裕隆汽車經營分析報告

Abstract

裕隆集團作為台灣汽車製造業歷史發展中不可抹滅的角色，在自主品牌納智捷的發展上其收益無明顯成效且市占率也逐漸降低，對於其他產業的投資裕隆也躍躍欲試，想開拓自身的版圖，因此我們想研究裕隆集團對於發展多角化經營所做出的投入是否有成效。我們分別從營運策略分析、財務報表的角度來分析裕隆集團，透過 SWOT、4P、五力分析，我們得出裕隆汽車在市場上其實具備多品牌經營的優勢，且也具自主研發能力，不過裕隆沒能有效利用此優勢拓展自身市場普及率，倒置其收益不如預期；在財務方面，我們主要對近期公司所做出的四大決策做分析，根據結果我們發現在投資及擴大汽車事業方面裕隆都須找到更有效的方式，才能為公司帶來良好效益。最後，因環保意識逐漸抬頭，裕隆汽車須面對電車時代來臨的威脅，投入電車市場雖是必然行為，但對於裕隆而言是否是一項有利選擇，是我們認為該企業應加強思考及注意的地方。

YULON MOTOR CO., LTD., as an indelible player in the history of Taiwan's automobile manufacturing industry, has seen limited effectiveness and a gradual decline in market share in the development of its independent brand, Luxgen. Seeking to expand its horizons beyond the automotive sector, Yulon has shown interest in investing in other industries. Therefore, we aim to study the effectiveness of Yulon Group's efforts in diversifying its business. We analyze Yulon Group from the perspectives of operational strategy and financial statements. Through SWOT analysis, the 4P analysis, and the Five Forces analysis, we conclude that Yulon Motors possesses advantages in multi-brand operations in the market and has autonomous research and development capabilities. However, Yulon has failed to effectively leverage these advantages to expand its market penetration, resulting in lower-than-expected profits.

In terms of finance, we mainly analyze the four major decisions made by the company recently. According to the results, we know that Yulon needs to find a more effective ways to invest in and expand the automobile business to bring good benefits to the company. Finally, because of the rise of environmental awareness, Yulon will face the threat of the electric tram era. It is inevitable to invest in the tram market, but whether it is a favorable choice for Yulon is something that Yulon should think more and pay more attention to it.