以五力分析及競爭策略來探討模具產業導入3D列印的競爭力 - 以A公司為例

The Study of Tooling Industry Implementing 3D Printing Using Five Force Analysis and Competitive Advantage – The Example of Company A

鄭坤木(Cheng Kun-Mu)

指導教授 ： 羅明琇

國立政治大學/商學院/經營管理碩士學程(EMBA)/碩士(2020年)

https://doi.org/10.6814/NCCU202000377

摘要

隨著中國供應鏈的崛起，台灣模具產業在模具外銷上原有的優勢逐漸被中國供應商取代。中國模具廠的低成本優勢，及逐步提升的製造品質，近十年來對台灣模具業帶來很大的衝擊。為了避免陷入削價競爭，台灣模具業必須思考如何擬定經營策略來提升競爭力，其中之一是探討是否透過導入新技術。
本研究以台灣某模具廠商⸺A公司為研究對象，以文獻探討方式，使用「五力分析」及「競爭優勢」理論，並使用個案分析方式，來分析A公司在導入3D列印後的差異與優劣勢。結果發現A公司優勢為技術成熟及後續整合能力，整體可降低開發成本；劣勢為潛在競爭者進入障礙偏低。本研究建議，台灣模具產業應透過導入新的技術來提升差異化來維持在產業內的競爭力且避免陷入削價競爭。以上建議，可做為A公司及模具產業擬定行銷策略的作為參考。

關鍵字

模具產業 ； 五力分析 ； 競爭優勢

並列摘要

With the rise of the China’s supply chain, the advantage that Taiwanese toolmakers once had in the tooling export sector is slowly being replaced by Chinese suppliers. In the recent decade, Chinese mold makers with their low-cost advantage and their increasing improvement in quality and standards improving manufacturing quality and standards, results in a tremendous impact on Taiwan’s tooling industry.
The purpose of this research is to study the business strategies of traditional toolmaking industries when implementing new technologies such as 3D Printing. This research examines Company A (one of the toolmakers in Taiwan) as a sample of case study and analyze the case by employing Michael E. Porter’s Competitive Advantage Theory, and Five-Force Analysis Theory. The findings of this research include Company A has the strength implementing new technologies, as well as integration capabilities, both of which drives down overall manufacturing cost. Weakness include low entry-barrier which will require a long-term strategy to avoid product homogeneity with potential and existing competitors. This research suggests that Taiwan tooling industry needs to invest in technologies that can increase product differentiation in order to maintain its competitivity and avoid price-cutting competition. The results of this study make contribution for A company and the tooling industry to when implementing new marketing strategies.

並列關鍵字

Tooling Industry ； Five-Force Analysis ； Competitive Advantage

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