臺灣自行車零組件產業競爭策略之探究：以W公司為例

近年來臺灣自行車零組件產業面對關稅、廠商外移、高齡化等外部環境改變，亦面對來自中國、東南亞甚或未來東歐競爭，如何擬定策略來維持競爭優勢對臺灣自行車零組件業者是一重要課題。本研究以提供多項關鍵零組件之臺灣自行車零組件廠商為個案公司，探討自行車零組件廠商面臨製造環境改變應採取策略。此外，本研究檢視個案公司採行策略後的營運績效為何。個案公司採取由母公司負責設計，個案公司負責尋找廠商製造零組件。個案公司採取不同策略包括多區製造、強化生產線監控、選擇自動化生產廠商、培育人才、降低匯率波動、降低關稅。多區製造可在當地整合採購、製造、品管等流程，縮短文書作業時間、產品運送時間，甚或降低關稅。根據研究結果，個案公司採用競爭策略後，其獲利能力提升。因此，本研究能提供臺灣自行車零組件廠商發展建議，使其能在競爭激烈國際市場，持續創新與成長。

關鍵字

自行車零組件產業；競爭策略；營運績效

並列摘要

In recent years, Taiwan’s bicycle component industry has faced changes in the external environment such as tariffs, manufacturers’ moving offshore, and aging phenomenon. It also faces competition from China, Southeast Asia or even Eastern Europe in the future. It is important for Taiwanese bicycle component manufacturers to develop strategies to maintain a competitive advantage. This study uses a Taiwanese bicycle component manufacturer that manufacture many key bicycle component as a case company. The study investigates how a bicycle component manufacturer should adopt strategies when it faces changes in the manufacturing environment. Furthermore, this study examines the operating performance of the case company after it adopted competitive strategies. The parent company of the case company in the United States is responsible for designing. The case company is responsible for finding firms to manufacture bicycle components. The case company adopt different strategies including manufacturing in different countries, strengthening production line monitoring, selecting automated manufacturers, cultivating talents, reducing exchange rate fluctuations, and reducing tariffs. Multi-regional manufacturing can integrate procurement, manufacturing, and quality control processes locally. It can reduce paperwork time, product delivery time, and reduce tariffs. According to the results, the profitability of case company increases after it adopts the competitive strategies. Thus, this study can provide suggestions for Taiwan's bicycle component manufacturers for their strategies. It is expected to give Taiwan bicycle component manufacturers can continue to innovate and grow in the fiercely competitive international market.