模型產業競爭優勢--以J公司為例

Competitive Advantages of Modeling Industry: The case of J Company

蔡西江(Shi-Chiang, Tsai)

指導教授 ： 邱垂昱

國立臺北科技大學/管理學院/工業工程與管理系EMBA班/碩士(2010年)

https://doi.org/10.6841/NTUT.2010.00480

摘要

模型產業的發展，關係著設計產業與產品行銷，因為模型產業是一個極為特殊的產業：主要是極少量的急單、極大部分客製化的成品、即時周邊相關協力廠商的配合。台灣模型產業三十幾年的演進與變化，由一個經營者的角度來探討如何因應生態的變化、經營者本身的敏感度。個案公司經營25年來，最近面臨全球金融海嘯、美國雷曼兄弟事件影響，客戶訂單緊縮，價格急速下滑，在原物料上漲、薪資無法再減、固定成本居高不下，原本經營型態急需思考一條路；因而如何找到競爭優勢，以利公司永續經營，更是目前模型產業正面臨的重大課題。
台灣模型產業發展至今，雖然完成產品所需的各種資源相當完備，上下游的專業分工精細。但是供給面的人力成本造成投資成本過高，技術人才不足；加上需求面嚴峻的挑戰，如極短交期，品質不變卻是價格要更低，更嚴重的是少量多樣化，訂單量卻是銳減。如此環境下台灣模型產業應具備何種競爭優勢才能生存是本研究的主題。
本研究係採用定性研究的個案研究法--個案研究 (Case Study)，藉由個案J公司過去的成長及現況分析，透過觀察及與高階主管訪談彙總資料，運用資源基礎理論與剝析企業永續生存的競爭能力、核心競爭能力、競爭優勢等。找出模型產業競爭優勢，提供爾後台灣模型產業的建構競爭優勢之參考。

關鍵字

模型技術 ； 個案研究 ； 競爭優勢

並列摘要

The development of Modeling Industry is related to the Design Business and Product Marketing. Three reasons, very small and urgent orders, customized products, and real time cooperation with suppliers, make the modeling industry a special business.
The modeling industry has been established for more than 30 years in Taiwan. From an owner’s perspective, this research studies how to manage the changing business environment and develop the sensitivity of business. The case of company has been in the modeling business for 25 years. Affected by the worldwide financial tsunami and bankruptcy of Lehman Brother Company, the orders were decreased, price dropped sharply, raw material cost increased, but the wages could not be lowered so the fixed cost kept higher and higher. To have a sustainable operation of business, it is essential to identify the competitive advantages of the industry.
There are completed resources for modeling industry in Taiwan, and a sophisticate division in specialties. Unfortunately, for the supply side, there exists a high investment cost due to the cost of human resources and technical shortage. In addition, there are rigorous challenges from demand side, such as higher customer requests, shorter delivery, and lower price. Even worse, there is a serious orders decrease and smaller volume with varied items. Therefore, this research focused on identifying the competitive advantages needed for the industry to survive in this hostile business environment.
A qualitative approach of case study was adopted in this study. Through the analysis of J company’s past as well as current status and interview with top of the company managers to collect the necessary data. By using the Resource-based Theory, the researcher identifies the sustainable competition advantages and core competences for the modeling industry. Suggestions for future development of the modeling industry in Taiwan are also provided.

並列關鍵字

Modeling Technology ； Case Study ； Competitive Advantages

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