台灣工具機業產品╱市場策略與成長績效關係之研究

Abstract

台灣工具機業在其本身發展時間短、廠商規模小、國內市場規模有限 的條件下，在過去十餘年間卻有相當傲人的成長，由此顯見其必有特出之 處。因此，本研究之研究目的在於從產品/市場範圍選擇的角度切入，探 討：「在企業以追求成長為其長期目標的前題下，台灣工具機業應如何決 定其產品/市場策略，才能獲致較佳的成長績效」。本研究以台灣地區53 家工具機廠商為樣本，以廠商81年度至83年度間之銷售值成長率為成長績 效指標，研究其與廠商之規模、年齡、產品集中度及市場集中度等變數間 之關係，以探討不同規模及年齡的廠商，其產品/ 市場策略選擇的差異， 及不同規模及年齡的廠商，其產品/ 市場策略選擇與其成長績效之間的關 係。此外，並探討全球工具機市場的發展趨勢及出口市場對台灣工具機業 成長績效的重要性。研究結果發現：1.在市場發展趨勢方面，全球工具機 市場貿易比重有明顯的上升趨勢，這有助於台灣工具機業採出口導向的成 長策略。實證研究亦發現出口市場對台灣工具機業成長的重要性明顯地高 於內銷市場的重要性。2.廠商的產品集中度明顯高於其市場集中度。3.廠 商年齡與產品集中度呈反向關係，年齡越高產品集中度越低。4.整體而言 ，廠商規模與其產品集中度及市場集中度皆呈反向關係。5.就產品/ 市場 策略與成長績效之關係而言，不同規模的廠商呈現出完全相反的結果。小 規模廠商其產品集中度與銷售值成長率之間呈正向的關係，大規模廠商其 產品集中度與銷售值成長率之間則呈反向的關係。可見，大小規模廠商之 產品策略與其成長績效間有著相反的關係，為追求銷售值的成長，大小規 模廠商應採行不同的產品策略。 In spite of the limitation by small firm size, small domestic market, the machine tool industry of Taiwan gained remarkble growth during the past decade. There must be of somthing specialin Taiwan's machine tool industry. The purpose of this paper is going to find out how should the macine tool builders in Taiwan make their product/market strategy decisions to growth faster in sales from the point of view of product/market scope selection. The basic assumption is that searching for growth is the long-term objectives of the firm. The data of the research is based on 53 machine tool builderssales data from 1992 to 1994. The variables include the sales growth rate of firm from 1992 to 1994 as the growth performance index of firms, firm age, firm size, product cocentration index, and market concentration index. The Researchis going to find out the relationship between these variables. Besides, the research is going to explore the trend of the machine tool market worldwide and the importance of export market to the growth of Taiwan's machine tool industry. The results of the research include: 1. On the market trend worldwide: There is significant up-trend on worldtrade of machine tool market, this is good for machine tool builders of Taiwan to take Export-Oriented Strategy. The empirical study also find that the export market is much more important than domestic market. 2. For all of the sample, firm's product concentration index is significantly higher than market concentration index. 3. There is negative relationship between firm age and product concentration index. 4. For all of the sample, firm size is negative to both product and market concentration index. 5. For the small size firms, the product concentration index is positive to sale growth rate, but for the large size firm, the product concentration index is negative to sales growth rate. Such a result means that in order to searching for sales growth, the machine tool builders have to take different kind of product strategy according to their size.