傳統產業轉型升級策略之研究－以某家族企業為例

傳統產業在我國經濟發展與產業轉型歷程中，一直扮演舉足輕重的角色與地位。然而，隨著全球化與國際化的發展，我國傳統產業對外面臨區域經濟整合、新興國家迅速崛起、產業秩序變遷快速等挑戰；對內則面臨價值創造能力較為不足、品牌通路開發不易以及政府資源投入不足等劣勢，造成產業成長動能停滯，使整體競爭力下滑。因此，如何採取適當轉型策略，善用產業外部機會，結合自身經營優勢，以消除外部威脅與自身劣勢，是傳統產業各廠商目前所面臨之迫切課題。本研究擬藉由某傳統產業之家族企業為例，先針對其所處產業之發展歷程與現況與勾勒出產業特性、關鍵因素與所面臨之威脅與挑戰，接下來針對個案公司目前所營事業概況與企業轉型等議題，由策略管理的角度對個案公司進行全面性的分析，最後以個案公司所面臨之轉型問題作為基礎，就個案公司未來傳承與轉型策略提出建議，期協助個案公司在經歷家族傳承後，透過各項轉型策略，以獲取競爭優勢，並達成永續經營目標。本研究係以個案研究法作為基礎，透過訪談個案公司之高階管理階層人員以取得初級資料，並以各該公司之財務與非財務報導、學術期刊與報章雜誌之相關報導作為次級資料，進行相互驗證與補充。本研究於各章節中，首先就百貨公司產業發展進程、市場概況、競爭態勢及進行資料蒐集與分析，再分別以五力分析模型解釋百貨業之產業特性並歸納其關鍵因素。接下來對個案公司之經營發展脈絡、事業組合及家族傳承後所面臨之轉型問題提出分析與探討。最後，本研究亦整理初級與次級資料，藉以分析與闡述個案公司核心事業之轉型策略，並探討其所蘊含之策略意涵與綜效。

關鍵字

傳統產業；家族企業；產業分析；事業競爭策略；數位轉型

並列摘要

Traditional industries have always played a pivotal role in Taiwan’s economic development. However, with the globalization and internationalization, the traditional industries are facing external challenges such as regional economic integration, the rapid rise of emerging countries, and transient changes in industrial order; internally, they have challenges such as insufficient value creation capabilities, difficult brand channel development, and limited government resources. Such challenges and weakness have resulted in a decline in overall competitiveness. Therefore, how to adopt appropriate transformation strategies, make good use of external opportunities in the industry, and combine their own operating advantages to eliminate external threats and their own disadvantages is an urgent issue faced by firms in traditional industries. Based on the case study method, this study takes one family business in the traditional industry as an example, using the “Five Forces Analysis Model” to analyze the data and information gathered by interviewing the company's management team and other sources. Then, from the perspective of strategic management, this study conducts a comprehensive analysis of the case company regarding its business profile and corporate succession. Finally, based on the succession problem faced by the case company, this study provides several transformation strategies to help the company gain competitive advantages and achieve the objective of sustainable development.