代工發展自有品牌之策略轉變－以建霖集團之健康廚衛事業為例

從2018年美國點燃經濟保護主義，使得中國大陸製造蒙上了一層陰影，個案公司長期對美國地區客戶的銷售收入占比較大，隨著中美貿易摩擦影響及全球化進程的加快，進行跨國經營是企業發展的必然趨勢，也是為了尋求更大範圍的競爭優勢。90年後消費者大量出現消費升級，中國大陸市場的發展將越來越好，中國大陸也將成為世界最大的市場，中國大陸市場對品牌需求不再以洋品牌為主，企業要思考從“中國製造”到“為中國製造”，個案公司的三駕馬車「實業智造、品牌服務、技術輸出」將加大中國大陸市場布局。此外「一帶一路」的市場，個案公司也會跟進將啟動東南亞公司的設立，成為未來進入東南亞市場之基礎，使得個案公司的產品更能滿足目標客戶的需求，從而逐漸擴大目標市場的規模。本研究透過產業環境次級資料的蒐集、個案公司訪談以及相關資料的蒐集，並透過策略形態、價值單元、產業價值鏈、策略矩陣分析等理論作為研究參考文獻架構，探討分析個案公司所擁有的特殊資源與能力，並且利用策略矩陣分析公司在目標市場的擴張與改變的策略上的規劃，探討公司產業中成功營運的原因及優勢，並且給予個案未來目標市場的發展之建議，讓健康廚衛產業經營在中國大陸市場及東南亞布局上，藉此從而得到更多目標市場信賴跟機會，發展成為全球健康家居產品領導者。

關鍵字

策略形態；價值單元產；業價值鏈；策略矩陣分析法

並列摘要

Since the United States ignited economic protectionism in 2018, it has cast a shadow on the manufacturing in mainland China. The case company has long accounted for the large sales revenue of customers in the United States. With the impact of China-US trade frictions and the acceleration of globalization, transnational business is an inevitable trend of enterprise development, but also to look for a wider range of competitive advantages. After 90 years, consumers have seen a large number of consumption upgrades. The development of the Chinese market will become better and better. Mainland China will also become the world's largest market. The demand for brands in the Chinese market is no longer dominated by foreign brands. Enterprises should think about "Made in China" to "Made for China". The case company's troika "Industrial Intelligence Manufacturing, Brand Service, and Technology Export" will increase the market layout in mainland China. In addition, the “Belt and Road” market will follow up with the case company, which will start the establishment of Southeast Asian companies and become the basis for entering the Southeast Asian market in the future, so that case company products can better meet the needs of target customers, thereby gradually expanding the scale of the target market. This research uses the collection of industrial environment secondary data, case company interviews, and collection of relevant data, and uses the theory of strategic posture, value units, industrial value chain, and strategic matrix analysis as the research reference framework to explore and analyze the special resources and capabilities of the case company, and use the strategic matrix to analyze the company's planning on the expansion and change of the target market, discuss the reasons and advantages of the company's successful operation in the industry, and give the case to the future target market development. The recommendation is to allow the healthy kitchen and bathroom fixtures industry to operate in the Chinese market and Southeast Asia layout, thereby gaining more trust and opportunities in the target market, and developing into a global leader in healthy home products.