電子零件通路商在中國市場競爭優勢之研究--以X公司為例

Abstract

為了降低生產成本，增加競爭力，今天多數製造廠都已經將生產線移到人力成本較低的國家。為了能夠提供機動，即時的服務，通路商也必須跟著在方便服務客戶的地區設置服務據點。近年來大陸市場已逐漸開放，各類消費品銷售量快速成長。加上人力充裕，成本相對低廉，大陸是大多數廠商設置其製造基地的首選。電子零件通路產業也相繼進入中國大陸市場。 本研究從電子零件通路產業的現況分析，藉此瞭解產業的發展趨勢、以及台灣電子零件通路產業在中國大陸市場的現況和發展。其次根據所收集之文獻理論深入探討，根據 Porter (1985) 的競爭策略及五力分析理論及筆者之前在產業界之工作經驗，對此一研究問題提出相關的研究命題與假說，並且對各項構面及變數提出相關的衡量標準。選定個案公司及其上游供應商和下游客戶公司各階層人員發出問卷。問卷回收，整理之後做出個案公司在中國大陸市場的競爭力評比，再與個案公司主要決策單位主管進行訪談，深入了解其代表之意涵，提出X公司在中國大陸市場較具競爭力之構面，並就競爭力比較不足的構面討論其原因和可能的對策。 由研究結果得知，電子零件通路產業在對主要客戶及主要供應商的議價能力較居弱勢，因此除了爭取具競爭力的產品外，更應提高買進賣出模式的比例，利用交易規模及庫存的掌控在二線廠商和客戶獲取較大的利潤空間。個案公司具備了堅強的產品組合及技術支援能力，並充分體認中國市場特殊的文化及政商關係且積極適應，因此能快速的站穩腳步並擴充成長。

In order to reduce production cost and increase competitiveness, most of the manufacturing companies had moved their production facilities to countries with lower labor cost. China has low cost labor and, thanks to the policy to grow her private capital and open up her market, huge market that attracts many companies, including major electronics appliance companies, to setup their factories there. Thus electronics component channels have to follow the steps of their customers and setup service locations nearby to provide dynamic and real-time services. This research studies the electronics component channel industry to get an understanding about current status and trend of this industry and about the operations of Taiwanese electronics component channels in China market. Following the thorough studies on management theories, this research adapts the five power analysis methodology of Porter to analyze this industry and the case company. By defining a number of assumptions in each of the five major factors, a questionnaire is designed in view of identifying the competitiveness and competitive advantage of the case company. Questionnaires were sent to industry related professionals to collect information about how well the electronic component distributors are doing in each aspects of the five power model. After digesting the collected information, interviews with executives of the industry then arranged to clarify the findings. Conclusion is then made and suggestion given on how the case company can act to improve her competitiveness in China market. The case company, as well as those major players in electronic component distribution industry, has weakness in bargaining with their major customers and also major suppliers. It’s concluded that besides signing-up products with good performance and quality, distributors should do more business in buy-and-sell model to gain more profit through better volume discount and by managing her inventories more efficiently. The case company is doing very well in China market because it has very strong product combination and technical supporting capabilities. By aggressively adapting herself to the very special culture and way of doing business in China market, the case company is growing very rapidly and gaining competitiveness edge in this market。