The Path toward Internationalization: Succession of Small & Medium Sized Family Business Chang Yang C.N.C. Manufacturing Industry
本個案觀察台灣傳統加工產業的中小型家族企業國際經營策略，以仟揚工業CNC 加工製造廠商為例，其主要經營製造大型海底開採原油機械的閥門零配件。為了適應市場，企業第二代提出了關鍵性的策略。家族企業面臨數次轉型，一開始從傳統加工提升為CNC 技術加工，其後為了提高市場占有率開始進行國際化，透過與代理商及協力廠商合作的方式，進入歐美市場。基於過去在業內的良好聲譽，加上著重在服務品質的競爭，在歐美市場的競爭中取得了不俗的成績。企業第二代接班與良好的企業文化一度成為業內爭相模仿的榜樣。但看似繁華的景象，卻也潛藏著危機，CNC 加工製造產業同質化程度極高，在激烈的國際競爭之下，同時面臨著行業內市場的飽和與產品被替代的壓力。
Chang Yang manufacturing industry is a Taiwanese small& medium sized family C.N.C. manufactory which mainly produces valves for big undersea drilling machines and related parts. In order to adapt to changing market conditions, the second generation succession of the enterprise requires key strategies to cope. The family enterprise is facing numerous challenges requiring considerable transformation of their existing business structure. Starting from traditional manufacturing processes was required to meet existing market requirements. They upgraded Chang Yang’s manufacturing processes as a precursor to entering the international field in order to maximize their market share. Through working with agents and satellite suppliers they facilitated entry into European and American markets based on their previous reputation. The company has an outstanding record in overseas markets. On top of that the business is more service orientated in order to be more competitive with their competition. However despite the thriving nature of the business there are also hidden dangers. The company faces considerable international competition, a saturated market and the pressure of the product being substituted.
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