台灣印刷電路板產業出口貿易佈局之策略分析

An Analysis of Export Strategies of Taiwanese Printed Circuit Board Industry

柯劉文(Liu-Wen Ko)

指導教授 ： 秦宗春

中原大學/商學院/國際貿易研究所/碩士(2005年)

https://doi.org/10.6840/cycu200500383

摘要

由於全世界性的低價風潮，造成電腦資訊產品毛利日益滑落。在海外市場的強烈需求以及下游3C產業（電腦、通訊、消費性電子）的客戶已紛紛西進大陸投資設廠的情況下，電路板業者為了達成及時供貨、接近客戶等目標，赴大陸設廠投資，已是勢不可擋的趨勢，因此，台灣上市櫃的38家印刷電路板廠目前幾乎都已經完成兩岸佈局。而面臨產業如此轉變下，電路板業者以及PCB貿易商等所扮演的出口商角色，如何能在兩岸現狀關係下因應？採取有效的競爭策略以應付快速變遷的產業環境並且增加出口貿易成長機會。

本研究經由相關文獻、資料的蒐集分析、和深度訪談的方式來探討電路板出口商所採取的競爭策略。電路板出口商可以從所處的貿易模型角色和價值鏈中分析以探討優勢所在；電路板出口商也可以從品質、交期、服務、技術、成本、價格等六大競爭要素努力，以規劃有效的出口貿易策略；電路板出口商還可以從經營管理、財務操作、行銷等多方面來思考，據以確定可行的策略方向；電路板出口商更可以藉著整合、合併、併購、策略聯盟、和公司多角化經營等集團化策略方式，來促進出口業績成長。

經由本研究發現，電路板業者可藉著專精化生產以創造規模經濟，或是採取中小量多樣性與高毛利的原則以形成產品結構與差異化區隔的有效策略。PCB貿易商正以海峽兩岸從事三角貿易的方式，開啟兩岸貿易作業新流程；也普遍利用境外公司和OBU，來達成兩岸間投資、交易、財務操作以及節稅等多項目的。

關鍵字

策略分析 ； 出口貿易 ； 印刷電路板 ； 出口商 ； 佈局策略

並列摘要

Because of the global low price trend, the gross profit of computer information products has dropped continuously. Under the strong demand of overseas market as well as the downstream 3C industry customers (computer, communication, and consumer electronics) have already moved to China to set up factories in order to be closer to the customers and to supply products in time. Consequently, it has been irreversible for the printed circuit board (PCB) industry to ship its production base to China. At present, 38 PCB companies listed in Taiwan's stock market have almost established productions cross Taiwan Strait. In facing such a change, how PCB factories and intermediate traders react and what competitive strategies they take to overcome fast changing industry environment have become critical issues, as well as increase the export opportunities.

This research studies relevant literature, analyzes information collected, and the uses deep interview method to examine the PCB exporter's competitive strategies. The analysis can be taken from the value chain of the trading model in exporters. The PCB exporter can generate effective export strategies from six competitive factors: quality, delivery, service, technology, cost, and price. The PCB exporter can think managing, financial operation, and marketing to establish feasible strategic direction. The PCB exporter can achieve the export growth from the strategies of integration, merger, acquisition, strategy alliance, and corporate diversification.

The finding of this research is that the PCB industry can create large-scale economics by focusing on specialization, small and medium volume with high profit margin principle, to form effective strategies in product structure and differentiation. The PCB traders start the new trading procedure through triangular trade across the Taiwan Strait. In addition, they make use of the overseas holding company and OBU to achieve multi purposes, including investment, business contract, financial operation, and tax- saving.

並列關鍵字

export ； competitive strategy ； PCB ； configuration strategy ； trading

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