| Summary: | 碩士 === 義守大學 === 資訊管理學系 === 100 === Since 1953, the birth of Yulon Motors, the development of Taiwan automobile
industry has experienced 6 phases.
1. Before 1967: Domestic production; Yulon Motors Only.
2. 1968-1977: Oligopoly with few automobile enterprises.
3. 1977-1985: Setting the threshold for building new automobile enterprises. New automobile makers could be established if 50% up of capacity is for export.
4. 1985-1991: Remove the 50% threshold; Perfect competition.
5. 1992-2002: Participating in WTO and Global Competition.
6. 2003 up to now.
As each automobile enterprise established successively, the competition among the automobile industry is fiercer than ever. In addition, owing to globalization which is an inevitable stream, it is worthwhile to probe into how an automobile company to retain its competitive advantage to get ahead of other competitors.
The research is based on Yulon Motor, the first established motor company in Taiwan. Firstly, the evolvement of the industry will be introduced to comprehend the structure of automobile industry. Secondly, the paper looks into the operation of Yulon Motor to conclude the competitive advantage of Yulon Motor by Michael Porter's Five Forces Model, SWOT Mode, financial performance analysis and stock price analysis.
The paper indicates that creative and differentiation is essential to the automobile industry, and needs to develop the overseas market, considering that the competition is unavoidable and the output value of the industry increases slowly these years. To create and maintain the competitive advantage, the automobile company should be promoted as a value creator instead of a technical user as ever.
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