台灣車載資通訊系統服務廠商之策略分析

Abstract

服務在Telematics 產業中佔有舉足輕重的角色，同時為專業知識涵量高、技術複雜度高、跨領域整合度高的新興科技服務產業，具備知識密集型服務業特性，極適合本研究所採用的創新密集服務平台模式來分析。 本研究即是以創新密集服務分析模式為分析架構，配合Telematics 的產業特性，以四種客製化程度與五種創新類型作為橫縱軸，架構出Telematucs 系統整合服務業20 種可能的經營型態，並詳盡討論目前的策略定位與未來的策略意圖走向，以及所需配合的服務價值活動及外部資源。接著，以八種專業化策略與六種創新類型作為橫縱軸架構出Telematics 系統整合服務業48 種未來可能的專業化策略，並詳盡討論未來的專業化策略方向，以及所需配合的服務價值活動及外部資源。研究方法則採用文獻分析與專家問卷調查，針對服務價值活動與外部資源的因子，進行小樣本的統計分析。 研究結果顯示，台灣在發展Telematics 系統服務業時，未來(5∼10 年)應提供客製化程度低的一般型服務或客製化程度次高的特定型服務；創新類型則在流程創新的策略定位上做切入。其服務價值活動則是「測試認證」、「行銷」、「配銷」、「售後服務」、「支援活動」五大構面，為重要核心構面；外部資源則以「服務」及「市場」為重要關鍵構面。 在專業化策略方面，未來可往專業化策略為「市場專業化」，創新類型在市場創新；或專業化策略為「創新服務專業化」，創新類型在結構創新的位置發展。。其服務價值活動則分別是「測試認證」、「配銷」、「支援活動」三大構面；「行銷」、「配銷」、「售後服務」、「支援活動」四大構面，為重要關鍵構面。外部資源則以「服務」及「市場」兩構面；「互補資源提供者」、「服務」、「市場」三大構面，為重要核心構面。

This thesis reports on an analysis of operating strategy of the Taiwan’s Telematics service industry based on the model of innovation intensive services (IIS). By structuring a 4x5 matrix, emcompassing four service packages and five innovation modes, we elucidated the strategic positioning and future development trend of the industry. It was found that core competence and externalities required to compete effectively are determined in the industry. In addition, a correlation between innovation modes and specialization strategies will be constructed for the analysis of industrial specialization enabled by the IIS platform model, using another 8x6 matrix including eight specialization strategies and six innovation modes, allowing analysis of firm’s core competence and needed integration of value activities and externalities based on pre-determined specialization strategy. Result shows that the future trend needs to be moved to “General Service” or “Restricted Service” and “Process Innovation” with the support of core competence including validation, marketing, delivery, after service, and supporting activities as well as externalities of complementarities, production and Market. Meanwhile, another finding reveals that the optimal specialization direction for developing Taiwan’s Telematics service industry is “Marketing Brand and Channels Specialization” based on “Market Innovation” with the support of core competencies including validation, delivery, and supporting activities as well as externalities of production and service. This research also indicates that “Network and Platform Operations Specialization” based on “Structure Innovation” could be selected as another specialization goal of Telematics industry. The core competencies of validation, delivery, marketing, and supporting activities as well as externalities of complementarities and service, must be emphasized for executing the above mentioned strategic direction.