台灣特殊氣體產業競爭策略之個案分析－以晶呈科技為例

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题名:	台灣特殊氣體產業競爭策略之個案分析－以晶呈科技為例
作者:	鍾承育,;Chung,Cheng-Yu
贡献者:	高階主管企管碩士班
关键词:	特殊氣體;五力分析;競爭優劣勢分析;Specialty gases;Five forces analysis;SWOT
日期:	2016-05-06
上传时间:	2016-06-04 12:53:23 (UTC+8)
出版者:	國立中央大學
摘要:	特殊氣體產業在工業發展歷程中舉凡鋼鐵業、重工業、塑化業到現今的電子科技業等，其特殊氣體原料皆是充份供應且支撐每一個行業蓬勃發展的或是提升製程能力上不可或缺的重要元素。隨著產業結構的變化，特殊氣體的應用面多數使用在高科技電子產業上，也因為台灣為全球高科技電子製造國，故在特殊氣體使用總量位居全球前五大，過去所仰賴的設備規模與運用技術似乎已不再市場供應上競爭獲利的保證。故本研究是針對台灣特殊氣體業者在面對全球化的競爭壓力，特別來自其他國家的低價產品，探討企業如何還能運籌帷幄，掌握先機，並保持競爭優勢。本研究採用個案研究法，以研究者所服務的公司–晶呈科技為研究對象，以五力分析及SWOT競爭策略矩陣分析來探討其經營策略，並藉由觀察和次級資料的蒐集，分析與探討個案公司在競爭激烈的環境中，其經營管理及發展策略之關鍵成功因素為何，並針對個案分析結果，提出對個案公司及特殊氣體相關廠商在未來制定經營策略與行動方案的建議。一、個案公司採取轉型策略擴張國內市佔率，未來可朝生技醫療或其他特殊製程發展應用與研發進行市場開拓，以達經濟規模。採取上下游整合及產業策略聯盟，達到產品的擴張，以完成擴充企業版圖。二、特殊氣體業者可運用台灣管理優勢與海外銷售分工，拓展大陸或東亞市場，尋求策略夥伴提供高品質在地化服務。可連結上下游產學合作，提高產品附加價值，使企業更加具有永續經營能力。;The specialty gases industry in its development covers many industries, from the steel industry, the heavy equipment industry, the plastics industry to today’s electronic technology industry. As their indispensable raw materials, the ample supply of specialty gases is absolutely critical for the operations and development of these industries. With the changes in the industrial structure, specialty gases now are applied mostly in the high-tech electronics industry. Because Taiwan is the major manufacturer of high-tech electronics globally, she is among the world′s top five specialty gases users. While the operational scale and available technologies are no longer the guarantee for greater profit. With the case study method, this study aimed at analyzing Taiwan specialty gases industry in the face of competitive pressures of globalization, in particular low-priced products from other countries, to address how companies can map out a strategy to seize the initiative and obtain competitive advantage. The case studies is Ingentec Technology for which the researcher works. The case study, based on the five forces competitive strategy model and the SWOT matrix analysis, explores the company’s business environment. By observation, interviews, and secondary data analysis, the study discusses the case’s competitive environments and the key success factors in its management and development strategies. The results of the case study suggest the specialty gases company’s future development and business strategies as follows: 1. The case company should take a transformational strategy to expand its domestic market share by targeting at the biotech medical and other markets with special process development and to achieve greater economies of scale. By vertical integration and forming strategic alliances, the company may expand its market shares, achieving a expanded enterprises 2. Specialty gases industries can use the management advantages of Taiwan and overseas sales division of labor to enter and expand China and other Asia markets, with high quality partners providing localized services. Tighter vertical cooperation and integration also has the potential to provide greater added value to the customers, enhancing the company’s sustainability in the market.
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