台灣中小企業成長與管理策略案例探討-以手機面板的測試G公司為例

Abstract

本案例研究在探討中小企業的G公司於本業發展中所遇到的瓶頸，由個人在領域中開創新市場後而獨立成立新的公司，秉持一股熱情與理想，決定投入在電子產業的市場，開發出手機面板後段模組測試用治具的新產品。於2009年開始創立新部門至今，從零開始，到現在成為國內的後段模組測試製造主要供應商。其間創立過程與策略並非一帆風順，有成功也有失敗，每一階段都具有產業特色，也面臨諸多的挑戰，而透過許多關鍵決策的提出，讓管理階層人員能加以研究思考。 G公司的手機後段模組測試用治具部門走到了現在也僅有微薄的獲利，整個發展談不上成功。然而，本個案從公司外部大環境的剖析，再透視公司內部管理層面的SWOT分析、與五力分析所形成的策略，其執行的過程及結果卻頗為值得分享。本案例研究並提出經營過程中值得與讀者分享及省思的關鍵問題。 透過本個案的呈現，我們期許G公司能檢討目前的問題，提出解決方案，並能在未來持續的壯大現有的優勢，克服目前的難題，達到獲利及永續經營之目標。

This case study explore SME G company, by the founder who uphold an enthusiasm and ideals create a new markets in the field and set up a new independent company, decided to invest in the electronics industry market segment to develop the phone panel module testing for new products fixture. Began in 2009, he has created a new division, from scratch, and now become the major supplier testing fixture for LCM module manufacturer in Taiwan. During the beginning creation process not all company strategies are going well, there are successes and failures, each stage has the industry characteristics and also facing many challenges. Through many of the key decisions made, so that management managers can study them in depth thinking. After the G's mobile phone segment modular test fixture comes now only few profits, the whole development is still far from a success. However, the analysis of the case from the company's external environment, and then perspective SWOT analysis of the company's internal management level, through five forces analysis strategy formed by the process of its implementation, the results are really quite worth sharing. This case study proposed course of business critical issues and reflection worth sharing with readers. Through the presentation of this case, we expect the company to review the current G’s problems, propose solutions, and continue to grow and existing strengths in the future. Therefore we can overcome the current difficulties, to achieve the goals of sustainable development and profit for company G.