SMT設備代理商經營策略之研究-以A公司為例

The Business Strategy Of SMT Equipment Agent Company - A Case Study

陳秀美(Hsiu-Mei Chen)

指導教授 ： 謝龍發

中原大學/商學院/企業管理研究所/碩士(2011年)

https://doi.org/10.6840/CYCU.2011.00170

摘要

SMT是Surface Mount Technology的縮寫，譯成”表面黏著技術”，是一種將電子元件焊接在印刷電路板或基板表面的封裝組合技術，不僅僅是運用在電子產品的系統組裝中，更進一步運用在電子元件生產製造與半導體、LCD…等不同的領域之中。受到景氣波動的影響，產業中隱藏著不確定性，而且變動迅速的競爭環境，例如：訂單多樣化、交期緊迫、產品複雜度，造成反應時間的壓縮，此時如何協助企業成為擁有彈性（製程）與速度（產能）兼顧的能力，莫過於性能優良的設備及具有研發能力的設備代理商，因為再好的製程也是需要優良設備來配合才能予以實現，而再好的設備也是要有創新的製程才能極至發揮。

本研究採用獨特競爭能力分析、五力分析、SWOT分析及策略矩陣分析為分析工具，並就個案公司的經營策略與競爭優勢進行分析，研究結果發現：
1.競爭的要素從價格和品質漸漸轉變成創新研發和專業服務；
2.製程創新轉為SMT設備產業競爭來源的主要重點；
3.設備代理商藉由不同的產品導入不同的區隔市場，以因應未來的競爭；
4.設備代理商必須藉由垂直整合尋找或研發有利基的產品開拓市場；
5.成熟的技術持續受新科技的威脅和取代，設備商經營者應更重視產品的管理與規劃，研發或引進更具競爭力的產品。
由於上述的研究結果發現，提出以下建議：
1.個案公司應繼續維持在研發產品與製程技術開發，並加強與客戶及國外製造商的合作。
2.即時服務客戶能力，再加上在地化的整合與後援組織的支持協助，為客戶創造價值。
3.運用相同標準規格大量採購備品耗材實現規模經濟，並且也藉由付款的優勢降低成本。另外，運用本身的自有產品優勢，鎖定產品的利基市場。
4.發展和管理員工的知識，建立良好的客戶關係與追求進步的組織文化。

本研究主要論述以SMT設備代理商產業為研究範圍，並以個案公司為研究論述的對象。收集國內外產業資訊、專業評估報告、政府單位產業策略報告、專業網站、期刊資料與競爭廠商資訊…等資料彙整，配合相關文獻的理論與個案公司的實際策略做實證比對整理分析與探討。期望藉由此個案公司的分析，探討SMT設備代理商的競爭優勢與經營策略發展關係，並且根據此分析的結果提出具體的建議，以利可提供未來在台灣有心跨入SMT設備代理商領域之企業做為參考。

關鍵字

SMT設備代理商 ； 競爭優勢 ； 表面黏著技術 ； 經營策略 ； SMT設備業

並列摘要

SMT is an abbreviation for “Surface Mount Technology”. It is a kind of packet assembly technology achieved by welding the electronic components on the surface of PCB or baseboard. It is not only applied in the system assembly of electronic product but also in other realms such as electronic component production process, semiconductor and LCD, etc. Being affected by the fluctuating economic situation, the industrial environment is suffering from uncertain and rapidly changing competition. For example, diversified orders, tight delivery schedules and product complexity cause a compressed reaction time. Under such circumstances, how to help the firm to possess the ability in presenting flexibility (process) and speed (productivity) would rely on the equipment agent having efficiently performed equipment and R&D ability. It is true that a highly efficient process could only be achieved by the support of well-functioning equipment and the said equipment can demonstrate its ultimate performance in an innovative process.

This study employs analysis tools, Distinctive competency, Michael Porter’s Five Forces, SWOT and Strategic Matrix Method, to analyze business strategies and competitive advantages of the target company. Our findings are:
1.Competitive factors switch from price and quality to R&D innovation and professional services;
2.Process innovations change into the key point of SMT equipment industry’s competition sources;
3.Equipment agents address future competition by introducing different products into different niche markets;
4.Equipment agent must find or develop niche products to penetrate markets through vertical integration;
5.Matured technologies have been threatening and replaced by new ones. Equipment suppliers must focus more on product management and planning to develop or introduce more competitive products.
The following recommendations are made based on our findings:
1.The target company should maintain their efforts in product and process R&D and strengthen cooperation with customers and overseas manufacturers.
2.Create values for customers by instant customer servicing along with localized integration and support/assistance from the logistics organizations.
3.Realize scale economy by purchasing spare parts and supplies in unified specifications and reduce costs by employing advantages in payment terms. Dominate the niche markets with advantages out of in-house developed products.
4.Develop and manage employee knowledge base to maintain good customer relationship and pursue advanced organization culture.
This research puts its focus on the SMT equipment agent industry, and individual company will be taken as the target case to proceed with the research. The research will be conducted by collating the collected domestic/overseas industrial information, professional evaluation reports, industrial strategic reports from government agencies, professional websites, journals and competitor information, etc. in order to carry out proven comparison, arrangement, analysis and investigation by coordinating with the theory of relevant literatures and the physical strategies of the study case. Through the analysis of case study, the relationship between the competitive advantages and the operational strategies of the SMT equipment agent will be investigated. Based on the analysis result, a consolidated proposal will be submitted for reference by the firms that are determined to enter into the SMT equipment agent realm in Taiwan in the future.

並列關鍵字

Surface Mounting Technology ； SMT Equipment Agent ； Competitive Advantages ； Business Strategies ； SMT Equipment Industry

參考文獻

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