台灣企業投資太陽能產業的策略分析

Abstract

本研究主旨在探討當企業面臨成長的瓶頸時，為何會選擇太陽能產業做為企業再一次成長的動力。藉由了解太陽能產業本身的產品結構與特性，以掌握太陽能的市場趨勢與未來產業前景。再透過觀察德、美、中國大陸與台灣的太陽能電池業者的發展模式與經營策略，分析太陽能產業的成功策略。接著將產業趨勢與分析出的成功策略加以結合，藉以探討個案公司的策略、加以分析並給予評論。最後則是對所有有意願跨入太陽能產業的台灣廠商給予建議，想要在高成長的太陽能產業裡立足，除了穩定的品質外，唯有透過新技術或上下游整合所創造出的有競爭力的成本才是擴大版圖最主要的武器，尤其未來政府的補助日益減少，數年內矽晶型太陽能產業即將面臨擴產過速所導致的產業泡沫。如果新設公司的技術可以突破現有技術、產能可以配合景氣波動調整，加上充足的資金以渡過景氣低點，將會讓企業在太陽能產業中不斷的成長茁壯，無往不利。

This research aims to examine when enterprises are facing the bottleneck of growth, why electronics companies choose solar industry as another engine for business growth. By understanding the solar industry, solar market trends, future industry prospects, and also study the solar company in the world, this research summarized the industry strategy and growth opportunity. This research also make commentary for case company about the competition strategy, the risk of the business environment and the opportunity the case company take. Finally, the research advises the business cycle will more severe as the Feed-in-Tariff from each government will change more frequently. Companies belong to the cell and module segment in crystal-silicon solar industry maybe bubbled in near term. Only the company with the product has competitive cost structure and good quality, and with sufficient fund, can pass through the industry downturn that will come every 2 years in solar industry.