臺灣中小企業西進之經營策略個案研究-以勝利體育事業股份有限公司為例

Abstract

臺灣的中小企業為臺灣經濟起飛的重要根基，在大陸經濟改革開放後，企業為了尋找更好的投資環境，紛紛西進至大陸設廠，但據統計能獲利的公司不到四成。勝利體育事業股份有限公司對羽球愛好者而言是極具知名度之專業品牌，在世界擁有相當高的市場佔有率，也是早期投資大陸的成功臺商之一，其西進過程、經營策略值得探究。 本研究的研究方法為文獻分析及訪談法，將所得資料整理、分析、探討，歸納，以鑽石理論來探究勝利公司西進的經營策略。根據研究結果，所得結論如下： 勝利公司的經營策略優勢為：（1）能善用科技與行銷人才，不斷研發與改進產品，積極投入行銷；（2）兼具製造與行銷功能，有良好品牌形象；（3）進入大陸市場時間早，營運通路健全；（4）積極爭取賽事贊助及贊助優秀選手；（5）適時把握機會（偶發的傳染疫情提昇人民健康自覺，產生運動熱潮），深入市場；（6）兩岸資源整合：臺灣設計研究、中國製造生產。 最後，本研究建議勝利公司能活化家族企業、建立顯著企業文化及傳承、把握臺灣製造的高品質產品優勢，以提升企業的活力和文化價值形象，加強競爭力。

Small and Medium Size Enterprises (SMEs) are the important foundation of the economic development of Taiwan. To find a better investing environment, many SMEs set factories in China after the reform of economics in China; however, the records showed that less than 40% amount of SMEs made profit. Victor Sport Ltd. is a famous professional brand for badminton hobbyists, owned high market share rate in the world, and also one of the Taiwan enterprises which made profit from investing China in the early day. Its process of going west and management strategies are worth to study. With Diamond theory, documentary and interview, the successful west marching management strategies of Victor Sport Ltd were analyzed. The conclusions were as follows: The successful management strategies of Victor Sport Ltd are: (1) good at using human resources, continuous development and improvement of products, involved in marketing actively. (2) the Victor Sport Ltd. owned both produce and marketing ability, and had good brand image. (3) having a sound business channel due to its early entering in the market of China. (4) to sponsor badminton competitions and outstanding players actively. (5)to hold chances well and to go deep into the market. (6)to integration resources between Taiwan and China, designing and researching in Taiwan, and manufacturing in China. The research suggests that Victor Sport Ltd. can increase its competitiveness by vitalize its family business, building significant business culture and traditions, maintain the advantage of high quality guarantee of made in Taiwan, and enhance the vitality and culture values.