| Abstract: | 製造業出口長期扮演著國內經濟成長主要動力，隨著全球化與知識經濟時代，環境受科技影響巨變。加上台灣製造產業專注於產品製造的技術領域，除面臨先進國家之高科技領先外，亦須接受新興國家低成本生產優勢的挑戰，因此製造業之轉型創新為一重要研究議題。本研究目的為探討台灣製造業個案，透過安索夫策略矩陣，針對產品與市場進行有效產業轉型創新之策略。本研究採個案研究法，資料蒐集方式可分為次級資料蒐集以及初級資料蒐集。本研究獲得以下發現，首先，在市場滲透策略中，個案公司以多元化服務組合為發展焦點，提升產品的附加價值，滲透市場佔有率。再者，在新產品開發策略中，活化舊生產線，致力發展週邊產品，藉由產品組合成為單一市場中的專業者。第三、在新市場開發策略中，從內部整頓取代向外擴充，藉由實體數位化服務創造許多新市場與新商機。最後，在多角化策略中，藉由企業內外資源優勢，朝向多元化發展。
Manufacturing exports have longly played a major role in domestic economic growth. With the era of globalization and the knowledge economy, the environment has undergone tremendous changes under the influence of technology. Moreover, Taiwan's manufacturing industry focuses on the technical field of product manufacturing. In addition to facing the high-tech leadership of advanced countries, it must also accept the challenge of low-cost production advantages in emerging countries. Therefore, the transformation and innovation of the manufacturing industry is an important issue. This study aims to explore the effective industrial transformation and innovation strategies for products and markets through the Ansoff strategy matrix. This study adopts a case study method, and the data collection methods can be divided into secondary data collection and primary data collection. Finally, this study obtained the following findings:First, in the market penetration strategy, the case company focused on the development of a diversified service portfolio, improves the added value of products and penetrates the market share. Moreover, in new product development strategies, revitalize the old production line, and strive to develop peripheral products, and become a professional in a single market through product portfolio. Third, in the new market development strategy, the internal integration replaces the outward expansion, and create many new markets and new business opportunities through physical-digital services. Finally, in the diversification strategy, with the advantages of internal and external resources, it will develop towards the diversified integration. |
