利基型印刷電路板企業經營策略

近年來對於台灣電子產業，大家耳熟能詳的大都是「兩兆雙星」中的兩兆產業－半導體及顯示面板，而比較沒注意到第三個即將突破兆元的印刷電路板產業。我們周邊的所有電子裝置內都有印刷電路板，它是電子裝置最關鍵的零組件，因此電子產業界都稱印刷電路板是「電子產業之母」。本研究利用「五力分析」及「SWOT分析」等方法，針對印刷電路板產業鏈中，占總產值約七成的製造部份進行分析，發現印刷電路板製造產業都是遵循麥可．波特的「基本競爭策略」．而這個模式並無法讓利基型印刷電路板製造商維持競爭優勢。因此，透過本研究者所經營的A公司及B公司兩個個案研究，試圖回答的主要問題是： 1)透過A公司與B公司兩個個案的研究，分析台灣利基型印刷電路板產業製造商維持利潤的競爭因素有那些? 2)台灣利基型印刷電路板製造商，如何保持高利潤維持競爭優勢? 面對大陸紅色供應鏈的威脅，一直往大規模生產模式發展不再是台灣的優勢，低進入門檻的印刷電路板製造業必須轉型。本研究主要貢獻是依循「創新六策」的理論架構，發展出利基型印刷電路板企業的競爭策略，提供台灣同業先進或是想進入這個產業的創業者參考。

關鍵字

創新六策；行銷；經營策略； PCB製造

並列摘要

In recent years, the Taiwanese electronics industry, the semiconductor and display panels of “Two Trillion and Twin Star“ have become familiar to most, but we have not noticed a third that is about to break through the trillion dollar business that is the printed circuit board (PCB) industry. Printed circuit boards are found in all electronic devices we use. It is the most critical component of these electronic devices. Therefore, the electronics industry considers PCB to be "mother of the electronics industry." This study uses the "five force analysis" and "SWOT analysis" to analyze the manufacturing part of the PCB industry chain, which accounts for about 70% of the total output value.It found that the PCB manufacturing industry follows Michael E. Porter's "Basic Competitive Strategy". However, his model does not allow niche-based PCB manufacturers to maintain a competitive advantage. Therefore, the main questions asked here using case studies of Company A and Company B prepared by the researcher are : 1) Through researching the two cases, Company A and Company B, what are the competitive factors for maintaining the profitability of manufacturers in Taiwan's niche-based PCB industry ? 2) How do Taiwanese niche-based PCB manufacturers maintain high profits and also maintain competitive advantage? Faced with the threat of a mainland “Red supply chain”, the development of a large-scale production mode is no longer advantageous for Taiwan, and the low-entry threshold for PCB manufacturing must thus be transformed. The main contribution of this research is examining the theoretical framework of the "Innovation Six Strategies" to develop a competitive strategy for niche-based PCB companies, and provide a viable reference for advanced entrepreneurs in Taiwan and want to enter this industry.