WTO 後汽車產業經營策略之研究：以三陽汽車工業為例

Research of the management tactics of automobile industry after WTO: Take three open auto industries as an example

葉榮陞(sie rong sheng)

指導教授 ： 呂承璋

亞洲大學/管理學院/國際企業學系碩士班/碩士(2007年)

摘要

本論文有鑑於台灣汽車市場逐漸邁向成熟的市場，市場規模與胃納容量有限的台灣汽車市場，競爭更形激烈。然而，在政府扶持與政策開放做法之下，透過與國外車廠技術合作，培植了多家國產車廠，其中前五大國產車廠已成為市場主導者。台灣加入WTO 之後，對台灣國產車廠與進口車業者均帶來新契機。本研究個案之三陽汽車工業自2002 年與原日系本田東家結束合作到與韓國現代車廠合作的國產車廠能否持續享有競爭優勢？三陽汽車業者面對新的外部環境挑戰，需採取何種經營策略以確保成功？是本研究的研究動機。 本研究是選定韓國現代汽車在台灣合作的三陽汽車工業為主要研究象，以三陽汽車工業觀點，探討如何透過合作的模型，從新產品研發、銷售通路建置與管理到品牌管理等構面，檢視汽車產業經營的關鍵成功因素。本研究是以策略管理架構、競爭策略及進入模式等理論，驗證三陽汽車工業在台灣市場所採行的經營策略為何。 最後，本研究對個案公司及其合作的韓國汽車業者，提出未來能持續成功經營台灣市場的可行策略：1) 三陽汽車工業具有效率高、創新能力、良好行銷服務體系與優質勞工，產業應致力於零組件及關鍵技術開發，以提昇競爭力。；2) 由於國內汽車市場未達規模經濟，關鍵技術又受制於母廠，致使成本居高不下，缺乏競爭力，應該積極擴展國外市場。；3) 增加產品特性、增加產品線的廣度、開發新生代的產品。；4) 在國外汽車大廠的強勢競爭下，以集中火力及資源於特定區隔的顧客，進行差異化策略，如此，尚能維持一定比例的市場佔有率及獲利空間。；5) 擴大汽車水平週邊事業投資。此外，個案公司仍需隨市場與外在環境的改變，定期檢視其現行策略的有效性，並且必要時做出策略方向調整，使經營策略能符合市場趨勢變化，此乃採行動態策略管理的實踐。

關鍵字

加入WTO、策略管理、競爭策略及進入模式

並列摘要

Because the automobile market of Taiwan marches toward the ripe market gradually in this thesis, market scale and stomach receive the automobile market of Taiwan limited in capacity, the competition appears even more fiercely. However, under the circumstances that the government support with the open method of policy , pass with the foreign car factory's technological cooperation, having cultivated many domestic car factories, among them the five domestic car factories had already become the market leader. After Taiwan joins WTO, bring the new opportunity to the domestic car factory of Taiwan and person who imports car industry . This third of open auto industry of research case was the master of Honda since 2002 and original day to finish cooperation to go to the domestic car factory cooperating with modern car factory of Korea S. to enjoy and compete continuously The advantage ? Three open automobile industry persons are in the face of the new external environment condition challenge, which kind of management tactics soes as to ensure successfully need to adopt? It is a research motive of this research.
It is main research objects that this research selects three open auto industries that S.Korean Hyundai Motor cooperates in Taiwan, with three open auto industry view , discuss anything, inspect the successful factor of the key that the automobile industry manages . This research is with theories , such as managerial structure of the tactics , competitive strategy and way of entering ,etc., prove three open auto industry market adopt why it will be management tactics of the conduct in Taiwan. Finally, this research, to the case company and cooperative S.Korean automobile industry person, put forward the feasible tactics that can succeed in managing the market of Taiwan continuously in the future: 1)Three open auto industries have innovation ability , good marketing service system and high-quality labourer with high efficiency, the industry should be devoted to the spare part and key technological development, in order to promote the competitiveness. ; 2)Because the domestic automobile market has not reached the large-scale production , key technology is limited by in mother's factory again, cause the cost to remain high, uncompetitive, should expand the overseas market actively . ; 3)The scope increasing product performance , increasing the product line, products of the new generation of development. ; 4)Under the surging competition of the big factory of the automobile abroad, the customer that separates in the specific district in order to concentrate fire power and resource, carry on the difference tactics , like this , can still maintain occupation rate of market of certain proportion and profit-making space . ; 5)Expand the peripheral undertaking investment of the automobile level. In addition, the case company still needs the change up to the market and external environment, inspect the validity of its current tactics regularly, and make the tactics direction to adjust in case of necessity , enable management tactics to accord with the trend change of the market, this is practice of adopting attitude tactics management of the action.

並列關鍵字

Accession to the WTO, Tactics management,Competitive strategy and way of entering

參考文獻

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