本研究在探討汽車零件商智慧財產相關議題與經營模式，汽車產業長久以來屬一個封閉的產業，傳統的供應鏈一直以來由製造商所主導，由中心廠根據其設計理念、市場需求、法規規範，安全性與舒適性及環保等多功能需求下，制訂規範與認證方式。儘管各車廠的認證體系與規範各有所不同以及零件商之屬性不同，對於汽車零件供應商來說，共同特點即無論是何種零配件的開發設計與製造，光是簡單的模具設計，動輒開發費用就需五、六百萬，以及經過連續性的試產與樣品送至中心廠之研發測試中心與第三單位等種種繁雜的與冗長之程序認證，這場競賽就像是馬拉松式之賽跑，需要高精密技術、資金、與人力密集。
由於全球化之經濟組織例如WTO引導市場逐漸開放，中心廠採購逐漸以全球市場為採購導向，專屬零件商之模式已不存在，台灣廠商由於全球化一則可藉由此一潮流拓展市場版圖，二則所面臨到的危機不再只是歐美等技術專業大廠，廠商原本慣用的低價之紅海策略，已不敵新興國家或是中國大陸挾帶著廉價人工及土地、水電等之成本優勢。
綜觀台灣的零件商，有多年產業經驗，這些寶貴的無形資產包含研發、生產know-how、以及客戶關係與管理等等，然而，觀察智慧財產長久以來不被台灣的汽車零件商所重視與輕忽之下，往往無形資產之流失，實在可惜，導致許多傳統企業，所面臨的是在人員的替換之下，呈現技術斷層。在內憂與外患之雙重威脅下，如何提升台灣傳統產業，以創新之專業知識為主，台灣豐富之產業經驗為輔，找出一條藍海策略，將是本研究起草之動機。
本研究以汽車零件-鋁輪圈為案例分析，由如何通過嚴格的認證進入汽車產業，成為供應鏈體系下之家族，並經由輪圈之開發、結構以及製程等技術，探討其智慧財產之相關議題，運用創新經營之方式於核心技術下做智慧財產之管理，在OEM/ODM之代工模式下或是自由品牌之模式作品牌之規劃與管理。
欲瞭解鋁圈產業之生態，必定先介紹汽車產業之整體規模與情形。
一、汽車產業之生態
本研究發現，近年來，原本百家爭鳴之汽車品牌，藉由整併進而共用品牌且整合資源之優勢下，增加市場之市佔率、提昇技術、增加品牌之價值，也因交叉持股或併購而達到多角化之經營。因整併所造成的優勢如下：
（一） 供應商因增加經濟規模，增加營收。
（二） 供應商遵循之各車廠規範與認證方式，汽車廠也因整併之故，統整其規範，供應商也因此減少其開發與管理成本。
（三） 藉由中心廠之整併，供應商由原先之供應鏈體系進而擴展其新市場。
未來可見的是歐美地區車市漸趨飽和之下，新興之中國市場與印度市場，也因政府之開放與需求量遽增，將成為下一個汽車產業之後起新秀。
二、汽車供應鏈體系複雜且長
汽車零件銷售管道，主要可分為OEM，由車廠與成車一同銷售，或與保險公司或零售業作自由品牌之售服零件。本研究將針對兩種不同方式的認證與合作模式，作一系列之套探討，並以輪圈業為輔助說明。
由原物料之管理至產品製造，物流之配送，實屬高度垂直整合之行業，本研究將剖析汽車產業供應鏈，延伸探討其價值鏈，並以輪圈產業作為個案分析，探討如何管理與整合不同層次之供應商，以及對於輪圈廠如何創造有利之價值鏈，並作垂直整合或是企業聯盟之方式。以降低交易成本並減少其零組件採購之交易風險。
三、輪圈市場智慧財產行銷與管理之現況
本研究以輪圈個案作為智慧財產經營為案例，探討專利佈局、行銷策略、市佔率之分佈等等。國外專業大廠貫以專利做其技術保護方式，然而由專利分析可發現有些歐美專業廠在過度專利化情形下，反而將公司內部之機密洩漏及不當之公開，而導致競爭對手有機可乘，反觀台灣，有些廠商不重視核心技術而導致競爭力之流失，或是實施營業秘密之予以保護，但無完整支配套措施導致技術外流時有所聞。
因此，本文將藉由台灣之兩大輪圈廠為例：巧新科技與源恆工業，兩家個案不僅是值得探討的輪圈個案，更是台灣典型的傳統產業之廠商，由個案廠商來解析台灣輪圈產業於國際輪圈業之市場定位;源恆工業進入輪圈市場已近三十年，藉由國內中心廠與國外之大廠接軌，以成熟之鑄造技術聞名輪圈業，但近十年來由於大陸與印度廠商挾著廉價之人工與材料，帶給源恆工業之威脅，侵蝕原本之市佔率與產品毛利，本研究將剖析此個案之競爭優、劣勢，並剖析在已發展成熟之鑄造技術下，源恆工業如何利用原有之智慧資本，例如選擇產品難度偏高但毛利較高之產品、經營自有品牌、或是以自有之豐富經驗協助新興地區建廠做整廠輸出之服務性等業外收入，以創新方式，有別於大陸廠商繼續生存。
巧新科技以鍛造高爾夫球頭起家，近五年來轉型為汽車零件商，於今年更獲選為未上市股營收前五十強之排行榜，以技術門檻高贏得先機，如何維持此競爭優勢，以保存無形資產之管理，將是本研究之重點。
儘管智慧財產之管理行之有年，輪圈業也因法規與客戶之需求，創新之技術日新月異，許多長久之know-how 並未妥善之管理，輪圈業者今後需加快建立完整的智慧財產管理，並實際應用其作為行銷之手法。
試圖由研究個案建立起一套完整的管理流程，針對核心技術之管理與行銷之商業模式，建構流程和步驟。並延伸將核心技術受專利或營業秘密保護之後，對內以技術人員專門管理之規範，對外以專利，內部know-how 進而經營輪圈業之品牌。 / This research aims to discuss the intellectual property management in automotive industry. For a long time, the value chain of automotive industry is controlled by the automotive manufactures. Specification and plant certification are different according to each manufacture’s requirement, such as market, regulations, safety and so on. However, it needs to takes lots of time and money to be the one of the automotive family. This expensive prolonged process involves high technology, investment and man-power.
