簽署ECFA後臺灣印刷產業競爭力之研究

Graduate form National Taiwan University of Arts Major in Graphic Communication of Arts

10.30153/JCAGST.201206.0033

李育菁(Yu-Ching Lee)；陳昌郎(Chang-Lang Chen)

外部環境 ； 內部資源 ； 臺灣印刷產業 ； 海峽兩岸經濟合作架構協議 ； 競爭力 ； external environment ； internal resource ； Taiwan printing industry ； ECFA competitiveness

中華印刷科技年報

2012（2012 / 06 / 01）

430 - 451

繁體中文

臺灣於2010年與中國大陸簽署海峽兩岸經濟合作架構協議（ECFA），將與中國大陸之市場交易更加密切，臺灣印刷市場版圖亦將大大擴增，但也因而面臨新競爭對手之挑戰。因此，臺灣印刷產業以貿易自由化的角度重新檢視並調整其競爭力是不可不面對的趨勢。本研究整合各學者所提出之外部環境與內部資源為競爭力之衡量面向，以簽署ECFA為中介因素，以印刷產業之外部環境為自變項，以印刷業之內部資源為依變項，分透過問卷調查法，藉由分層隨機抽樣方式回收共157個樣本。採用因素分析、單因子變異數分析、獨立樣本t檢定及皮爾森積差相關等統計方法，進而導出簽署ECFA後臺灣印刷產業競爭力消長狀況。研究結果發現，臺灣印刷產業在簽署ECFA後，外部機會為市場需求、技術面，外部威脅為價格交易、同業競爭；內部優勢為行銷管理、組織管理，內部劣勢為財務管理。此外，有從事外銷或已在大陸設立分公司之廠商在簽署ECFA後之競爭力提升較高，但對於文化（商業）印刷則較無顯著正面影響。簽署ECFA有助於中型資本額廠商藉由新同業的進入提高採取合併策略。對於新興廠商而言，引進國外新商品能力是其在簽署ECFA後的主要競爭優勢。差異化策略及集中策略是簽署ECFA後較有助於廠家提升競爭力之策略。

Taiwan agreed to sign Cross-Strait Economic Cooperation Framework Agreement with Mainland China in 2010. Market transactions with Mainland China became more closely after singing ECFA. The territory of the printing market in Taiwan is a large number of amplified, but it also faces the challenges with new competitors. the research intergrated different scholars mentioned that external environment and internal resource to measure competitiveness. The research adopted signing ECFA as the mediating factor, external environment of printing industry as the independent variable and internal resources as the dependent variable. Collecting 157 samplings by stratified random sampling with questionnaire. Using Factory Analysis, One-Way Anova, T-test and Pearson Correlation to infer Taiwan printing industry competitiveness after signing ECFA. The result of research, the external opportunities are marketing demand and technical aspect. On the other hand, external threats are price trading and industrial competition. The internal strength are marketing management and organizational management. The internal weakness is financial management. In addition, the companies engaged in export or have established branches in China have higher competitive strength after signing ECFA. However, it has no significant positive impact for culture (commercial) printing industries. It helps increase combination for medium-sized capitalization companies and the same new industry companies. For emerging companies, the main competitive advantage is the capability to introduce new products from overseas. Differentiation strategy and centralized policy help enhance the competitiveness of companies after ECFA agreement.