台灣軟性印刷電路板產業發展及經營策略探討-以A公司為例

Industry Development and Strategic Analysis: A Case Study in Taiwan’s Flexible Printed Circuit Board

廖梅芳(Mei-Fang Liao)

指導教授 ： 鄭雅穗

元智大學/管理學院/管理研究所/碩士(2009年)

https://doi.org/10.6838/YZU.2009.00162

摘要

2007年初到2008年石油價格飆漲，每桶售價破百元美金甚至高到每桶147元美金，短短經過一年，以及在2007年美國金融風暴下軟板產業如何面對上游原物料成本上漲，但市場需求卻急速下降是很重要議題。

近年來軟性印刷電路板產業不論在我國的電子零組件或在軟板供應鏈中皆扮演重要角色，而軟板輕、薄、短小的特色正符合3C市場的需求。然而，這個市場卻因產能過剩，所以帶來嚴重的價格競爭，而很多企業為了生存也不得不加入此競爭。

本研究的目的是希望能透過歷史資料的蒐集、事實與數據能更了解台灣軟板產業的發展與成長，藉由 Michael Porter的鑽石模型、五力分析、SWOT分析模式希望能發現目前產業環境並去解決發生的困難。最後在個案研究的部份提出幾項建議供參考，希望在企業在面對強敵仍能保有強大的競爭力和其他的競爭公司在產業中維持好的競爭優勢。

關鍵字

軟性印刷電路板 ； 策略

並列摘要

From the beginning of 2007 to 2008, petroleum price is to rise suddenly and sharply. A barrel selling price has broken hundred Taiwan dollars and even hight to NTD 147 only within one year. In 2007, after the financial storm, the FPC industry how to face the raw material cost increase but market demand diminish is very important matter.
Recently,the Flexible Printed Circuit Board industry in Taiwan plays a important role both in local electronic component manufacturing industries and in world FPC supply chain. To meet 3C product market demand, the characteristic of FPC is light , thin and smal size. However,the over capacity of this industry resulted in violent competition. Many business are competing fiercely in terms of prices in order to survive.
The purpose of this thesis is to research the competitive strategies of FPC industry in Taiwan, through collecting historical data, deciphering facts and figures of Taiwan and FPC development and growth. By way of Michael Porter’s “ Diamond Model”, “Five Forces”, SWOT analysis, we are try to discover the scenarios and the solutions occurred at each different stage in this industry. Through the case study company,we would like to offer some suggestions and hope the company to maintain strong competition power and in good status to compete with other rival companies.

並列關鍵字

flexible printed circuit board, ； strategy

參考文獻

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