| 摘要: | 本論文針對台灣鋰電池模組製造商現況做分析並針對該案例公司現況進行分析並指出所面臨的困境並以其優勢做深入研究後針對其產品轉型策略提出建議。台灣鋰電池模組從筆記型電腦時候開始蓬勃發展，台灣鋰電池模組產能約佔全球市場四成。另藉由網路市場的蓬勃發展，藉由蘋果電腦在2010年推出了平板電腦Ipad與其手機Iphone 產品相互整合，進入了可攜帶型消費性電子產品世代如平板、智慧型手機、穿戴裝置等攜帶式消費型產品。且排擠了原本筆記型電腦市場，其後百花齊放各家品牌廠如宏碁、華碩、華為、聯想、惠普、三星、戴爾、亞馬遜、谷歌、微軟等品牌皆相繼投入資源研發攜帶型電子產品，加速了市場飽和速度進入停滯或衰退。
因外在市場及產業的變化、相關零組件的技術突破、低功率元件應用、產品訴求輕薄短小及外在競爭對手的崛起等因素，造成台灣鋰電池模組廠商經濟規模的縮小。如筆記型及平板電腦電池模組需要電池芯的數量減少，衝擊著原本佔全球 NB 鋰電池模組產值約四成產值的台灣鋰電池模組供應商。以台灣的市場經濟規模過小，對於支持產品轉型來說是相對困難，需要透過國外市場的開發來支持產品轉型。
本文以S公司為例，來分析台灣電池模組產業的現況發展並指出其面臨的問題以其核心優勢提出產品轉型策略，利用五力分析現階段S公司在上述產業因外在市場變化後的優劣勢，再用SWOT 分析討論其產品轉型策略。可作為相關產品轉型策略擬定的參考。;This paper analyzes the current situation of lithium battery module manufacturers in Taiwan and analyzes the current situation of the case company and points out the difficulties faced and makes suggestions for its product transformation strategy after doing in-depth research on its advantages. Taiwan lithium battery module from the laptop time began to flourish, Taiwan lithium battery module production capacity of about 40% of the global market. In addition, with the boom in the Internet market, Apple computer in 2010 launched the tablet Ipad and its mobile phone IPhone products integration, into portable consumer electronics generation such as tablets, smartphones, wearables and other portable consumer products. And excluded the original laptop market, and then a hundred flowers in various brands such as Acer, Asus, Huawei, Lenovo, HP, Samsung, Dell, Amazon, Google, Microsoft and other brands have invested resources in the development of portable electronic products, accelerating the market saturation rate into stagnation or decline.
Due to changes in the external market and industry, technological breakthroughs in related components, low-power component applications, product demand for light and short and the rise of external competitors and other factors, resulting in Taiwan lithium battery module manufacturers economic scale reduction. Such as notebook and tablet battery modules need to reduce the number of battery cells, impacting the original global NB lithium battery module output value of about 40% of Taiwan lithium battery module suppliers. Taiwan′s market economy is too small, for supporting product transformation is relatively difficult, need to support product transformation through the development of foreign markets.
This paper, taking the S company as an example, analyzes the current development of Taiwan′s battery module industry and points out that the problems it faces put forward product transformation strategy with its core advantages, uses five forces to analyze the advantages and disadvantages of S company in the above-mentioned industry after the change of external market, and then discusses its product transformation strategy with SWOT analysis. It can be used as a reference for the formulation of relevant product transformation strategies. |
