台灣薄膜太陽能電池廠商競爭策略之研究－以S公司為例

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题名:	台灣薄膜太陽能電池廠商競爭策略之研究－以S公司為例
作者:	黃信玄,;Huang,Hsin-Hsuan
贡献者:	高階主管企管碩士班
关键词:	薄膜太陽能電池;五力分析;競爭優劣勢分析;關鍵生存因素;Thin-film solar cell;Porter five forces;SWOT;Key factors of survival
日期:	2016-05-06
上传时间:	2016-06-04 12:53:25 (UTC+8)
出版者:	國立中央大學
摘要:	台灣薄膜太陽能電池業者，隨著競爭對手的生產規模快速擴大、成本快速降低及轉換效率持續提升下，在面臨日益競爭的環境中，該如何擬定策略，才能繼續保有競爭優勢。故本研究針對台灣薄膜太陽能電池業者在面對全球化的競爭壓力，特別是來自中國大陸廠商之競爭，在競爭激烈的太陽能產業環境中，致使國內外多家薄膜太陽能業者退出市場時，仍能保有其生存空間。本研究採用個案研究法，以研究者所服務的公司－S光電公司－為研究對象，探討其從創業初期的艱苦經營，最後成為目前全球最大尺寸的薄膜太陽能電池模組製造商。本研究藉由觀察、文獻及次級資料的蒐集，運用 Porter 五力分析模型和 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薄膜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，得到能維持其關鍵生存因素為「資金的籌措能力」及「彩色電池片關鍵創新技術能力」等二項。故S光電公司應採取技術領先的策略，保有利基的彩色結晶矽電池片市場，待資金及市場成熟時，再擴大薄膜太陽能電池生產規模，提高市場占有率，將已形成之技術領先發揮極致。;With the rapid expansion of production scale and the continuous demands for cost reduction and efficiency improvement, Taiwan’s thin-film solar cell industry faces incredibly severe competition. The critical question then is: How can the manufacturers in the industry develop business strategies to sustain their competiveness? In this study, we try to figure out how to sustain a thin-film solar cell company in Taiwan under the pressure of worldwide competition, especially from the competition of manufacturers in Mainland China, after numerous domestic and international thin-film solar cell companies had already withdrawn from the industry. With the case study research method, the S photovoltaic company is selected as the research objective. The study looked back the company’s history from its early hardworking days to eventually becoming the world largest sized thin-film solar module manufacturer. Based on observation, documents and secondary data, the study utilizes Porter′s five forces model and SWOT analysis model to analyze the key factors, including its management and development strategy, for S company to survive in such a highly competitive environment. Proposal for the thin film solar cell industry to develop future business strategy and entrepreneurship was developed based on the results of this case study. The key factors concluded through analysis of the case are: "Financing ability" and "Color cells key innovative capability.". It’s suggested that the S photovoltaic company should take the technology leading strategy to maintain a niche colored crystalline silicon solar cell market, waiting for the maturity of capital and thin-film solar cell market to further expand its thin-film solar cell production scale so as to increase its market shares by maximizing the advantages of the leading technology.
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