我國行動通訊手機產業之競爭策略

Abstract

隨著無線通訊產業的蓬勃發展，人們對行動電話手機的高度需求使得人手一機的情形普遍。行動電話手機與行動電信服務市場的熱絡，促使全球行動技術迅速發展。我國行動電話手機廠商受到2000年上半年關鍵零組件缺貨影響，出貨受阻；下半年國際大廠調降銷售預測、市場價格競爭加遽、部分零組件品質出狀況，使得我國手機代工廠商在利潤、出貨量受其影響，營運績效均低於年初樂觀的預期。未來資訊、通訊、消費性電子3C整合的潮流下，手機產業仍將扮演重要的角色。我國行動電話製造廠商初期以替國際大廠代工為主，近年來有廠商投入自有品牌的發展，如何能在眾多業者中取得競爭優勢為重點。本研究藉由SCP模式來分析我國手機廠商之競爭策略，所得之結論如下： 1.國內手機廠商設計技術與代工生產之能力受到國際手機大廠肯定。 2.我國行動電話廠商之競爭優勢為具有低成本的代工能力及上、下游供應鍊廠商的群聚效應。 3.國際手機大廠之ODM代工訂單及大陸手機市場為我國手機廠商兩大主要發展機會。

The worldwide mobile communications service market and the mobile phone sales are booming. Taiwan mobile phone manufacturers are active in pursuing this market. In the first two quarters of 2000, there was a shortage in the supply of key components. While in the last two quarters, the estimate for the demand of mobile phones became conservative and hence pushed the prices down. Consequently, the sales and profitability of Taiwan mobile phone did not meet the industry’s expectation. Under the trend of integration of information, telecommunications, and consumer electronics, the mobile phone will eventually become the personal, multi-purposes, mobile information center. This thesis used SCP model to analyze the competitive strategies of Taiwan mobile phone manufacturers. Some of the key findings are summarized as follows: 1.The contract design and manufacturing capabilities of Taiwan mobile handset manufacturers are qualified by leading name-brand manufacturers. 2.The manufacturing efficiency and the availability of supporting components are the key competitive advantages of mobile handset manufacturers in Taiwan. 3.The two major markets for Taiwan mobile handset manufacturers include (a.) becoming the Original Design Manufacturers (ODM) for leading name-brand manufacturers, and (b.) the Mainland China market.