我國單層陶瓷電容產業經營策略分析-以A公司經營策略分析為例

謝鴻正(Hung-Cheng Hsieh)

指導教授 ： 林明杰

國立中央大學/管理學院/管理學院高階主管企管碩士班/碩士(2006年)

摘要

依據實際從事電容元件事業經營近二十年來的經驗，電容產業競爭相當劇烈，深刻體會經營策略對公司的發展影響甚大，台灣電容業者如何在這全球化的時代潮流下，認清自己的處境，並在有限的資源限制之下，如何提出有效的競爭策略，以建構企業競爭優勢來突破經營困境，並且持續提升自己的競爭優勢，否則終將面臨被淘汰之命運，以上是為本研究之動機。藉由「策略矩陣分析法」來深入分析，以期對個案公司提供決策之參考。
本研究之目的為對單層陶瓷電容產業做整體的了解後，再深入探討個案公司在不同時期及不同外部環境下，如何因應環境之變化，如何進行策略選擇與策略執行，以及如何累積本身資源、能力與創造競爭優勢的過程。
本研究目的包含：
一、 了解單層陶瓷電容產業一般狀況及其結構。
二、 利用「策略矩陣分析法」進行單層陶瓷電容產業之產業分析，探討其經營流程、產業價值鏈之結構及本產業關鍵成功因素。
三、 探討個案公司與環境互動之成長歷程，及其經營策略選擇、執行與如何累積本身資源、能力等之過程。
具體而言，本研究歸納的結論如下：
單層陶瓷電容產業一般狀況及其結構之研究發現：以波特的產業結構五力分析來敘述產業情況，概述如下：對新進入者的威脅，低壓電容為強，安規及高壓弱；現有競爭者的抗衡為強；替代品的威脅弱；顧客的議價能力強；與供應商議價能力中。
個案公司發展沿革與策略演變分析之啟發及未來策略之建議為，過去的主要發展策略分析為：低成本策略、利基市場策略、掌握通路的策略、製造的競爭優勢策略。未來發展策略之建議：建立JNC品牌的策略及產品焦點差異化的策略。

關鍵字

產業分析 ； 策略矩陣 ； 經營策略 ； 被動元件 ； 陶瓷電容

並列摘要

In accordance with 20 more years actual operating experiences gained from capacitor component career, capacitor industry competition is rather keen，deeply realized that operating strategy has a great effect on development of a company, how Taiwan capacitor profession going to recognize their own situation in this globalization trend, at the same time how to bring up an effective competitive strategy under a limited resources, as to establish business competitive advantage in order to break through operating difficulty, and continuously promoting own competitive advantage, otherwise will face the destiny of being eliminated eventually, the above are the motives of this research. Through 「The Strategy Matrix Analysis Law」to go deeper analyzing, hope to give to the case study company a reference for strategy decision.
The aim of this thesis is to go deeper how the case study company reacting to the change of environment in a different period of time and different external environment after ma king an overall understanding for single layer ceramic capacitor, how to proceed with strategy choice and strategy implementation, as well as how to accumulate own resources capability and create competitive advantage process.
This study includes：
1. Understanding the common case of single layer ceramic capacitor industry and its construction.
2. Making use of “The strategy matrix analysis” to proceed with analysis for single layer ceramic capacitor industry, study its business procedure、construction of the industrial value chain and key factor of the cost of this industry.
3. The growth process of the case study company and interaction with the environment, and its choice of business strategy as well as the process of accumulation of own resources capability.
Specifically, this research has the following conclusions：
Discovery from the research of the general status and construction of single layer ceramic disc capacitor industry：according to Porter’s industrial construction five strength analysis to tell the condition of the industry, summary as below：threat for new comers, low voltage capacitor as the strong one, safety and high voltage capacitor as the weak one ；to contend with existing competitors as the strong one；the threat of substitutes as the weak one；customer’s ability to negotiate price as the strong one；the ability to negotiate price with suppliers as average。
The development of the past history of the case study company and the edification from the change of strategy analysis and suggested future strategy as, the past main developed strategy analyzed as：low cost strategy、advantage market strategy、mastering the strategy of the route、competitive advantage strategy of manufacturing. Future development strategy is suggested to ：strategy to establish JNC brand name and product differentiation focus strategy.

並列關鍵字

passive components ； ceramic capacitor ； business strategy ； industry analysis ； strategy matrix

參考文獻

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