針對中國3G產業鏈台灣廠商的競爭策略分析

Abstract

中國通信市場是世界上發展最快且最大的電信市場之一，未來幾年內，中國電信的業務收入有可能保持兩位數以上穩定的增長。隨著電信技術的發展，2009年1月7日，中國工業和信息化部為中國移動、中國電信和中國聯通發放3張移動通信(3G)牌照，中國正式進入3G 的戰國時代。而至 2012 年時，3G用戶數可望成長到 1.31 億戶，3G用戶數比重可望成長到 13%。對廣大的消費者而言，3G時代意味著更便捷、自由的通信，但是對於移動通信設備製造商和營運商來說，3G 不僅僅是巨大的市場商機，還將是全新的業務模式和更為激烈的市場競爭。對於移動通信設備製造商和營運商來說，3G 不僅僅是巨大的市場商機，還將是全新的業務模式和更為激烈的市場競爭。世界大廠陸續進入中國3G市場，促使中國的電信業迅速走向開放，台灣廠商面對這機不可失的局面，要如何利用本身的優勢和充分利用3G帶來的機遇發展，打入中國3G的產業價值鏈，尋找最適合的競爭策略。 本文的研究架構為利用分析中國三大3G移動電信產業的產業鏈，並且收集台灣3G廠商產業分析 ，加以進行專家訪談，收集產業看法與論述產業的競爭優勢。利用SWOT和五力分析分析台灣3G廠商的競爭優勢，分析台灣廠商對於進入中國移動通信的競爭優勢分析 ，作為台灣3G業者擬定打入中國移動產業鏈策略之參考。 結果顯示, 晶片廠商應該利用充足的技術支援能力，與競爭對手開差異，並利用台灣無廠企業的優勢，提拱更具價格競爭力的產品 ，併購來擴充不同領域技術 。對於HTC而言，應該抓緊運營商，三大通信規格通吃，發展HTC自有品牌及客製化中國特色的產品。對於網路設備商友訊而言，應該利用「聯盟合作」的威力提供終端消費者完整的應用方案，並搭上數位匯流的趨勢，從網通設備走向網通應用與多元服務 。對於應用服務而言，應該利用台灣電信運營商與中國運營商合作，開發符合中國在地文化的應用服務。

China's telecommunications market is the world's fastest growing and one of the largest telecommunications market. For mobile communications equipment manufacturers and operators, 3G technologies not only bring a huge market opportunity, will also be new business models and more intense competition in the market. Global players have moved into China's 3G market, promote China's telecommunications industry is rapidly moving towards greater openness, for Taiwanese firms , how to use their strengths and take advantage of the opportunities brought by the development of 3G, 3G in China into industry value chain, to find the most appropriate competitive strategy. This study architecture is based on analysis of China's three major 3G mobile telecom industry, the industrial chain, and the collection of Taiwan's 3G industry analysis firms, to conduct interviews with experts, gather industry views and discusses the industry's competitive advantage. The use of SWOT and Five Forces analysis of the competitive advantage of Taiwan's 3G companies, analysis of Taiwanese companies to enter the Chinese mobile communications for competitive advantage analysis, the development of Taiwan's 3G industry chain strategy into China Mobile reference. The results show that chip manufacturers should take advantage of adequate technical support capabilities, and differences in open competition, and use the advantages of Taiwan's fabless companies, providing more price competitive products, mergers and acquisitions to expand in different areas of technology. For HTC, the operator should pay close attention to the three communication standard take-all, the development of HTC branded and customized products with Chinese characteristics. For network equipment provider D-Link, it should use the "alliance" to provide the power of a complete end-consumer applications, and to catch the trend of digital convergence, from network equipment to China Netcom applications and multiple services. For application services, telecom operators should take advantage of Taiwan with the Chinese operators to develop in line with China's application services in the local culture.