促進臺灣商品出口轉型之策略研究

Research of Commodity Export Transformation Strategies in Taiwan

自2002年加入WTO以來，臺灣曾經歷一段出口快速擴張的階段。惟因這段期間所採用的出口模式，明顯過度偏重大企業、ICT產業中間財、亞洲新興市場，出口表現對景氣變化格外敏感，在金融海嘯期間遭遇極大的挫折。本文檢討目前商品出口全球市占率節節下降的困境，歸納出幾個重要的外在機會與威脅，例如兩岸傳統分工模式斷鏈、未能有效掌握新興市場各國中產階級消費商機，以及近年來西方國家「再工業化」，因而牽動全球價值鏈重組等。這些巨變凸顯我國的出口結構與模式，亟待調整與轉型，並重新思考在國際貿易上的定位。有鑒於此，本研究從「產品轉型」、「市場拓展」與「行銷通路」三大層面著手，規劃出七大出口策略的政策建議。綜觀我國每一次出口策略轉變，都是因應時勢條件，並順勢促進產業轉型升級。面臨2008年全球金融海嘯至今，逐漸浮現臺灣經濟許多結構性問題，國際經貿版圖重組，也帶來前所未有的挑戰，希冀通過商品出口轉型策略的實施，帶動更深層的產業發展與人力資源政策，以達成永續成長的長遠目標。

Since the accession to WTO in 2002, Taiwan had experienced a stage of rapid export expansion. However, because of the export model adopted during this period excessively relied on large enterprises, ICT intermediate goods, export performance was especially sensitive to business cycle, and encountered with enormous downturns during the financial crisis. This study reviews the encountered predicament of declining global market share, and concluded some important external opportunities and threats, such as the scission of traditional cross-strait supply chains, consumption opportunities of middle class in the emerging markets, and restructuring of global value chains in western countries caused by “re-industrialization”. These great changes demonstrated that our export structure and model should be adjusted and transformed again, and reconsider our position in the international trade. To these ends, this study starts with three dimensions: “Product Transformation”, “Market Expansion” and “Marketing Channels”, so as to plan 7 proposals of export strategies. Retrospect to each of our major change of export strategies, they always reflected the situation and condition then, and take the advantage to promote industry transformation and upgrading. Since the financial crisis in 2008, there had been many structural problems of Taiwan economy emerging. Restructuring of international trade profile had brought up unprecedented challenges. By bringing commodity export transformation strategies in to force, we hope to generate a trend to drive further reformation in industries development and human resource policies, in order to achieve the long-term goal of sustainable growth