台灣汽車產業西進大陸成功案例之研究

Abstract

為了因應全球化的趨勢，近年來，隨著中國大陸市場的改革開放，台灣各產業廠商在產業競爭力考量，以及同業外移影響效果下，紛紛前往中國大陸投資設廠；但因各種主客觀因素，使得很多台灣廠商在中國大陸無法順利發展。 汽車業中的裕隆汽車公司，投資中國大陸成功，甚至被視為兩岸的奇蹟，本論文採個案研究方式，針對裕隆汽車公司的實務經驗，探討其成功關鍵因素，並與文獻及相關資料綜合歸納；在研究中發現，裕隆汽車公司不同以往其他企業以大量資金、技術及人力投資之冒險躁進方法，而採取小規模之投資，將所賺的錢做為繼續投資之資金，此種「滾動式」之投資方法，不但降低了投資風險，更能使資金作有效的流通。 以裕隆汽車公司在大陸投資的表現，可了解到大陸投資者與合作者雙方務必建立互信之合作模式，方能長期共創獲利之未來。全球的汽車廠無一不把注目焦點轉移至大陸市場，大陸將是全球汽車產業下一波產業成長動力的來源，台灣汽車廠商如何把握契機，借力使力開創新局，本研究個案可提供策略思考的方向。

To catch up the global trend, of entering the open China market, and building up the overall competitiveness, all Taiwan industries have continuously invested and established factories in China in recent year. However, due to some objective as well as subjective factors, the development of Taiwan companies in the China market was not so successfully expanded as expected. The Yulon Motor Co. has been successfully investing in the China market and even been considered as a miracle between Taiwan straits. This thesis would take a case study approach to conduct the research. The content would focus on the practical experiences of Yulon Motor Co. and discuss its key success factors together with related articles and papers. Research shows, that Yulon Motor Co. is different from other business enterprises, investing huge capitals, technical skills, and human resources to quickly rush into the China market. Yulon Motor Co. has invested the market step by step and used the additional earned capitals for further investment. Its so-called “Rolling” investment strategy not only lowers the investment risk, but also makes the use of the cash flow more effective. The innovative strategy and impressive performance of Yulon Motor in the China market suggested that the investing company should construct mutual trust and complementary capabilities with local companies to create long-term benefits. Currently, all the global auto companies are focusing on the China market. Its influences and threats are getting more enormous. Consequently, it is no doubt that China market would be the main source of growing power for the future of global auto industry. How Taiwan auto companies take the opportunity to create a whole new game could refer to such practices as their strategic thinking