有鑑於太陽能產業的成長潛力，國內企業在太陽能產業中，不斷思考如何在傳統產業中結合太陽能的技術及發展潛力，替傳統產業注入新的機會，在國際市場上，替台灣中小企業尋求新的利益點。本文是利用個案分析的方式，透過SWOT分析以及五力分析來對A公司進入太陽能照明設備產業之決策進行分析與研究，該決策是否合理？是否能夠創造公司價值？此外，為了成功進入該產業，A公司究竟是如何進行跨國品牌管理與通路多角化經營，來使公司在激烈的競爭市場中存活下來。個案分析結果顯示，A公司在太陽能燈具市場具有以下三項優勢：首先，已進行初步通路佈建，具有初步品牌知名度；其次，具美國文化背景與通路佈建經驗之執行團隊；最後，產品具有競爭優勢及公司本身有自主研發能力。除了產業趨勢優勢之外，A公司在管理層面制定之營運決策，包含：通路多角化經營、品牌行銷及傳播、供應鏈整合，也提供相當大的幫助。上述兩種優勢的配合使得A公司在太陽能照明設備產業能夠維持一定的競爭力與成長率。Considering the potential market of LED lighting equipment powered with regenerative energy, more and more corporations start to think about how to connect solar technique with traditional products. Hopefully, this innovation can bring new opportunities to the traditional industries and initiate new international markets for the small and medium-sized enterprises.This thesis is based on the approach of case study, using two methods - SWOT and Five-Forces – to analyze the strategies of A company about entering the solar LED lighting equipment industry. The analytic results show that: First, A company has three advantages – fundamental distribution channels, professional teams with related cultural context, and competitive products. Second, A company build up three useful strategies – diversified distribution management, brand promotion, and conformity of supply chain. The above two factors let A company maintain its competitive advantages and growth opportunities.
