台灣汽車產業價值鏈的趨勢探討

Abstract

近幾年世界汽車產業結構發生巨大的變化，各知名車廠紛紛採行策略聯盟或合併重組以降低成本、提高競爭力，而我國在加入世界貿易組織以及兩岸政策日趨開放之後，面臨開放的競爭環境，各種內外在環境的改變，促使汽車業的經營型態也隨之改變，在此背景之下，國內汽車公司應該如何重新定義其價值鏈並提出何種經營策略，才能使其在競爭激烈的環境中創造獨特的競爭優勢，是本研究的主要目的。 本研究採用Chandler「結構追隨策略」為基本架構，當外在環境改變時，將會影響企業的競爭力，並進而影響企業的經營決策。此外，將以Porter價值鏈分析模式，來評估企業的優勢，並透過Kim & Mauborgne的價值鏈創新來探討未來汽車產業的可能變化。最後將從消費者的角度出發，依據消費者需求等各項市調資料，來印證汽車產業價值鏈的趨勢，並提出策略建議。

The global automotive industry has been changed enormously. The key makers took place in joint ventures and acquisitions in purpose of reducing cost and strengthening competitiveness. After stepping into WTO and practicing friendly bilateral policies to China, Taiwan has been facing more and more challenges as well. Taiwan auto manufacturers started to ponder how to survive and redefine their business. The purpose of this essay is trying to figure out how to develop new ways and create unique competitive advantages for Taiwan automotive industry. Our research is taking Chandler’s theory "Structure Follows Strategy" as basic thinking. The theory emphasizes that the external environment changes will influence enterprises' competitiveness and thus play an important role in decision-making process. In this essay, we evaluate the strength and weakness of enterprises by Porter’s value chain analysis model. In addition, we apply Kim & Mauborgne's innovation theory to predict the possible feature of Taiwan automotive industry in the near future and bring up a whole new idea of "Moving Value Chain". Finally we examine the trend of "Moving Value Chain" through market survey and then provide strategic suggestions.