在歷經2008年的金融海嘯後，全球經濟景氣已於2013年重新復甦，全球扣件市場主要集中於亞太、歐美等高度工業化國家，在需求有限的狀況下，各國紛紛轉而尋求新的經濟動能。汽車產業恰逢全球換車潮及綠能汽車崛起，而營建產業則因東南亞國家積極佈局基礎建設，帶動整體營建產業發展。台灣扣件產業發展餘60年，外銷比例約92%，在全世界佔舉足輕重的地位，因此得「螺絲窟」、「螺絲王國」美名，為全球顧客提供高品質扣件，全球出貨量名列前茅。近幾年面對新興國家扣件發展興起，與歐盟取消對中國碳鋼扣件的反傾銷稅，全球競爭激烈與關稅障礙攀升，衝擊台灣整體的扣件出口量。因此，台灣扣件產業急迫轉型升級，扣件廠商需不斷創新，促進扣件產業持續成長茁壯，強化整體產業體質，因此，經濟部於2016年啟動為期三年的轉型計畫，提高核心能量與技術層次，發展汽車、營建、航空、軌道、醫療、能源等高階扣件，推動自動化生產流程，結合物聯網與雲端運算功能，使資訊能即時整合，發展綠色製程，減少生產過程中消耗的能源，提供友善的生產環境。
本研究以鋐昇實業股份有限公司（PATTA）為研究對象，利用個案研究法與資料收集法，探討國際扣件產業、台灣扣件產業現況，與PATTA之發展歷程、經營現況、市場佈局等，針對該公司在擴展國際市場上，透過外部的管道，加強自身品牌知名度與擴大行銷通路，並持續改善產品組合與產品創新，擬訂合適的國際化策略。

After the financial tsunami in 2008, the global economic prosperity has resumed in 2013. The global fastener market is mainly concentrated in Asia Pacific, Europe and the United States and other highly industrialized countries. Under the condition of limited demand, countries have turned to new economic momentum. The automobile industry coincides with the global shift of vehicles and the rise of green energy vehicles, while the construction industry is due to the active deployment of infrastructure construction in Southeast Asian countries to drive the overall development of the construction industry. In the 60 years of development of the fastener industry in Taiwan, the proportion of foreign sales is about 92%, which occupies a pivotal position in the world. Therefore, it has acquired the reputation of “screwhole” and “screw kingdom” to provide global customers with high-quality fasteners and global shipments. In recent years, in response to the rise of fasteners in emerging countries and the cancellation of anti-dumping duties on China's carbon steel fasteners by the European Union, fierce global competition and tariff barriers have escalated, affecting Taiwan’s overall fastener exports. Therefore, the fastener industry in Taiwan is undergoing an urgent transformation and upgrading. Fastener manufacturers need continuous innovation to promote the continued growth of the fastener industry and strengthen the overall industrial constitution. Therefore, the Ministry of Economy launched a three-year transformation plan in 2016 to increase its core energy. At the technical level, we develop high-end fasteners such as automotive, construction, aviation, track, medical, and energy, promote automated production processes, and combine the Internet of Things with cloud computing capabilities to enable the timely integration of information, the development of green processes, and the reduction of energy consumed in the
production process. Provide a friendly production environment.
This study uses PATTA as the research object, and uses the case study method and data collection method to explore the current status of the international fastener industry, the Taiwan fastener industry, and the development history, business status, and market layout of PATTA, aiming at the company's expansion in the international market. , Through external channels, strengthen its own brand awareness and expand marketing channels, and continue to improve product mix and product innovation, and develop appropriate international strategies.

論文審定書 i
誌謝 ii
中文摘要 iii
Abstract iv
目錄 vi
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 品牌的營運模式 5
第二節 企業國際化佈局 8
第三章 研究方法 11
第一節 研究架構 11
第二節 研究方法 13
第四章 國際市場現況與佈局 16
第一節 扣件產業概況 16
第二節 個案公司簡介 21
第五章 國際化發展策略 28
第一節 產品線目標 28
第二節 品牌權益 29
第三節 國際行銷 33
第六章 結論與建議 38
參考文獻 40

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