如日方升-汽車零組件廠商經營發展策略分析
-以吉茂精密股份有限公司為例

吉茂精密股份有限公司之經營發展策略，主要是透過外部市場的分析，以及吉茂公司內部營運之核心優勢、痛點洞察，以及資源能力之挖掘所撰寫出的個案論文。　　從外部市場面分析，在售後服務 (AM) 市場中，分別有以下產業特色，第一、汽車零組件在全球市場上，需求以少量多樣為主，且毛利大約落在20%，第二、汽車水箱屬於成熟階段的產品，價格競爭相當的嚴重，較注重成本領導策略，第三，車用油冷卻器相較於汽車水箱，發展的更為快速，屬於成長階段，十分著重於產品差異化策略。從地區發展面分析，全球汽車水箱銷售量都有增長的趨勢，並且基於廉價勞動力的驅使，亞太地區銷售占比與增長最多，而加拿大成長幅度最大。從車用別面分析，未來客用車銷售下滑不利於汽車水箱與車用油冷卻器之販售，應該轉往基於消費者偏好逐漸增加的輕型商用車，以及由於公路貨車需求增加的中/重型商用車發展。　　從公司內部分析，在產品的資源與能力上，吉茂除了擁有眾多的專利與技術，也搭配從設計、加工、生產，至把關的專業，在品牌上建立了中高端的形象，並且在銷售上非常具有經驗。在服務的競爭優勢與機會上，吉茂產品握有產品線齊全的優勢、庫存調配能力佳，以及即時獲得市場資訊的能力，給予終端消費者與通路相當好的銷售及售後服務體驗，讓企業有機會在目標市場範疇中搶得先機。在不同產品的事業部中，汽車水箱是屬於BCG矩陣中的金牛事業，是公司獲利的拳頭商品；而車用油冷卻器的定位是屬於BCG矩陣中的問號事業，未來希望成為公司明星事業的產品。從吉茂對於汽車產業的發展來觀察，過去深耕於AM市場，近年來有以代工之方式打入OES供應鏈中，未來也會逐漸放重心在油電混和與電動車之散熱零組件上。　　以上透過外部市場的洞察，與公司內部核心優勢的挖掘，找尋出未來吉茂增長利潤的機會與經營發展策略之建議。

關鍵字

公司策略；汽車零組件；吉茂精密

並列摘要

The business development strategy of Cryomax Crop., Ltd. is based on the analysis of the external market, and the core strengths, pain points, and resources of Cryomax Crop. internal operations. 　　From the external market analysis, in the aftermarket, there are the following industry characteristics: First, the demand for automotive parts and components in the global market is mainly in small quantities and multiple samples, and the gross profit is about 20%. Third, compared with the automotive water tank, the development of automotive oil cooler is more rapid, belongs to the growth stage, and places great emphasis on product differentiation strategy. From the analysis of regional development, the global sales of automotive water tanks have a growing trend, and due to the drive of inexpensive labor, the Asia-Pacific region has the largest sales share and growth, and Canada has the largest growth rate. In the future, the decline in sales of passenger vehicles will not be conducive to the sales of automotive water tanks and automotive oil coolers, and should be shifted to light commercial vehicles, where consumer preference is increasing, and medium/heavy commercial vehicles, where demand for on-highway trucks is increasing. 　　From the internal analysis of the company, in terms of product resources and capabilities, Cryomax Crop. not only has numerous patents and technologies, but also has the expertise from design, processing, production to gate-keeping, and has established a mid-to-high-end image in the brand and has great experience in sales. In terms of competitive advantages and opportunities for service, Cryomax Crop. has the advantage of a complete product line, good inventory deployment, and the ability to obtain market information in real time, which provides end consumers and channels with a good sales and after-sales service experience and gives companies the opportunity to seize the first opportunity in their target market areas. Among the different product divisions, automotive water tank is the golden cow business in the BCG matrix and is the company's profitable fist product, while automotive oil cooler is positioned as the question mark business in the BCG matrix and is expected to become the company's star product in the future. From the perspective of the development of the automotive industry, Cryomax Crop. has been deeply involved in the aftermarket in the past and has entered the OES supply chain by OEM in recent years, and will gradually focus on thermal components for hybrid and electric vehicles in the future. 　　Through the above insight of the external market and the exploration of the company's internal core strengths, I can identify the opportunities for future profit growth and suggestions for the business development strategy of Cryomax Crop.