台灣太陽能電池產業競爭策略之研究－以昱晶公司為例

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题名:	台灣太陽能電池產業競爭策略之研究－以昱晶公司為例
作者:	江明哲,;Chiang,Min-Che
贡献者:	高階主管企管碩士班
关键词:	太陽能產業;鑽石模型;五力分析;SWOT;Photovoltaic industry;Diamond model;Five force analysis;SWOT
日期:	2016-05-06
上传时间:	2016-06-04 12:53:17 (UTC+8)
出版者:	國立中央大學
摘要:	台灣太陽光電產業以製造業為主軸，產業鏈建置完備，指標大廠集中在矽晶圓與太陽電池產業鏈。就產量來看，矽晶太陽電池是我國太陽光電產業的主力產品，2014年產量達8.7GW，我國矽晶太陽電池的性價比高，因而廣受國際市場歡迎，93%的產出外銷國際市場，其中昱晶、茂迪與新日光名列全球前十大太陽能電池廠。矽晶圓是產量第二大的太陽光電產品，2013年產值占比達19%，中美晶、綠能為兩大製造商，主要供應國內電池廠，不過無法滿足所有業者需求，因此仍須向國外採購，主要進口國為韓國與中國大陸。政府為擴大再生能源使用量，2012年開始推動「陽光屋頂百萬座」計畫，預計2030年達成總裝置容量6,200 MW之目標，藉由擴大內需增進國內系統商設置能力與實績。於2012年3月成立「陽光屋頂百萬座推動辦公室」，統籌辦理相關推動配套措施，包括推廣PV-ESCO模式，帶動更多公私部門廳舍設置太陽光電發電系統實例。本研究以台灣太陽能電池製造商昱晶公司做為研究對象，從鑽石模型中，歸納台灣的太陽光電產業鏈的上游缺乏矽晶材料，下游缺乏市場發展，為發展之不利因素，並透過Michael Porter的五力分析和 SWOT分析模型等理論，探討個案公司在競爭激烈的產業環境中，其經營管理及發展策略之關鍵生存因素為何，並針對個案分析結果，提出針對個案公司及台灣太陽能電池相關業者未來制定經營策略及創業的建議。而經由本研究分析探討後，建議台灣太陽能電池製造商昱晶公司以「立足台灣，放眼國際」、「發展新技術，提升高效電池」、「網羅人才，永續經營」三項建議方向。;The photovoltaic industry in Taiwan focuses on manufacturing with a complete industrial chain. The main companies in the industry concentrate on producing silicon wafers and solar batteries. In terms of volume, silicon solar batteries are the main product in our national solar industry, with an output of 8.7GW in 2014. Since the price-performance ratio is high, our solar batteries are very popular in the international market ( 93% of the output are exported). Gintech , Motech and Neo are among the top ten photovoltaic factories globally. Silicon wafer is the second largest product in photovoltaic industry, and its output value is 19% in 2013. Sino-American Silicon and Green Energy are the two major manufacturers of silicon wafers, and they mainly supply domestically but are insufficient to satisfy the demand of the entire industry. So importing from abroad is still needed, mainly from China and Korea. Our government started a “millions of solar houses” plan in 2012 to enlarge the use of renewable energy, expecting to reach the goal that the total capacity of the devices is 6200 MW in 2030. By expanding the demand to enhance the ability and actual result of the domestic system business, “Office to promote millions of solar houses” is founded in March, 2013. The office manages the related supporting measures, including promoting PV-ESCO mode and making more halls in government or private departments to set up photovoltaic generator systems. This study focuses on Taiwan’s photovoltaic company, Gintech, with analysis starting from a diamond model to induce the conclusion that in Taiwan the upstream of the photovoltaic industry lacks silicon materials and the downstream of the industry lacks market development. These factors are harmful for the industry development. Then, the five force analysis of Michael Porter and the SWOT analysis are applied to studying the survival factors of the case company in the competitive environment. The results of the case study propose policies for the future development of the case company and suggest ways to create more business. The study recommends the case company, Gintech, should follow three policies: “based in Taiwan and look over the world,” “develop new technology to enhance battery performance,” and “recruit talent to sustain development .”
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