台灣跨國公司開拓新興國家據點之營運計畫研究

創立國際品牌不易，台灣產業已創立國際品牌能在國際市場爭一席之地者有限，且大多數為製造業，以服務業創立品牌者鳳毛麟角。有關製造業如何在國際上拓展事業、滲透市場的論述不少，但以服務業為研究對象者則少之又少。鑒於此需求，本研究以台灣已成功在國際舞台上展露頭角的統包工程業龍頭C公司為研究對象，探討如何在新興國家據點建立灘頭。本研究透過組成專案團隊，包含核心技術專家、財、會、法、人資等專業人仕，先就可能設點國家做初步篩選後，對標的國—印度進行政治、經濟、社會、技術PEST分析、波特五力分析、實地訪查並確認未來可能業務支撐，以確保投資合乎公司目標。再依據競合策略仔細探討C公司在印度設立據點，真正獲利者為誰？經確定在印度設點對未來業主、同業、C公司均有正面效益。接著進行營運計畫規劃作業。考量C公司過去在海外設點，首批工程師均採招募大學畢業社會新鮮人加以密集訓練，故需花費五年以上才足以獨立承擔工作；再者已有不少國際統包服務業，已在印度設立據點。為快速迎接設立後立即之營運需求。本研究建議採用Late Fast Mover策略—招募有相關經歷工程師（尤其是曾經服務於C公司之印籍工程師）當核心種子，加以Orientation後，再行招募社會新鮮人擴編，以便立即營運。本研究為C公司印度子公司規劃三年期之近程、中程及長程營運規劃。就每一時程提出營運方針綱要和具體作法。具體作法針對各時程組織內各單位之功能提出策略規劃建議。整體營運則建議先由設計工作切入，迅速接軌當地工程實務成為當地一份子。再依工作進展逐步推進增加採購、建造工作。本研究為C公司印度子公司建立完整Road Map，目前正依本研究計畫逐步實踐中。這是C公司首次結合國際企業管理理論與實務之開拓新興國家據點營運計畫書，據以執行其成功可期。本研究為C公司開拓和營運海外據點提供標準作業程序（Standard Operation Procedure）外，也可供台灣相似服務業在開拓和營運海外據點時之重要參考資料。

關鍵字

EPC工程服務業；營運計畫書；統包工程；波特五力分析

並列摘要

To found an international brand is never an easy matter. There only have limited Taiwanese companies have owned their brand in international market place. Among them, manufacturing industry take the lion share, service industry is something extreme rare. Articles about how to expand business or penetrate new market place are easily found, but quite a few in service industry. Considering such requirement roars up in the near future, C Company, ranking at 66th in international EPC Contractors is selected as case study target to investigate how to build up beachhead successful in emerging countries. A project team has been set up to conduct this case study. Team members include many senior specialists in various fields which compose of core technology in C Company, financing, accounting, human resources, etc. Having screened many target emerging countries, India is finally selected. PEST analysis, Porter’s five force analysis, and due diligent are conducted to ensure possible and potential business supports and to make sure such investment will meet corporate target. Furthermore, that who will be finally beneficial to setup Indian subsidiary of C Company, based on co-opetition strategy has also been checked. The conclusion reflects potential owners, other existing engineering institutes, and C Company are all beneficial. Drawing up “Business Plan” is consequent. The following two factors are seriously considered. Firstly, existing oversea subsidiaries of C Company usually take more than five years to incubate capability to execute project work alone, since they have recruited fresh young engineers at the early beginning. Secondarily, there exist many engineering institutes of MNC in India. For matching the immediate needs in business operation, this case study proposes “Late Fast Mover” strategy. Relevant experienced engineers in various disciplines with more than five years working experience in average will be recruited at the beginning, especially those who have ever been served as contract engineers in C Company. They will play core seed role. After orientation training been exercised for the first batch employee to align work procedure and best practice of C Company, new fresh engineers will be added in the office then. This case study proposes Indian subsidiary of C Company near term and mid-term, each in three years and long term business plan. Major operation focus and material policies in each term has been mapped. In material policies section, major roles and responsibilities of each unit in the organization have been recommended. We recommend starting from engineering work to rapidly align herself with Indian local engineering practice to make her one of the society. Take that as a solid and strong basis, to grow up progressively to take the further responsibility of procurement and construction activities. This case study provides solid and completed Road Map for India subsidiary of C Company. Actually, this business plan has been conducting at this moment. This is the first time in C Company, theories and best practice of International Business has been merged as a guidance to set up new oversea subsidiary in emerging country. Its success is promised. This case study generates Standard Operation Procedure for C Company to expand and operate oversea beachhead, besides it also be a good guidance or reference for others service industry of its like in Taiwan to set up and run business oversea.

並列關鍵字

EPC service industry ； Business Plan ； Turn-key based Contractor ； EPC Contractor ； Five-force Analysis

參考文獻

1.ANSI/PMI 99-001-2004，A Guide to the Project Management Body of Knowledge，3/e，Project Management Institute

4.Harvard Business School case study 9-392-073, Pfizer: Global Protection of Intellectual Property

2.Wikipedia

ㄧ、中文部分：

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1.吳青松教授：國際企業管理—理論與實務，2002，智勝文化事業

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台灣跨國公司開拓新興國家據點之營運計畫研究

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