從生命週期各階段探討企業之產業價值鏈決策模式

Abstract

無論各種產業都有其特定的產業生命週期(Life Cycle, LC)與產業價值鏈(Value Chain, VC)，而能在市場上鼎足而立的公司也都必定具有其攫取市占率所需的獨特競爭力(Distinctive Competencies, DC)。當需要作出對企業未來有重大影響的決策時，若能依據生命週期的定位，並且輔以自身獨特競爭力，讓決策者清楚了解產業目前條件以及自身的競爭優勢，從而作出當下最適之產業價值鏈策略，對企業甚至產業的發展都將會有莫大助益。 本研究之目的擬從產業價值鏈之角度，並植基於各企業既有之不同獨特競爭力及企業外在產業環境，針對在產業生命週期之各不同階段，企業所應採行的營運模式，進行理論及實証上之深入探討。此外，並進一步提出在全球PC步入微利時代來臨時，如何藉由企業本身獨特競爭力專注於自身在產業價值鏈上最適的角色，來提高附加價值進而提昇企業整體獲利。首先，對台灣PC產業背景概況作一瞭解，接著進行文獻探討，內容包含產業生命週期、產業價值鏈、企業外在產業環境、獨特競爭力、德爾菲法與修正式德爾菲法、層級分析法。由於在國內缺乏以多個學術概念結合所建構的決策模型，使得企業在做決策的當下，只能依賴資深經理人的經驗或者單一學術理論的支持，因此本研究期能達到以產業生命週期與產業價值鏈策略，建構屬於台灣PC產業之有力決策模式之目標。再者，以修正式德爾菲法( Modified Delphi Method)結合層級分析法(Analytic Hierarchy Process, AHP)進行問卷與數據分析，並建構出PC產業之產業生命週期決策因子權重模式，並將權重模式輔以產業價值鏈策略，形成PC產業的決策依循模型。最後，套入台灣產業條件，作出定位，並對個別企業在面臨不同條件下的營運決策模式進行討論，以檢視此模型之可行性。此模型期可應用於台灣PC產業，在面臨重大轉型的當下，做出正確之企業決策。

Every industry has its own industrial life cycle and industrial value chain. Positioning the industrial life cycle and combining the other important concepts would be helpful when the managers face the important decisions. However, examining previous research in Taiwan, decision model combining these important concepts in the Taiwan PC industry has received little attention so far in the academic literature. Therefore the main objective of this work is to build a decision model that could combine distinctive competences, industrial life cycle, external industrial environment and industrial value chain, to construct a decision model for the Taiwan PC industry. First, we discuss about research of Distinctive Competences, Industrial Life Cycle, External Industrial Environment and Industrial Value Chain that had announced in the past few years. Because of the lake of decision model that contains several important theories in Taiwan PC industry, so when the firms have to make some decisions, they can only depend on the experience of the managers or a decision model that fund by a single theory. In this case, this research is trying to solve this kind of situation by combining Distinctive Competences, Industrial Life Cycle, External Industrial Environment and Industrial Value Chain, to construct a decision model for the Taiwan PC industry. The second step is to make questionnaire and analyse the data by Modified Delphi Method and Analytic Hierarchy Process. Then construct the weighting model by this process and also pick the best strategy of each Industry Life Cycle to construct the decision model. After constructing the decision model, this research is going to exam the model by case study. The way we exam the model is to build the weighting model of each firm at the decision timing first. And then exam their profitability by Earnings Per Share (EPS). Finally, marketing strategy and management implications in Taiwan PC industry of this work are discussed.

The purpose of this research is to build a decision model for the Taiwan PC industry, and exam the model by case study. And expect this decision model would help a lot when the firms in Taiwan PC industry face important decisions.