機械手臂製造商成長策略之研究—以H公司為例

全球最具代表性的塑膠成型機械生產國家依序為德國、中國、義大利、日本、台灣。而橡塑膠機械為台灣四大機械產業之一，出口值為機械產品中排行第二。塑膠機械屬於產業機械，主要應用各類塑膠製品的生產，從製品到完成交貨過程繁瑣，需要大量的人力投入，也因為人力的不穩定性所造成的變數，進而帶動工業自動化的應用相關產品，工業機械手在其中扮演重要的角色，並與產業相輔相成，一同成長。近幾年工業機械手雖然在全球市場需求強勁，但一方面受到歐美、日系大廠的影響以及中國品牌技術提升的追趕，台系品牌在市場上面臨相當嚴峻的挑戰，如何透過如此競爭的環境下成長，運用企業優勢並找出企業本身的差異化是本研究想探討的議題。本研究是以H公司為例，運用策略矩陣分析，幫助個案公司找出公司所擁有的特殊能力與資源，以及在產業中成功營運的原因；再運用內外部的配適，找出環境前提下可能的機會，將有效率、效能之下，避免公司在策略規劃時可能遭遇到之混沌與困難。並給予個案公司未來策略規劃的建議，使得公司未來發展更符合目標。隨著時代變化，產業的樣貌也跟著與時俱進，許多時代造就的明星品牌以及金牛產品，也不得不臣服在時代轉變所帶來的衝擊。本研究探討在製造業的發展過程中，面臨發展成熟期後，如合運用適當的工具，在有限的資源，來擬定下個世代的目標。個案H公司是個老廠牌，從早期的OEM到現今OBM的發展，所累積的製造經驗及供應鏈，如何在下一步拓展新市場運用？品牌在市場的推廣又需要哪些強而有力的著力點來因應現今的市場需求？這都將在研究中給予個案建議。

關鍵字

工業機械手；策略矩陣分析；價值單元；策略形態

並列摘要

Germany, China, Italy, Japan and Taiwan are the most representative plastic molding machinery manufacturing countries in the world. Rubber and plastic machinery is one of the four major machinery industries in Taiwan, and its export value ranks the second among mechanical products. Plastic machinery belongs to industrial machinery. It mainly applies to the production of various kinds of plastic products. The process from products to delivery is cumbersome, which requires a lot of manpower input. Also, the variables caused by the instability of human resources will drive the application of industrial automation related products. Industrial robots play an important role in it and complement each other and grow together with the industry. In recent years, although the demand for industrial robots is strong in the global market, on the one hand, it is influenced by large factories in Europe, America and Japan as well as the technological upgrading of Chinese brands. Taiwan brands are facing severe challenges in the market. How to grow in such a competitive environment, make use of the advantages of enterprises and find out the differences of enterprises themselves is the topic of this study. Taking H company as an example, this study uses strategic matrix analysis to help the case company find out the special capabilities and resources possessed by the company, as well as the reasons for its successful operation in the industry. Then, it uses the internal and external adaptation to find out the possible opportunities under the environment, which will effectively avoid the chaos and difficulties that the company may encounter in strategic planning. It also gives suggestions on the future strategic planning of the case company to make the future development of the company more in line with the goal. With the change of the times, the appearance of the industry keeps pace with the times. Many star brands and Taurus products created by the times have to submit to the impact brought about by the change of the times. In the process of the development of manufacturing industry, facing the mature period of development, if we use appropriate tools and limited resources, we can draw up the goals of the next generation. Case H company is an old brand. From the early OEM to the development of OBM, how can the accumulated manufacturing experience and supply chain be used in the next step? What strong and powerful efforts are needed to promote the brand in the market to meet the current market demand? All of these will be given case suggestions in the study.