中文摘要

時值2009年中，本年度全球最大事件，莫過於金融海嘯的發生。從美國次貸風波，體現金融體系之缺失所造成的影響是全球消費保守、需求面降低，進而影響企業生產、再投資的意願減弱。企業為求生存，轉趨內部重整，裁減運行成本，故導致失業潮，進而加深景氣緊縮。如此環環相扣，導致一發不可收拾的局面。

在此風暴下，似乎以往績效卓著、獲利甚豐的優良企業亦難以抵抗其侵襲。本研究卽以個案A公司，一個以專業生產EDI、在工業超純水領域頗負盛名的供應商，是否應改變其經營策略，又如何改變來因應市場景氣低迷、而避險於外。本研究更期盼能提供参考給單一專業產品生產者，在因應大環境改變時或之前，除了在企業內部加強管理外，能否有相對有效之對應策略，避險之外並能持續其獲利能力。

研究結論認為A公司應採取下列作為：
1. EDI為其企業之核心產品，應用上旣能取代傳統工藝、商機無窮，技術能力亦能在市場上創造獨特之差異性、有別於同業競爭者；是以應持續耕耘及研發、維持優勢。
2. 以目前EDI之應用，僅局限於純水、超純水市場，產業界亦僅限於電子、發電及製藥等工業，極易受景氣影響其銷售量。故除純、超純水市場外，應積極研發，應用EDI之技術為基礎，開發出其他領域之應用。
3. 有效運用所屬集團內之資源，透過資源整合、策略聯盟，在原來經營的市場上，提供較多元化之商品，以使得資源不浪費，並以多角化經營來達到避險的目標。

關鍵字：EDI、差異性、資源整合、多角化

Abstract

The global financial tsunami is the biggest news yet so far. The US sub-prime mortgage crisis unveil the defects of the current financial system which causes the plummeting economic consumptions and market demands, trickling down to the diving productivity and reinvestment. Enterprises shift their focus to intra-restructuring and cost-cutting in order to stay afloat. This action thus worsens the unemployment and the recession; the vicious cycle pushes the world further down to the financial crisis.

Even blue-chip enterprises with high yield and performance history felt the pinch in this economic downturn. This dissertation investigates whether and how Corp. A, which is a prominent supplier of specialized EDI instrument for ultra pure water application, should alter the tactics of company management to weather the storm; meanwhile, providing advisory and material for single product specializing suppliers who facing the challenge of the time–or prior to the challenge took place, to both enhancing the corporate internal stewardship and obtain the workable plans such as the capability of hedging risks and earning sustainable profits.

This report concluded the following actions should be taken for Corp. A:

1. EDI is the core product for Corp. A; the company should keep putting in the meticulous efforts such as using the edge of replacing traditional process, massive potential profits and high technology to remain differentiating this product from the competitors,

2. EDI should expand its field to a broader usage in the current market. It is now commonly used but restricted in the application of pure, ultra pure water in the industries of electronic, energy and pharmaceutical, the values of EDI can be volatile by only relying on these areas, a broader market usage of EDI will bring in the market stability.

3. Through integration and strategy to best utilize all the gathered resources, diversifying the products and management approach to avert the risks in the current market.

Key Word: EDI, differentiate, resources integration, diversify

目錄

致謝辭.........................................................................I
中文摘要......................................................................II
英文摘要.....................................................................III
目錄...........................................................................V
表目錄.......................................................................VII
圖目錄......................................................................VIII

第壹章 緒論....................................................................1
第一節 研究背景與動機......................................................1
第二節 研究目的............................................................3
第貳章 文獻探討................................................................5
第一節 五力分析............................................................5
第二節 SWOT分析..............................................................8
第三節 資源基礎論.........................................................10
第四節 多角化策略.........................................................12
第参章 研究方法...............................................................14
第一節 研究流程...........................................................14
第二節 次級資料研究.......................................................15
第三節 研究限制...........................................................16
第肆章 產業市場分析...........................................................17
第一節 工業超純水製程之沿革及EDI之應用...................................17
第二節 個案公司背景簡介...................................................20
第三節 產業市場現況.......................................................22
第伍章 個案分析與發現.........................................................24
第一節 A公司EDI產品之競爭優勢及五力分析..................................24
第二節 A公司EDI產業競爭者分析............................................27
第三節 A公司之資源分析......................................................29
第四節 A公司多角化經營之SWOT分析.........................................30
第陸章 結論與建議.............................................................35
第一節 研究結論...........................................................35
第二節 研究建議...........................................................36
第三節 後續研究建議.......................................................37

参考文獻......................................................................38

附錄一、水資源的未來投入(摘錄自Lux Research Report on Nov. 13, 2008)..........40
附錄二、樹脂價格日益昂貴(摘錄自Water World Newsletter).........................41
附錄三、EDI與離子交換樹脂之比較(摘錄自Ultrapure Water Journal Nov.1998).....................................................................42
附錄四、Is Taiwan Losing Its Memory (摘錄自International Wafer Fab News, Apr. 30, 2009, Strategic Marketing Associates)..........................................47

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