台灣製造業面對全球產品研發之挑戰與策略研究

A Study on the Challenges and Strategies of Global Product Development in Manufacturers in Taiwan

潘繼得(Chi-Der Pan)

指導教授 ： 郭瑞祥

國立臺灣大學/管理學院/商學研究所/碩士(2007年)

https://doi.org/10.6342/NTU.2007.10075

摘要

本論文是藉由研究企業全球競爭策略、全球產品研發流程、以及研發流程改善三個構面，以問卷調查與個案深度訪談方式，探討台灣製造業面對全球產品研發的挑戰與策略。個案分析部份，主要是利用波特的五力分析架構，研究個別廠商面臨的產業生態，以瞭解產業的競爭態勢及強度；並以資源的耐久性、被模仿性探討廠商擁有的資源與組織專長，以决定廠商採行的一般性競爭策略，再以問卷調查與深度的訪談，瞭解個別廠商面對全球產品研發的策略、挑戰與績效。
本研究歸納出四點建議供台灣製造業推行全球產品研發流程之參考：
﹝一﹞ 標準化的產品開發流程–為求一致性的產品開發品質，較有效的管理控制，並適度保有團隊創新能力，企業應制定標準化產品開發流程，推展至其全球研發據點。
﹝二﹞ 建立全球營運管理機制–企業必須面對不同區域、時差、文化、與法規的挑戰，以及公司核心能力的維護問題，在實施全球產品研發之前，企業應先建立全球協同作業基礎。
﹝三﹞ 管理組織變革–推行全球產品研發流程必須面對組織變革，員工抗拒的挑戰，如何適切應用組織行為理論，加強對員工培訓，以減少實施全球產品開發的困難與阻抗。
﹝四﹞ 企業競爭策略、定位與流程再造–企業應利用推行全球產品研發的契機，重新較準企業策略與定位，同時進行營運流程與組織結構的調整，並善用資訊科技來啟動新流程改革。

關鍵字

全球產品研發 ； 五力分析 ； 競爭策略 ； 企業流改善

並列摘要

The purpose of the thesis is to study the challenges and Strategies of the global product development process in the manufacturers in Taiwan through a survey of successful practices. There were three dimensions of the theories and practices, the global competitive strategies, global product development processes, and product development process improvements which were used to support the case study.
Michael Porter's Five Forces of Competition Framework was used to assess the firm's competition and profitability in the industry environment. The durability and imitability study of the resources and capabilities were used to identify the internal competitive strengths of the firm. By linking the firm and its external environment, the firm was able to establish its generic strategies. Meanwhile, the questionnaires and in-depth interviews were conducted to assess the individual firm’s strategies, challenges and performance of implementing a global product development process.
In summary, there were four major findings from this study as a reference for the firm to deploy a global product development process:
(1) Standardization of product development process – To drive consistency in product quality, efficiency in management control, and keep team innovation, the firm should establish a standard product development process and deploy it to its product development process globally.
(2) Global Collaboration Infrastructure – The firm will have to face the different geographies, time zones, cultures, and regulations challenges and the issues of core competence protection. It will be essential to establish a collaboration infrastructure globally at outset of global product development process.
(3) Organizational change management – Deploying global product development process will face the organizational change management issues and employee resistances. The firm should leverage the theory of organizational behavior; improve the employee training program to realize the benefits and mitigate the difficulty and resistance of implementing the global product development process.
(4) Competitive strategies, positioning and process reengineering – The firm should leverage the opportunity of deploying the global product development process, realign the firm’s competitive strategies and positioning, adjust their operational process and organizational structure, and utilize the information technology to enable the new process change.

並列關鍵字

Global Product Development ； Five Forces of Competition Framework ； Competitive Strategy ； Process Improvement

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