特殊化學品容器應用在 面板產業的市場拓展之研究─以A公司為例

Abstract

面板產業在經過這幾年的整理，以及中國面板業者夾帶著政府的龐大資金在背後支持，另外還有紅色供應鏈的崛起，使得中國面板廠的技術與產能大大地的提升，對身處於台灣的上游供應商，將會是一個新市場機會，同時也是一個課題。

本研究主要是探討: 從面板業近年的發展概況，切入到特殊化學品的產業概況、前進中國之動機與進入模式，進入模式可區分為五個，資源投入較多的「合資」與「獨資」，還有資源投入較少的「技術授權」、經銷商合作以及直接出口；接著分析影響進入模式的因素，最後套用決策分析方法論來評估最適合個案公司的市場拓展策略。

從分析當中發現，前進大陸面板市場的動機是接近新客戶，而影響大陸市場進入模式的關鍵因素有，中國面板市場的成長率、產業競爭結構、經銷商的管理、公司可用資源、大陸稅金制度、衍生之運輸費用以及特化容器事業部是否為母體公司的核心事業等等。

最後是本研究論文的建議，在進入中國市場前應先檢視自身所擁有的資源與優勢，如果暫無優勢，可先試著直接出口或與當地具知名度的代理商策略聯盟。經過一段時間的營運後，假使利潤與市場皆前景俱佳，可試著進一步加深與客戶的合作，以合資的方式來達到利益共享，發展出長期經營的營運營利模式

In these years, the panel industry has shuffled since China manufactures received great amount capital support from the government and the influence of the rise of the Red Supply Chain. This transfer of power leads obviously techniques and productivity improvement of China makers. Accordingly, the panel industry has been changed to a brand-new situation; it also makes Taiwan suppliers to face this issue. This research aims to explicit the development overview of the panel industry in recent years, especially in the area of specialty chemicals industry, motivations and entry modes of entering the Chinese market. The decision process of choosing entry modes is divided into five stages: Joint ventures and direct investment, next look into licensing, followed by examining indirect exporting and direct exporting, then analyze factors influencing market entry modes selection, last apply analysis methods to choose the best expansion strategy for the case company through an assessment. Findings reveal that the purpose of entry into the China panel market is to approach new customers. As for reasons influencing China market entry modes are China panel market growth rate, competitiveness in the panel industry, management of distributors, resources be available to the company, taxation in China, related transportation fees and whether specialty chemicals department is company’s core business. Last, research provides some suggestions such as inspect resources and advantages of the company. If company doesn’t have any advantage, carrying out direct exporting or cooperating with local well-known agents are optional choices. Further, as company operates w/ positive prospects for profits and market forecast. Try joint ventures to share more profits and build a long-term business model to keep sustainable operation.