網路安全設備供應商市場競爭策略分析

Abstract

本研究針對網路安全領域主要設備供應商之產品及其相關市場行銷策略進行深入分析探討，並且著重於目前佔網路安全軟硬體營收最大比率之防火牆、虛擬私有網路(包括IPSec VPN及SSL VPN)、入侵偵測系統(IDS)及入侵防禦系統(IPS)等產品為主。本研究利用Porter的五力分析、Geoffrey A. Moore的技術採用生命週期等理論瞭解目前網路安全設備產業概況與前述各網路安全產品所處之技術採用生命週期階段，佐以三大市調公司之研究探討市場機會與規模；最後以SWOT分析理論探討四大主要供應商之市佔率表現及競爭優劣勢與外部機會和威脅。研究結果顯示不管是領先者（如思科系統）或是新進挑戰者（如Fortinet）均各有優勢與弱點，面對競爭激烈、產品世代快速汰換之網路安全設備市場，其保持領先或突圍勝出之道，根據Weihrich之SWOT 矩陣策略配對法，在於發揮企業內部優勢能力、利用外部環境機會（SO:Maxi-Maxi)，才是最佳策略，本研究均依此理論對四大主要供應商提供策略建議。

This research focuses on competitive analysis of major vendors in the network security market. The main interest of network security products in this study include Firewall、VPN、IDS and IPS. This research uses Porter’s Five Forces Analysis, Geoffrey Moore’s Technology Adoption Life Cycle theory as tools to analyze network security industry. Three major market research company’s studies were cross referenced for the market opportunities. The SWOT Analysis was used to analyze the major vendors’ strengths, weaknesses opportunities and threats. The finding is that all the vendors have their own strengths and weaknesses. According to what Weihrich’s SWOT Strategic Matrix suggests, the best winnig strategy is by leverging company’s internal strengths to cover the external market opportunities. Recommendations have been made for each of the four vendors based on this theory at the end.