企業成長策略之研究-以A公司為例

Abstract

隨著資訊與網路科技的快速發展，與電子資訊產品的普及，整體電子產業進入成熟期階段，然企業在經營的過程中，隨著外在環境與產業的變遷，都會遇到成長的瓶頸，追求成長將成為企業永續經營的不二法門，台灣電子產業自以往的製造代工，開始往附加價值高的品牌與設計方向前進，產品也自單純電腦資訊產品走入跨產品跨產業結合的行動裝置產品，資訊產品不再只是在書房在辦公室使用，而是隨著人類的移動進入了生活之中。 本研究主要在探討個案公司，如何在每個階段進行策略性的決定及組織再造與企業分割，在國際競爭的市場找到成長的道路，並且利用核心能力建立商業模式結合所擁有的優勢資源，規劃發展出利於永續經營成長的策略方針，拓展國際市場建立競爭力。研究主要採用個案研究法，透過訪問個案公司，由其管理層主管、事業體主管及相關專案主管的訪談中蒐集相關資訊，並彙整產業與公司相關資料及報告，加以整合分析其個案公司之成長策略與競爭策略，並深入探討其策略在每個階段進行策略，形成新的商業模式以創造價值，以因應進行調整立足全球市場。 藉由本研究之相關分析、探討，希冀能提供台灣電子資訊產業公司，一個拓展國際市場與強化競爭力建立優勢以永續經營之策略觀點及經營商業模式規劃參考，將企業危機轉化為成長基石，善用自身的優勢資源，建立價值創新以提高企業價值面對全球競爭。

With the overwhelming development of information and network technology, and the popularity of electronic devices, the electronics industry has been developed to a highly competitive status. However, in the pursuit of business contingency shall every company find itself facing “bottleneck” in reflect to the rapid shifts in both external environment and the entire industry. Nowadays, Taiwan electronics industry has developed from OEM manufacturing to branding or design development, with its state of art mobile devices incorporated with 3C products. These mobile devices are not only used in offices but now wide spread used in our daily life. This study discusses strategic decisions, organizational reengineering the growth in the competitive international market, and the core competencies of this case company. The study applies the case study method, by interviewing management directors, head of business units and related project supervisors to gather relevant information. On the other hand, this study collects industry data and company reports to analyze the growth strategy and competitive advantage of this case company. Now this case company elaborate a new business model to create business value while adjusting the company in order to survive in the global market. The findings indicate that by turning corporate crisis into company growth the case company uses its resources to establish the value of innovation in order to increase corporate advantage when facing global competitions.