以五力分析及策略品牌管理觀點探討鏡片產業的競爭力－以Y公司為例

台灣素來有眼鏡王國的稱號，許多眼鏡製造工廠接受客戶的代工訂單，但缺乏品質要求及自主設計的能力；近幾年，台灣的眼鏡工業技術已遍及至中國沿海工業城市，當地的製造商以低成本的生產模式，與台商取得一樣有力的競爭優勢，導致市場目前狀態為供過於求的窘況，加上中國眼鏡業者為了搶單而祭出的削價競爭，致使台灣眼鏡製造商不論在產品利潤或全球區位的比較優勢上，已面臨前所未有的困境。本研究以台灣某鏡片製造商—Y公司為研究對象，以「五力分析」與「策略品牌管理」行銷理論為基礎，並採用質性研究方法中的結構式訪談，調查訪問10個Y公司的下游廠商，分析Y公司與其他大陸鏡片製造商之差異與優劣勢，結果發現Y公司之優勢為產品具多樣化、品質穩定性高且相關技術成熟；而劣勢為成本較高，導致競爭力較大陸製造商弱、且台灣與大陸之產品同質性高。本研究建議，台灣鏡片業應以現有之技術與經驗，維持高品質之產品優勢，爭取與國際大廠合作的機會，並研發高階產品或多功能產品，帶動國際認同進而提升品牌知名度，透過差異化以避免與大陸廠商削價競爭，以上建議可做為Y公司及整體鏡片產業擬定市場行銷策略之重要參考。

關鍵字

五力分析；策略品牌管理；鏡片製造

並列摘要

Taiwan has been called the ＂Kingdom of the Eyeglasses＂ since 1970s. Most eyeglasses manufactures focused on OEM (Original Equipment Manufacture) rather than ODM (Original Design Manufacturer). In recent years, China manufacturers have the same competitive advantage as Taiwan's, but they offer low-cost products that lead to the supply exceed the demand. Moreover, China eyeglasses manufacturers cut off the prices unscrupulously to get the orders. It caused Taiwan's eyeglasses manufacturer facing unprecedented crisis. This research takes Y Company - one of the lenses manufacturers in Taiwan - as a sample case to study. This research employs the marketing theories, including Five-force Analysis and Strategic Brand Management to conduct the survey by qualitative research method. The findings of this research are Y Company have strengths of product variety, stable quality, and mature technology. Its weaknesses are higher costs, and product homogeneity with competitors. This research suggests that Taiwan lenses industries need to take advantage of experienced skills to maintain high quality, developing new multi-function products, making product differentiation, getting cooperation opportunities with international distinguished companies. The results of this study make contributions for Y Company and the whole lenses industry to implement the marketing strategy planning.