding theory. The interviewees selected from the relevant personnel of the company, and academic scholars, which are highly representative, and interviewed by in person and phone. There were some findings. 1. Pesident decided the installation strategy. 2. The abilities of skill and innovation are the best in the world. 3. Make the most use of human resource. 4. Cost advantage. 5. Developing distributions to stabilize revenue. 6. A close tie between production and marketing.7. To take advantage of location resources. Finally, addresses some suggestions: 1. Keep develop advantageous strategy. 2. Keep strengthen advantageous installation and reorganization. 3. Upgrade abilities of technology.