台灣網通廠的產品策略分析 – 以明泰科技為研究個案

Abstract

網際網路已經成為現今社會生活中，不可或缺的服務之一。而依據2008年資策會全球網路產品出貨地統計資料顯示，全球已有超過九成的網路產品是由台灣地區或台灣廠商製造並化身為不同品牌行銷全世界。台灣廠商之所以能在網路形成主流商品的短短數年間快速卡位成功，實應歸功於十餘年來台灣廠商長期投入全球相關電腦週邊市場，充份掌握電腦週邊產品及消費性電腦相關產品的市場優勢，尤以設計與製造為最。 然而, 就在 2008年下半年, 隨著美國金融業的危機爆發，全世界的經濟景氣突然由熱轉冷, 然後跨到2009年第一季, 由美國總統喊出的口號 -- 大幅增加寬頻網路建設, 短時間內，整個市場似乎又隱藏著潛在無窮的商機。這樣的現況，對於長期執掌區域網路業界龍頭的領導廠商而言，如何利用本身既有之優勢, 趁機卡位, 在市場上獲得成功的軌跡，是一個值得探討的題目。 本研究將透過專家訪談的研究方法探討台灣的網路通信設備製造商,在2008年第四季以來經濟持續不景氣的情況之下, 如何調整產品的研發策略, 來達到最大營收, 最小損失的目的. 本研究並經由個案研究的方式， 以目前的大廠明泰科技股份有限公司做為本研究的實證，進一步確認明泰在此段時間的成功經驗。 本研究的結論, 是具備多媒體功能的數位家用網路設備, 在2008年下半年到2009年第一季結束的銷售狀況, 表現十分抗跌, 符合該公司2008年中時的預期狀況, 該產品線也將會是2009年內該公司主力研發推銷的產品; 另一個產品是電信業者未來積極佈建的中階網路交換器, 因為相較於該產品所投入的資源成本, 該產品在2009年的特別背景之下, 所帶來的營收狀況將十分驚人。

“Network” has been one of the essential service nowadays. According to the report dated 2008, over 90% of networking products selling around the world under different brands that are made by Taiwan companies or the companies in Taiwan area. Why Taiwan companies can play the major role while networking products became main stream in the market in such a short time is based on below key reason: Taiwan vendors are so experienced in global PC peripherals industry for more than a decade, and are extremely familiar with the market advantages of global retail PC-related products, especially in developing and manufacturing. However, in the second half of 2008, the economy of the entire world suddenly became bad along with the financial crisis started from USA. Afterwards, in the first quarter of 2009, the slogan came from the President of United States --- to greatly develop the broadband networking infrastructure, which gave lots of potential business opportunities to the entire market in a short time. In this situation, for LAN leading companies, how to leverage their own advantages and to be successful is really an important topic for further investigation. In this thesis, some industry experts are first interviewed to identify how Taiwan networking products manufacturers can adjust their product development strategies to maximize the revenue & minimize the loss in the economy downturn. Then, a case study of Alpha Networks is used to verify the effectiveness of these strategies. Finally, the successful strategy and competitive edge of Alpha are covered. The conclusion of this thesis, is the home networking equipments with certain multi-media functions are the good selling ones at the end of 2009Q1, which matches Alpha’s forecast. This product line will also be the major developing item for 2009. The other key product is the metro-ethernet-access switch, which can bring significant revenue compares to the resource / cost spent.