| 摘要: | 近年受新冠疫情影響，全世界消費需求因應防疫考量，轉換為「非戶外」、「低接觸」、「低風險」的模式下，帶動「宅經濟」產品與運動用品消費與銷售暢旺，伴隨疫情緩和，歐美市場率先解封，健身房重新開放下，商用健身器材市場前景看好。本研究以台灣運動器材產業之國際化進程，運用經濟學中的結構-行為-績效分析模型 (Structure-Conduct-Performance model, SCP)，分析台灣運動器材產業的市場結構、廠商行為與經營績效之關係，與新冠疫情的發生(2020-2021)所造成產業本身的影響做分析評估，以尋求國內業者永續發展及潛在者之進入此產業與市場的建議，並對台灣運動器材廠商提供進一步的理解與認識。
研究發現：市場結構方面，運動器材產業屬於優質廠商寡占與低度集中市場，廠商的產品主要是來自客戶設計或是業界標規產品，較少差異性，但廠商可透過人才與資金的投入，取得新樣式、新結構的產品發展，並在國際專利保護下，於某一領域獨占市場一段時間。新廠商進入門檻雖不高，卻需要時間充實的資本投入與累積競爭力。在廠商行為方面，除國內跨足國際品牌與通路的廠商之外，運動器材製造廠並無強大的市場定價能力，價格異動的因素在於金屬行情的波動與供需態勢的消長。廠商的產品策略以及研究開發方向，對公司的成長及獲利息息相關，併購與聯盟亦是廠商追求擴張的重要手段。在經營績效方面，藉由併購取得國際品牌與通路，創造新產能與取得研發技術，是運動器材製造廠商獲利成長的主要模式，而廠商規模經濟、產品市場策略、市場需求對廠商的績效有直接影響。
本研究給既有廠商或新進廠商的建議，包括上游原物料的掌控、經濟規模的擴張與風險控管、堅實的品質體系與持續性的改善、上下游的整合擴張的發展方向，以建立良善的堅實體質及國際競爭力。對產業的建議是著力與市場與產品的發展導向，面對中國競爭，跳脫紅海價格競爭，採用價值與成本交換機制，達到產業的永續經營與成長。;In recent years, affected by the COVID-19, the world′s consumer demand has been transformed into a "non outdoor", "low contact" and "low risk" model in response to epidemic prevention surveys, which has driven the consumption and sales of "homebody economy" products and sporting goods to flourish. With the easing of the epidemic, the European and American markets took the lead in unsealing. With the reopening of gyms, the commercial fitness equipment market has a promising prospect. Based on the internationalization process of Taiwan′s sports equipment industry, this study uses the Structure-Conduct-Performance model (SCP) in economics to analyze the relationship among the market structure, manufacturer′s behavior and business performance of Taiwan′s sports equipment industry, and analyzes and evaluates the impact of the COVID-19 (2020-2021) on the industry itself, so as to seek suggestions for the sustainable development of domestic players and the entry of potential players into the industry and market.
We found that in terms of market structure, the sports equipment industry belongs to a low concentration and oligopoly of high-quality manufacturers. The products of manufacturers mainly come from customer designs or industry standard products, with limited differentiation. However, manufacturers can obtain new styles and structures of product development through talent and capital investment, and monopolize the market in a certain field for a period of time under international patent protection. Although the threshold for new manufacturers to enter is not high, it requires time for substantial capital investment and accumulated competitiveness. In terms of manufacturer behavior, apart from domestic manufacturers that cross international brands and channels, sports equipment manufacturers do not have strong market pricing capabilities. The factors causing price fluctuations are the fluctuations in the metal market and the fluctuations in supply and demand trends. The product strategy and research and development direction of manufacturers are closely related to the growth and profitability of the company, and mergers and acquisitions and alliances are also important means for manufacturers to pursue expansion. In terms of business performance, acquiring international brands and channels through mergers and acquisitions, creating new production capacity, and acquiring research and development technology are the main modes of profit growth for sports equipment manufacturers. The economies of scale, product market strategies, and market demand of manufacturers have a direct impact on their performance.
This study provides suggestions for existing or new manufacturers, including controlling upstream raw materials, expanding economic scale and risk management, establishing a solid quality system and continuous improvement, and developing directions for integration and expansion of upstream and downstream, in order to establish a good and solid physique and international competitiveness. The suggestion for the industry is to focus on market and product development orientation, face Chinese competition, break away from price competition in the Red Sea, adopt value and cost exchange mechanisms, and achieve sustainable operation and growth of the industry.
In terms of recommendations for the government and academic sectors in this study, with the global investment in the new form of sports technology industry, government departments should study how to assist local industries in technological upgrading, focus on research investment in software and hardware, and further coordinate and promote cooperation between industry, government, and academia to achieve a win-win situation. |
