我國家電企業因應加入WTO與產品設計相關策略之研究

A Study of the Product Design Related Strategy of Taiwanese Home Appliance Industries Dealing with Entering WTO

我國加入WTO後，以內需為主的家電業經營益形艱難。為因應各項負面影響，除政府應有所作為，家電業廠商更應提出因應對策。本研究旨在運用個案研究之分析架構，以我國家電業公司負責人或重要主管，以及大型企業之家電策略事業部門（SBU）之高階主管為主要訪談對象，探討加入WTO對個案廠商之影響及因應加入WTO之產品設計策略。研究發現：（1）我國加入WTO對個案公司產生正面或負面影響，主要在於是否在大陸設立製造基地與銷售據點、由國外進口成品及半成品與開拓外銷市場。另外，取消推廣費用抵減貨物稅對所有個案公司均不利；（2）依個案訪談結果分析綜合出20個與產品設計相關之策略；（3）個案公司採用之產品設計策略與個案公司規模有關連性存在，且因業務型態及產品開發種類的不同而有差別。

The manufacturer of Taiwanese home appliance industry that used to target mainly at the Taiwanese market faces many problems caused by entering WTO. Not only the government has to do something to deal with the problem, but also the manufacturer itself has to figure out some effective strategies. This study conducted in-depth interviews with the managers responsible for product development of the home appliance strategy business units （SBU） and the Taiwanese home appliance manufacturers. Main findings of the study are: 1. There are positive and negative influences to these firms after entering WTO. For example, positive influences are set up manufacture station and sell circulation in mainland China, import finished and semi-finished goods, and open up export market. Furthermore, reduce promotion expenses is negative influence to firms. 2. 20 strategies that related to the product design to deal with entering WTO are concluded. 3. The strategies dealing with entering WTO are different related to the firm scales, and different among the firms of different nature of business, of producing the different products.