| 摘要: | 中美貿易戰後，全球貿易格局的變化對中國和美國之間產業鏈產生巨大的影響，有著「電子工業之母」美名的印刷電路板（Printed Circuit Board, PCB）產業也無法置身事外。隨著兩國關稅壁壘的升高及貿易摩擦的加劇，越來越多的企業選擇將生產基地從中國大陸轉移至東南亞國家，特別是泰國。泰國因其低廉的勞動力成本、優越的基礎設施以及政府的政策支持，成為吸引企業的理想目的地。對於如PCB這樣勞動密集型的產業來說，泰國提供的成本優勢更是具吸引力。另一方面，作為東南亞的製造中心，泰國的自由貿易協定使其能夠避開高額關稅，進而在中美貿易戰中處於有利地位，為企業提供降低貿易風險的選擇。
本研究的目的是分析PCB設備代理商F公司進軍泰國市場的策略，並評估其在該市場的優勢、機會、挑戰及潛在威脅。通過運用五力分析、強弱危機分析（SWOT Analysis）、和商業模式畫布（Business Model Canvas）本文為F公司提供了針對泰國市場的策略建議。本研究指出F公司面臨的主要挑戰包括資源和市場經驗的不足，特別是在當地的售後服務體系及對當地市場需求的理解方面。然而，泰國市場的潛力、政府的支持政策以及有利的貿易條件，使得F公司在進軍該市場時擁有相對有利的競爭位置。為了實現長期穩定發展，F公司需要加強泰國當地的服務支持，建立完善的售後服務網絡，並尋求與當地企業合作，共同開發更多市場機會，進一步提高市場份額。;The U.S.-China trade war has significantly impacted the industrial supply chain between China and the United States, including the Printed Circuit Board (PCB) industry, known as the "mother of the electronics industry." Rising tariffs and trade tensions have led many companies to relocate production from China to Southeast Asia, especially Thailand. Thailand’s low labor costs, strong infrastructure, and government support make it an attractive destination for labor-intensive industries like PCB manufacturing. Additionally, Thailand’s free trade agreements help companies avoid high tariffs, reducing trade risks amid the U.S.-China trade conflict.
This study analyzes PCB equipment agent Company F’s strategy for entering the Thai market, evaluating its strengths, opportunities, challenges, and threats. Using Porter’s Five Forces, SWOT analysis, and the Business Model Canvas, the study provides strategic recommendations for Company F.
Key challenges for Company F include limited resources and market experience, particularly in local after-sales service and understanding market demands. However, Thailand’s market potential, supportive government policies, and favorable trade conditions offer Company F a competitive advantage. To achieve long-term growth, Company F must enhance local service support, establish a robust after-sales service network, and collaborate with local businesses to explore market opportunities and increase market share. |
