zh-tw摘要 19世紀起，許多塑、橡膠化合物被應用在工業製品及日常生活用品中，這些合成的橡、塑膠製品被人們大量的使用後，因無法自然分解造成嚴重的環境汙染，近幾年世界各國因環保法規的要求，逐漸開始在某些領域上限用或禁用PVC等塑化材料，因此中國大陸企業也逐步開始使用熱可塑性聚氨酯（TPU）材料來代替PVC塑化材料。熱可塑性聚氨酯防水透濕薄膜產業在中國市場剛剛形成，需求量相當龐大，本研究個案公司深耕大陸多年，面對這個趨勢，欲在中國地區佔有一席之地，分析熱塑性聚氨酯防水透濕薄膜產業現況及如何訂定正確經營策略是重要之課題。本研究以PEST分析外在大環境趨勢，並使用波特五力分析法來深入探討產業競爭力，研究結果如下：一、競價型產品尋求廠商策略聯盟大陸廠商間的三角債務嚴重，貨款拖欠情況頻繁，台資廠在催收貨款的能力比不上陸資廠，因此在競價型產品應尋求與大陸廠商策略聯盟。二、研發與生產技術創新中國廠商素質良莠不齊，台資企業必須在製程技術及新產品的研究開發上不斷投入資源，才能保持品質上的領先與中國低階產品形成差異。三、與競爭者服務的差異化致力於產品與技術的整合服務，並提供顧客下游工廠之技術服務。 Abstract Since the 19th century, many plastic and rubber compounds have been used in industrial products and as daily necessities. After these synthetic rubber and plastic products have been used by a large number of people, they cause serious environmental pollution due to their inability to be naturally decomposed. The requirements of environmental protection regulations have gradually started to restrict or prohibit the use of PVC or other plasticized materials in certain areas. Therefore, Chinese companies have gradually begun to use thermoplastic polyurethane (TPU) materials instead of PVC plastic materials. The Waterproof Moisture-permeable Polyurethane Membranes industry is new to the Chinese market and has been met with great demand. This case study company has been working on the mainland for many years, and in the face of this trend, it wants to take a place in China and analyze the status quo of The Waterproof Moisture-permeable Polyurethane Membranes industry and how setting correct business strategies is an important issue. In this study, PEST was used to analyze the external environmental trends, and Porter's five-force analysis method was used to further explore industrial competitiveness. The results of the study are as follows:First, the bidding product seeks a strategic alliance among manufactures The delta debts between mainland manufacturers are serious, and the payment of goods is in arrears. Taiwanese-funded companies have a lower ability to collect payments than local-funded companies. Therefore, they should seek strategic alliances with mainland manufacturers in bid-type products.Second, R & D and production technology innovation The quality of Chinese manufacturers is uneven, and Taiwan-funded enterprises must continue to invest resources in the research and development of process technologies and new products in order to maintain a leading quality and differentiate Taiwan firms from China's low-end producersThird, differentiation with competitors' servicesCommit to product and technology integration services, and provide customers with downstream technical services.
