台灣汽機車零配件產業中品牌對於工業產品的市場策略個案研究

Abstract

台灣的汽車零配件相關製造業是成熟產業，包含了約四百家已進入原廠供應鏈的廠商和約兩千家專門從事售後服務市場的廠商。近數十年來由於國外市場需求逐漸增加，台灣零件的出口量和金額也愈來愈多，因此許多公司逐漸把重心放到海外。對於廠商來說雖然是推力，但產品本身若品質不佳或無獨特之處，容易與其他國家的同業形成價格戰局面。基本上該產業的發展方向有兩種，一是若製造商本身有研發單位，可持續專注於研發高端技術或特殊材質，有機會進入國內外車廠的供應鏈；另一種則是以產品為基礎，持續以產業轉型方式專注於市場實際需求，利用台灣製造商彈性生產和能接受少量多樣訂單的優勢來深耕市場。由於汽車零配件的最終銷售對象是維修廠而非終端消費者，因此本論文主要研究工業產品是否有其必要發展其品牌。 本研究以Z公司為研究對象，該公司有研發部門並已通過ISO/TS16949認證，也就是已有進入原廠供應鏈的實力。然而目前主要客戶均來自售後維修服務市場而非原廠。深入分析該公司之中南美洲訂單的價格影響因素之後，除了確認他們有能力做到接受客戶要求的少量多樣訂單，並發現品牌對於該公司也有正面效益。未來建議以發展工業品品牌，並加強服務來吸引更多顧客。

The development of automotive and related parts and accessories industry in Taiwan are mature and it includes 400 OEMs and around 2000 AM manufacturers. Due to the increase demand from overseas markets, the export quantity, types, and amount enhance continuously. It is a good sign for manufacturers who involve in the industry, yet it is easily to battle with competitors once the product is not unique. In this case, two methods could approach: one is deeply research on high end technology or special material which will possibly enter in automakers’ supply chain; another is focus on actual market demand, and flexible manufacturing would create the advantage of small batch of diverse products as needed. Furthermore, branding development is feasible for industrial products. Z Company is researched as a case study. Although they have R&D department and approval through ISO certificate, the main customers come from aftermarket. Deeply research their order data from North America, Central America, and Latin America, it is confirmed that they are highly accepted orders with diverse products, and branding has optimistic benefit. For future development, they could improve their branding and service to attract more customers, and looking for chance to cooperate with automakers or tier one OEMs.