台灣手工具產業競爭力分析－以HH個案公司為例

Abstract

台灣於1998~2003 年間，為全球手工具最大出口國，台灣在經濟發展與手工具產業競爭上均有其相對重要地位，且在國際市場上，素有「手工具王國」之美譽。由於台灣手工具產業屬於勞力密集產業，並且以出口為導向的外銷模式，因此台灣手工具產業面對中國大陸的低價競爭時，如何創造台灣手工具產業發展的關鍵機會，達到台灣手工具產業升級和提升台灣手工具產業的國際競爭力，是相當重要的問題。 本研究採用個案研究法及文獻分析法建立研究架構，再透過訪談方式進行實證研究，最後根據實際訪談資料進行SWOT分析和五力分析，藉此找出HH個案公司在手工具產業的競爭優勢及台灣手工具產業在國際競爭力所面臨的現況。 實證研究結果發現， HH公司為了提高獲利能力，必須制定良好的行銷策略以增加市佔率外，還必須進行製造生產成本的管控，再藉由高品質、客製化服務等服務導向之行銷策略，才能提高HH競爭力。而台灣手工具在創新研發方面是相對劣勢，因此台灣手工具廠商應該投入大量研發費用，並且培養優秀的人才，藉此帶動手工具產業的升級，並配合高品質的顧客服務及專業的行銷策略，才能夠在國際兢爭環境下，提升台灣手工具產業的競爭力。

Taiwan used to be the biggest exporting country of hand tool between 1998 and 2003.It is relevantly important for the economic development and the competition of hand tool competition in Taiwan. Moreover, Taiwan has been called “the cornucopia of hand tool.” Hand tool industry in Taiwan is labour-intensive industry and export-oriented trade patterns; therefore, how the hand tool industries in Taiwan can creates opportunities and upgrades the industrial development and international competitiveness when facing the cheap competitive situation in China. The study adopted case study method and literature review method to construct the research structure, and by interview survey to do empirical research. Lastly, to accomplish SWOT and porter five forces analysis according to the actual interviews data. By this process to find out the competitive advantage of HH Company in hand tool industry and the current situation of Taiwanese hand tool industry when facing the national competitiveness. The results of the study were as following: In order to increase the profitability, HH Company needs to establish a marketing strategy to increase market share, also, they also need to conduct management and control of production cost., moreover, by providing service-oriented marketing strategy, such a high-quality and customize service, by doing all of this to increase the competitiveness of HH Company. And, the innovation of hand tool in Taiwan is relevantly weakness; therefore, the hand tool industry in Taiwan should invest R&D expenditure and cultivate talents; by doing this to upgrade hand tool industry. With high quality customer service and professional marketing strategy to increase the international competitiveness of Taiwanese hand tool industry globally.