本研究旨在探討台灣傳統製造業中小企業晁雍有限公司(CHAO YUON Co., Ltd.) 的全球擴張策略。面對生產成本上升、國際競爭加劇與全球供應鏈重組等挑戰，許多企業選擇外移產線以降低成本，但晁雍公司則堅持在台灣進行生產，並積極拓展海外市場。本研究透過質性個案研究方法，包括深度訪談、現場觀察與次級資料分析，深入剖析晁雍公司如何透過選擇性自動化、靈活生產模式、長期供應鏈夥伴關係與關係導向的出口策略，以信任、客製化和組織敏捷性為核心，成功維持國際競爭力。此外，本研究亦揭示數位轉型、自有品牌策略與 ESG 永續發展作為其未來成長的重要潛力領域。本研究成果有助於理解台灣傳統製造業中小企業如何在保留 本地生產的同時有效拓展全球市場，並提供其他企業面對全球經濟動盪時可參考的策略方向。

This study examines the global expansion strategies of CHAO YUON Co., Ltd., a Taiwanese SME in the traditional manufacturing sector. Unlike many Taiwanese firms that offshore production due to rising costs and intensified competition, CHAO YUON maintains domestic manufacturing while expanding internationally. Utilizing qualitative methods including interviews, observations, and secondary data, this research explores the company’s responses to challenges like cost inflation, global supply chain shifts, and labor shortages. Findings highlight CHAO YUON's resilience through selective automation, flexible production, long-term partnerships, and relationship-based exports built on trust, customization, and agility. Additionally, the research identifies opportunities in digital transformation, branding, and ESG compliance for future growth. The study provides insights into how traditional Taiwanese SMEs can effectively sustain competitiveness and pursue global expansion without abandoning local production, offering replicable strategies amid global economic volatility.

Thesis Validation Letter................................................................................................. i
Acknowledgements....................................................................................................... ii
Chinese Abstract..........................................................................................................iii English Abstract .......................................................................................................... iv
1. Introduction .......................................................................................................... 1
1.1 Background......................................................................................................... 1
1.2 Research Motivation ........................................................................................... 2
1.3 Research Purpose and Question........................................................................... 6
1.4 Research Outline................................................................................................. 6
2. Literature Review ................................................................................................... 10
2.1 The Evolution of Taiwan’s Manufacturing Industry .......................................... 10
2.2 Taiwan’s Manufacturing Classification and Contemporary Challenges.............. 12
2.2.1 Contemporary Operational Challenges ....................................................... 13
2.2.2 The Strategic Role of Production Management........................................... 15
2.3 CHAO YUON’s Position as a Traditional Manufacturer And a SME .............. 16
2.4 Applying Poter’s Five Forces to CHAO YUON’s Competitive Environment .... 17
2.4.1 Introduction to Porter’s Five Forces Framework ......................................... 18
2.4.2 Analysis of Competitive Forces of CHAO YUON...................................... 19
2.5 Summary of Literature Review.......................................................................... 21
3. Methodology........................................................................................................... 23
3.1 Research Design................................................................................................ 23
3.2 Data Collection ................................................................................................. 24
3.2.1 Primary Data .............................................................................................. 25
3.2.2 Secondary Data .......................................................................................... 29
3.3 Analytical Approach to CHAO YUON’s Strategic Behavior ............................. 30
3.4 Research Validity and Reliability ...................................................................... 32
3.5 Ethical Considerations....................................................................................... 33
4. Case Study of CHAO YUON.................................................................................. 34
4.1 Company Overview .......................................................................................... 34
4.2 Historical Development and Strategic Milestones.............................................. 39
4.3 Internal Operational Strategy and On-Site Observations.................................... 43
4.3.1 Quality Management: Layered and Systematic ........................................... 49
4.3.2 Building a Resilient and Adaptive Manufacturing Ecosystem: Workforce, ERP Integration, and Supplier Collaboration....................................................... 53
4.4 Global Expansion Strategy ................................................................................ 55
4.5 Challenges Encountered and Strategic Responses.............................................. 67
4.5.1 Operational Flexibility Amid Global Disruptions........................................ 68
4.5.2 Strategic Differentiation under Competitive Pressure.................................. 70
4.5.3 Internal Barriers: Recruitment, Risk, and Resource Constraints .................. 73
4.6 Decision-Making Culture and Organizational Adaptability................................ 75
4.7 Strategic Environment Reflection...................................................................... 78
4.8 Summary of Key Findings from the Case .......................................................... 81
5. Discussion .............................................................................................................. 84
5.1 Strategic Gaps in Market Positioning: Digital Transformation, Branding, and Customer Management ........................................................................................... 84
5.1.1 Digital Transformation and E-Commerce Readiness................................... 84
5.1.2 Global Branding Strategy and Observational Insights from International Exhibitions.......................................................................................................... 86
5.1.3 Customer Segmentation and Retention Strategy ......................................... 89
5.2 Sustainability and ESG Compliance .................................................................. 90
5.3 Leadership Transition and Organizational Resilience ........................................ 92
5.3.1 Generational Leadership Transition ............................................................ 92
5.3.2 Risk Management and Organizational Resilience ....................................... 94
5.4 Comparative Insights from an Industry Expert .................................................. 95
5.5 Study Limitation ............................................................................................... 98
5.6 Strategic Recommendations: Tailored Strategies for Traditional SMEs in a Geopolitically Volatile Era.................................................................................... 100
Reference ................................................................................................................. 106

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