台灣印刷產業以外銷為主體的新型商業模式可行性分析

Feasibility analysis of a new export-oriented business model for Taiwan's printing industry

林殿振(Tien-Chen Lin)

指導教授 ： 劉順仁

國立臺灣大學/管理學院/會計與管理決策組/碩士(2009年)

https://doi.org/10.6342/NTU.2009.00849

摘要

本研究主要在探討台灣印刷產業在亞洲地區從事印刷品外銷的競爭力，進而設計規劃新型態的商業模式，並研究分析其可行性。首先，挑選主要的競爭者：香港、中國大陸、與新加坡，進行該國印刷產業的競爭優勢分析。針對國家間產業的競爭力的分析，本研究首先引用波特的鑽石模型，分析各國競爭優勢的組成因素，再以波特的五大競爭作用力，分析各國印刷產業結構的競爭態勢。並輔以實際印刷樣本，一本菊八開272頁的彩色精裝書、與一個精緻彩色包裝紙盒，透過研究者8個國家的同事協助，向當地印刷廠詢價，做為各國印刷競爭力的比較參考與印證台灣印刷產業的競爭力優勢。繼而再參考香港利豐集團（Li & Fung Limited）的商業模式：輕資產投資、但是透過整合產業價值鏈、發揮綜效、並特別注重服務品質，以此，建構以台灣印刷品外銷為主體的新型商業模式。成立VIP（Value Integration Printing Company）公司，依顧客價值主張設立企劃、行銷業務、工務、運籌與財務等五個部門，充分運用關鍵資源，透過整合國內現有印刷價值鏈：即整合現有台灣的製版、印刷、裝訂、與後加工等廠家，並與協力廠密切配合、充分掌控關鍵流程，成為一個完整的供應鏈網絡，一起為歐、美、日的顧客群，提供適時適量的高品質印刷服務。為了讓本研究的結果更精確，特地規劃產業深度訪談大綱，針對現有外銷實績的香港大陸3家業者、國內16家廠商進行訪談，在據以驗證、並修正本研究所規劃的商業模式。本研究的成果，確立此商業模式的可行性，不過成敗端看各家的執行力為何。但至少可以引發同業模仿，若能付諸實行，有了更挑剔與更理性的顧客群，更有機會可以協助國內印刷產業改善經營理念與體質，並為產業永續經營的大目標一起努力。

關鍵字

價值鏈 ； 供應鏈 ； 產業競爭力分析 ； 價值鏈利潤池 ； 顧客價值主張 ； 商業模式 ； 平版印刷

並列摘要

The purpose of this research is to analysis the industry competitiveness of Taiwan’s printing industry in Asia region. Furthermore, it is to design a new export-oriented business model and to analysis its feasibility.
The researcher cites Porter’s Diamond Model and the Five Competitive Forces to examine Taiwan & its main competitors such as HongKong, China & Singapore’s competitive advantage in printing industry. In order to have quantity comparison and accurate result, the research analysis the printing cost by using two real printing samples - an A4-size, 272 pages, color, and hard-covered with perfect binding book and an exquisite color box for packaging. With the assistance of researcher’s colleagues & friends, there are eight quotations from eight countries on two printing job available for this research. The results are used as references & supporting material for each country’s competitive advantage comparison.
Secondly, Li & Fung Limited was taken as a referable business model: light asset investment with tight integrated industrial value chain to build-up a new printing export-oriented business model. According to the customers’ value proposition, the research establishes VIP Company (Value Integration Printing) which including planning, marketing, service, customer operation, and finance departments. The VIP Company fully utilizes key resources, key processes, and integrates the domestic existing value chain of printing – i.e. the existing pre-press, press, binding, and post-processing suppliers. In this business model, VIP Company will cooperates with these suppliers closely and will fully controls the key workflow, the quality standard to form a complete supply chain network and to provide high quality printing service in due time for European, American, and Japanese customers.
In order to make the research more precisely, an in-depth interview was designed and execute. The interview includes three printers from Hong Kong and PRC, the main competitors, and sixteen printers from Taiwan locally so that the business model in this research can be verified and fine tune accordingly.
The result of this research confirms the feasibility of the business model. However, it depends on how the implementers’ execution to make the business model work. Welcome anyone to imitate this business model. By doing so, at least, the quality of Taiwan’s printing industry can be further improved and the industry becomes sustainable.

並列關鍵字

Value Chain ； Supply Chain ； Industry Competitive Analysis ； Value Chain’s Profit Pool ； Customer’s Value proposition ； Business Model ； Offset Printing

參考文獻

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