标题: 中小企业策略重新定位流程研究-以网路产业为例
A Case Study Exploring Strategic Re-positioning Process of SME’s in Networking Industry
作者: 吴怡静
Yi -Ching Wu
朱博涌
Po-Young Chu
管理学院管理科学学程
关键字: 策略重新定位流程;中小企业;网路产业;Re-positioning Process;SME;Networking Industry
公开日期: 2003
摘要: 中小企业在台湾的经济发展中扮演着相当重要的角色。由于规模,资金以及技术资源有限的情况下,中小企业希望在竞争激烈的国际市场中占有突出的地位并不容易。

网路公司振曜科技为一典型台湾科技中小型企业,在其成长的过程中也面对相同的问题以及瓶颈。在此藉由振曜科技作为一实际的个案研究,找出中小企业如何作策略重新定位。首先企业必须定义策略方向,之后评估企业本身的各方面条件是否与其策略方向相符,最后选择相关工具执行具体运作。

振曜科技重新定位的第一步是厘清其于产业中的定位,之后决定价值提升为策略方向。第二步,运用价值炼以及SWOT分析找出振曜的竞争优势为技术以及产品。之后,使用
市场吸引力与竞争矩阵(Market attractiveness versus Competitiveness matrix) 订定出宽频(Broadband); 储存 (Storage) and 多媒体(Multimedia)为适合的新产品线; 另外使用PDM订定出完整的Gigabit产品线结合web smart功能与Mini GBIC选项。最后,规画出具体的行销计画决定产品销售管道。
SME’s (small and medium enterprises) play a very important role in the Taiwanese economical development history. As a result of small scale, capital shortage and less technical resources, it is not easy for SME to get an outstanding position in the competitive international market.

Netronix is a networking company which is a typical Taiwanese IT SME, it faces similar problems and bottle neck during its growth process. Netronix is used as a real case study to figure out a strategic repositioning procedure for a SME.
Enterprise should first define the strategic direction then justify if its capability is matched with that strategic direction. Afterward, choose the tools to execute the operation.

The first step of the re-positioning process of Netronix is to clarify Netronix’s market position and decide its value up strategic direction Secondary, Value Chain and SWOT analysis are used to find out that the competitive advantage of Netronix is technology and product. Then, a market attractiveness versus competitiveness matrix suggests suitable new product lines abe Broadband, Storage and Multimedia; PDM tool decides current product line as complete Gigabit solution bounded with web smart and Mini GBIC solutions. At last, work out a realistic plan to determine where to sell the products.
URI: http://140.113.39.130/cdrfb3/record/nctu/#GT009062511
http://hdl.handle.net/11536/40302
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