台灣汽車零件業經營策略規劃之研究-以和大工業股份有限公司為例

Research of Taiwan automobile parts industry business strategy planning --Example of HOTA industry company

王子豪(Tzu-Hao Wang)

指導教授 ： 劉子琦

亞洲大學/管理學院/經營管理學系碩士班/碩士(2004年)

摘要

本研究採用質化研究的方式進行，以汽車零件業作為研究主體，深入剖析台灣汽車零件業的整體發展策略，並使用個案分析法於產業界之中選擇一家具代表性的上市公司「和大工業股份有限公司」做為研究對象，探討和大公司在整體產業之中之經營策略規劃，並延伸擴大至整體產業，藉由多面向的分析與產業技術的升級做深入探討，尋找出市場利基，建構汽車零件業的競爭優勢與關鍵因素。
汽車零件業受汽車產業的整體發展影響甚鉅，國內汽車市場存在有車型多，各車型在市場之中佔有率均不高的情況，而國內汽車工業發展至今雖已超過50年，但關鍵性零組件的技術仍然掌握在國外母廠手裡，技術自主能力不足，這也使得國內汽車工業猶如大型汽車裝配廠一般。近年來，各汽車廠雖陸續成立研發中心，但對於關鍵性零組件的研發投入尚嫌不夠，這連帶也影響汽車零件業的發展。
本研究運用Michael Porter所提出之五力分析法及一般性策略分析方法，對應於和大公司的經營現況，分析出和大公司現行策略，並規劃公司未來策略之發展方向及政策與配套方案。經由研究整理後發現到，和大公司之競爭優勢來自於公司本身對於品質的嚴格控管，讓公司整體製造成本降低，同時能取得顧客信賴，讓公司在同業之中建立了競爭優勢。
和大公司與同業採取不同之目標市場區隔方式，且發揮了垂直整合能力，避免削價競爭是公司能穩居領先地位所採行的策略，這也符合Porter所提出之差異化策略。和大公司歷經近四十年之發展能有今日的成績，貫穿其中的最重要因素就是公司在技術上的優勢，和大公司在製程技術上不斷的精進同時重視研發，是讓公司拉大同業競爭腳步且持續獲利的關鍵因素。

關鍵字

汽車零件業 ； 質化研究 ； 策略規劃

並列摘要

This study processes by qualitative research. The major object is auto’s parts industry. I discuss the detail of whole industry development strategy. I apply the individual case analysis method to HOTA Industry company and discuss the role of the big company in whole industry development strategy. By the multiple analysis and advance industry technology, I study the detail and find out the benefit of market to build the predominance and the key of the auto’s parts industry.
The auto’s parts industry is affected by auto’s industry deeply. There are too many kinds of motors in market and the ration for each style and marketshare is too low. The history of the auto’s industry is over fifty years but the key parts technology is still support by foreign country. The technology capability is not in sufficiency makes the auto’s industry just like motor assemble plant. Recently, many auto’s companies have their own research center but they don’t have enough research ability in parts development. This will be affected the development of auto’s parts industry.
This study applies Michael Porter’s five-force analysis method, and general strategy analysis method. Compare to the big company situation of management, find out the processing stratagem of HOTA Company, and design the future strategy, policy, and co-operate project. By this study the predominance of HOTA Company is come from the high quality control. It lowers down the cost of whole company and get the confidence from their customers. These give the company predominance in the whole industry.
HOTA Company apply different strategy to separate target market, and use perpendicularity conformity. To prevent the competition by lower down the product price is the key to make the company become the leader of the whole industry. This fit Porter’s strategy concept. The success of HOTA is contributed to the predominance of technology. HOTA Company continues to improve their technology and pay attention on research. This is the key to lead HOTA has the predominance in the industry.

並列關鍵字

automobile parts industry ； qualitative research ； strategy planning

參考文獻

8.尚榮安譯，Robert K. YIN著「個案研究法」，弘智文化事業股份有限公司，民國90年。

9.林京芬，「汽車及其零件製造業，2000年台灣各產業景氣趨勢調查報告」，台灣經濟研究院，民國88年11月。

4.Kotler,P., Marketing Management, Analysis, Planning and Controls, New Jersey:Prentice-Hall,1976.

6.Miles,R.E.＆Snow,C.C., Organizational Strategy, Structure and Process, New York:McGraw-Hill Press,1984.

7.Porter,M.E., Competitive Strategy:Techniques For Analyzing Industries and Competitors, New York:Free Press,1980.