電池組裝製造廠之經營策略分析

NCUIR > School of Management at National Central University > Executive MBA > Electronic Thesis & Dissertation > Item 987654321/74420

Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/74420

Title:	電池組裝製造廠之經營策略分析
Authors:	吳明豪;Wu, Ming -Hao
Contributors:	高階主管企管碩士班
Keywords:	電池組裝廠;市場結構;廠商行為;績效水準;S-C-P;Battery assembly plant;market structure;firm behavior;Performance level;structure-conduct-performance
Date:	2017-06-02
Issue Date:	2017-10-27 13:52:32 (UTC+8)
Publisher:	國立中央大學
Abstract:	近年來電腦、通訊和消費類電子產品迅速發展且銷量十分驚人，而這些移動設備都需要電池來供給能量維持運作，隨著製造成本的提升與市場需求，生產基地逐漸都移轉至人力成本較低且同文同種的中國，而中資電池組裝廠也因為政府的扶持、外資的投資設廠、技術轉移與內部市場成熟，直、間接促使中資廠商能力逐漸提升，台資廠商許多訂單皆陸續被中資廠商搶走，導致市場佔有率逐步下降，再加上筆記型電腦與平板市場逐漸飽和與毛利逐漸降低，台資電池廠存在的競爭優勢逐漸降低，未來台資電池組裝廠如何轉型或創新扭轉局勢已是無可逃避的問題，本研究將針對台資新普、順達、加百裕與中資德賽、欣旺達以產業經濟學之結構-行為-績效分析手法進行研究，從產業的供給與需求開始進行分析後，延伸至市場結構分析，進而了解這市場的電池組裝廠市佔率、產品差異性、成本結構等，再依據廠商行為針對這產業的定價行為、研究與創新、設廠與投資等進行比較，最後以各家廠商的年報與財務報表進行績效水準分析比較台資與中資廠商的績效表現，研究結果可以了解，電池組裝廠商近年逐漸往車用、動力、儲能鋰電池組發展，加上許多產業分析機構預測，這些產品市場成長快速，若能提早投入將預期有不錯的收益，經分析此產業為高度寡佔市場，所以沒有擠入前幾大廠商行列，市場競爭力將大幅下降，此外台資與中資經營模式差異與政府輔助力度不同，導致台資廠商競爭力逐漸降低且面臨空前壓力，故台資廠商如可利用原有的優勢打入世界或中國前幾大移動設備、電動汽車品牌供應鏈，將可以持續維持原有的市場競爭力。;In recent years, computers, communications equipment and electronic products developed rapidly and sold a lot. These mobile devices require the battery to supply energy to keep the operation. With the increase in manufacturing costs and market demand, the production base has gradually shifted to China with lower human resources costs where are of the same kind and the same language with Taiwan. At the same time, the government′s support, foreign investment, technology transfer and the maturity of the internal market are directly or indirectly promote the ability of Chinese manufacturers gradually increased. Therefore, many orders of Taiwan-funded manufacturers have been robbed by Chinese manufacturers. These phenomena led to the gradual decline in the market share of Taiwan-funded manufacturers. In addition, the notebook market and the Tablet PC market gradually saturated and notebook computers and tablet margins are gradually reduced. Now, Taiwan-funded battery factory′s competitive advantage is gradually reduced. Taiwan-funded battery assembly plant how to transform and how to reverse the situation with innovation is already a problem. This study uses the structure-conduct-performance analysis of industrial economics to study the Simplo(Taiwan-owned) , Dynapack(Taiwan-owned) , Celxpert(Taiwan-owned) and Desay(Chinese-owned) and Sunwoda(Chinese-owned). From the industry supply and demand analysis, extended to the market structure analysis, and then understand the battery assembly plant market share, product differentiation, cost structure and so on. The article compares the pricing behavior and research, innovation and the investment of different firms. Finally, the article compares the performance of Taiwan and Chinese companies through the performance of the annual statements and financial statements of the manufacturers. The results show that, battery assembly manufacturers gradually developed in the automotive, power, energy storage lithium battery in recent years. Many industry analysts predict that these fast-growing product markets will have a good income if they can be put into production early. Analysis pointed out that the industry is highly oligopolistic market, so there is no squeeze into the forefront of manufacturers will lead to a significant decline in market competitiveness. In addition, different business models and different government policies led to the gradual decline in the competitiveness of Taiwan-funded manufacturers and Taiwanese manufacturers to increase the pressure. Therefore, the Taiwan-funded manufacturers how to join world′s and China′s supply chain of mobile devices, electric car brand with the original advantages, will be able to maintain the original market competitiveness.
Appears in Collections:	[Executive MBA] Electronic Thesis & Dissertation

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