行動電話設備供應商之策略研究 - 以諾基亞公司為例

Abstract

本研究在探討行動電話設備供應商的競爭策略。本研究採個案研究法，藉由單一個案細部性分析來進行研究。旨在應用企業資源及能耐分析與五力分析來探討行動電話設備供應商之營運策略。個案之選擇以跨國行動電話設備供應商諾基亞為研究個案，在研究屬性上為應用性的研究。

研究結果顯示諾基亞以創新導向的經濟基礎邁向行動資訊社會，透過策略聯盟、開放技術規格標準使之同質化、齊一化，進而減弱競爭者的創新力量；全力經營品牌行銷與設計等，專注於顧客承諾流程，創造新的競爭差異化基礎，抓住市場與顧客心理。諾基亞是透過先佔者策略(preemptive strategy)創造先發者優勢，並且能夠正確掌握新產品發展時間、快速反應而廣泛學習的公司。

This research looks into the competition strategy of mobile phone equipment providers. This research adopts the case study method, using one case minute part analysis to carry on the research. The aim is by analyzing with five powers of competitions and the resources and capabilities of enterprise to inquire into the operation strategy of the mobile phone equipment provider. The selected case is Nokia, the multinational mobile phone equipment provider. The attributes of this research are applied.

The study results manifested Nokia heading to the information society with innovation-oriented economics, using strategic alliances, opening technique specification standard, made it of a kind and uniform with competitors, then cut down the creative strength of competitors; focused on marketing brand and designing with all strengths, devoted to customers commitment process, created the new competitive difference, grasped the market and mental state of customers. Nokia is a corporation using the preemptive strategy to deliver an advantage, holding the new product evolution time exactly and prompt response and also extensive learning.