企業戰略規劃與轉型之探討-以H公司為例

2000年初期，印刷電路板廠商為降低生產成本西遷大陸設廠，適逢大陸製造業飛速發展，尤其以IT產業，台商在全球之供應鏈上扮演了舉足輕重的角色。近年來由於大陸政策與勞動環境的變化，以及整體產業的演變，企業面臨一定程度的挑戰與經營壓力，能否持續獲利已是多數同業所遇之問題，如何在競爭激烈的環境下生存並替企業創造利潤，企業在營運模式上，必須因應在不同的環境與時機下，戰略規劃的重新調整以及相關資源的重新分配，藉以達到企業持續獲利以及永續經營的目標。本個案擬探討H公司，現行在印刷電路板產業處於中上游階段，其生產主力置於大陸華東地區，目前已在大陸設廠十多年，早期專注筆記本電腦之印刷電路板，隨著2000年起筆記本電腦的快速成長，順利在產業中建立其市場地位，但自2008年起平板電腦以及智慧型手機的興起，筆記本電腦需求的急速萎縮，2012年起個案公司做戰略計劃的調整，增加電子產品相應的印刷電路板類別，迄今除在筆記本電腦印刷電路板外，額外增加TV主機板、遊戲機主機板等營業品項，就企業永續經營之觀點，探討其在企業戰略規劃上所需的檢討與戰略的調整，針對面臨的問題與挑戰，重新審視企業現有的優、劣勢，再對照外在大環境的變化，企業的戰略如何調整以及調整後的成效檢視，籍以形成長期戰略規劃的持續修正迴圈，來創造企業利潤與永續經營之利基。

關鍵字

企業戰略規劃；印刷電路板

並列摘要

In early 21st century, The printed circuit board manufacturers moved to west mainland of China to reduce production cost. At the same time, manufacturing industry developed rapidly, especially IT industry, and Taiwan businessmen played an important role in the global supply chain. In recent years, due to the change of the mainland policy and labor environment and whole production structure, enterprises are now facing a certain degree of challenge and pressure. Keeping sustainable profit becomes the key point to most enterprises. How to survive and create profits in the competitive situation? Enterprises must adjust business strategy and related resource reconfiguration according to different situation and opportunity, which aims to create sustainable profit and development. Take the case of H technology co., LTD., a company in the middle-upper class of current PCB supply chain, which production has focused mainly on East China for more than ten years. In the early stage, it focused on main board of laptop. Under the rapid development of laptop in early 21st century, the company set up its market dominance successfully. But since 2008, for the raise of tablets and smart phones, the laptop demand declined sharply. This case company made the adjustment of the strategy accordingly by expanding product ranges from 2012, which included TV main board, game consoles and other related business items. Based on the idea of business continuity, this company has discussed the necessarily of reviewing plan and adjusting strategy. And it has also reviewed current advantages and disadvantages of the company when facing challenges. In addition, comparing to the external situation, the discussion of strategy adjustment and effect inspection aims to form a continuous correction loop by the long-term strategic planning, which is to create profits and sustainable operation of the niche.