從製造到服務之轉型探討－以華碩、台積電及巨大機械為例

Abstract

本研究目的在於透過企業由製造商成功轉型服務之變革模式分析，探究其變革型態及其成功關鍵要素，以作為國內企業轉型之策略思考。 由於服務經濟已成為全球經濟成長的重要來源，對先進國家尤為明顯；對於素有「製造王國」稱號的臺灣，面臨著原有低成本之製造優勢逐漸被其他區域所取代，如何藉由服務化的驅動，鞏固勞力成本外之核心優勢，開發高附加價值之能量，創造另一個能帶動經濟成長之引擎，即為本研究欲探討之課題。 本研究透過訪談、觀察、資料分析，以及檢視個案研究方法，分析華碩、台積電及巨大機械等三家成功由製造業轉型服務之企業，並輔以價值鏈及服務化相關之次級資料，以充分瞭解企業於轉型服務化時所面臨之關鍵因素，所採取之策略模式，及執行時之成功關鍵要素，期能歸納出適合台灣製造業轉型之參考。 從本研究發現：對臺灣製造產業而言，瞭解其價值鏈上之定位，挾其技術優勢，針對其客戶，提供相對應之設計與研發服務可為其一開始之策略方向，接著可因其不同產業特性，而有所不同的發展模式及其策略可做參考。 綜合而言，發展製造服務化方式可分為以下兩大方向： 消費性產品，可往創新、設計，及品牌、行銷方向前進，將服務做為產品附加價值的一環 以專業服務取勝，如台積電採以專業服務導向，專心把客戶在乎的價值做好即可。 製造服務化的關鍵因素有以下幾點： 瞭解客戶需求，掌握市場動向。 擁有關鍵核心優勢。 要把不斷創新的觀念，深植於公司文化內 結合產品價值與顧客服務 作對關鍵決策，以及落實執行的推動 本研究成果，可提供國內製造業者做為服務化轉型之經營標竿（Benchmarking）參考，深入了解實務執行時的模式與現況，掌握成功關鍵因素，以期創造具差異化之高附加價值，提昇競爭力。

Service value is becoming a major driving force for worldwide economies, especially in developed countries. The purpose of the present study was to find out how to change from product-focus to servitization.

Taiwan has been an important manufacturing area in the world. When the cost strength has been replaced by other new emerging countries, how to create high value competitiveness from servitization in manufacturing is a critical subject to study.

This thesis used Case Study Method; the study includes three big companies, Asus, TSMC and Giant, who have successfully transformed from product-focus manufacturers to service-enhanced enterprises. This study dug out their business models and key successful factors through the observation, interview, data analysis, and supplemented by related secondary research data about “servitization” and “value-chain”. The result shows that there are two kinds of servitization, Consumer market: should focus on innovation, design, branding and marketing to build customer service as an important product value B2B market: just provide the professional service and focus on the value which their enterprise customer cares, such as TSMC.

And the key successful factors of Servitization in Manufacturing are: To understand customers’ needs and market dynamics Must have strong core competence To embed permanent innovation into corporate culture To build customer service as an important product value To make the right decision and ensure it can be realized

The result in this thesis can be the benchmark for domestic manufacture who want to transform to servitization. Thorough understanding of the real practice and current situation can help to increase the success possibility and to enhance future competitiveness.