| 摘要: | 1960年代起，美商日商陸續來台設立首間印刷電路板公司算起，印刷電路板在台灣已經超過五十載的歷史。80至90年代為台灣印刷電路板產業獲利的黃金時期，但由於高污染，高耗能，以及勞力密集的產業特性，導致近十五年開始各廠家陸續西進大陸設廠。過去十年間大型的台資印刷電路板廠家受到中國政府的招商優惠，低廉的人力成本以及技術領先的優勢，再加上台系組裝大廠的合作加持下，營利及獲利都再次重拾90年代的高峰。
但近五年大陸紅色供應鏈崛起，陸資印刷電路板廠不管是製程能力的提升或是新廠的建立，甚至以中國品牌崛起後積極的建立純陸資供應鏈的方向為利基推波助瀾下，聲勢持續高漲。已有許多陸資印刷電路板廠家可以直接生產頻果(APPLE)的訂單，觸角也延伸到國際一線品牌，甚至是台系組裝廠，使得各家台系廠商倍感壓力。
本研究主要以台資大廠H公司為研究對象，分析H公司所訂的目標市場方向以及幾間近年分食其市場的陸資廠家如何建立優勢。本研究採五力分析進行產業分析，再以SWOT分析法探討個案公司與紅色供應鏈廠商之優勢、劣勢、機會與威脅。
研究結果顯示個案公司經過調整後，在現階段具備優良的競爭優勢，近年個案公司各項表現仍優於同群組的中國紅供應鏈的競爭者。但由於巿場需求仍小於供給，造成價格持續下滑，在3C產品巿場上中國競爭者勢必緊追隨其後，PCB業者預料將一年比一年更辛苦。
未來個案公司的經營將面對更艱難的挑戰，故必須持續技術升級，並保持與競爭者的差距；此外，更高級距的新產品也需及早規劃開發切入，只要能保持營收及利潤，並年年提升技術，相信個案公司營運及營收將可持續成長與永續經營。;It has been over five decades, ever since the American and the Japanese came to Taiwan and established the first PCB company in1960s. From 1980 to 1990 was the golden age for PCB industry in Taiwan. However the PCB manufacturers were start moving to mainland China, due to the PCB industry are considering as a high pollution, high energy consumption and the labor-intensive industry. In the past ten years, the major PCB makers from Taiwan were took benefit from the preferential investment policies by Chinese government. Also benefit by the low labor costs and leading technology advantages, plus the Taiwanese base ODM companies’ fine cooperation, makes the revenue and profit of Taiwanese PCB makers were back to the peak again as the 90s.
However, the Chinese “Red supply chain” has been raised in these five years. The china base PCB makers had not only improved the capability and expended the facilities, but also driven up by the facts of Chinese brand companies building up the China local supply chain intentionally. Now, many China base PCB makers already had the ability to take the order from company such “Apple”, and also entered the AVL of the international brands companies. Moreover, many Taiwan base major ODM companies has approved the “Red supply chain” companies into their vendor list, which make Taiwan base PCB makers feel lots of pressure
This thesis research takes H Company as the case study. By analyze the target market of H company and how does the China base company took the market share from H company by creating advantages. In this study, the “Five Forces Model” was used to analyze the industry; SWOT analysis was used to investigate the strengths, weaknesses, opportunities and threats of H Company and the “red supply chain” vendors.
The result shows that, the H company has better advantage than the companies of “Red supply chain” after adjustments applied in recently years. However, since the market demand still less than supply, it causing the selling price will continue to decline. The China base company will keep follow and pursuit H Company in 3C market and the PCB industry is expecting to have a harder competition each year.
The case company will face more difficult challenges in the future, so, continuously upgrade technology and keep the distance from competitors are extremely necessary. In addition, early plan for high-end technology and production upgrading is required. As long as H company keeps revenue and profit growth and continues to upgrade the capability and technology. The Case company can achieve the sustainable growth and sustainable management. |
