台灣服務業因應COVID-19疫情之韌性策略（Resilience Strategies of Taiwan’s Service Industry in Response to the COVID-19 Pandemic）

COVID-19流行に対応した台湾サービス産業のレジリエンス戦略

台灣服務業在COVID-19疫情期間的營收變化，多呈現「2020年下滑、2021年復甦」的趨勢，這除了有賴於政府紓困與消費振興政策的短期效果之外，更重要的在於服務業者不斷提升本身的財務、營運以及商業模式等三大層面的「企業韌性」。本文透過調查歸納出台灣中小型服務業於疫情期間提升韌性的策略內涵；在財務韌性上，業者為因應財務困難或資金流動性問題，仍是以向銀行增加貸款及政府紓困貸款協助為主；在營運韌性上，主要在於進行成本合理化措施、導入數位化與智慧化科技來提升服務效率與品質，以及透過分散供應來源等方式來強化危機管理機制；在商業韌性上，則積極推動「結合線上與線下行銷活動的數位化虛實整合服務」，以因應疫情時代下消費行為的改變。
During the COVID-19 pandemic, the revenues of Taiwan's service industry mostly declined in 2020 and began to recover in 2021. This reflects not only the short-term effects of the domestic COVID relief and stimulus policies but also the efforts made by the service sector themselves to enhance the corporate resilience in three areas financial resilience, operational resilience, and commercial resilience. This article explains the strategic connotation of Taiwan's small and medium-sized service industry and summarizes their resilience strategies through a survey made in 2021. In the financial area, SMEs in the services sector still rely more on bank lending and the COVID relief packages from the government in response to the financial or liquidity problems. In the operational area, SMEs (Small and Medium Enterprises) focus on cost saving by implementing cost reduction and rationalization measures; service efficiency and quality improvement by adopting digital and intelligent technologies; and crisis management skills by diversifying their suppliers. In the commercial area, SMEs actively integrate online and offline digital During he COVID-19 pandemic, the revenues of Taiwan's service industry mostly declined in 2020 and began to recover in 2021. This reflects not only the short-term effects of the domestic COVID relief and stimulus policies but also the efforts made by the service sector themselves to enhance the corporate resilience in three areasfinancial resilience, operational resilience, and commercial resilience.This article explains the strategic connotation of Taiwan's small and medium-sized service industry and summarizes their resilience strategies through a survey made in 2021. In the financial area, SMEs in the services sector still rely more on bank lending and the COVID relief packages from the government in response to the financial or liquidity problems. In the operational area, SMEs (Small and Medium Enterprises) focus on cost saving by implementing cost reduction and rationalization measures; service efficiency and quality improvement by adopting digital and intelligent technologies; and crisis management skills by diversifying their suppliers. In the commercial area, SMEs actively integrate online and offline digital marketing to respond to the consumption behavior changes induced by the pandemic.

COVID-19流行下の台湾サービス産業の収益の推移は、主に「2020年に減少し、2021年に回復」の傾向を示した。これは、政府の補助支援及び消費活性化政策の短期的な効果によるだけでなく、財務・運営及びビジネスモデルの三つの領域における「企業のレジリエンス」の向上に、サービス事業者が継続的に取り組んでいることが要因となっている。本稿ではアンケート調査を通じ、感染流行下の台湾中小サービス事業者がレジリエンスを強化するために用いた戦略をまとめた。財務レジリエンスにおいてサービス業者は、主に銀行からの融資や政府の救済融資の増額により、財政難や資金流動性の問題に対応している。運営レジリエンスにおいては、主にコストの合理化措置・デジタル化やスマート化テクノロジーの導入によるサービスの効率と品質の向上及び調達先の分散等により、危機管理体制を強化している。商業レジリエンスにおいては、感染流行における消費行動の変化に対応すべく、積極的に「オンラインとオフラインを一体化したマーケティング活動のデジタル仮想現実統合サービス」を推進している。