Strategies of the Fine Blanking Industry
沖壓 ； 精沖 ； 產業脈動 ； 硬碟 ； 汽車零件 ； 策略 ； 供應鏈 ； Fine Blanking
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摘要 科技的發展一日千里產業的變化瞬息萬變，技術的演進也帶動產業的變化，尤其科技產業更是如此，高科技產業有其常見的共同特徵，尤有甚者是市場不確定性(market uncertainty)、技術不確定性(technology uncertainty)、競爭波動性(competitive volatility) 三個不確定性，也使得產業必須能敏銳的察覺產業的脈動與變化，並伴隨產業的脈動應用核心能力調整策略，企業策略的訂定必須先進行內外環境的分析，較常用的有SWOT分析，從內部的強勢弱勢與外部的機會與威脅進行分析，另一個常用的工具是Michael Porter的五力分析，可從結構面的角度來描述一個產業的處境與競爭狀況。 本論文之個案公司是一家精沖(Fine Blanking)公司，主要產品為傳統硬碟機之VCM plate，由於技術優異品質精良取得全球超過20%的市場佔有率，硬碟機產業的發展明顯為的技術發展所主導，任一影響硬碟性能的技術突破均影響硬碟機供應鏈生態的變動，由於固態硬碟(SSD)的出現不論搜尋時間、存取速度、能耗、耐撞性、發熱等性能均優於傳統硬碟，但由於成本較高故在低容量的市場已為SSD所取代，如成本可進一步降低且存取次數壽命問題可以解決，則SSD可能成為傳統硬碟之替代威脅，另反觀汽車零組件市場，汽車市場與零組件市場則走上共用化、模組化與採購全球化之趨勢，在全球主要零組件廠紛紛配合整車廠到中國設廠，且以中國的市場規模與產業政策推動下，為原以SKD方式進口的總成零組件創造了國產化現地開發的市場環境，在共用化與模組化的趨勢下，個別項目有機會由進口替代進而爭取全球的市場，汽車精沖件在此產業環境下，開創了發展契機。 本個案研究透過組織供應鏈、技術供應鏈與能力供應鏈分析原硬碟VCM plate 產業與汽車精沖件產業的異同 本研究為個案公司提出以下的定位與策略方向： 鞏固硬碟VCM plate市場領導地位。 以Tier 2為定位發展汽車精沖件，爭取切入國際汽車在華供應鏈，成為國際汽車供應鏈精沖件亞洲的主要生產基地。 並在組織與管理策略、行銷策略、供應鏈策略、研發策略、產能策略與財務策略，提出建議，從同業benchmark中發現在進入汽車產業後，物料庫存與產能的管理影響經營績效甚鉅，故針對供應鏈策略進一步深入討論。 本研究著重在產業變化對個別公司甚至產業所帶來的衝擊，與其營運策略方向調整背景的研究與分析，產業的脈動，影響公司發展甚鉅，公司策略的擬定必須順應產業的發展方向。 關鍵字：沖壓、精沖、Fine Blanking、產業脈動、硬碟、汽車零件、策略、供應鏈
Abstract The development of technology changes and makes progress a minute a mile everyday, and the evolution of technology also brings about many changes to various industries rapidly and radically, especially in hi-tech industry. In high-tech industries, there are some common uncertain characteristics; among them, market uncertainty, technology uncertainty, and competitive volatility are the most obvious ones. These three uncertainties make a company need to be keen enough to sense and detect the pulse and the change in its related businesses, follow the pulsation, and apply its core competencies to adjust operating strategies. Therefore, while making strategies, a company must analyze its internal and external environment. The most commonly used means is the SWOT analysis, which can analyze both the internal strength and weakness and the external opportunity and threat at the same time. Another commonly used tool is Michael Porter's five forces model. By using this model to analyze a company from a structural phase, it is easy to understand what a situation the company is facing and what a competitive condition it is in. The subject of this study is a fine blanking company, and its main product is VCM plate of traditional hard disk drives. Because of its excellent producing techniques and reliable qualities, its products hold more than 20% market share worldwide. In hard drive industry, it is obvious that the development of the company is dominated by its technical development. Any new technological breakthrough that affects hard drive’s performances would cause ecological changes in its supply chain. The performances of Solid-state drive (SSD) are better than traditional hard drive in its searching time, accessing speed, power consumption, crashworthiness, and reducing heat. However, the cost of producing a SSD is relatively higher. If the cost can be lowered and the life problem of accessing times can be solved, SSD is becoming a substitute and a threat to traditional hard drive. On the other hand, car parts market, automotive market, and components market are moving toward a tendency of commonizing, modulizing, and global purchasing. As a result, around the world many primary car parts suppliers have to set up their plants in China to co-operate with their car manufacturers. Driven by the industrial policies of Chinese government and its market size, many automobile companies have to create a domestic market environment. They move from the original SKD way to import component parts to a domestic developing and manufacturing way. Consequently, in the trend of commonizing and modulizing, individual items have the opportunity to take the place of importing and share the global market. In this industrial environment, automotive fine blanking items have a great opportunity for development. Through the supply chain of the organization, technology supply chain, and ability supply chain, the research analyzes the differences and the similarities between VCM plate of hard drive industry and fine blanking parts of automotive industry. This study analyzes the development trend of hard drive industry and automotive fine blanking industry, and then discusses SWOT analysis of the case company. Finally, the study also apply Michael Porter's five forces model to control internal and external environmental conditions of the case company. This study repositions and then provides the following strategies and directions for the case company: 1. Try to consolidate its market leadership in hard drive’s VCM plate. 2. Set its position at Tier 2 to develop automotive fine blanking parts and become a part of international automotive supply chain and a primary producing base of fine blanking items in Asia. The researcher proposes some suggestions for the case company in organization and management strategies, marketing strategies, supply chain strategies, R & D strategies, production capacity, and financial strategies. This study focuses on the industrial changes and what impact it would bring about to the individual company, and analyzes the operating strategies and future directions of the case company. The pulse of industry greatly influences the development of the case company; therefore, the case company has to adjust its development directions while making policies.
社會科學 > 管理學