異業競爭分析與策略 - 以石英元件產業為例

Abstract

本論文針對目前學術界和產業界較少探討之第五項競爭力 - 替代產業的競爭 (異業競爭) 以較宏觀之角度做更進一步的探討﹐提出一套實用化的分析流程與方法﹐並且嘗試將應對替代產業的競爭策略歸納整理出幾種一般性策略﹐同時就替代產業間競爭之個案提出一完整之產業實例(石英元件產業之異業競爭分析與策略)﹐藉以應證本論文所提出之一些論點。 首先討論企業界對產業五種競爭力重視的程度﹐和相對投入資源之多寡﹐因而看出異業競爭分析和策略受到企業普遍的忽視。並將異業競爭現有的理論予以探討﹐提出新的異業競爭分類方法。對於波特的五力競爭分析內之替代產業競爭之範圍予以擴大﹐將供應商和購買者間之異業競爭也納入討論範圍。上游供應商的異業競爭﹐以對本業採購成本的影響﹐和功能是否增強或減弱兩個構面予以分類和檢討。至於下游購買者的異業競爭﹐以對本業市場的影響和對本業是否必須配合投入資源的兩個構面﹐也予以分析和檢討。 本研究提出異業競爭的氣球效應現象﹐並以經濟學的觀點﹐解釋此現象發生的原因和條件。對於如何界定本身產業的本質﹐如何找出可能發生的異業競爭﹐本論文也以人類經濟活動的本質之觀點﹐提出一些創新的看法。 關於企業因應異業競爭之策略型態﹐本論文先將波特之觀點予以整理解析﹐再針對本業的異業競爭﹐上游供應商的異業競爭﹐下游購買者的異業競爭﹐就兩類分析構面下之幾種不同競爭狀況﹐提出一般性可能之競爭策略。配合實務上的應用﹐企業應如何實踐異業競爭分析和策略﹐本論文亦提出一套系統化的作業流程和方法﹐希望對企業界有所幫助。 實例應用部份，本研究分析石英元件產業的產業結構﹐此產業曾經發生過的異業競爭﹐或正在進行中的異業競爭﹐和這些異業競爭對此產業的衝擊和影響﹐再以此論文所提出的理論觀點﹐建議企業因應的幾種策略 。

The competition of substitutes is becoming more and more important in the rapidly changing environments but is still rarely discussed. This thesis investigates the theory and cases of the competitive strategies of substitutes and presents a systematic approach of monitoring the potential substitutes. Generic strategies for the competition of substitutes are proposed in this study. Michael Porter's model of Five Competitive Forces is elaborated for the substitutable products in the suppliers, customers and existing rivalries. The scope of competition of substitutes is thus extended. The effect of purchase activity is taken as an example in the suppliers' section and the effects of the marketing activities are considered in the customers' section. A new concept of "Balloon Phenomenon" is proposed and interpreted on the economic aspect. Another innovative concept for the evolution of economic activities is also presented to identify the potential substitutes. The Quartz Devices Industry is used as a case to illustrate the analysis and strategies of product substitution. It is found that the subject presented herein exert significant impacts on the industrial analysis as well as strategic management. The competitive strategies and analytical approach add academic and practical values to furnish new guidelines for the industrial development and corporate business planning.