智慧型手機於市場競爭力與競爭優勢的研究 - 以台灣”A”公司為例

Abstract

自從2007年6月蘋果iPhone在美上市後，帶動了手機用觸控面板的商機，更是顛覆既有手機廠商多功能設計，重新量身訂制全新設計架構採用手指觸控技術與圖形介面操作模式。本研究藉由Apple公司乘著iPhone效應熱潮，相較國內個案智慧型手機製造商之發展，利用Porter的五力分析及SWOT並採專家德菲法，辨別個案其競爭優勢之關鍵因素。由產業趨勢至個案公司內部經營優勢探討並歸納未來發展建議。

本研究藉由產業競爭分析之論點探討台灣智慧型手機製造商之潛在競爭力與競爭優勢，界定生產、行銷、研發、財務、策略與資訊六大構面為主要架構，依據產業特性與現況設計多重的衡量構面指標之調查問卷，再透過訪談個案公司智慧型手機製造商的資深高階主管，取得初級資料，然後參考蒐集之次級資料，對結果加以深入分析與研判。

由研究結論得知，個案公司著重新產品研究發展及掌握市場趨勢以低成本製造，符合世界級品質智慧型手機取得競爭優勢，其優勢還包括策略性進入新市場-新產品把握度、建立夥伴關係提升科技並拓展新事業-外界技術交流、市場訂價策略及新製程研發能力等，以提昇競爭力。並且員工對公司策略認同，著重顧客關係維繫管理、創新符合顧客要求並超越預期-對消費者感受重於高階功能、組織調整人力調度，完整資訊管理系統，而能獨大國內智慧型手機市場。 關鍵字: 德菲法、競爭優勢、智慧型手機製造廠商

Ever since that time the apple iPhone aroused a cellular phone with the business opportunities of touch front-panel after the United States appeared on market and overturn a current multi-function design of cellular phone manufacturer more and redesign system in all-new touch technique of the design structure adoption finger and sketch interface to operate mode in June, 2007.This research takes this trend of the iPhone effect by the Apple company and compares the development of domestic manufactory of the individual case smartphone, With the five power analysis of Porter and SWOT, this research adopts the Delphi Method to recognize the key factor of the competitive advantages in the case company. With the analysis of the industry trend and the management advantages of the case company, this research concludes with suggestion for future development. With the view of industry competition analysis, this research studies the potential competitiveness and competitive advantage of Taiwanese smartphone manufactory. By defining six major factors, Production, Marketing, R & D, Finance, Strategy and Information Technology, the inquisition questionnaire is designed according to the industry characteristic and the current conditions. Through interview of the experienced top executives in the smartphone manufactory and reference to the data of collection, the research finds some conclusions. The case company emphasizes a new product development and adapts to market trend with the low cost manufacturing and matches the world class quality smart phone to obtain competitive advantage. Its advantage includes strategy to get into field in new market-new product, establishment partner's relationship promote science and technology and expand business-outside technique exchanges, the strategy of the price and innovation of manufacturing development ability with promote a competition ability. And employee to company strategy approbation, emphasize a customer relation to support management, the innovation meet a customer request and outstrip an expectation to the consumer, adjustability of manpower to adjust a degree at the high level function, organization, complete information management system, all these above enable this company to dominate in the domestic smartphone market. Key words: Delphi Method、competitive advantage、Smartphone manufactory