國產汽車廠商經營競爭力分析

Abstract

我國的汽車產業，自民國四十二年嚴慶齡先生開始，發展至今已有五十餘 年的歷史，且屬於高度資本、技術密集與產業整合性之產業，其範圍涵蓋機械、 化工、電機、資訊、材料及電子等相關產業，因此許多國家均將汽車產業視為重 點策略推動之火車頭。 自2002 年1 月1 日起，台灣加入WTO，進口車進口關稅逐年下降，進口車 競爭力相對提升，造成國產汽車廠商經營更加艱困，但國內汽車市場仍以國產汽 車為主，約佔80%以上，因此本研究藉由了解國內五大汽車製造商的發展史，再 經由文獻的回顧，選定Porter (1985) 五力分析模式設立研究架構及操作變數， 使用專家訪談方式以及統計分析找出影響廠商競爭力之因素。 實證結果發現，國產汽車廠商之競爭力在「產業間之廠商競爭強度」、「供 應商之議價能力」、「客戶之議價能力」三項競爭力有較顯著之差異；而在「新 進入者的威脅」、「替代品的威脅」二項競爭力之差異較不顯著；依此研究分析 亦可看出各廠商競爭力與其市場佔有率是成正相關。最後，再根據分析的結果提 供相關之建議。 大陸市場除了成為世界最大汽車市場外，其成長力道更加強勁；今年政府 積極與大陸推進ECFA，小汽車列為早期收割項目，如果ECFA 簽訂後，將享有整 車零關稅之優惠，基於台灣汽車廠優良之品質管理，如能加上價格優勢外銷大陸 市場，想必會有很大的發展空間。

Automobile industry in Taiwan was founded by Mr. Tjing Ling Yen in 1953. The development history has been over 50 years. Since the characters of automobile industry belongs capital and technology intensity and involves machinery, chemical, electric machinery, IT, material, electronic industry, govements hope it can be the navigator of some important strategies in many countries. As Taiwan became a WTO member from Jan 1st, 2002, the import tarrif of imported car has been lowered year by year. This causes the retail price of imported cars is more competitive and worsen the managerment enviorment for domestic automobile companies. At present, in Taiwan, the market share of CKD automobile products is approxminate 80%. Therefore, this research will through knowing the history of Top 5 domestic manufacturers, reference, professional interview and statistic analysis to figure out the factors which affect the competitiveness of domestic automobile company. And using Porter(1985) Five Force Analysis as the researching structure and operation variables. The conclusion of this research is the competitiveness and market share are positive correlation. And regarding these five forces of domestic companies, “intensity of rivalry amongst existing competitors”,“supplier bargaining power iii of buyers”, and “bargaining power of suppliers”, these three forces have observable diversity. Finally, I will base on the result of analysis to supply the relation suggestions. China has become the largest automobile market in the world with high growth. This year, ECFA is the important strategy of Taiwan govement. Automobile will be the item in the “early harvest list”. once Taiwan and China sign the ECFA, the imported car will enjoy tariff-free. The superior managerment of quality is the already advantage of Taiwan automobile companies. If ECFA add price advantage, the Taiwanese products shall be popular in China market.