企業如何導入雙軌轉型策略之探討──以台灣最大汽車車燈廠商帝寶為例

Exploring How Enterprises Implement a Dual Transformation Strategy - A Case Study of Taiwan's Largest Automotive Headlight Manufacturer of DEPO

台灣是汽車碰撞零件AM （After Market售後服務） 產品全球最大供應國，但如何因應中國紅色供應鏈的威脅，企業轉型升級甚為重要。但探討企業轉型，特別是導入雙軌轉型策略及其後續對經營績效影響之文獻仍甚少。故本研究以臺灣最大汽車車燈AM生產商 （帝寶工業） 為個案研究之對象，透過深度訪談等來進行研究分析。研究主要發現如下：（一）、受美國State Farm保險事件影響，帝寶工業面臨AM市場萎縮，促使其採取雙軌轉型；（二）、轉型A包括提升產品品質及重新定位企業形象以拓展北美市場；（三）、轉型B則跨入改裝車、OEM市場及智慧車燈領域，創造新的市場；（四）、能力鏈C核心能力方面，帝寶擁有豐富車燈模具、自動化倉儲、精密設備及高研發能力。透過區隔組織任務、結構調整及新領導人溝通協調，降低轉型衝突。（五）、導入雙軌轉型使個案公司相對於同業競爭對手更有持續性競爭優勢。

Taiwan is the world's largest supplier of AM (after market) products for automotive collision parts, but how to cope with the threat of China's red supply chain makes enterprise transformation and upgrading very important. However, there is still little literature on enterprise transformation, especially on the introduction of dual transformation strategy and its subsequent impact on business performance. Therefore, this study takes Taiwan's largest automotive headlight AM manufacturer (DEPO co.) as a case study target and analyzes it through in-depth interviews. The main findings of the study are as follows: (1) Due to the impact of the State Farm insurance incident in the U.S., DEPO faced a shrinkage in the AM market, which prompted it to adopt a dual transformation. (2) Transformation A includes upgrading the quality of its products and repositioning its corporate image in order to expand into the North American market. (3) Transformation B enters into the field of tuning cars, the OEM market, and the field of smart lights to create a new market. (4) Competence Chain C in terms of core competence, DEPO has abundant headlight molds, automated warehousing, precision equipment and high R&D capability. Through segregation of organizational tasks, structural adjustments, and communication and coordination with new leaders, we can reduce the conflict of transformation. (5) The introduction of dual transformation has given the DEPO a sustainable competitive advantage over its competitors in the industry.