台灣太陽光電產業的競爭策略─以茂迪為例

The Competitive Strategy of Photovoltaic Industry in Taiwan - A case study of Motech

施于婷(Shih, Yu Ting)

指導教授 ： 金聯舫 ； 丘宏昌

國立清華大學/科技管理學院/經營管理碩士在職專班/碩士(2015年)

摘要

氣候變遷是全球面臨的重大問題。2000年德國提供優渥的「固定收購價格」（Feed-in Tariffs），帶動全球太陽光電產業的蓬勃發展，中國和台灣迅速成為產業鏈上重要的供貨來源。2012年市場嚴重的供過於求，價格大幅滑落造成許多廠商破產，而中國和台灣面臨反傾銷的貿易制裁。未來市場仍將持續成長的預期，致使中國和台灣廠商紛紛將產能移往東南亞等國以便外銷，並且透過整合持續擴大產能。
本研究以台灣第一家太陽能電池製造商茂迪為個案公司，透過Michael E. Porter的五力分析，探討個案公司在嚴峻的產業環境下透過策略佈局發揮競爭優勢。從鑽石模型中，歸納台灣的太陽光電產業鏈的上游缺乏矽晶材料，下游缺乏市場發展，為發展之不利因素。而目前主要的市場在中國，必須注意價格競爭和相關風險。
本研究提出四個方向，「持續降低單位成本」、「推出差異化產品進行市場區隔」、「以不增加過多成本為前提發展高效產品」、「注意資金的週轉」做為後續營運規劃參考。

關鍵字

鑽石模型 ； 五力分析 ； 垂直整合

並列摘要

Climate changing is a serious problem in the world. In 2000, German promoted solar installation by "Feed-in Tariffs" and resulted in solar industry’s booming. During the time, China and Taiwan have become the important suppliers. However, the market faced serious over-supply in 2012. Many manufacturers went bankrupt. China and Taiwan faced "anti-dumping" tariff for exporting. In the view of market-growing, manufacturers in China and Taiwan have moved their production lines to Southeast Asia and expanded continually by integration.
The case study Motech is the first solar cell manufacturer in Taiwan. Through Michael E. Porter’s Five-force Analysis, the study analyzed the strategy of Motech which could gain the competitive advantage in tough situation. Through Diamond model, lack of material and domestic market is the shortage of solar industry in Taiwan. Now the main market is China, all the companies should note the price competition and risk there.
The case study concluded four aspects to be considered: "Cost reduction continually", "Market differentiation by developing niche product", "Product improvement with less cost", and "Cash flow". These findings provide implications for managers in this industry.

並列關鍵字

Diamond model ； Five-force Analysis ； Vertical Integration

參考文獻

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