產品多角化經營策略之研究─以明基材料為例

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题名:	產品多角化經營策略之研究─以明基材料為例
作者:	黃敬甯;Huang, Ching-Ning
贡献者:	高階主管企管碩士班
关键词:	多角化策略;Diversification strategy
日期:	2023-05-25
上传时间:	2024-09-19 16:15:06 (UTC+8)
出版者:	國立中央大學
摘要:	多角化策略是企業追求成長、降低風險及永續經營的重要成長策略，需保持競爭優勢及紮實的核心能力，才能面對產業的競爭環境。執行多角化策略，必須先了解本身的條件與外部的市場需求轉變，以期降低多角化發展可能帶來的風險。明基材料從最初的光碟片產業到顯示器材料偏光片、再到醫療材料產業的多角化發展，每一個決策都是經過細心思考、仔細評估的結果。這種敏銳的市場觸覺、長遠的規劃以及跨領域的轉型能力，讓明基材料在面對競爭激烈的產業環境，仍保有競爭力的重要因素。在新事業的推展過程中，從人才培育到組織架構調整，從中發掘更深層的動態能力，以因應未來可能再次面臨的產業變化與挑戰，並有助於未來新事業的發展，更是企業永續經營的重要關鍵。　　本研究利用個案分析法，以明基材料為研究對象，探討多角化經營策略之現況與未來發展，及公司如何運用自身深厚的核心技術、人才布局並透過引進外部合作所建立之動態能力，以應對外部的挑戰。明基材料在醫療事業方面，持續布建各個品牌與其對應的通路並進軍全球市場，更成為明基材料後續多角化發展的成長動能。本研究發現，集團的垂直支援對明基材料早期的事業發展相當重要，近年的醫療事業發展，則更重視異業的水平合作，著重在外部定位及策略彈性，並強化品牌力以開創新局。;Diversification strategy is an important growth strategy for businesses seeking to achieve growth, reduce risks, and achieve sustainable operation. To face the competitive environment of the industry, businesses need to maintain their competitive advantage and solid core capabilities. To execute a diversification strategy, businesses must first understand their own conditions and external market demand changes in order to reduce the risks that may arise from diversification. From its initial focus on the optical disc industry to the diversified development of display materials, polarizers, and medical materials, every decision made by BenQ Materials has been the result of careful consideration and evaluation. This keen market sense, long-term planning, and cross-domain transformation ability have enabled BenQ Materials to remain competitive despite fierce industry competition. In the process of developing new businesses, from talent cultivation to organizational structure adjustments, the exploration of deeper dynamic capabilities will help to cope with future industry changes and challenges, and is also an important key to sustainable business operation. This study uses a case analysis approach, focusing on BenQ Materials to explore the current status and future development of diversification strategies, and how the company uses its deep core technology and talent layout to establish dynamic capabilities through external cooperation to cope with external challenges. In the medical business, BenQ Materials continues to establish various brands and their corresponding channels and enter the global market, becoming the driving force behind the company′s subsequent diversified development. This study found that the group′s vertical support was important for BenQ Materials′ early business development, and in recent years, the development of the medical business has focused more on horizontal cooperation with other industries, emphasizing external positioning and strategic flexibility, and strengthening brand power to create new opportunities.
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