Besides, the international market becomes open under the influence of many global economic organizations, for example WTO. Therefore, the Taiwan’s suppliers are the threatened by not only the US or European’s suppliers, but also the China or India suppliers with cheaper labor cost and raw material.
Taiwan’s suppliers had abundant experiences, including R&D, know-how and customer relationship management. However, those intangible properties were ignored for a long time by most suppliers and the information was not treated as important trade secrets and preserved properly. Those suppliers are situated in a crucial moment. From one side, the prices competition becomes intensified in the market. From the other side, without proper preservation, there will be a gap of professional technology in the company. Therefore, this thesis will focus on how to promote Taiwan manufacture industry on the basis of the abundant experiences of Taiwan and develop a route into the blue ocean strategy.
This research will be focus on the automotive suppliers. We will apply alloy wheel industry as case study. The thesis will describe how a company can pass the certification and participate in the group of automotive family. Besides, the discussion will connect product R&D, wheel structure, and production technology to brand management. How to make innovations into intellectual property and the IP management would be the main concerns of this research.
Before the discussion on the wheel industry, we will need to know about the current condition of automotive industry.
A. The automotive industry
The research discovers that the automotive market were controlled by the biggest ten automotive manufactures due to company merger and acquisition. The action of merge and acquisition can increase the market share and the brand value and bring new product technology by sharing trademark and resource to the manufactures.
The merger and acquisition by manufactures also changes the supplier’s situation and bring suppliers the following success in the future:
1. The supplier increase the sales due to new market expanded.
2. The supplier could decrease the management cost of specification and certification due to the merger and acquisition between automotive makers.
3. The supplier increases its market share due to the manufacture’s merger.
Besides, China and Indian will become the biggest market of automotive industry because of the economic growth in both countries.
B. The supply chain of automotive industry is long and complicated.
The sales channels of automotive components can be divided into two ways, OEM and After Market. This research will explain the different certification and collaboration between those two ways and apply alloy wheels as case study.
The automotive industry is a highly vertical integrated industry from the raw material management to product logistic. This research will elaborate the automotive supply chain and further discuss the value chain between tier 1 and tier 2. We will also discuss about how to manage the supply chain and to create profits from the value chain. It can be done through the decrease of the exchange cost, the purchase low-risked components, the vertical integration of industry and the joint venture.
C. The intellectual property management in alloy wheel industry
In this research, the patent strategy, marketing management and market share of each alloy wheel manufacture will be analyzed to elaborate the patent situation of alloy wheel industry. Form the analysis, we can find that over-filing patents in some American alloy wheel manufactures caused the disclosure of trade secret to their rival companies. On the other hand, some Taiwan suppliers ignore the protection of intellectual property. As a result, their core competence will not be developed.
This research will choose two famous alloy wheel companies, Super Alloy and Rosta as case study. Both companies are typical companies of traditional manufacturers in Taiwan. From the analysis of the two cases, we can understand the position of Taiwan’s suppliers of the world.
The Rosta Group has been in the alloy wheel industry over 30 years. It maintains its international business through the connection with foreign manufactures. Except for the customer relationship, the excellent foundry technology is well-recognized by its customers. However, in past 10 years, China and Indian suppliers offer cheaper price by their lower manufacturing cost. The low cost strategy brought the impact of the market share and original profits of Rosta Group. The research will analyze the Rosta Group by SWOT. The advantage of Rosta group will be its abundant experience and excellent production technology. How to transform the intangible capital into the profitable intellect property will be the main concern of this case study. The thesis suggests to choose the products of higher production technology and high profits, to well apply the trademark value or to offer technology consulting for new suppliers who want to start its alloy wheel business. The conclusion will be a advice of the market strategy for Rosta Group to differentiae from China suppliers.
The Super Alloy was a manufacture of golf iron head in the beginning. In 2003, it started its automotive business. The Super Alloy is strong at its forge technology. It was also chosen as the best 50 profit private companies in 2008. How to maintain the competency and manage the intangible asset would be the key point of this case study.
Though the concept of intellectual property has been promoted for years, it is more practiced in the high technology industry. For the alloy wheel industry, the know-how of design, structure and production technology was not maintained and managed properly. It is suggested that the wheel suppliers should develop an intellectual property management and apply it in marketing strategy.
Through the case study, the thesis will try to build a complete managing process of intellectual property, step by step, including protection of core technology and marketing strategy of business model. Besides, the trade secret management, the patent management, the management and promotion of trademark will also be involved in discussion.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0923610111 |
| Creators | 黃翊珽 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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