台日中小企業合作進軍大陸市場之策略探討－手機相機產業之光學設備代理商案例分析

Alliance of Japan and Taiwan small and medium-sized enterprises expanding into Chinese market - Case study of optical equipment distributor in mobile camera industry -

廖述豪(Shu-Hao Liao)

指導教授 ： 黎立仁

國立臺中科技大學/語文學院/應用日語系日本市場暨商務策略碩士班/碩士(2013年)

https://doi.org/10.6826/NUTC.2013.00001

摘要

過去在討論台日策略聯盟型態，重點都針對台灣或日本的大企業進行討論，然而面對新的國際局勢，台日中小企業的策略聯盟，逐漸形成一種被重視新的型態。目前文獻，針對台日中小企業過去研究或成功執行的案例很少。因此，我們期待透過筆者在手機鏡頭測試設備領域的產業經驗，藉由台日中小企業合作的案例分析，提出一種台日合作新的型態模式。
本研究一開始透過Porter的五力分析架構對I社的經營策略做分析，接著藉由SWOT分析架構了解I社的優勢與劣勢，最後分析所思考出的「強化策略」。I社選擇與擁有技術，但規模小的日本設備廠Katsura Opto Systems株式會社，進行「台日企業策略聯盟」。由於Katsura規模較小，因此語言人才和海外的業務能力相對較弱，無法單獨提供技術支援給手機鏡頭廠。
I社透過台日策略聯盟，並與與台灣國內手機鏡頭大廠商如大立光、玉晶光等，共同設計手機鏡頭測試檢測設備，藉由這些廠商在市場的領先地位建立鏡頭的手機鏡頭測試檢測標準。
當台灣大立光、玉晶光這些市場的領頭羊決定導入後，在中國大陸的市場追隨者也必須採用同樣的標準。我們將透過台日合作共同生產模式來拓展大陸市場。
「I社」和「Katsura Opto Systems株式會社」的合作模式，跳脫過去台灣與日本大企業間的合作聯盟方式外，透過與日本中小企業策略聯盟。共同合作在手機鏡頭測試設備創造新的標準，透過指標廠商的引用，進軍中國大陸當做主攻市場，透過「台日合作、進軍大陸」的合作關係，建立台日中小企業新的合作模式。

關鍵字

台日企業合作 ； 大陸市場 ； 經營策略 ； 客製化

並列摘要

Previously when it comes to the patterns of strategic alliance between Taiwan and Japan, discussions were mainly about how strategic alliances worked on large enterprises. However, as global situation had been changing, strategic alliances between small and medium business in Taiwan and Japan was considered a new pattern. However, there was little research about this new pattern or cases carried out successfully on current literature. We expect to look into a new type of cooperation with Taiwanese and Japanese small and medium business involved.
L Company chose a small scale Japanese OEM, Katsura Opto Systems Co., Ltd. for its high technique and built a strategic alliance between enterprises in Taiwan and Japan. Due to Katsura’s small business scale, Katsura was rather weak at sales ability overseas and short of skilled personnel in foreign languages; consequently, they might not be capable of providing technical support to camera lens manufactures on its own. Through cooperating with Japanese business, L Company also worked with some major camera lens manufactures such as Largan Precision Co.,Ltd. and Genius Electronic Optical Co., Ltd. for mobile phone camera lens inspector design. With the leading position of those manufactures in the market, together they have set up standard of inspecting camera lens used on mobile phone.
L Company and Katsura Opto Systems Co., Ltd. were both small and medium business. Their strategic alliance was not a usual cooperation pattern of large enterprises in Taiwan and Japan. They further developed mobile phone camera lens inspector together and created a complete standard. With the introduction of the new inspection standard to indicative manufacturers, L Company and Katsura set their sights on Chinese market as their key market-expanding field. To conclude, L Company is going to Chinese market with cooperation with Japanese business, building a new pattern of enterprise alliance.

並列關鍵字

cooperation between enterprises in Taiwan and Japan ； Chinese market ； business strategy

參考文獻

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