台灣手工具產業轉型發展之競爭策略—以詠基工業為例

The Competition Strategy of Transformation Development for Hand Tool Industries in Taiwan— Yung Chi Industry Co.,

謝孟寰(Victor Shieh)

指導教授 ： 王親仁

國立臺中科技大學/商學院/企業管理系事業經營碩士班/碩士(2013年)

https://doi.org/10.6826/NUTC.2013.00026

摘要

台灣曾經是全球手工具出口最大國，近年來卻有逐漸衰退的現象。然而部分傳統產業有效運用競爭策略與企業內部的轉型，使其從困境中展現亮眼與卓越的經營績效。
本研究以詠基工業股份有限公司為例，分析該公司從1970年代以零組件代工至1990年代推出自有品牌，邁向國際市場的經歷與困境，並透過BCG矩陣、SWOT及五力分析詠基轉型前後競爭策略運用的轉變與進化，以及經營策略與國內外同業的差異性，以了解詠基轉型發展之競爭策略，以提供企業未來轉型發展，跳脫傳統產業進入全球化領域的參考。
實證研究發現詠基使用的策略為生產適合自己專業技能的產品與其它競爭者有所區別，達到『獨特技術能力』；加強硬體設備提高效率，減低工時降低成本，提高競爭對手進入市場發展的門檻，達到『低成本營運能力』；然後與貿易商和客人密切保持聯繫，滿足最終使用者的需求，建立企業形象，達到『市場導向經營策略』。未來詠基將擁有自己的國際市場，然後轉型發展成『多元化經營目標』。
未來詠基經營策略與方向，為累積實務經驗、產品創新、技術進步與市場成長，不斷增加國際市場競爭力與市場占有率，進而完成同業整合，使自有品牌更快建立國際聲譽。

關鍵字

轉型發展 ； BCG矩陣 ； SWOT分析 ； 競爭策略 ； SWOT分析 ； 競爭策略

並列摘要

Taiwan ever was the largest country of hand tools export in the world, but has gradually retreated in recent years. Nevertheless, some traditional industries have showed a bright and excellent operational performance from the times of hardship by means of effectively applying competitive strategies and intra-business transformation...
This study analyzes the procedure and obstruct of the company, Yung Chi Industry CO., LTD, which produced parts and OEM in 1970s, and their own brand in 1990s, then expanded into the international market.
BCG matrix, SWOT, and Five Forces will be used to analyze the change and progress of applying competitive strategy before and after transformation, and the changes of structure and strategies by comparing with other companies in order to understand its transformational strategy. Therefore, it is possible to offer other companies a useful transformational development strategy in future, and then can jump out from traditional industry into the global market.
The empirical study discovered that the strategies applied by Yung Chi were to produce suitable products which match with its technical ability and differentiate with competitors in order to reach a "unique technical ability." Furthermore, reinforcing the hardware equipment to increase operational efficiency, shortening working time to lower the cost, and raising other competitors the threshold of entering market development in order to a "low cost operational ability." Therefore, it can keep a close relationship with their traders and customers for satisfying end users needs and building a business image in order to reach a "market orientation operational strategy" of Yung Chi Industry Co., This company will own their exclusive global market in the future, then can transformational develop into the target of " diversified operation."
Yung Chi’s future operational strategy and direction are to accumulate empirical experiences, product innovation, technological advance and marketing growth, therefore can constantly increase its international market competitive power and market share, and finally reach the integration of similar industries and create their own brand to rapidly gain an excellent international repuation.

並列關鍵字

Transformational development ； BCG matrix ； SWOT analysis ； Competition strategy

參考文獻

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