供應商企業社會責任策略之研究：以自行車產業為例

Abstract

本研究旨在利用個案研究方式探討供應商承擔企業社會責任的策略，並解釋部分供應商從事社會責任的動機與目的。許多研究顯示，企業在從事企業社會責任的行為或是投資時，可以期望透過企業形象的提升，刺激公司的成長，但是對於位在產業供應鏈上游的代工廠商與供應商而言，其企業形象較少被社會大眾所關注，且資源有限，普遍不會分配多餘資源在從事生產、研發相關之外的其他活動，因此也較少有從事企業社會責任的動機。然而有鑒於現今全球專業分工的普遍落實，品牌商將價值活動外包給供應商，專注於其核心能力，在此前提之下，面對越來越受到重視的社會責任議題，品牌商往往會要求供應商承擔部分社會責任，以避免與供應商交易可能所產生的風險，或是要搭配品牌商本身的社會責任政策與行銷活動等。而供應商面對品牌商出現這樣的需求，以及自身有限的資源，要從事哪些社會責任，要做到什麼程度變成是一個策略性的議題。 本研究以2015台北國際自行車展參展之廠商為研究對象，與10家供應商進行半結構式的訪談，利用策略矩陣與社會責任金字塔，分類供應商策略選擇與所從事的社會責任活動，並將策略構面收斂至，產品複雜度、產品客製化程度、客戶來源地區、供應商設廠位置與垂直整合程度之取決，五個因素，進一步探討收斂後構面與社會責任的關聯性與社會責任對供應商帶來的影響。結果發現策略構面與供應商從事社會責任類型關聯性高且對供應商未來策略的制定有其影響。

The purpose of this study is to explore the strategy of corporate social responsibility of suppliers and explain why suppliers engage in responsible activity. When a corporation engaged in responsible activities or investment, corporation can expect some benefit through the enhancement of brand image. As far as OEM corporations and suppliers usually have lower social attention and limited resources, usually have less motivation to spend extra effort on the activities beyond producing and researching activity. But because of the prevalence of global sourcing and the raising attention of social responsibility, Buyers tend to outsource some activity outside the firm and ask their suppliers to undertake some of the social responsibilities to avoid potential risk. As a supplier, in the condition of requirement changing and limited resources, What and how to deal with responsible activities becomes a strategic issue. This study use semi-structural interview and chose 10 firms in bicycle industry as material. Use strategy matrix and social responsibility pyramid to categorize firms strategy decision and their social responsible activity. And converge strategic dimension to five factors, product complexity, degree of customer-made products, the customer source region, the supplier’s factory location and the degree of vertical integration. Then further explore convergent factors and social responsibility’s relevancy and the impact brings to suppliers. It was found that the strategy decision and the type of social responsibility suppliers engaged in is relevance and has impact on the future development of supplier’s strategy.