金屬業廠商海外建廠之SWOT分析研究－以中國江蘇為例

本研究是以中部某金屬鍛造業公司作為個案研究對象，採用半結構式訪談，訪談該個案公司五大部門主管，並將所訪談到的資料加以整理，利用優勢(Strength)、劣勢(Weakness)、機會(Opportunities)、威脅(Threats)之SWOT來做分析，研討個案在中國蘇州設廠之甘苦經驗。分析結果得知在優勢方面有技術、專業知識、售後服務；劣勢方面有研發成本、機器成本、語言；機會方面有廣大市場、規模經濟、運輸；威脅方面有競爭者、替代品、品牌。基於此，該個案公司維持技術與專業技術的優勢，並把握在中國有廣大市場及運輸方面的機會，加以改善公司內部高成本的劣勢，並適度的避免競爭者與替代品所帶之威脅，則前進中國江蘇建立海外分廠應是樂觀可期。

關鍵字

金屬業；海外建廠； SWOT 分析；中國江蘇

並列摘要

The research took a forging company which was in the middle of Taiwan as a case study. Next, this paper used semi-structured interviews and interviews managers from different five departments in the company. In addition, this study further used SWOT analyses which were Strength (S), Weaknesses (W), Opportunity (O), and Threats (T) and take a company of forging industry which was located in middle part of Taiwan as our case. To investigate the experiences and pros and cons that set up the factories in Suzhou, China. The results showed that the advantages including better technology, expertise, after-sale service. On the contrary, the disadvantages include higher research and development (R & D) costs, machinery costs and language. Yet, there were huge opportunities for market, economies, transportation. As for threats, there were competitors, substitutes and other brands. Based on these results, the company should maintain the technology skills, expertise for their advantages, capitalize on the huge market and the transportation in China. In addition, to improve internal weaknesses of high cost and avoid the threats of competitors and substitutes. According to the above reasons, the program was practical for the metal case factory abroad in Jiangsu China.