兩岸經貿分工體系下對電路板產業經營策略分析

Business strategy analysis for PCB industry：Under the recent operating environment in the areas of Taiwan & China

謝春進(ChunChin Hsieh)

指導教授 ： 郭文忠

元智大學/管理學院/管理研究所/碩士(2003年)

摘要

本論文係針對目前台灣電路板產業正面對產能持續快速增加，造成供過於求，高競爭低毛利，使產業結構不再維持高獲利地位。然而，儘管電路板產業近幾年經營艱困和獲利不佳，廠商赴中國大陸投資的意願卻很高，主要原因在於中國大陸具有製造成本的競爭優勢，及龐大的市場機會。未來兩岸將運用分工體系相互支援，藉以創造電路板產業之競爭優勢，達成雙贏的商機。
本研究經由蒐集相關文獻資料並加以歸納分析，總計七家公司進行個案研究，包括華通、欣興兩大廠，敬鵬、雅新、柏承等利基廠，以及清三、統盟兩家本土廠商。由於不同的經營策略，利用財務報表分析探討企業本身的經營績效，期望本研究結果提出對政府政策及廠商策略的建議如下：
(一) 電路板產業在台灣已屬成熟產業，廠商需要尋找市場定位商 機，要更瞭解本身產業的核心能力，創造產品差異化區隔、提高附加價值，而非盲目擴充產能，要轉向更穩扎穩打的經營策略。
(二) 電路板廠商間須採取策略聯盟或購併策略來提升市場規模，藉以集中策略資源，避免再重複投資。
(三) 需要開發創新利基產品，例如HDI、IC Substrate軟板等。要強化本身產品結構及彈性度，同時公司也要朝多角化策略及高獲利產品發展。
(四) 需要更積極佈局兩岸分工體系，讓台灣成為亞洲創新研發中心，大陸集中生產製造，以提升全球競爭力。
(五) 務實面對帳務、稅務與法律問題。
最後，本研究認為政府應具體鬆綁「戒急用忍」政策，更積極加速兩岸開放。同時，政府應透過整合相關部門制定產業政策，提出鼓勵與獎勵措施，讓產業升級「根留台灣」，我相信台灣電路板產業會更有競爭力。

關鍵字

電路板產業 ； 核心能力 ； 策略聯盟 ； 購併

並列摘要

PCB industry used to be one of the most profitable industries. However it recently became a highly competitive market, because most of the major PCB manufacturers in Taiwan in the past few years have largely expanded production capacities for home plants. Furthermore, they built new plants in China in hope to take the advantages of low labor cost and large production capacity. These initiatives in PCB industry have consequently resulted in over-supply within the market, and low profit margin for manufacturers. The purpose of this research focuses mainly on the business strategy analysis for this industry going forward. Instead of endless pricing competition, manufacturers in Taiwan and China can jointly organize a cooperative network to strategically promote the worldwide business.
This research methodologically applies case studies on seven major PCB makers in Taiwan. Various business strategies implemented by individual companies indeed significantly affect their financial performance. With this finding, this research accordingly raises the following strategy suggestions to PCB manufacturers:
1. The PCB production is a mature industry in Taiwan; distinctive market positioning, core competence, and products of good quality are tools to create profitability in the current and future market.
2. For the best utilization of R&D and capital expenditure, PCB industry can benefit from strategy alliance and merger.
3. Product diversification and niche markets development, such as flexible boards for HDI, IC, and Substrate products, are important in gaining higher profit.
4. To organize a cooperative supply system in order to develop the worldwide market; ideally with trading affairs and product research in Taiwan, and manufacturing in China.
5. Choose the right entry mode in different areas with thoughtful consideration on taxation and legal environments.
From the view point of economy promotion, this research also suggests the government take aggressive steps to remove current business restrictions and obstructions between Taiwan and China, at the same time to review and declare clear industry policy, and provide more incentive programs to investors.

並列關鍵字

PCB Industry ； Core Competence ； Strategy Alliance ； Merger

參考文獻

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