從交易成本理論與資源基礎觀點探討汽車碰撞零組件業之歐洲市場佈局策略－以東陽集團為例

From the Transaction Cost Theory and Resource Based View of the Automobile Collision Parts Industry, Market Distribution Strategy In Europe - A Case Study of Tong Yang Group

吳介呈(Chieh-Cheng Wu)

指導教授 ： 楊泰和

共同指導教授 ： 呂德財(Te-Tsai Lu)

崑山科技大學/商業管理學院/企業管理研究所/碩士(2011年)

摘要

一般而言，汽車零組件廠商可分為直接供應整車製造廠組裝成車的OEM零組件製造廠以及供應全球汽車維修AM的售後服務零組件製造廠。而全球在AM售後維修市場，約85%至90%的供應來源來自台灣，而其中塑膠零組件及鈑金件，東陽集團為AM汽車碰撞零組件全球最大製造商，佔有率約全球第一。 本研究主要是蒐集產業資訊應用相關學者所提出的方法及理論作出產業分析，從交易成本和資源基礎觀點，探討台灣汽車零件廠與技術母廠合作進入歐洲，策略聯盟與策略定位關係之影響，並以東陽集團作為研究的主要對象，加上訪談高階經營管理階層，以了解東陽集團未來的經營模式與策略佈局，試圖找出對東陽集團各個區域最為有利的建議與競爭策略。 由本研究所得到的結論，發現交易成本理論概念中所提到的不確定性所帶來的風險，為導致東陽集團傾向內製的原因。由於市場資訊不透明，對於合作對象無法在事前便有效評估其品質，而行為不確定性一旦增強，相對的專案合作的風險便隨之提高。至於資源基礎觀點部分，本研究發現東陽集團近年來，隨著規模的增加與市場需求的變化快速，對於資源分享的概念，已漸漸成熟。將核心能力逐漸專注在自身的領域之上，而將非核心能力的部分交由合作廠商來進行。從資源基礎理論來看，廠商合作的概念即為獲取資源，其一方面係為維持本身核心資源，另一方面則藉由資源的取得來增強本身的核心競爭力。

關鍵字

交易成本理論 ； 資源基礎觀點 ； OEM ； AM ； 個案研究

並列摘要

In general, the automotive parts manufacturers could be classified into two categories. One is the OEM parts manufacturers which directly supply parts and components to auto factories for new vehicles. The other is the aftermarket (AM) parts manufacturers providing parts and components maintenance services all over the world. In the AM maintenance service market, about 85-90% of the parts are supplied by Taiwanese companies. And within the automotive plastic and metal parts industry, Tong Yang Group is currently the largest AM auto collision parts in the world.
This research is collecting industry's information which using the relevant scholars’ methods and theories to analysis the automotive parts industrial. Probe into the car part factory of Taiwan and enter Europe by cooperating with technological mother's factory from Transaction Cost Theory and Resource-based View, strategic alliance and tactics orient the influence of the relation. Regard group of Tong Yang as the main target of studying, in addition, interview the high manage layers of management to find out about Tong Yang group future type of operation and overall arrangement of tactics, attempt to find out it to most favorable suggestion and competitive strategy in each area of group of Tong Yang.
The conclusion got by this research, it has found the theory concept of the transaction cost mentioned about the uncertainty brings the risk, this is the root cause of Tong Yang Group to production by themselves. Because the market information is opaque, the target is unable to assess its quality effectively in advance for cooperating, and once behavioral uncertainty is strengthened, the risk of relative cooperation of special project is thereupon improved. As for the basic view part of resource, originally discover the group of Tong Yang is in recent years, as the increase of the scale and change of market demand being fast, the concept shared as to resources, already ripe gradually. From the Resource-based theory, the concept of the manufacturers’ cooperation is gaining resource, it is to keep their core resources. In addition, they can through gain resource to increase their core competitive ability.

並列關鍵字

Transaction Cost Theory ； Resource-based View ； OEM ； AM ； Case Study

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