國內外環境變化迅速，自由化與全球化的浪潮為廣大的企業界帶來嚴峻的衝撃與無窮的商機，企業經營者面對此波衝撃有無能力透過升級與轉型或海外投資等成長策略，幫助企業找到新的獲利模式，而不被潮流所淹没，是企業應深入思考的嚴肅課題。產品與產業皆有其生命週期，藉由「產品生命週期」的分析法可作為產品的前景指標，相同的，深入瞭解該產業的現況以及未來的前景，企業才能做進一步的策略決定。本研究旨在探討原本選擇根留台灣的傳統產業公司，在面臨產品與產業已進入成熟期甚至是衰退期時，是如何運用海外投資成長策略，就其中的產品與市場區隔、投資環境與地點的選擇、投資形式與海外子公司的管理機制等構面進行規劃評估。個案公司經由上述的決策分析獲致結論顯示前往海外投資設廠、積極邁向國際化、開拓更廣大的市場是刻不容緩之事。本研究亦期望藉著個案公司的決策過程及結論能够給予面對類似處境的傳統產業公司作為參考。;The domestic and global environments are always changing and the trend of trade liberalization and globalization brings major impact on and enormous business opportunities to various industries. It is an important strategic issue for a company’s leader to think deeply about how to find a new profit-making business model by upgrading, transforming or internationalizing investment in order to survive in this rapidly changing environment. Both product and industry have their own life cycles. The analysis of product life cycle can be used as the prospect index of the product. The progressive decision-making of a company’s strategy must be based on the understanding of the present situation and the prospect of the industry. This research investigates how a Taiwanese company in a traditional industry at its mature or even decay stage actively entered into international markets. The strategic formulation and decision-making of the internationalization mainly depends on the comprehensive evaluation and planning of product and market segmentation, investment environment and location selection, investment portfolio and management mechanism of the oversea subsidiary. The finding in this study indicates that active internationalization for entering the global market by an investment in establishing a factory abroad should be taken into action immediately. The strategic analysis and conclusion of this case study expects to be a valuable reference for those traditional companies facing a similar situation.
