印刷電路板(Printed Circuit Board，簡稱PCB)係指插立或表面安裝承載電子零組件而本身已有連接導通線路的電路基板，經由所裝載的電子元件與印刷電路板所具備之電路佈線設計，構成電子產品的功能，是製造所有電子產品不可或缺的基本要件，被認為是「電子系統產品之母」。 台灣印刷電路板產業自三十餘年前開始發展，由於業者的投入與努力，逐步成長茁壯成為全球第三大，僅次於日本、美國，也是國內第二大的電子零組件產業，僅次於積體電路(IC)。近年來由於全球經濟不景氣，台灣印刷電路板產業也因為先前的過度投資，產能供應遠大於市場需求，龐大的折舊成本讓業者大多數處於虧損狀態，而廠商為求快速提升產能利用率，低價搶單之風從未止息，造成毛利率嚴重下滑，大部分廠商都面臨存續發展的嚴重危機，但仍有極少數獲利豐厚，表現優異的企業，在逆境中異軍突起，引領風騷。 本研究藉由探討台灣印刷電路板產業概況、產業分析與競爭策略，對目前於業界有卓越經營表現的A公司作個案分析，透過與該公司經營負責人的深度訪談資料，探討其競爭策略的獨特與差異，以及相關文獻理論的回顧和研究，整理出結論及建議，並為當前台灣印刷電路板產業處於生存發展的激烈競爭狀況下，嘗試提出經營策略的建議與參考。 Printed Circuit Board (PCB) is the inserted or the installed electronic components on the surface that is already a connected and conducted circuit board itself. Via the assembled electronic components and the circuit design to form the function of electronic products. PCB is the indispensable basic part in manufacturing all electronic products. It is considered to be “the mother of electronic system products.” The Printed Circuit Board industry of Taiwan has been developed for more than 30 years. Because of the inputs and efforts of many companies, the industry has expanded progressively and strongly to become the third largest PCB manufacturer in the world, ranking after Japan and USA. After IC industry, PCB is the second largest industry of the electronic component parts in Taiwan. However, the over-investment in the PCB industry of Taiwan has caused the supply of production capacity over the market demand. The global economic downturn in the recent years has made most PCB companies in Taiwan in the deficit condition. The companies have tried to increase the production utilization and have continuously used the low-price strategy to gain low-margin orders. Most of them are facing a serious crisis of continuously developing, and only very few of them have been making a munificent profit in the adverse circumstances. This research provides an overview of the industry and analyzes the competitive strategy of the Printed Circuit Board industry in Taiwan. This study performed a case study of “A” company, which is outstanding in this industry. It probed into the uniqueness and differentiation of its competitive strategy and to the retrospect and study of relevant theories. By sorting out the conclusion and suggestion, and to the present Taiwan’s Printed Circuit Board industry that is surviving and developing under the drastic competitive condition, this research tried to propose the suggestion and reference of the managerial tactics.
