泰國豐田汽車經營策略研究:全球在地化觀點的檢視

在經濟全球化的浪潮之下，跨國公司影響力與日俱增，泰國由於汽車產業開發較早，在結合跨國汽車公司豐沛資金及先進技術下，泰國成了東亞汽車產業的「區域中心」，更享有「亞洲底特律」的美名。　　泰國汽車產業發展多年，歷經進口替代、轉型至出口導向等時期，而豐田在泰國汽車產業發展之初便參與了投資，至2012年已滿50周年。其在泰國汽車業中成績斐然，銷量及產量長年居冠。面對產業在地化生產要求以及開放全球化後的激烈競爭，豐田如何運用在地化的策略及其帶來相對應的優勢。　　研究顯示，和過去日本企業給人的印象不同，豐田積極落實經營決策在地化、人力部署在地化，利潤在地化、研發生產在地化及企業形象在地化等各個面向。和當地社會共同繁榮及成長也提升其全球競爭力。

關鍵字

豐田汽車公司；泰國；全球在地化；跨國公司

並列摘要

Under the trend of economic globalization, the impact of multinational corporations increases gradually. Due to its early development of automobile industry, Thailand has integrated the abundant funding and advanced technologies from multinational automobile company, thereby becoming the “Regional Center” for East Asian automobile industries and is even renowned for the title, “Detroit of Asia.” 　　　The automobile industry of Thailand has developed for years, undergoing phases in import substitution, transformation to export orientation. By 2012, Toyota Motor Corporation has already invested in the automobile industry for 50 years since the early development in Thailand. Toyota also outperforms other automobile industries in Thailand with its leading sales revenue and productivity over the years. To cope with localized production requirement for the industry and the intense competition after the opening of globalization, Toyota needs to utilize localization strategy and the corresponding advantages associated. 　　 Studies show that Toyota attempts to distinguish from past impression of Japanese enterprises by actively implementing localization in different dimensions, including management decisions, human resource deployment, profitability, origin of R&D and production, and corporate image. Toyota’s co-prosperity and growth with the local community also improves its global competitiveness.