Tender Offer and Marketing Strategies Study in Plant Construction of High-tech Manufacturing

• Main Author: 官小玉
• Other Authors: 丘宏昌
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/53527898012290759298

碩士 === 國立清華大學 === 高階經營管理碩士在職專班 === 100 === Abstract The prosperity of high-tech manufacturing plant construction market is adhering to the footsteps of investment by high-tech manufacturers (Semiconductor and Display) from Science Parks in Taiwan .The display industry is highly sensitive to business cycle , therefore the investment plan must be stopped once the economy is into recession, because of the risk of too large capital investment funds. The client will immediately convene coordination meeting for suspension or even terminate the contract even if the project is about to acceptance stage, what even more, after the completion and acceptance of the construction, vendor is being asked for plan proposal to shutdown plant .In case of market downturn, investment in plant construction must be stopped immediately, because client could not bear the financial pressure from less demand in mass production but still has to pay for plant construction. Being the center of the high-tech manufacturing, in addition to the initial cost the "clean room" also has a quite high running cost .Once operation, monthly utilities expenditures is expensive . Expenditure for cleanliness protective measures would be required, if the "cleaning room" operation is to be put into suspension , then it would be required to have a costly cleaning work again in order to restore the 'clean room' to its production state when customer orders rushed in . With the variability of the owners' investment plans, it improves the difficulty in business operation of the engineering company of high-tech manufacturing construction. Unlike general construction engineering, the professional and technical staff of high_tech manufacturing plant construction engineering can’t be directly achieved by the education system . It must go through long period of on job training and ongoing education and training. And most importantly , learning from real case study, in addition to the training of calculation in engineering theory. In terms of personnel training, the basic engineering skills is not enough, the abilities for problem solving and innovation are also required. Different from general mechanical and electrical engineering companies which just focus on procurement and project management, there are also demands in testing, R&;D and creativity to fulfill both the ever evolutional process and the endless environmental pollution protection in the high_tech manufacturing industry. However, the training and keeping of engineering personnel become a hard job due to high fluctuations in business and difficulties in market prediction. While leading companies continue to merge, and customers are accustomed to contract to the existing engineering company, and then due to the high technical threshold of high-tech plant construction, plus that each customer has his own needs and own system, results in great difficulty in getting trust of new customer. Tender operations need to be cautious to make the bidding strategy and risk assessment. Even if done all the pre-operation to improve the probability of winning bid it would still need to invest substantial human costs, often at the bidding stage. The cognition difference between customer and successful bidder during mutual communication and coordination will result in budget overruns. Under these challenging circumstances, each company has its respective different operating concepts, different management models and different supporting measures. Whether in strategic to integrate vertically or expand horizontally, or even exit the market, there will be more depth discussion in this paper.