本論文主要是經由聚酯纖維產業的市場和產品發展趨勢，來探討我國聚酯業策略，並就產業分析的觀點來觀察我國聚酯產業在業界面臨的各種問題。 台灣是以出口為導向的國家，在傳統產業中聚酯纖維產業是主要出口產業之一，隨著近年來國際貿易重心區域的轉移，加上中國大陸快速的發展及崛起，以勞力密集的產業來說，生產重心不得不隨著經濟發展而變遷，目前已轉移至成本較低廉的國家(如中國大陸、越南、印尼)。由於中國大陸及東南亞國家擁有較便宜的勞力、廠房取得成本及優惠的賦稅制度，對於台灣現階段的聚酯產業發展影響很大，全球的聚酯纖維整體的供給過剩，也帶來了各供應商不斷的削價競爭。另外石油成本於2008年初突破了每桶百元美金以及延燒至今的歐債風暴，全球的經濟狀況受到了很大的影響。 台灣聚酯纖維產業受到石油及全球景氣的影響，而下游的銷售價格，實質卻未能反應到最終產品在消費端實際市場價格，故中間許多供應商就必須吸收由上游轉移的成本。本研究將以A公司為例來分析，如何提升競爭優勢，針對聚酯化纖產業未來的發展，如何有效的突破及開創。 The industries of polyester in Taiwan have been mired in difficulties, due to much higher labor cost than underdeveloped countries. The research through related theories such as competitive strategies. According to the theory of competitive advantage, our enterprises need to strengthen the competitive by improving product value and making the transition. Therefore enterprises should avoid over-competition. Besides, they need to emphasize the characteristics of polyester and develop the new markets in the other specific fields. We analyzed and aimed to discover the competitive strategy. We stared with the industry analysis and followed with a case study. By way of the SWOT, Five Forces and comparison with the same trade with the case company, we are to explore the managerial strategies of the case company, to reason out how to keep the case company’s competitiveness in the global industry.
